GM’s The Durant Guild Platform Creates Dedicated Community In China
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The Durant Guild, the imported vehicle platform recently launched by General Motors in China, has just announced the creation of a dedicated community, aiming to recruit members to shape the manufacturer’s new business unit in the Asian country.
The Durant Guild is building a dedicated digital community to launch its operation in China through its own business model, offering the premium experience of GM’s major brands by establishing a more direct and intimate relationship with consumers. The goal of the new high-end imported vehicle platform with the dedicated community is to recruit members to co-create future experiences.
In particular, The Durant Guild platform’s dedicated community will function as a mini-program within China’s highly popular WeChat lifestyle app, providing a unique interactive experience for its members. The community will offer specialized events in the areas of auto racing, travel, business, fashion and art, family, off-road, sports and more, reflecting the personalities and lifestyles of its members.
“The Durant Guild is more than just vehicles,” said President and Managing Director of The Durant Guild, Felix Weller, in a statement. “We want to listen to and interact with consumers in a more direct way and curate personalized experiences for them. It’s about making friends before making any deals,” he added.
In addition to being the ecosystem for marketing imported GM vehicles in China, The Durant Guild’s dedicated community will bring customers together by offering them a unique communication space where they can share their ideas, visions and lifestyles with like-minded people. Chinese actor Chen Kun is introduced as the leader of the community, whose first members are speed skating champion Wu Dajing, independent fashion designer Judy Hua, and sustainable lifestyle advocate Koko Tang.
The Durant Guild platform is GM’s new business initiative to sell the most iconic and elite U.S.-built vehicles of the company’s different brands in the Chinese market, opening a new line of high-end imported products. As such, the new unit will allow local marketing of the line of full-size pickup trucks and SUVs, as well as the Chevy Corvette, the GMC Hummer EV and the upcoming Cadillac Celestiq.
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