Abstract
General Motors Company incorporated in 1908 is a multinational car manufacturer with headquarters in Detroit, Michigan. In this case study, GM intends to offer products with either less energy consumption or consumption of new fuel, with new design.
Actually, General Motors possesses rich resources, including several international car brands and assets over the world. In terms of process, the company has centralized testing and research laboratory to serve its constituent companies. In fact, the research and development department has as its objective to be more focused on developing effectively and efficiently on innovative projects identifying emergent technologies that might become strategically important in later years. Even though, General Motors invested in ventures with small companies developing related technologies.
In the frame of the Autonomy project, the company is sustaining innovation in short term; it offers the new technology as well as the improved performance of the product in extension of existing business model, the targeted consumers are already car owners, but interested in new incremental breakthrough technologies. In this case, the consumers are people who do not possess a driving license; cannot afford to change their vehicle; urban inhabitants are major users of public transportation because of the high fuel price and the parking issue.
