Ivey Business School (Canada)
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General Motors and the Electric Car Revolution: Boom or Bust
Daniel Doiron; John HigginsCase IVEY-9B19M049-EStrategyBy February 2019, General Motors Company (GM) had evolved into one of the three dominant North American automobile manufacturers, selling over 10 million vehicles annually. However, GM’s global market share had been declining over the previous 10–15 years due to intense competition in the small and mid-sized car segment from new entrants with a cost structure unlike global competitors and a product marketing strategy more focused on price than qu...Starting at €8.20