General Motors held a press conference on the 30th at Conrad Seoul in Yeongdeungpo-gu, presenting its blueprint for 2023 business initiatives aimed at building a sustainable future in Korea.

The key business strategies announced by GM for 2023 include ▲ global launch of next-generation global products ▲ introduction of a new Chevrolet brand strategy in the domestic market ▲ an expanded multi-brand strategy through the introduction of GMC ▲ launch of six authentic American-style vehicles in Korea ▲ expansion of the electric vehicle portfolio with the launch of the first Ultium-based electric vehicle this year ▲ enhancement of premium customer service ▲ and the development of new customer experiences based on future mobility.

The press conference started with a video message from Amal Amin, Senior Vice President of GM and President of the International Business Unit.

Amin stated that General Motors is transforming from an automobile manufacturer into a platform innovator and is working hard to provide a sustainable future for everyone with a comprehensive EV portfolio of various price points and styles based on the Triple Zero vision announced six years ago.

He emphasized that General Motors has taken bold steps to improve the sustainability of its business in Korea, focusing on a customer-centric business strategy. Amin expressed confidence that the next-generation global products, which have already received a warm response in the US following the remarkable success of the Chevrolet Trailblazer in the global market, will also become another successful model in Korea, highlighting the importance of the upcoming launch.

Following Amin’s message, Roberto Rempel, GM’s President for Korea, outlined four core business strategies for this year: increasing efficiency in operations by minimizing costs and maximizing production.

The next-generation global product, the ‘Chevrolet Trax crossover’, will be launched in the global market in the first quarter. By the second quarter, the production capacities of the Bupyeong, Changwon, and Boryeong plants will be maximized to an annual capacity of 500,000 units. Furthermore, General Motors is steadily implementing the management normalization plan promised in 2018 and expects solid financial results in 2023.

General Motors is focusing on the premium segment with a new brand strategy that positions it as an authentic American brand.

In 2023, six new models and updated variants will be launched across the Chevrolet, Cadillac, and GMC brands. Strengthening the position of mainstream products and expanding customer choices, GM will create new demands in premium and luxury segments and enhance the ‘authentic American vehicle experience’ for customers.

General Motors will introduce the Ultium platform that will change the landscape of the global electric vehicle market in Korea.

The first electric vehicle based on the Ultium platform, the Cadillac Lyriq, is set to launch in Korea this year, with plans to introduce ten electric vehicles in Korea by 2025 based on the Ultium platform.

The reconstruction of the Dong-Seoul Service Center and its 400 service network will enhance the quality of premium customer service in the imported car market.

By launching AC Delco and OnStar services, GM aims to expand the premium customer experience.

Rempel stated, “In 2023, General Motors has very ambitious plans” and added, “We have already laid a solid foundation for growth, and now we are ready to achieve profitability and sustainable growth in 2023.”

The following panel session focusing on strengthening customer-centric business capabilities was led by Eun Myung-ok, Senior Vice President of Communications, along with Jeong Jeong-yoon, Chief Marketing Officer, Carlos Minerth, Vice President of Sales and Service, and Chae Myung-shin, Senior Executive of Digital Business Team.

The three leaders announced three innovative customer experience initiatives for GM in 2023:

Strengthening the multi-brand strategy across global brands (Chevrolet, Cadillac, and GMC) and redefining customer brand experiences. Chevrolet will launch a new brand campaign, ‘BE CHEVY’, and open an integrated brand house where the key GM products can be showcased.

Expanding online vehicle sales while operating the largest service network among imported car brands with over 400 locations.

To improve premium customer service, the Dong-Seoul Service Center, which operates as a direct management repair shop, will be newly constructed. The introduction of AC Delco, a global aftermarket parts and service network with over 100 years of history, will enhance the convenience of maintenance services for customers of brands other than GM.

General Motors is establishing a ‘Digital Business Team’ to enhance the digital experience of domestic customers. The globally recognized connectivity service OnStar, with 26 years of technology, will be introduced this year, allowing vehicle status checks and remote controls via smartphones, with plans to gradually expand the service scope.

Chief Marketing Officer Jeong Jeong-yoon emphasized that “General Motors is a true American brand” and noted that key words symbolizing America include freedom, diversity, pioneering spirit, and inclusiveness, stating that through the new ‘BE CHEVY’ brand campaign, Chevrolet aims to convey American values to domestic customers. He also stressed that Cadillac and GMC would enhance their positions in the import and luxury markets based on their brands’ values and build a strong American brand identity.

Additionally, Carlos Minerth, Vice President of Sales and Service, emphasized his role as the total responsible person for sales and service at General Motors, stating that his mission is to make every interaction with customers, from vehicle purchase to delivery and service, an enjoyable and meaningful experience from the customers’ perspective.

Chae Myung-shin shared the vision of General Motors’ digital business, stating, “Now, automobiles are not just a means of transportation but a moving mobile platform.” He added, “OnStar is a representative telematics service loved by global customers since its launch in 1996, and it serves as a strong foundation for expanding GM’s software-defined vehicle technology and digital business.”

Meanwhile, there was a positive announcement regarding the financial outlook for GM’s operations in Korea.

Amy Martin, Chief Financial Officer, stated, “Last year, we made significant progress in financial performance through continuous cost reduction, expansion of a profitable global vehicle lineup, and currency effects, and we expect to surpass breakeven.” She added, “We believe that positive momentum will continue in financial performance in 2023.”

Lee Sang-jin daedusj@autodiary.kr