Unique Value Proposition
GM's Unique Value Proposition
I may have forgotten a thing or two that Professor Schurr, my university marketing teacher, taught me. But I still remember vividly his compelling lecture on unique value propositions, which he defined as “the sum of benefits that a company offers to its customers and that differentiate it from its competitors.”
All GM employees know that one of the new GM’s areas of focus is cars. But really, what is the one thing that makes GM cars stand out? What is the one benefit that can be called a unique “GM benefit?” If iPod represents Trendy and Louis Vuitton represents Luxury, then what does GM represent?
I had the honor of participating in the “GM Drive to 2030” event on September 24. During the event, GM reinforced itself as the industry leader in advanced technology, demonstrated for the first time in China its vehicle-to-vehicle (V2V) communication technology, and officially kicked off its communications campaign for its participation in World 2010 Expo Shanghai.
I think I have found my answer there.
By 1:30 p.m., more than 120 domestic and international media had already gathered, eager to learn about GM’s next big moves in the burgeoning China market. A “GM Firsts” video featuring some 50 innovations from GM over the past century kicked off the event.
For example, GM was the first to introduce 2-mode bus system in 2003, the first car to get 80 miles per gallon in 2000, the first the market a car powered by electricity in 1996, the first to offer air bags in 1973, the first production sports car in 1953, the first to envision an interstate highway system in 1939, the first concept car in 1938, the first proving ground 1924, the first V-8 engine in 1914… Over 50 innovations in 101 years. I did my math; GM transformed the global automotive industry once every 2 years.
I was impressed.
As exciting as that was, I was even more eager to see GM’s current and future initiatives. Really, that’s what will “drive GM to 2030”. GM China head Kevin Wale announced the company’s plans to open a new research center in Shanghai. “Our aim is to develop breakthrough technologies that will differentiate GM vehicles in the marketplace,” said Alan Taub, GM’s new vice president for Global Research and Development.
It got me thinking… maybe THAT is it! It is technology that makes GM stand out among its competitors!
Later in Alan’s presentation on our global advanced technology effort, I learned that GM has an extensive global technology footprint, with science labs and offices in the U.S., Canada, Brazil, Sweden, Australia, Israel, Russia, Korea, India and China. And all activities are synergized globally among all sites. What’s worth mentioning is that the newly opened China Science Lab will be the second largest R&D center for GM in both scale and capability.
Beside breadth, GM also has depth. GM is involved in practically every major automotive technology, including new materials, vehicle electronics, energy storage systems, alternative energy, advanced propulsion systems, battery fabrication, and advanced technologies related to vehicle design, to name just a few.
GM’s global technology strategy is simply inspiring. It is being driven by the need to address five major challenges facing today’s transportation system: energy, emissions, safety, congestion and affordability. GM people are working around the clock to overcome these challenges. For example, the Chevy Volt will free us from our dependence on petroleum and realize zero emission; V2V system and the OnStar system have the potential to eliminate traffic congestion and traffic accidents; Also, GM has a mission that dates back to its early years of offering “a car for every purse and purpose.” An example here in China is the mini-vehicle lineup from GM’s SAIC-GM-Wuling joint venture, which is enabling more people to realize their dreams of personal transportation.
I had never considered myself a big fan of high-tech stuff. But today, I feel the tremendous passion and strong commitment that come with being part of a global automotive technology leader. I can’t wait to experience GM’s corporate pavilion at Expo 2010 and witnessing its vision for urban transportation in 2030.
Just one last thought: a global study on the relationship between vehicle sales and per capita income found that people purchase a vehicle as soon as they can afford one. As a Chinese citizen and a GM employee, I hope as incomes rise and more people can afford personal transportation, their first choice will be a GM vehicle and the primary reason will be because the technologies that feature in GM vehicles make them the safest, fastest, best value for money, coolest looking, most environmental friendly, most fuel efficient…you name it.
Best wishes, GM.
