GM Europe Electric Vehicles Mobility Services
GM drop its presence in the old continent to a minimum after it sold Opel and Vauxhall to Stellantis back in 2017, however, the brand left a toe there, in the form of selling Corvettes and Cadillacs.
Maybe GM didn’t have great success selling luxury cars in Europe, but that doesn’t mean it won’t be able to make a successful breakthrough in other forms, especially with its current transition to an all-electric brand. This is the current mindset of GM’s board as CEO Mary Barra described it in this statement: “Nothing keeps us from going back to Europe, we are looking at the growth opportunity that we have now because we can reenter Europe as an all-EV player. I'm looking forward to that.”
In fact, GM has already taken the first steps for a carefully studied re-entry into Europe, focusing on familiar territory and new emerging markets.
The first action was appointing Mahmoud Samara as the Zurich-based president and managing director of GM Europe. His main task will be to create a “non-traditional mobility startup" for EVs, autonomous vehicles, software, connectivity services, logistics, and defense. And hopefully, make it profitable as soon as possible.
GM was further encouraged by the fact that Europe is the second-largest EV market in the world after China, official numbers say that EVs made up 20% of new cars sold in Europe last year. Now compare that to 3% in the US!
GM will have several options to start from and grow rapidly, for example, it could rely on its commercial electric vans to attract eco-conscious firms. Models like the BrightDrop Zevo 600, Zevo 410 electric vans, and BrightDrop EP1 will be perfect for that. Parallel to that, it can pitch the Cruise autonomous vehicle for dense urban areas.
In any case, GM should be really careful in this new adventure. Entering an already crowded market is no easy task, the brand should first make adequate preparations before entering the ring against the likes of VW and Ford.
GM realized that Adaptation is key, the car market can change drastically in a short period. That’s why carmakers should always be ready to change course to survive,
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