MKT421 Wk1 Favorite Brand Paper

Topics: General Motors, Automotive industry, Ford Motor Company Pages: 6 (972 words) Published: January 26, 2015

Favorite Brand Paper
August 18, 2014

When we think of the automobiles most people automatically think of Detroit, Michigan as the home of the American automotive industry. Michigan automotive history starts in the 1890s, when inventors tinkered the idea of self-propelled vehicles and later developed into the worlds top automotive producing city, hence the name “Motor City.” In this paper we will identify a brand I am passionate about, explain reasons why, discuss loyalty associated to customer relations, and identify competitors within the same industry. Favorite Brand

Although the United States has one of the largest automotive markets in the world and is home to 13 auto manufacturers. I am very passionate towards General Motors (GM). General “Motors was founded by William “Billy” Durant on September 16, 1908. Durant had become a leading manufacturer of horse-drawn vehicles in Flint, MI before making his foray into the automobile industry. At its inception GM held only the Buick Motor Company, but in a matter of years would acquire more than 20 companies including Oldsmobile, Cadillac, and Oakland, today known as Pontiac”, (GM, 2014) “General Motors has played a pivotal role in the global auto industry for more than 100 years. From the first Buick horseless carriages to technological marvels like the Chevrolet Volt, our products and innovations have always excelled at putting the world on wheels” (GM, 2014). I think one of the reasons I am partial to GM is that my family has always owned them. I can remember my father telling me, “Son there’s nothing like American steel and there certainly isn’t anything better than an American made automotive.” On certain occasions my father would take me to the dealership and seeing how the Service staff provided high level of prestige service just because he owned a 1972 GMC Sierra 1500. Like days of old, GMC is the flagship series line of GM vehicles, a symbol that a person had money and is stylistic. GMC’s are considered very reliable and should they need maintenance, customer service was premier as the warranty covered “Bumper-to-Bumper” for 20,000 miles or two years. Another reason I am GMC fan is because if it’s committed to giving back to society. The General Motors Foundation has been helping communities across the country. GM is investing in the next generation of leaders and innovators through scholarship and outreach programs. As well as bestowing grants supporting nonprofit organizations. General Motors not only is a brand that is known for quality, it is also known for living up to Corporate Social Responsibilities. GM states, while there largest and perhaps most direct community economic impact results from decisions about plant locations, employment levels and suppliers, we also address the health and vitality of global communities through financial contributions, in-kind donations and volunteer initiatives. Finally, I respect the way GM encompasses diversity into its business model, “We drive diversity throughout the company by focusing on an inclusive environment that welcomes and enables all employees to perform at their highest potential. Please explore below to learn more about our community efforts, sponsorships, employee resource groups and to stay current with GM’s diversity events”, (GM, 2014). This brand lives up my morals and values and I will continue to be a committed customer, returning to buy yet another product. Loyalty cross-section comparison

Looking at Consumer Reports reliability study, the big three (General Motors, Ford and Chrysler) "GMC is doing the best," said Jake Fisher, director of testing for the consumer magazine, during an Automotive Press Association meeting Monday in Detroit. "They're doing it very much from the strength of older models that are mature in their life cycle. Overall, Fisher said GM and Chrysler Group LLC were in the "average range," with GM ahead. Ford Motor Co. -- its...
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