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GENERAL MOTORS

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					GENERAL MOTORS

General Motors (GM), one of the world’s largest automakers, traces its roots back to 1908. With its
global headquarters in Detroit, GM employs 208,000 people in every major region of the world and
does business in more than 120 countries.

Today, GM and its strategic partners produce cars, trucks and crossovers in 31 countries, and sell
and service vehicles for the following brands: Buick, Cadillac, Chevrolet, FAW, GMC, Daewoo,
Holden, Jiefang, Opel, Vauxhall and Wuling.

Truly a global brand, GM’s largest national market is China, followed by the United States, Brazil,
Germany, the United Kingdom, Canada and Italy.

Diversity is a cornerstone of General Motors’ philosophy. Its workforce reflects the world it serves.
It believes its employees’ talents and diverse perspectives help GM drive innovation, understand
the global marketplace, develop better products and deliver better services.

To help make communities better, General Motors created the GM Foundation (GMF) in 1976 to
encourage and support philanthropic efforts. GMF invests in projects dedicated to improving
education, health and human services, environmental and energy conservation, and promoting
economic empowerment. Sponsoring endeavors such as the Washington, D.C. Martin Luther King,
Jr. National Memorial Project Foundation, Inc., GM has been a strong supporter of the foundation’s
efforts to build a memorial honoring Dr. King and eagerly awaits the memorial’s dedication on
August 28, 2011.

GM is proud of its 100-year heritage of innovation and leadership. Today, GM is a stronger
company with a renewed sense of purpose. The men and women of GM and its global partners are
striving, each day, to earn the respect of the car-buying public by designing, building and selling the
world’s best vehicles. GM is working around the world to drive the company forward and make it
the best that it can be – a new company committed to excellence and to its customers.

GM is proud of its many accomplishments and innovations in the advertising community over the
past 100 years.



Introduced Chevrolet Volt, first electric vehicle capable of running on electricity or gasoline.
2010




“Transformers” movie integration – one of the biggest product placement opportunities ever for an
2007

automotive company.



Pontiac G6 giveaway on Oprah set a new benchmark in the field of branded entertainment.
2004
“Cadillac Breakthrough” campaign – expressed breakthrough leadership in bold design and product
2002

innovation.



Chevy was automotive sponsor of Winter Olympics Torch Relay, helping to bring the dream of
2002

being part of the ceremonies to thousands across the U.S.



Launched “Keep America Rolling.” The program quickly proved to be a major jumpstart to the
2001

economy and increased GM’s market share to its highest in 20 years.



GMC launched the “Professional Grade” campaign.
2000




OnStar® commercials featuring Batman promoted brand name awareness of the system, leading to
2000

a large increase in subscribers and a higher rate of subscriber renewals.



Ad Age ranked 1915 “The Penalty of Leadership” 49th among the Top 100 Ad Campaigns.
1999




44,000 Saturn owners and their families drove their Saturns to Spring Hill, TN, for a three-day
1994

“homecoming” event.



Chevrolet launched “Like a Rock” campaign.
1991




GM became the first corporation to sign a deal with Walt Disney World to sponsor an attraction at
1979

Epcot. “The World of Motion” opened in 1982.



“Baseball, Hot Dogs, Apple Pie and Chevrolet” campaign.
1975




Established the Buick Open; PGA TOUR credits Buick as its first corporate sponsor and believes the
1958

Buick Open was one of the first events in any sport to be named for a corporate sponsor.



First automaker to sponsor TV show programs such as “The Dinah Shore Show.” The “queen of
1951

General Motors” contributed to the success of “See the U.S.A. in Your Chevrolet” campaign.
Alfred Sloan articulated GM’s product strategy: “A car for every purse and purpose.” Vehicles went
1924

beyond transportation, becoming statements and aspirations in their own right.



“In My Merry Oldsmobile” debuted, perhaps the first car song to make it big.
1905

				
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