General Motors is developing a new platform to appeal to wealthy Chinese auto customers.


In China, GM will introduce a direct-to-consumer sales channel.

Durant Guild, a new, totally owned channel,

GM plans to market specialty U.S. imports to affluent urban consumers.

The most likely imports are high-end SUVs and sports cars.

General Motors Company (NYSE:GM)

According to Reuters, General Motors Company (NYSE:GM) intends to use a new direct sales platform dubbed Durant Guild to target wealthy Chinese car purchasers.

The automaker will organize invitation-only events to exhibit future items, open experience centers in different urban areas, and maybe even perform pop-ups at particular locations in order to create excitement about the new sales channel.

According to GM China CEO Julian Blissett, “Durant Guild is not a volume play, but if we do a good job and the products sell well, it will create a lot of excitement around Cadillac and Chevy and will influence how people perceive our products and technologies.”

Some of the vehicles indicated as potentially being offered for sale in China for the first time via the new platform include the GMC Hummer, Chevrolet Tahoe, and Chevrolet Corvette. This month could see the official introduction of the Durant Guild in China.

Varying circumstances

GM hopes that by utilizing a sales and marketing technique like the ones that worked effectively for Tesla and Apple in China, it will be able to channel any energy and enthusiasm the imports generate back into GM’s existing models in the nation.

According to Blissett, that will benefit our company and help our aspirations for expansion in China. GM intends to accomplish this without using conventional offline dealerships. It was unclear right away how GM intended to service vehicles bought through Durant Guild.

Global manufacturers like GM, Volkswagen, and Toyota, who dominated China’s combustion era, are rapidly losing ground to domestic rivals in the nation’s burgeoning EV industry.

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