Connect with us
general-motors-direct-to-consumer-sales-china general-motors-direct-to-consumer-sales-china

News

GM employs Tesla-esque direct-to-consumer sales strategy in China

Published

3 years ago

on

General Motors (GM) plans to launch a wholly-owned direct sales platform, Durant Guild, in China. With Durant Guild, GM hopes to revitalize Chinese consumers’ interest in its brand and increase sales in the country. 

What is Durant Guild?

Durant Guild is named after GM’s founder William Durant. Felix Weller will head the platform. Through the direct sales platform, the legacy automaker plans to import and sell vehicles in China that have only been sold in the United States thus far, like the Hummer EV pickup truck or its SUV counterpart. 

Durant Guild will adopt similar sales and marketing strategies that worked for Tesla and Apple. The direct sales platform will organize invitation-only events. It will also set up experience centers and pop-up shops throughout China. 

However, the GM seems determined for Durant Guild to develop its own presence in the country. Durant Guild plans to create events and shops in unique locations to generate interest. For example, Weller shared that the platform will try to place experience centers in areas besides shopping malls, like Tesla and other EV startups. 

GM CEO focuses on 1 million EV target, subtly leaves out Tesla-beating goal

Durant Guild’s Goals

The head of GM China, Julian Blissett, noted that the OEM’s goal with Durant Guild isn’t to sell volume but instead change the perception Chinese consumers have about General Motors. GM wants Durant Guild to build interest in cars previously only sold in the US. It hopes that some of that interest goes back to the vehicles GM is currently selling in China. 

“Durant Guild is not a volume play, but if we do a good job and the products sell well, it will create a lot of buzz around Cadillac and Chevy and will help how people perceive our products and technology,” Blissett commented. 

Advertisement

As per Reuters, General Motors’ sales of flagship brands like Buick, Cadillac, and Chevrolet have continued to plummet over the past five years. GM sales in China have dropped to 1.3 million cars a year. The legacy automaker’s market share slices have been eaten up by smart electric vehicles, like Tesla or China-based EV startups like NIO and BYD. 

Challenges to GM’s Direct-to-Consumer Strategy

Blissett mentioned a shift in the Chinese market for “halo cars.” Consumers in cities have specifically started to show growing interest in performance vehicles for racing and SUVs for more off-road adventures. So General Motors hopes to attract three types of customers with Durant Guild: nature lovers; executive VIPs; and young, sporty drivers.

Chee-Kiang Lim, US-based Urban Science’s Managing Director for China, advised that GM also consider Chinese consumers’ growing interest in smart, connected features.

“What Chinese consumers want is to extend their digital lifestyles to their cars. Cars from foreign brands designed and engineered overseas are increasingly not meeting these needs,” he said.

“If Durant can overcome this bias and provide high-tech, personalized features and seamless connectivity to China’s digital ecosystems, its odds of success in the China marketplace will be higher,” Lim added. 

Advertisement

Given the growing interest in more tech-savvy vehicles in China, General Motors would have to carefully select the cars it offers under Durant Guild. Tesla vehicles and even units from EV startups like NIO understand the tech and features people want integrated into their cars. General Motors would need to introduce similar tech or features in its vehicles to compete with newer, smarter cars.

The Teslarati team would appreciate hearing from you. If you have any tips, contact me at maria@teslarati.com or via Twitter @Writer_01001101.

Related Topics:

Maria--aka "M"-- is an experienced writer and book editor. She's written about several topics including health, tech, and politics. As a book editor, she's worked with authors who write Sci-Fi, Romance, and Dark Fantasy. M loves hearing from TESLARATI readers. If you have any tips or article ideas, contact her at maria@teslarati.com or via X, @Writer_01001101.

Advertisement
Comments

Elon Musk

Tesla Supercharger Diner food menu gets a sneak peek as construction closes out

What are you ordering at the Tesla Diner?

Published

11 hours ago

on

July 18, 2025

By

Credit: BradGoldbergMD | X

The Tesla Supercharger Diner in Los Angeles is nearing completion as construction appears to be winding down significantly. However, the more minor details, such as what the company will serve at its 50s-style diner for food, are starting to be revealed.

Tesla’s Supercharger Diner is set to open soon, seven years after CEO Elon Musk first drafted the idea in a post on X in 2018. Musk has largely come through on most of what he envisioned for the project: the diner, the massive movie screens, and the intended vibe are all present, thanks to the aerial and ground footage shared on social media.

We already know the Diner will be open 24/7, based on decals placed on the front door of the restaurant that were shared earlier this week. We assume that Tesla Optimus will come into play for these long and uninterrupted hours.

The Tesla Diner is basically finished—here’s what it looks like

As far as the food, Tesla does have an email also printed on the front door of the Diner, but we did not receive any response back (yet) about what cuisine it will be offering. We figured it would be nothing fancy and it would be typical diner staples: burgers, fries, wings, milkshakes, etc.

According to pictures taken by @Tesla_lighting_, which were shared by Not a Tesla App, the food will be just that: quick and affordable meals that diners do well. It’s nothing crazy, just typical staples you’d find at any diner, just with a Tesla twist:

As the food menu is finalized, we will be sure to share any details Tesla provides, including a full list of what will be served and its prices.

Additionally, the entire property appears to be nearing its final construction stages, and it seems it may even be nearing completion. The movie screens are already up and showing videos of things like SpaceX launches.

There are many cars already using the Superchargers at the restaurant, and employees inside the facility look to be putting the finishing touches on the interior.

It’s almost reminiscent of a Tesla version of a Buc-ee’s, a southern staple convenience store that offers much more than a traditional gas station. Of course, Tesla’s version is futuristic and more catered to the company’s image, but the idea is the same.

It’s a one-stop shop for anything you’d need to recharge as a Tesla owner. Los Angeles building permits have not yet revealed the date for the restaurant’s initial operation, but Tesla may have its eye on a target date that will likely be announced during next week’s Earnings Call.

Continue Reading

News

Tesla’s longer Model Y did not scale back requests for this vehicle type from fans

Tesla fans are happy with the new Model Y, but they’re still vocal about the need for something else.

Published

1 day ago

on

July 17, 2025

By

Credit: AlwinArt/Twitter

Tesla launched a slightly longer version of the Model Y all-electric crossover in China, and with it being extremely likely that the vehicle will make its way to other markets, including the United States, fans are still looking for something more.

The new Model Y L in China boasts a slightly larger wheelbase than its original version, giving slightly more interior room with a sixth seat, thanks to a third row.

Tesla exec hints at useful and potentially killer Model Y L feature

Tesla has said throughout the past year that it would focus on developing its affordable, compact models, which were set to begin production in the first half of the year. The company has not indicated whether it met that timeline or not, but many are hoping to see unveilings of those designs potentially during the Q3 earnings call.

However, the modifications to the Model Y, which have not yet been officially announced for any markets outside of China, still don’t seem to be what owners and fans are looking forward to. Instead, they are hoping for something larger.

A few months ago, I reported on the overall consensus within the Tesla community that the company needs a full-size SUV, minivan, or even a cargo van that would be ideal for camping or business use.

Tesla is missing one type of vehicle in its lineup and fans want it fast

That mentality still seems very present amongst fans and owners, who state that a full-size SUV with enough seating for a larger family, more capability in terms of cargo space for camping or business operation, and something to compete with gas cars like the Chevrolet Tahoe, Ford Expedition, or electric ones like the Volkswagen ID.BUZZ.

We asked the question on X, and Tesla fans were nearly unanimously in support of a larger SUV or minivan-type vehicle for the company’s lineup:

Here’s what some of the respondents said:

Tesla is certainly aware that many of its owners would like the company to develop something larger that competes with the large SUVs on the market.

However, it has not stated that anything like that is in the current plans for future vehicles, as it has made a concerted effort to develop Robotaxi alongside the affordable, compact models that it claims are in development.

It has already unveiled the Robovan, a people-mover that can seat up to 20 passengers in a lounge-like interior.

The Robovan will be completely driverless, so it’s unlikely we will see it before the release of a fully autonomous Full Self-Driving suite from Tesla.

Continue Reading

Energy

Tesla launches first Virtual Power Plant in UK – get paid to use solar

Tesla has launched its first-ever Virtual Power Plant program in the United Kingdom.

Published

1 day ago

on

July 17, 2025

By

Credit: Tesla Energy | X

Tesla has launched its first-ever Virtual Power Plant program in the United Kingdom. This feature enables users of solar panels and energy storage systems to sell their excess energy back to the grid.

Tesla is utilizing Octopus Energy, a British renewable energy company that operates in multiple markets, including the UK, France, Germany, Italy, Spain, Australia, Japan, New Zealand, and the United States, as the provider for the VPP launch in the region.

The company states that those who enroll in the program can earn up to £300 per month.

Tesla has operated several VPP programs worldwide, most notably in California, Texas, Connecticut, and the U.S. territory of Puerto Rico. This is not the first time Tesla has operated a VPP outside the United States, as there are programs in Australia, Japan, and New Zealand.

This is its first in the UK:

Tesla is not the only company that is working with Octopus Energy in the UK for the VPP, as it joins SolarEdge, GivEnergy, and Enphase as other companies that utilize the Octopus platform for their project operations.

It has been six years since Tesla launched its first VPP, as it started its first in Australia back in 2019. In 2024, Tesla paid out over $10 million to those participating in the program.

Tesla VPP program in California hits new capacity milestone

Participating in the VPP program that Tesla offers not only provides enrolled individuals with the opportunity to earn money, but it also contributes to grid stabilization by supporting local energy grids.

Continue Reading

Trending