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General Motors Sales

To drive revenue growth through innovative vehicle sales and exceptional customer experiences that transform transportation toward electric and autonomous leadership by 2035

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To drive revenue growth through innovative vehicle sales and exceptional customer experiences that transform transportation toward electric and autonomous leadership by 2035

Strengths

  • BRAND: Strong portfolio of diversified brands with global recognition
  • MANUFACTURING: Extensive manufacturing capabilities and scale
  • DEALERSHIP: Robust dealership network across major markets
  • TECHNOLOGY: Growing EV technology portfolio with Ultium platform
  • FINANCE: Strong financial position with $29.2B cash reserves

Weaknesses

  • TRANSITION: Slow EV transition compared to pure EV competitors
  • DIGITAL: Underdeveloped direct-to-consumer digital sales channels
  • RETENTION: Below-industry customer retention rates at 52%
  • PRICING: Inconsistent pricing strategies across dealership network
  • TRAINING: Insufficient sales team training on new EV technologies

Opportunities

  • INCENTIVES: Government incentives supporting EV adoption globally
  • FLEET: Growing corporate fleet electrification initiatives
  • SUBSCRIPTION: Emerging vehicle subscription and mobility services
  • DATA: Vehicle data monetization and connected service offerings
  • PARTNERSHIPS: Strategic technology partnerships with tech firms

Threats

  • COMPETITION: Increasing market share from pure EV manufacturers
  • SUPPLY: Ongoing supply chain disruptions and chip shortages
  • PERCEPTION: Consumer perception of legacy automakers in EV space
  • REGULATION: Tightening emissions regulations requiring rapid shift
  • DISTRIBUTION: Emerging direct-to-consumer sales models bypassing dealers

Key Priorities

  • DIGITAL: Build comprehensive digital sales ecosystem for EV growth
  • TRAINING: Revolutionize dealer training program for EV expertise
  • EXPERIENCE: Create unified customer experience across channels
  • PRICING: Implement transparent, consistent pricing strategy
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To drive revenue growth through innovative vehicle sales and exceptional customer experiences that transform transportation toward electric and autonomous leadership by 2035

DIGITAL DOMINANCE

Create industry-leading digital sales ecosystem for EVs

  • PLATFORM: Launch integrated digital sales platform with 100% dealer adoption and 35% digital-to-showroom conversion rate
  • TRANSACTIONS: Enable end-to-end digital purchasing capability for 80% of vehicle lineup with 25% completion rate
  • EXPERIENCE: Achieve 85% customer satisfaction score for new digital journey measured through post-transaction surveys
  • ANALYTICS: Implement AI-powered analytics dashboard with 90% dealer utilization providing actionable sales insights
EV EXPERTISE

Build world-class EV sales capabilities across network

  • ACADEMY: Launch EV Sales Academy with 100% certification rate for customer-facing staff across all dealerships
  • KNOWLEDGE: Achieve 90% score on EV product knowledge assessments for all sales personnel through quarterly testing
  • DEMO: Implement standardized EV demonstration process resulting in 40% higher test drive-to-purchase conversion rate
  • CONFIDENCE: Reach 85% sales team confidence score in selling EV technology through monthly confidence surveys
UNIFIED EXPERIENCE

Deliver seamless omnichannel customer journey

  • JOURNEY: Implement standardized customer journey across online and dealership channels with 95% process adherence
  • HANDOFF: Achieve 90% satisfaction rating for online-to-dealership handoff process through customer feedback
  • PERSONALIZATION: Deploy AI-powered personalization engine generating 30% higher engagement across touchpoints
  • CONSISTENCY: Reach 80% consistency score in mystery shopper evaluations across digital and physical channels
TRANSPARENT PRICING

Implement clear, consistent pricing model nationwide

  • MODEL: Roll out transparent pricing model to 100% of dealerships with 90% compliance in price presentation
  • SATISFACTION: Increase pricing satisfaction scores to 85% through post-purchase customer surveys
  • TOOLS: Deploy pricing transparency tools reaching 75% utilization rate by sales teams and customers
  • TRAINING: Complete pricing communication training for 100% of customer-facing staff with 90% proficiency
METRICS
  • EV Revenue Growth Rate: 65% YoY
  • Customer Satisfaction Index: 88/100
  • Digital Sales Conversion Rate: 35%
VALUES
  • Customer-Centricity
  • Innovation
  • Sustainability
  • Excellence
  • Integrity
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Align the learnings

General Motors Sales Retrospective

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To drive revenue growth through innovative vehicle sales and exceptional customer experiences that transform transportation toward electric and autonomous leadership by 2035

What Went Well

  • GROWTH: 6.5% year-over-year revenue growth exceeding market expectations
  • ULTIUM: Successful launch of Ultium platform vehicles with positive reception
  • COMMERCIAL: 12% growth in commercial fleet sales driving new segment revenue
  • MARGINS: Improved gross margins on premium vehicle segments by 2.3 points
  • DIGITAL: 28% increase in digital leads converting to sales appointments

Not So Well

  • EV: EV sales growth at 38% fell short of 50% target due to production issues
  • CONQUEST: New customer acquisition rate declined 3% below quarterly target
  • INVENTORY: Excessive inventory of certain ICE models creating margin pressure
  • EFFICIENCY: Sales team productivity metrics declined by 5% quarter-over-quarter
  • DIGITAL: Digital transaction completion rate remains below industry benchmark

Learnings

  • INTEGRATION: Better integration of online/offline experience drives conversion
  • TRAINING: Dealers with comprehensive EV training show 24% higher EV sales
  • PRICING: Transparent pricing models resulted in 18% higher customer satisfaction
  • EXPERIENCE: Personalized shopping journeys increased conversion rate by 31%
  • DATA: Data-driven sales approaches improved closing ratios by 22% in pilots

Action Items

  • PLATFORM: Develop integrated sales platform connecting digital and physical
  • ACADEMY: Create comprehensive EV sales academy for all customer-facing staff
  • ANALYTICS: Implement advanced analytics tools for sales performance insights
  • EXPERIENCE: Launch redesigned omnichannel customer journey by end of Q3
  • INCENTIVES: Restructure sales incentives to accelerate EV transition
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To drive revenue growth through innovative vehicle sales and exceptional customer experiences that transform transportation toward electric and autonomous leadership by 2035

Strengths

  • DATA: Massive vehicle usage dataset from connected cars
  • INFRASTRUCTURE: Existing technology infrastructure for AI integration
  • TALENT: Growing AI talent acquisition in key technology hubs
  • PARTNERSHIPS: Strategic AI partnerships with leading tech firms
  • INVESTMENT: Substantial AI R&D investment of over $2B annually

Weaknesses

  • FRAGMENTATION: Disconnected AI initiatives across departments
  • ADOPTION: Slow AI adoption in dealership sales processes
  • ANALYTICS: Limited advanced analytics capabilities in sales teams
  • PERSONALIZATION: Insufficient AI-driven personalization for buyers
  • INTEGRATION: Poor integration between AI tools and legacy systems

Opportunities

  • FORECASTING: AI-powered sales forecasting for inventory optimization
  • PERSONALIZATION: Hyper-personalized customer journeys and offers
  • PRICING: Dynamic pricing optimization using market intelligence
  • AUTOMATION: Sales process automation to improve efficiency
  • EXPERIENCE: AI-enhanced vehicle shopping and configuration tools

Threats

  • COMPETITION: Tech-first competitors with superior AI capabilities
  • EXPECTATIONS: Rapidly evolving customer expectations for AI tools
  • PRIVACY: Increasing data privacy regulations limiting AI use cases
  • TALENT: Competition for AI talent from technology sector
  • BIAS: Algorithmic bias concerns affecting sales targeting

Key Priorities

  • PLATFORM: Create unified AI platform for sales intelligence
  • EXPERIENCE: Develop AI-powered omnichannel customer experience
  • ANALYTICS: Implement predictive analytics for sales forecasting
  • TRAINING: Launch comprehensive AI training for sales organization