[Source/Observer Network, Pan Yuchen, Editor/Gao Shen] Recently, it was rumored that the General Motors China import car business, The Durant Guild, would be dissolved. In response to this rumor, a relevant person from General Motors China told the Observer Network that due to significant changes in the economic situation, the company decided to restructure the import business of The Durant Guild and optimize its operations in China accordingly.

From its establishment to facing restructuring, The Durant Guild has only existed for less than three years. It is worth noting that as recently as February this year, General Motors Chairman Mary Barra emphasized that the future of General Motors in China would focus on Cadillac, Buick, and The Durant Guild.

Vehicles under The Durant Guild The Durant Guild

The Durant Guild was established in June 2022 through an additional investment of $100 million signed with the Pudong New Area of Shanghai by General Motors. It is a high-end import car platform used by General Motors to introduce iconic products, named after William Durant, the founder of General Motors.

However, according to official data, the sales volume of imported cars accounts for less than one-thousandth of General Motors' total sales in China. Moreover, since the establishment of The Durant Guild, General Motors' import car business has been negatively affected by significant changes in the economic environment, exchange rates, and weakening demand.

A relevant person from General Motors China told the Observer Network that the substantial decline in profitability and sustainability of The Durant Guild was the main reason for the company's decision to restructure it; General Motors is committed to maintaining flexibility in the highly competitive Chinese market. To maintain growth momentum, it must focus on strong execution, business flexibility, and customer choice.

Chevrolet Tahoe The Durant Guild

Currently, The Durant Guild website offers six imported models, including Chevrolet Tahoe, GMC Yukon, Corvette, Hummer electric pickup, Hummer electric SUV, and Cadillac Celestiq. Among them, the large SUVs Chevrolet Tahoe and GMC Yukon were launched in the second half of 2024, with starting prices of over 600,000 yuan for Tahoe and over 800,000 yuan for Yukon. These two models began domestic deliveries this March.

GMC Yukon The Durant Guild

In response, General Motors China stated that for customers who have already taken delivery of Chevrolet Tahoe and GMC Yukon, the company will continue to provide parts and services; for customers who have paid non-refundable deposits, General Motors will also send a team to contact them to determine subsequent arrangements.

General Motors China also stated that it will continue to evaluate other opportunities based on market conditions, customer needs, and policy updates to bring high-end products to Chinese consumers.

This article is an exclusive contribution from the Observer Network and cannot be reproduced without permission.

Original source: https://www.toutiao.com/article/7504862794270786067/

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