Subject category:
Marketing
Published by:
Columbia CaseWorks, Columbia Business School
Version: April 11, 2024
Length: 28 pages
Data source: Published sources
Abstract
In 2023, top of mind for Kristen Siemen, chief sustainability officer at General Motors (GM), was how to increase consumer adoption of electric vehicles (EVs). After committing to be emissions-free by 2050 and embracing the ambitious 'All-Electric Future' plan, the automotive giant has significant tasks ahead. While EV market share has reached 14% by 2022, consumer concerns still limit future adoption, including range anxiety and cost sensitivity. GM must consider how the marketing, sustainability, and communications teams should continue to work collaboratively to continue stimulating EV, as well as how to optimally position GM for its carbon-neutral goal.
Teaching and learning
This item is suitable for undergraduate, postgraduate and executive education courses.Time period
The events covered by this case took place in 2022.Geographical setting
Region:
Americas
Country:
United States
Featured company
General Motors
Featured protagonist
- Kristen Siemen (female), Chief sustainability officer
Subject category:
Marketing
Published by:
Columbia CaseWorks, Columbia Business School
Version: May 13, 2024
Length: 12 pages
Data source: Published sources
Subject category:
Marketing
Published by:
Columbia CaseWorks, Columbia Business School
Format:
.pdf
Data source: Published sources
About
Abstract
In 2023, top of mind for Kristen Siemen, chief sustainability officer at General Motors (GM), was how to increase consumer adoption of electric vehicles (EVs). After committing to be emissions-free by 2050 and embracing the ambitious 'All-Electric Future' plan, the automotive giant has significant tasks ahead. While EV market share has reached 14% by 2022, consumer concerns still limit future adoption, including range anxiety and cost sensitivity. GM must consider how the marketing, sustainability, and communications teams should continue to work collaboratively to continue stimulating EV, as well as how to optimally position GM for its carbon-neutral goal.
Teaching and learning
This item is suitable for undergraduate, postgraduate and executive education courses.Settings
Time period
The events covered by this case took place in 2022.Geographical setting
Region:
Americas
Country:
United States
Featured company
General Motors
Featured protagonist
- Kristen Siemen (female), Chief sustainability officer
Related
Subject category:
Marketing
Published by:
Columbia CaseWorks, Columbia Business School
Version: May 13, 2024
Length: 12 pages
Data source: Published sources
Subject category:
Marketing
Published by:
Columbia CaseWorks, Columbia Business School
Format:
.pdf
Data source: Published sources