General Motors 2010 Annual Report Download - page 29

GENERAL MOTORS COMPANY AND SUBSIDIARIES
Our management team is focused on hiring new and promoting current talented employees who can bring new perspectives to our
business in order to execute on our strategy as follows:
Deliver quality products. We intend to maintain a broad portfolio of vehicles so that we are positioned to meet global consumer
preferences. We plan to do this in several ways.
•Concentrate our design, engineering and marketing resources on fewer brands and architectures. We plan to increase the
volume of vehicles produced from common global architectures to more than 50% of our total volumes in 2015 from less than
17% today. We expect that this initiative will result in greater investment per architecture and brand and will increase our
product development and manufacturing flexibility, allowing us to maintain a steady schedule of important new product
launches in the future. We believe our four-brand strategy in the U.S. will continue to enable us to allocate higher marketing
expenditures per brand.
•Develop products across vehicle segments in our global markets. We plan to develop vehicles in each of the key segments of
the global markets in which we compete. For example, in September 2010 we introduced the Chevrolet Cruze in the U.S.
small car segment, an important and growing segment where we have historically been under-represented.
•Continued investment in a portfolio of technologies. We will continue to invest in technologies that support energy diversity
and energy efficiency as well as in safety, telematics and infotainment technology. We are committed to advanced propulsion
technologies and intend to offer a portfolio of fuel efficient alternatives that use energy sources such as petroleum, bio-fuels,
hydrogen and electricity, including the new Chevrolet Volt. We are committed to increasing the fuel efficiency of our vehicles
with internal combustion engines through features such as cylinder deactivation, direct injection, variable valve timing, turbo-
charging with engine downsizing and six speed transmissions. For example, we expect the Chevrolet Cruze Eco to be capable
of achieving an estimated 40 mpg on the highway with a traditional internal combustion engine. We are expanding our
telematics and infotainment offerings and, as a result of our OnStar service and our partnerships with companies such as
Google, are in a position to deliver safety, security, navigation and connectivity systems and features.
Sell our vehicles globally. We will continue to compete in the largest and fastest growing markets globally.
•Broaden GMNA product portfolio. We plan to launch 13 new vehicles in GMNA across our four brands in 2011 and 2012,
primarily in the growing car and crossover segments, where, in some cases, we are under-represented, and an additional 29
new vehicles between 2013 and 2014. Launched vehicles in 2010 included the Chevrolet Matiz, Spark, Spark Lite and Volt,
Cadillac CTS Coupe and Buick Regal. We believe that we have achieved a more balanced portfolio in the U.S. market, where
we maintained a sales volume mix of 36% from cars, 38% from trucks and 26% from crossovers in 2010 compared to 51%
from trucks in 2006.
•Refresh GME’s vehicle portfolio. To improve our product quality and product perception in Europe, by the start of 2012, we
plan to have 80% of our Opel/Vauxhall carlines volume refreshed such that the model stylings are less than three years old.
We have four product launches scheduled in 2011. As part of our planned rejuvenation of Chevrolet’s portfolio, which
increasingly supplements our Opel/Vauxhall brands throughout Europe, we are moving the entire Chevrolet lineup to new
global architectures.
•Increase sales in GMIO, particularly in China. We plan to continue to execute our growth strategies in countries where we
already hold strong positions, such as China, and to improve market share in other important markets, including South Korea,
South Africa, Russia, India and the ASEAN region. We aim to launch 70 new vehicles throughout GMIO through 2012. We
plan to enhance and strengthen our GMIO product portfolio through three strategies: (1) leveraging our global architectures;
(2) pursuing local and regional solutions to meet specific market requirements; and (3) expanding our joint venture partner
collaboration opportunities.
• Increase sales in GMSA, particularly in Brazil. We plan to continue to execute our growth strategies in countries where we
already hold strong positions, such as Brazil. We aim to launch 40 new vehicles throughout GMSA through 2011. We plan to
General Motors Company 2010 Annual Report 27