WOLF-EIKE GALLE

2020+ General Motors (luxury brand platform China)

Project

General Motors’ most prestigious American icons, such as the Corvette, Hummer EV, Escalade and Tahoe, were to be launched in China as a curated luxury offer. Positioned above their original brand tiers, they were to be elevated into a truly American luxury experience.

Approach

Going back to General Motors’ founder William Durant and his carriage-building origins, a new brand and narrative were created to host and curate some of America’s most iconic vehicles of all time. The China-only brand “The Durant Guild” became a luxury showroom and experience, brand and curator.

Result

+9% GM sales China, Q2/2023

+51% Cadillac sales China, Q2/2023

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