General Motors MTA
Portrait of a Global Company

About this book:

From its ambitious founding in Flint, Michigan, in 1908, General Motors has profoundly shaped the course of the automotive industry and global enterprise. This comprehensive portrait traces GM's extraordinary journey from a chaotic collection of early car companies assembled by visionary William C. Durant to its era of unparalleled dominance under the strategic genius of Alfred P. Sloan Jr. Explore how GM built an empire through key acquisitions like Buick, Oldsmobile, Cadillac, and Chevrolet, perfected the multi-brand "car for every purse and purpose" strategy, and revolutionized manufacturing, marketing, and consumer financing to become the world's largest and most powerful industrial corporation, a symbol of American prosperity and innovation in the mid-20th century.

But GM's story is also one of resilience in the face of immense challenges. Delve into the intensifying global competition from Japanese and European rivals that began to erode its market share, the strain of rising costs and bureaucratic complexity, and the seismic impact of the 2008 financial crisis that pushed the company to the brink. Witness the dramatic government bailout and the painful, rapid restructuring through bankruptcy that forced GM to shed brands, close plants, and fundamentally rethink its operations, emerging as a leaner, more focused entity facing the arduous task of rebuilding public trust and proving its long-term viability.

Discover how the "New GM," under leadership from outsiders and insiders alike, has embarked on a bold mission to redefine itself for the 21st century. Understand its strategic pivot towards a streamlined brand portfolio centered on Chevrolet, Buick, GMC, and Cadillac, and its massive, multi-billion-dollar investments in the future of mobility. Follow GM's ambitious road to an all-electric future, spearheaded by innovative battery technology and platform development, and its pursuit of autonomous vehicle capabilities. This book captures the complexities of leading a global icon through unprecedented technological disruption, fierce competition, and ongoing operational challenges, offering essential insights into GM's past struggles, present transformation, and its outlook for maintaining its place on the world stage in the age of electrification and automation.

What You'll Find Inside:

• Explore General Motors' dramatic founding and rapid early expansion under William C. Durant through numerous acquisitions.
• Learn about Alfred P. Sloan's revolutionary organizational structure, the multi-brand strategy, and how GM surpassed Ford to dominate the market.
• Discover GM's postwar 'Golden Age,' marked by innovation, styling leadership, significant global expansion, and peak industrial power.
• Understand the challenges of global competition, mounting legacy costs, the impact of the 2008 financial crisis, and the company's historic bankruptcy and restructuring.
• Examine the 'New GM's' recovery, focus on core brands, ambitious strategic pivot towards electrification and autonomous vehicles, and outlook for the 21st century.

Who's It For:

This book is for anyone interested in the history of major corporations, particularly within the automotive industry. It offers insights for business students and scholars studying strategic management, organizational structure, innovation, and how companies adapt to competition and economic crises. It will also appeal to automotive enthusiasts and readers fascinated by American industrial history and the complex journey of an iconic global company.