General Motors wants Chevy to become Apple | MLive.com
General Motors Co. announced one hefty goal Tuesday for Chevrolet: Become like Apple Inc.
On a slide during the company’s second annual “Global Business Conference,” a Chevrolet symbol was displayed next to an Apple symbol with this statement: “Our direct competitors are Toyota, Volkswagen, Hyundai, and Ford; however in the eyes of consumers, it’s time for Chevrolet to clearly differentiate our brand and align closer to the world’s true global brands like Apple.”
The Detroit automaker said it will “understand the customer better than they know themselves,” in an effort to up its worldwide presence.
Joel Ewanick, GM chief marketing officer, said the automaker will strive to become one of the most “valuable global consumer brands” in the world.
“We’re going to become one of the most consumer-centric brands in the world,” he said. “Everything we do starts and ends with a conversation about what the customer wants.”
According to Ewanick, seven out of the top 10 worldwide brands (Google, Apple, Visa, IBM, Pampers, Coca-Cola, Facebook) are from the U.S., so it is possible for American companies to succeed globally.
“It’s an aspirational goal, I know,” he said. “I know that this is difficult; I know this is not something that you like to do, but we have this goal.”
Ewanick, a former Hyundai Motors America executive, said GM will change its customer service, drivers’ experiences and design aspects in an attempt to become more like the top worldwide brands.
"It is time for an automotive company to step out and try to address consumers, and their needs, in a way that’s never been done before," he said.
The invitation-only conference –- broadcast online through the automaker’s investor website -- was meant to update investors on the company’s progress and outline long-term plans for future improvements.