South Africa Edition 2

GM would grow to be one of the biggest
companies in the world.
Not long after this, Nathaniel Currier Tuxbury
set up a General Motors factory in Darling Street,
Port Elizabeth. This plant has grown into one of
the largest employers in the Nelson Mandela Bay
Metro area.
THE PRODUCT
GMSA’s products include Chevrolet,
Opel, Isuzu, HUMMER, Saab
and Cadillac, with each brand
offering a range of models and
a key brand message:
• Chevrolet: From the Spark
to the Lumina, Chevrolet
offers excellent value for money
and exceptional quality, with its
growth in sales proof of brand acceptance in
South Africa
• Opel: Creative German engineering has made
Opel a hit with South African drivers. It’s a
dynamic and flexible brand that has seen its
Corsa Utility take top spot in its segment of
the local market
• Isuzu KB: The Isuzu brand is seen as a trump
card in the GM deck, making it a major player
in the LCV market. It’s a tough and capable
vehicle in a country where both qualities are
required in this brand segment
• HUMMER: Its unique, unmistakable looks
and iconic design has made the HUMMER
one of the most recognisable and respected
vehicles. Designed and engineered to offer
unparalleled off-road performance, this
vehicle is the choice of adventurers
• Saab: The Saab has been called the “most
unique expression of individuality” in the
premium sector of the vehicle industry. In its
60th anniversary year, the Saab is Scandinavian
design excellence - and elegance - and a
leader in environmentally friendly motoring
GMSA also produces a vast range of
automotive components for national distribution
and global exports. Electronic control systems,
airbag modules, exhaust tailpipe tips and leather
products are just a few of the items in the GM
component range.
RECENT DEVELOPMENTS
Between 2004 and 2007, Chevrolet has seen the
number of its dealerships grow to over 100 across
the country.
In March 2007, GMSA announced the
l a u n c h
of the
Cadillac brand
into the premium
segment of the local market.
Dealerships were set up in major
cities around the country as part of GM’s growth
of a dedicated network to facilitate sales and
service across South Africa.
In March 2007 GMSA began production on
the right-hand drive HUMMER H3 at the
Struandale plant in Port Elizabeth.
General Motors South Africa has been
focusing on a major facility corporate identity
upgrade programme. Many of the CI elements
are based on “Image 21”, the global GM standard
dealership design.
Externally, the facilities embrace an
uncluttered design that allows the brands to be
the focal points. Internally, porcelain tiles,
modern furniture and a soft colour scheme is
designed to offer the customer a relaxed
experience.
As of June 2007, around 97 percent of GM’s
network of 153 dealers has either completed or is
in the process of completing the final stages of
their upgrades. Nineteen new custom-designed
facilities are currently being built, bringing the
investment of the dealers into these upgrades
beyond R800 million.
PROMOTION
While GM is essentially the “brand behind the
brands”, the company is involved in numerous
local and international promotional initiatives.
These include product placement with athletes,
movie stars and other celebrities who symbolise
the strength of the brand: Tiger Woods, Natalie
du Toit and Jacques Kallis all drive GM
products.
Products under the GMSA umbrella are
advertised in various media, including print,
billboards and television and digital/web.
BRAND VALUES
General Motors has undertaken a company-wide
revolution to reclaim its culture of excellence.
• GM values how you get results as much as
the results themselves.
• GM’s value is to be the world leader in
transportation, products and related services.
• GM earns its customers’ enthusiasm through
continuous improvement driven by the
integrity, teamwork and innovation of GM
people.
• GM’s promise to drivers around the globe is
passion - and emotional appeal on wheels.
THINGS YOU DIDN’T KNOW ABOUT
GM
GM is the global leader in both electric
and hydrogen fuel vehicles
GM has been the global vehicle sales
leader since 1937. In 2006 worldwide
sales reached 29.12 million
GM brands hold the number one position
in vehicle sales in China
280,000 people around the globe are
employed by General Motors
With 4,000 staff members, General
Motors is the largest private sector
employer in Port Elizabeth
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