GMC: History, Brands, Plans for Future

General Motors Company has a truly ambitious history. One of the largest automakers in the world, it holds the championship podium for more than 70 years. Many automobile brands such as Daewoo, Hummer, Opel, and others passed through GMC. Delve deeper into the GMC's history and discover how the company assembled an impressive portfolio of brands, lost them along the way, recovered, and rushed even higher.

Ambitious Start

The GMC's history begins with William K. Durant, a courageous entrepreneur with an unwavering belief in the future of automobiles. Durant was previously involved in horse-drawn vehicle production in the United States. He didn't like cars, but a fellow businessman, a carriage maker, persuaded him and sold him the Buick Motor Company in 1904.

Together with his companion, Durant borrowed the name from General Electric, one of the most influential companies in the aviation and energy sectors. In 1908, he founded General Motors, and the company's first asset was Buick. But Durant's ambitions extended far beyond. He dreamed of creating a powerful conglomerate to unite several automobile companies under one roof. In 1909, he orchestrated a series of mergers, combining Buick, Oldsmobile, and Cadillac into General Motors.

Under Durant's leadership, the company acquired new brands and nearly bought Ford Motor Company. And then Durant was caught over-leveraging GM, which led to his resignation, and he stopped running the company in 1910.

Is Chevy and GMC the same?

In the decades that followed, GMC made several significant acquisitions that would shape its future. In 1918, the iconic Chevrolet joined the GM family, bringing a reputation for affordable and reliable transport. Chevrolet became the calling card, or the face of Durant's company.

In 1920, the Canadian McLaughlin Motor Company became a subsidiary of GM of Canada Limited, strengthening its presence in the North American market. In addition, GM acquired the Dayton Engineering Laboratories of Charles F. Kettering, inventor of the electric starter, further cementing its position as a leader in automotive innovation.

Under the leadership of Alfred Sloan, the corporation began a path of global expansion. Sloan led the acquisition of Vauxhall Motors in Great Britain in 1925 and Adam Opel AG in Germany in 1931. These strategic moves brought General Motors into the international arena, increasing its market share.

During World War II, GM played an active role in supporting the war effort. From 1940 to 1945, the company contributed to military production by producing aircraft and aircraft engines.

One Among Strangers: Opel's Dangerous Situation

During World War II, Opel, a German division of General Motors, supported Germany's war effort. As a well-known car manufacturer, Opel quickly changed its focus when the war began. Its factories were converted into military facilities, producing trucks, tanks, and other military vehicles sent to the front lines. Opel also contributed to military technology, producing aircraft engines, artillery, and spare parts for the army.

The intriguing aspect is that General Motors retained control of Opel, though it was an American company. Even after the United States entered the war following the attack on Pearl Harbor in 1941, General Motors continued to operate its German subsidiary. The decision sparked criticism and controversy, raising questions about General Motors' involvement in supporting the Nazi regime.

Interestingly, while Opel was serving the growing needs of the German military, a subsidiary of Vauxhall Motors, another company owned by GM, was simultaneously producing tanks for the Allied forces. These contrasting roles during the war illustrate the difficulties General Motors and its subsidiaries faced.

After the end of World War II, Opel and General Motors faced problems. Allied aircraft attacked Opel factories, causing significant damage and disruption. The company had to navigate the post-war environment, reflecting on the role it played during the conflict, which affected its operations and reputation.

Expanding Horizons

The 1950s were a period of innovation for GMC. The corporation has introduced many improvements to its vehicle lineup, including automatic transmissions for all brands, eight-cylinder engines, and improved aerodynamics, as well as power steering, power brakes, air conditioning, and seat belts. In 1953, GMC acquired Euclid Trucks, a manufacturer of heavy earthmoving equipment, including loaders, dump trucks, and wheel scrapers that later gave birth to the Terex brand.

Over the next decade, the company created some of the most iconic and revered muscle cars. From the Chevrolet Camaro to the Pontiac GTO, GM's performance car divisions have built vehicles that embody power, speed, and style. These muscle cars have become icons of American auto culture and continue to captivate enthusiasts around the world.

In the 1960s, GM expanded into appliances, insurance, locomotives, electronics, and banking industries, enlarging its portfolio beyond the auto industry. This diversification has contributed to impressive profitability above industry average. In collaboration with Boeing, GM Delco's defense electronics division developed the lunar rover, which explored the lunar surface in 1971.

However, in the 1970s, GMC faced difficulties caused by the oil crisis and stringent air pollution regulations, which affected the company's revenues. However, GM adapted, becoming one of the first companies to install catalysts in its models.

In 1984, the company acquired Electronic Data Systems (EDS). GM recognized the growing importance of computer and storage technology and saw an opportunity to improve its operations. By acquiring EDS, GMC streamlined its communications and data management, becoming a pioneer in integrating technology into its business practices.

Building on the success of the EDS acquisition, GM set its sights on another significant acquisition in 1986: Hughes Aircraft Company. The acquisition allowed GM to expand into new areas, such as satellite communications and aviation.

But GM's aspirations didn't stop there. In 1990, the company made a significant investment in Saab Automobile AB, a Swedish automaker known for its focus on safety and engineering excellence. The goal of this partnership was to use Saab's experience and reputation to strengthen GM's position in the global market. In addition, this venture laid the foundation for the creation of Saturn Corporation, a subsidiary focused on small, fuel-efficient cars. Saturn's goal is to attract a growing segment of environmentally conscious consumers, consistent with GM's vision for the future of mobility.

In 1998, AM General (an automaker of heavy-duty vehicles and buses) entered into a joint venture with General Motors to create a civilian version of the Humvee, sold under the "Hummer" brand. This move allowed Hummer vehicles to move from military use to the consumer market, attracting with its impressive size, capabilities, and bold design and making it a popular choice among people seeking rugged and adventurous driving.

In 1999, GM acquired a 20% stake in Fuji Heavy Industries, Subaru's parent company, to benefit from Subaru's reputation as a reliable and versatile manufacturer. This partnership allowed GM to diversify its lineup and expand its global presence.

That same year, GM made another significant investment, acquiring a 20% stake in Italian automaker Fiat Auto S.p.A. This collaboration aimed to enhance synergies and share resources, thereby increasing the competitiveness of both companies in the European market.

On the Road to Electrification

In 2005, facing difficulties, GM acquired a majority stake in GM Daewoo Auto & Technology, renamed Daewoo Motor Company. This move eased GM's entry into the Korean market and allowed it to gain access to Daewoo's engineering and design expertise. The renamed division, GM Korea, played a critical role in the development of innovative and fuel-efficient vehicles.

During the global financial crisis of 2008, GMC, like other automakers, faced problems and turned to the US government for help. As part of a government-led restructuring process, GM has streamlined its operations and focused on its core brands. As a result, the Saturn and Pontiac were sold off in 2010, allowing GM to concentrate resources on its strongest brands. An injection of money from the US government helped the company get out of the crisis.

GM's commitment to sustainable mobility has led to significant advances in electric and autonomous vehicles. The introduction of the Chevrolet Volt in 2010 and the Chevrolet Bolt EV in 2016 were huge milestones in GM's investment in a greener future.