General Motors Company in the United States - Statistics & Facts
General Motors was the leading automotive manufacturer in the United States in 2020, based on its estimated market shares of over 15 percent. The company owns several of the most iconic U.S.-built car brands, including Buick, Chevrolet, and Cadillac. Chevrolet is GM's most successful brand, with its Equinox model ranking eighth among the best-selling crossover and sport utility vehicles of the country in 2021. Although the automaker assembles most of its cars in the United States, GM also manufactures a large percentage of its cars in Asia: Most of GM’s cars dedicated to the Chinese market are produced locally, and a Buick was the first car to be produced in GM’s Shanghai plant in 1998.
A Preference for the North American Market
GM’s global sales have been dropping since 2016, reaching some 6.3 million in 2021. This year-over-year eight percent drop was partly due to an overall decline in vehicle sales, accelerated by the global automotive semiconductor shortage. However, while overall sales declined, the company’s annual revenue increased. GM North America accounted for over 89 percent of GM’s 2021 revenue. The United States—where GM is headquartered—was the largest market for the automaker. Over 15 percent of the U.S. market were vehicles sold by one of the company’s brands, making it the best-selling automotive manufacturer in the country.
Factors Linked to a High U.S. Consumer Satisfaction
Buick was perceived by vehicle owners as the fifth most reliable car brand in the U.S. as of November 2021, above the manufacturer’s best-selling brand Chevrolet and two of its main competitors: Ford and Honda. Customer satisfaction in 2021 was also within the industry average for the company’s brands. Buick’s index score was on par with the industry average of 77, while Chevrolet and Cadillac both scored above the standard.
One of the factors behind this success with consumers is General Motors’ advertising spending in the United States. Though the company has been reducing its advertising expenses since 2016, it was the automobile manufacturer with the highest expenditures in the country in 2021. The automaker spent on average 864 U.S. dollars per each Cadillac-branded vehicles sold, an expense which dropped to an average of 675 U.S. dollars per Buick vehicle.
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