General Motors Unveils Plans to Forge Ahead in Korea in 2024 Through an Unprecedented Focus on Customer Experience

Published : Sunday, February 4, 2024, 12:22 pm
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On February 2, General Motors hosted its New Year Press Conference at The House of GM, its integrated brand space in Seoul. The automaker highlighted its notable accomplishments in 2023 and outlined its strategic plans for 2024, with a focus on enhancing the customer experience by expanding its brand and product, sales and service, and electric vehicle offerings.

This year, GM will introduce two electric vehicles built on the Ultium platform. It will also carry out the strategic positioning of the Chevrolet, Cadillac and GMC brands, launch OnStar safety and connected vehicle service, open the Seoul Service Center and expand ACDelco aftersales parts sales service. GM is dedicated to creating a distinct presence and enhancing its influence in the domestic market, emphasizing the unique and varied experiences that only GM can deliver to customers in all aspects of the business.

New Year Press Conference attendees from GM's Korean Operations included President Hector Villarreal and Vehicle Sales, Service and Marketing Vice President Gustavo Colossi. The program began with a video message from Shilpan Amin, GM senior vice president and president of GM International.

"Our priority remains to deliver the very best vehicles to our customers,” said Amin. “We believe we have the unique flexibility to meet customer demand and keep pace with the market for both traditional vehicles powered by internal combustion engines and electric vehicles. Last year, the sales of Trax and Trailblazer grew 311% and 82% respectively year over year in the U.S market. This is a testament to the unwavering dedication, exceptional productivity and steadfast commitment to quality competitiveness by our talented team in Korea."

He added, "2024 promises to be a year in which GM reaffirms our commitment to the Korean market. We are excited to be introducing new models, showing our ongoing dedication to this crucial part of our global operations."

In 2024, GM will bolster its presence in Korea by focusing its foundational strategy on offering a distinct customer experience with three elements: products and brands, sales and service, and electric vehicles.

① Brand and Product Experience

 Introduce four new vehicles – the Cadillac LYRIQ, Chevrolet Equinox EV, Cadillac XT4 and Chevrolet Colorado – to offer a unique and diverse product experience
 Extend customer engagement through integrated brand spaces including The House of GM and The Village of GM

② Sales and Service Experience

 Hold the grand opening of the Seoul Service Center in July
 Introduce OnStar global connectivity service in H1
 Broaden the scope of ACDelco with an expanded range of aftermarket parts sales service

③ Electric Vehicle Experience

 Launch two electric vehicles – the Cadillac LYRIQ and Chevrolet Equinox EV – based on Ultium, GM's dedicated electric vehicle platform
 Continue expanding the release of Ultium-based electric vehicles, catering to various segments, purposes and price points in the future

"We aim to deliver a distinct and varied product experience exclusive to GM through our Chevrolet, Cadillac and GMC brands, putting the customer at the center of everything we do," said Villarreal. "We plan to strengthen GM’s presence in the fiercely competitive domestic market and meet the needs of those seeking the unique American product experience and new lifestyle that only GM can provide by expanding our comprehensive range of products."

"We take pride in offering a diverse range of vehicles that cater to a broad spectrum of preferences backed by excellent safety and outstanding performance," said Colossi. "Whether it's the sleek design and versatility of a Chevrolet, the reliability and robustness of a GMC, or the luxury and innovation of a Cadillac, our vehicle portfolio is meticulously curated to meet the unique preferences of Korean drivers."

In 2024, GM will broaden its distinct product and service offerings for Korean consumers through strategic positioning, the introduction of new vehicles, and the provision of new services across the GM, Chevrolet, Cadillac and GMC brands.

① Seoul Service Center, a flagship facility delivering an upscale service experience

 Open at Yangpyeong-dong, Seoul, in July with a floor area of 23,556 square meters, four underground floors and eight floors above ground
 Offer comprehensive, one-stop service ranging from vehicle maintenance to product experience and purchase
 Serve as a hub for premium service with cutting-edge technology, drive-through service, valet assistance and private vehicle delivery
 Complement the East Seoul Service Center, which is being upgraded

② OnStar service for an extended digital customer experience

 Introducing in H1, with Chevrolet Trax Crossover as the first model to be applied
 To be applied to all brands & models that will be launched in the Korean market from H1 in order.
 Offer an expanded digital experience, beginning with vehicle diagnostics, remote control services, and wireless over-the-air through the Mobile App

③ ACDelco for an innovative maintenance service experience

 Extend parts sales service offerings to include domestic brands, on top of supporting current 13 imported premium vehicle brands
 Rapidly expanded the nationwide network of approx. 160 service points since its launch in 2023
 Enhance customer access and service by broadening sales channels through e-commerce platforms

GM’s Korean Operations achieved a remarkable 76.6% surge in demand in 2023, selling 468,059 complete vehicles. This was driven by a strategic emphasis on popular models such as the Chevrolet Trax Crossover and Trailblazer, which secured the top two spots in Korean domestic passenger car exports for 2023. This year, GM intends to fully utilize its annual production capacity of 500,000 units. Its primary focus will remain sustaining the success of the Trax Crossover and Trailblazer and fostering the sustainable business environment of its facilities.

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