GM: Strive to Build the "Apple" Brand in the Car

General Global Chief Marketing Officer Joel Ewanick

At the second Global Business Annual Meeting of General Motors, Geely Automotive reported that General Motors global chief marketing officer Joel Ewanick said that the company will imitate the consumer electronics giant Apple to build its own brand, featuring innovation, fashion, cutting edge and high-end as its future development. .

At the annual business conference last week, Joel Ewanick gave a speech to investors and analysts. Joel Ewanick first listed GM’s opponents, including traditional competitors such as Toyota and Volkswagen, and pointed out that Joel Ewanick’s former owner, Hyundai Motors, was also one of “strong opponents”. Joel Ewanick served as chief marketing officer of Hyundai Motor Co., CMO, and switched to General Motors in the first quarter of 2010. As for Ford, Joel Ewanick described it as "terrible."

Regarding GM’s brand positioning, Joel Ewanick emphasized: “At the moment we need to make GM's brand unique and create a truly global brand similar to Apple’s. When car companies have gone out, they need to be in an unprecedented way. Solve the needs of users.” The current plan for how GM will transition to “Apple in the car” seems to be ambiguous. Some industry players even have skepticism. However, in general, innovation, fashion, cutting edge, and high-end will be the characteristics of future development.

GM President Exxon previously called the Chevrolet and Cadillac brands together as a global branding target called the "Double Global Brand Strategy," and Joel Ewanick commented that this situation was related to the introduction of Lexus in 1989 to introduce another luxury car market to Toyota. In a similar direction, the future Chevrolet and Cadillac will set the tone for the GM product portfolio.