General Motors has just announced that it will launch The Durant Guild in China, which it describes as a new lifestyle platform that will make iconic import products available in the Asian country.
The automaker’s Chinese subsidiary decided to create the new platform The Durant Guild as part of the recently established GM Premium Import business unit, aiming to market imported products in China. As such, The Durant Guild will bring together a collection of GM’s most iconic and elite vehicles across multiple brands through a direct-to-consumer business model.
“The Durant Guild will unite GM’s most iconic nameplates and unique experiences under one platform,” said GM Executive Vice President and President of GM China, Julian Blissett, in an official press release. “It will enable us to enter new market segments in China, serving the more diverse needs of our discerning Chinese customers,” he added.
Notably, The Durant Guild honors automotive industry pioneer and GM founder William “Billy” Durant. In fact, GM says this new branch of its China business pays homage to Durant’s fearless and visionary spirit by creating a system in which multiple brands, with different market approaches and car lines, are maintained through a unified company.
In addition to marketing an exclusive collection of imported GM vehicles in China, The Durant Guild will operate with a dedicated community at its core, which also has the goal of identifying and co-creating new value-added possibilities for its members around automobile ownership and lifestyles. This new platform will be led by Felix Weller, who takes over as President and CEO of The Durant Guild.
The first public move of GM’s new Durant Guild platform in China is a week-long pop-up expo in Shanghai, which kicks off on Friday, September 9th. A range of full-size SUVs, trucks and performance cars will be on display, including the GMC Hummer EV and GMC Yukon, the Chevy Tahoe, the Chevy Silverado and the Chevy Corvette as proof points of the lifestyles and driving experiences they represent.
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Comments
Oh Brother 🤪
Another “pipe dream” of someone…. geez
And the worst part of it is that the is a PRESIDENT & CEO of it.
Why would you need a CEO to import a specific set of vehicles into China? More distractions and money wasting
GM shall focus in having cars available HERE.
It’s about China import laws. GM can sell only 250???? Imported vehicles that were made in the USA directly??? Using this as a “shell corporation” that will “buy from GM” and resell in China, with much of the profits staying in China, GM actually can now sell corvettes over there.
Remember, saic and wuling motors are partnerships with GM…. The communist owning 51% stake and GM owning 49%. Think western countries are messed up???? Go East.
Thought GM got the “Golden Share” back, repurchasing after bankruptcy, so it’s 50/50 now, no?
You are wrong, Steve.
Hate damages the brain….
First step to moving production to China in the future… Why not if your goal is to sell into China to the billions of people $$$$ right… business is business.
Leave the rest of the N. America and the international market alone to encounter shortages and less production just like today – no change…
Good move. Love the tribute.
The name of William Crapo Durant is meaningless to even upper-class well-educated Chinese who are the target market. All I hope is that the surviving members of the Durant family are paid a substantial royalty for this ploy. This is idiotic and ironic. Billy Durant was a true free-market capitalist that is totally in contradiction to the sayings of Chairman Mao. Will the next Chinese marketing work-around be The DeLorean Collection to celebrate the memory of John Z. ? Maybe the next new China-only vehicle will bear the name of Pontiac G.T.O. ! No wonder that G.M. is on its way to be a failing company.