General Motors Company designs, builds, and sells trucks, crossovers, cars, and automobile parts and accessories in North America, the Asia Pacific, the Middle East, Africa, South America, the United States, and China. The company operates through GM North America, GM International, Cruise, and GM Financial segments. It markets its vehicles primarily under the Buick, Cadillac, Chevrolet, GMC, Holden, Baojun, and Wuling brand names. The company also sells trucks, crossovers, cars, and purpose-built vehicles to dealers for consumer retail sales, as well as to fleet customers, including daily rental car companies, commercial fleet customers, leasing companies, and governments. In addition, it offers safety and security services for retail and fleet customers, including automatic crash response, emergency services, roadside assistance, crisis assist, stolen vehicle assistance, and turn-by-turn navigation; and connected services comprising mobile applications for owners to remotely control their vehicles and electric vehicle owners to locate charging stations, on-demand vehicle diagnostics, smart driver, marketplace in-vehicle commerce, in-vehicle voice, voice assistant, navigation and app ecosystem, connected navigation, SiriusXM with 360L, and 4G LTE wireless connectivity, as well as develops and commercializes autonomous vehicle technology. Further, the company provides automotive financing and insurance services; and software-enabled services and subscriptions. General Motors Company was founded in 1908 and is headquartered in Detroit, Michigan.
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- Like Ford, but with brands like Chevrolet, GMC, and Cadillac.
- The Procter & Gamble of vehicles, owning numerous well-known brands.
- A traditional automotive giant, similar to Toyota or Volkswagen, but based in America.
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General Motors Major Products and Services
Major Products:
- Cars: Passenger sedans, coupes, and hatchbacks sold under various global brands.
- Trucks: Light-duty and heavy-duty pickup trucks, primarily offered in North America.
- SUVs and Crossovers: A wide range of sport utility vehicles and crossover utility vehicles across multiple segments.
- Electric Vehicles (EVs): Battery electric cars, trucks, and SUVs built on dedicated EV platforms.
Major Services:
- Vehicle Financing: Provides automotive loans and leases to individual customers and dealerships through its GM Financial subsidiary.
- Autonomous Driving Technology/Services: Develops and operates self-driving vehicle technology, including ride-hailing services, through its Cruise subsidiary.
- Connected Vehicle Services: Offers in-vehicle connectivity, safety, and infotainment services, such as OnStar, as subscriptions to vehicle owners.
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General Motors (symbol: GM) primarily sells its vehicles to individual consumers and businesses through a global network of franchised dealerships. While the direct transaction for vehicle distribution occurs between GM and its dealerships (which are independent businesses), the ultimate and primary end-users of the vast majority of GM's products are individual consumers. GM also engages in significant direct sales to large fleet customers (e.g., rental car companies, government agencies, large commercial enterprises), but retail sales to individuals typically represent the largest portion of their sales volume.
Given that the company sells primarily to individuals, the major categories of customers that General Motors serves can be described as follows:
- Everyday Consumers & Families: This is the largest segment, comprising individuals and families seeking practical, reliable, and versatile vehicles for daily commuting, family transport, and recreational use. They often prioritize factors like safety, fuel efficiency, cargo space, and modern technology. This segment typically purchases vehicles across GM's Chevrolet, Buick, and GMC brands.
- Luxury & Premium Buyers: This category includes affluent individuals and those seeking high-end features, advanced technology, superior comfort, and brand prestige. These customers are drawn to General Motors' luxury offerings, primarily under the Cadillac brand, and higher-trim levels of Chevrolet and GMC vehicles, valuing sophisticated design, performance, and exclusive amenities.
- Small Business Owners & Trades Professionals: This segment consists of individuals or small business owners who purchase GM trucks (e.g., Chevrolet Silverado, GMC Sierra) and vans (e.g., Chevrolet Express, GMC Savana) for commercial purposes. They prioritize capability, durability, payload capacity, towing ability, and utility for tasks such as hauling equipment, making deliveries, or providing services. These purchases are often made through dealerships, similar to individual consumer transactions.
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Mary Barra, Chair and Chief Executive Officer
Mary Barra has served as the Chair and Chief Executive Officer of General Motors since January 15, 2014, and was elected Chair of the GM Board of Directors in 2016. She is recognized as the first female CEO of a "Big Three" automaker. Barra began her career with General Motors in 1980 as a co-op student at the age of 18, utilizing the job to fund her college tuition. She steadily advanced through various engineering and administrative roles, including managing the Detroit/Hamtramck Assembly plant, serving as Vice President of Global Manufacturing Engineering, Vice President of Global Human Resources, and Executive Vice President of Global Product Development, Purchasing, and Supply Chain. Under her leadership, GM has committed to an all-electric vehicle future by 2035 and is focused on transformative technologies like electrification and autonomous driving.
Paul Jacobson, Executive Vice President and Chief Financial Officer
Paul Jacobson joined General Motors as Executive Vice President and Chief Financial Officer in December 2020. Before his tenure at GM, Jacobson served as the Chief Financial Officer of Delta Air Lines, Inc., where he played a key role in transforming the company into one of Fortune magazine's Top 50 Most Admired Companies for six consecutive years. He was recognized eight times as the airline industry's best CFO by Institutional Investor magazine's poll of Wall Street analysts and investors. Jacobson holds a bachelor's degree in aviation management from Auburn University and an MBA from Vanderbilt University's Owen Graduate School of Management.
Mark Reuss, President
Mark Reuss was promoted to President of General Motors in January 2019. He began his career with GM as a student intern in 1983 and has since held numerous engineering and management positions. These roles include chief engineer of GM's large luxury vehicles, leading the GM Performance Division, and serving as President of General Motors North America from 2009 to 2013. As President, he oversees the company's global product development, quality, and performance, and has been instrumental in GM's transition to an electric-first company, leading development efforts for vehicles like the Cadillac LYRIQ and Hummer EV. His father, Lloyd E. Reuss, also served as President of GM from 1990 to 1992.
Marissa West, Senior Vice President and President, GM North America
Marissa West was named Senior Vice President and President, GM North America, in December 2023. In this role, she is responsible for the company's operations in the North American market. Prior to this, she served as President and Managing Director of GM Canada. West has held various leadership positions within General Motors since joining the company in 2007, including Executive Chief Engineer for Global Electric Vehicles and company-wide Chief Engineer for GM North America. Her background spans engineering, product development, and manufacturing.
Shilpan Amin, Senior Vice President and President, GM International
Shilpan Amin serves as Senior Vice President and President, GM International, where he leads GM's business operations outside of North America and China, including markets in South America, the Middle East, and Asia-Pacific regions. He is responsible for driving regional strategy, profitability, and global vehicle program coordination. Previously, Amin was GM's Vice President of Global Purchasing and Supply Chain, playing a key role in streamlining procurement and enhancing supplier resilience, and supporting supply chain digitalization and EV parts standardization. He holds a Bachelor of Science in Mechanical Engineering from the University of Michigan and a Master of Business Administration from the University of Michigan Ross School of Business.
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The clear emerging threat for General Motors is the rapid global expansion and technological advancement of Chinese electric vehicle (EV) manufacturers.
Companies such as BYD, Nio, Xpeng, and Geely are gaining significant market share in critical global markets, including their domestic Chinese market (the world's largest auto market), Europe, and emerging economies. Their aggressive product development cycles, cost efficiencies, and innovation in battery technology and software-defined vehicles pose a direct challenge to GM's international sales volumes and profitability. While direct entry into the U.S. market currently faces regulatory and tariff hurdles, their global dominance and aggressive pricing strategies are intensifying competition worldwide, pressuring GM's competitive position and necessitating significant strategic responses.
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General Motors (GM) operates in several significant addressable markets for its main products and services. The market sizes for these key areas are outlined below:
Light Vehicles (Passenger Cars, SUVs, Crossovers, and Light Trucks)
- Global Light Duty Vehicles Market: The market was valued at approximately USD 849.57 billion in 2024 and is projected to reach USD 1,394.24 billion by 2030.
- North America Light Duty Vehicles Market: This market accounted for 37.0% of the global revenue in 2024, equating to approximately USD 314.34 billion (37.0% of USD 849.57 billion).
Electric Vehicles (EVs)
- Global Electric Vehicle Market: The global electric vehicle market size was estimated at USD 1,328.08 billion in 2024 and is projected to reach USD 6,523.97 billion by 2030.
- North America Electric Vehicle Market: This market was valued at USD 88.64 billion in 2024 and is poised to grow to USD 330.92 billion by 2032.
Light Duty Trucks (Pickups, Vans, and SUVs)
- Global Light Duty Truck Market: The market size was valued at USD 449.18 billion in 2024 and is projected to grow from USD 514.58 billion in 2025 to USD 944.57 billion by 2032.
- North America Light Duty Truck Market: North America dominated the global market with a 41.65% share in 2024, amounting to approximately USD 187.0 billion (41.65% of USD 449.18 billion).
Commercial Vehicles
- Global Commercial Vehicle Market: The market size was valued at USD 1.45 trillion in 2024 and is poised to grow to USD 1.96 trillion by 2032.
- U.S. Commercial Vehicle Market: The market was valued at USD 581.31 billion in 2022 and is projected to grow from USD 638.47 billion in 2023 to USD 1,276.0 billion by 2030.
Autonomous Driving (via Cruise)
- Global Autonomous Vehicle Market: The global autonomous vehicle market size was valued at USD 1,500.3 billion in 2022 and is projected to grow from USD 1,921.1 billion in 2023 to USD 13,632.4 billion by 2030.
- North America Autonomous Vehicle Market: North America is expected to hold a 39.1% share of the global autonomous vehicles market in 2024. Based on the 2023 global value, this represents an estimated market size of approximately USD 751.1 billion (39.1% of USD 1,921.1 billion).
Financial Services
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General Motors (GM) anticipates several key drivers for future revenue growth over the next 2-3 years, stemming from its strategic focus on electrification, advanced technology, and core vehicle segments.
The primary drivers include:
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Electric Vehicle (EV) Portfolio Expansion and Profitability: GM is aggressively expanding its EV offerings across various segments, including affordable compact EVs, luxury SUVs, and electric trucks, with models like the Chevrolet Equinox EV, Cadillac LYRIQ, and GMC Hummer EV. The company aims for its North American EV portfolio to be profitable by 2025 by scaling production, reducing battery cell costs through its Ultium platform, and enhancing customer experience.
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Growth in High-Margin Software and Services: GM expects significant revenue generation from its connected vehicle services, particularly OnStar and the Super Cruise advanced driver-assistance system. The company has booked substantial deferred revenue from these services and projects Super Cruise revenue to more than double by 2026, with an overall goal of substantial growth in software and new businesses.
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Sustained Demand and New Product Launches for Internal Combustion Engine (ICE) Trucks and SUVs: Despite the shift towards EVs, GM's traditional full-size trucks and SUVs continue to be highly profitable and a strong revenue contributor. The company plans to launch eight new or redesigned ICE models by the end of 2025 to bolster profit margins and cater to ongoing customer demand in these key segments.
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Commercialization of Autonomous Driving Technology (Cruise): While facing operational challenges and skepticism, GM remains committed to its autonomous vehicle subsidiary, Cruise. The company has articulated ambitious revenue targets for Cruise, aiming for $1 billion in revenue by 2025 and potentially $50 billion annually by the end of the decade, viewing it as a significant long-term growth opportunity.