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.