General Motors

General Motors
Ensuring seamless group brand integration
General Motors manages and markets the group brands Chevrolet, Opel, Buick, GMC, Cadillac, Baojun, Holden, Isuzu, Jiefang, Vauxhall, and Wuling.

Challenge

Antitrust laws prohibit carmakers from contractually committing dealers to marketing several group brands at the same time. Having an interest in dealers promoting and marketing as many group brands as possible, GM was seeking a low-cost workaround.

Solution

Combining clear and distinctive product brand positioning with a clever retail strategy, we developed a branding system that minimizes costs for dealers when taking on GM group brands compared to competitors’ group brands.

Result

The integration of group brands into portfolios of multibrand dealers has become much easier since the inception of the program. The integration of more GM group brands has become a far more viable investment than switching to a brand from outside the group.

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