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General Motors Corporation

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Title: General Motors Corporation


1
General Motors Corporation
  • Randy Queen - Account Executive
  • Governments, Public Utilities,
  • Advanced Technology Vehicles

2
GM - Energy and Environment Vision
Our goal is to take the automobile out of the
energy debate to be part of the solution
Beth Lowery Vice President Energy and
Environment General Motors Corporation
3
Energy and Environment
At GM, we believe tomorrows automobiles must be
flexible enough to accommodate many different
energy sources. And a key part of that
flexibility will be enabled by the development
of electrically driven cars.
Rick Wagoner Chairman and CEO General Motors
Corporation LA Auto Show 11/29/2006
4
Solving the 3E Challenge!
  • Energy
  • Environment
  • Economics

5
Global Energy Consumption
  • 35 of global energy needs are currently met by
    petroleum
  • Imported oil
  • China 46
  • United States 64
  • European Union 79
  • Japan 100

6
Global Energy Consumption
  • Energy demand
  • 2 annual growth through 2030
  • 70 more energy will be needed by 2030
  • Over 800 million vehicles in the world today
  • 1.1 billion vehicles in 15 years

7
Why E85?
  • E85 is a clean-burning, renewable resource
  • Reduced greenhouse gasses
  • Reduced dependency on foreign oil
  • Help the U.S. Economy
  • GM builds the engines flexible to run on
    unleaded gas or E85 ethanol

8
GM Practical Estimate of Potential U.S. Ethanol
(Portion of U.S. Light-Duty Fuels Year 2020)
All percentages are on an energy equivalent
basis. Based on University of Toronto data.
9
Environmental Reduce Greenhouse Gases
  • Corn-derived E85 20 CO2 reduction
  • Cellulose-derived E85 75 CO2 reduction

10
GMs Energy Diversity Strategy
  • Improve internal combustion engine
  • Utilize alternative fuels
  • Produce electrically powered vehicles

11
Advanced Propulsion Technology Strategy
Hydrogen Fuel Cell
Improved Vehicle Fuel Economy and Emissions
Displace Petroleum
Battery Electric Vehicles (Hybrids E-Flex)
Bio Fuels (E85, Bio-diesel)
IC Engine and Transmission Improvements
Time
Petroleum
(Conventional Alternative Sources)
Bio Fuels (Ethanol E85,
Bio-diesel)
Energy / Fuel Diversity
Electricity (Conventional Alternative Sources)
Hydrogen
12
Energy and Environment
  • Double production of E85-capable vehicles by 2010
  • Single largest commitment to renewable fuels

13
Replacing Gasoline
  • E85 capable vehicles from GM, Ford, Chrysler
  • U.S. could save 22 BILLION gallons of gasoline
    annually

14
Replacing Gasoline
With ALL Vehicles U.S. could save 37 BILLION
gallons of gasoline annually
15
The GM U.S. FlexFuel Club
  • 13 models for 2008 MY! Over 2 million on the
    road

Chevrolet Silverado
GMC Sierra
Chevrolet Impala Police Impala
GMC Yukon and Yukon XL
Chevrolet Uplander
GMC Savana Chevy Express
Chevrolet Avalanche, Suburban and Tahoe Police
Tahoe
16
GM Marketing
  • Yellow cap
  • Flex Fuel badging
  • Live Green Go Yellow campaign
  • Dealer training and point-of-sale materials
  • Celebrity endorsement
  • Direct mail E85 campaign
  • In-school (grades 5-8) education program
  • E85 Days of Summer
  • National radio tours

17
West to East High Level Summary The Positive
  • UL Testing
  • Going well and could be resolved as early as 4th
    quarter
  • Necessary for big box retailers to consider
  • Stations Continue to Open
  • The West, Southeast, and Northeast are key to
    deployment outside ethanol producing states
  • Ethanol Production Continues to Rise
  • E85 in high producing states is very
    competitively priced
  • Rail leases continue to be an issue so producers
    are looking to move volume in local market

18
West to East Summary
  • Governors Coalition
  • GM has extended the Governors' Ethanol Coalition
    Vehicle program that provides flex fuel vehicles
    to 30 member governors for promotion and
    education
  • Partnership Update
  • New York Two additional stations in May
  • Washington, D.C First of five stations
    announced June 28
  • California Brentwood station fuel flowing in
    July
  • Iowa Partnership announced in August at the
    State Fair
  • Efforts starting in Oregon, Arizona, Georgia,
    Florida, Alabama, Tennessee, and Wisconsin

19
Live Green Go Yellow Campaign
  • Phase II Launched on Earth Day -- December 2007
  • Focus on 13 key markets with high E85 stations
    and where GM has partnerships
  • Chicago, Cincinnati, Denver, Des Moines,
    Minneapolis, Washington DC, Columbia, Columbus,
    St. Louis, Pittsburgh, Austin, Dallas, Houston
  • Green sites and search term to drive to LGGY
    site
  • Ecoworld.com, greennature.com, MSNBC Environment,
    lime.com and greenbiz.com

20
National Advertising Campaign
  • Fuel For Thought Brochure
  • GMs leadership in fuel economy and
  • alternative fuels
  • Weekly Reader E85 Curriculum Kit
  • 25,000 kits sent to schools across country
  • Winner of Distinguished Achievement Award from
    the Association of Educational Publishers
  • DJ Ambassador Program (April November)
  • 16 national and 31 local DJs
  • Corporate Messages Warranty, OnStar, Fuel
    Economy, and E85

21
Yellow Gas Cap / FlexFuel Badge Promotion
  • GM customers who purchased a 2006/2007 E85
    vehicle received an advisory in late April to go
    to their dealership for a computer software
    improvement
  • Dealers have the option to offer a free yellow
    gas cap and FlexFuel badge
  • Dealers received quantities of caps/badges, E85
    pamphlets and instructions

22
Fuel for Thought Display at GM Test Track at
Epcot
  • Opened October 2006 communicating GM messaging on
    E85, fuel cell and hybrid technologies in an
    engaging, interactive environment
  • GM Test Track attraction attendance averages
    15,000 daily over 4.8 million guests came
    through GM Test Track in 2006

23
Regional Promotions
Partnerships Established
Partnerships Initiated
Future Opportunities
24
Regional Activation Recap
  • Q1-Q2 Activation 50 Promotions (E85 Hybrid)
  • Trade Shows ? Press Conferences ? Ride
    Drives
  • GRAMMYS ? Academy Awards ? Auto Shows
  • Green Expos/Summits ? Pump Openings ? DOE
    Clean Cities
  • GM Test Track Activities
  • Q3-Q4 Activation 150 Promotions (E85 Hybrid)
  • Sport Team Sponsorships ? Trade Shows/Expos ?
    Auto Shows
  • Country Music Awards ? PSAs ? River Days
  • Speedway Sponsorships ? Indy 500 ? MLB All
    Star Game
  • MTV Video Music Awards ? Project Driveway ?
    State Fairs
  • Earth Day ? Fuel Card Promotion ? Media
    Tour
  • The majority of event activation include the
    following elements wrapped display and courtesy
    vehicles, product specialists, literature,
    signage, and premiums.

25
Regional Local Marketing Groups
  • South Central Region and Kroger
  • Advertising using Chevy, E85 and Kroger imagery
    in
  • key markets
  • Luncheons in Houston Dallas for ethanol
    stakeholders
  • Fuel Pump Grand Openings
  • Distribution of Fuel Gift Cards to FFV Owners in
    Q3
  • North Central Region and American Lung
    Association
  • Participated in over 200 E85 events
  • E85 postcard initiative in Iowa

26
Regional LMG Best Practices
  • Western Region Drive For E85 Initiative
  • To capitalize on an increase in available E85 gas
    stations (40) and Chevys full line-up as a
    competitive selling advantage
  • Enhance cooperation between Colorado government,
    E85 retailers and Chevy dealers co-marketing
    opportunities
  • Change opinion and consideration
  • Set the foundation for Chevy Fuel Solutions
  • Northeast Region Project Drive-a-way
  • Dealers paraded 75 Silverado Pickups from
    Philadelphia
  • Autoshow to fuel up at the grand opening of
    an E85 station
  • Southeast Region and Spinx
  • South Carolina Chevy dealerships and Spinx gas
    stations, signage will
  • highlight FlexFuel vehicles and E85
  • Activation includes hole in one insurance for (3)
    golf courses and a
  • sweepstakes giveaway for a Tahoe

27
Partnerships 14 states, 270 stations
  • GM VeraSun May 2005 SD
  • GM, Chevron State of CA Jan 2006 CA
  • GM VeraSun, GM Shell Feb 2006 IL
  • GM VeraSun Mar 2006 MN
  • GM, Kroger, Abengoa State of TX Mar 2006 TX
  • GM, Meijer, CleanFuelUSA State of MI Apr
    2006 MI
  • GM, Meijer State of Indiana May 2006 IN
  • GM, Kroger State of Ohio July 2006 OH
  • GM, VeraSun State of PA July 2006 PA
  • GM, Inland Food State of Florida Aug 2006 FL
  • GM, Western Convenience, Pester State of CO Feb
    2007 CO
  • GM, NYSERDA KNC LLC May 2007 NY
  • GM, VeraSun, Mid Atlantic Petroleum
    Enterprise June 2007 Wash, D.C.
  • GM, Kum and Go and the State of Iowa
    Aug 2007 IA

28
Farm Bureau Partnership
  • Private offer of 500 toward the purchase or
    lease of most new GM vehicles OR
  • 750 toward the purchase or lease of any new GM
    E85 FlexFuel vehicle to select Farm Bureau
    members (same offer for retail and fleet
    customers)
  • ELIGIBLE SELECT FARM BUREAUS TOTAL
    MEMBERSHIP 2,110,000
  • Illinois Iowa Kansas Kentucky Michigan
    Minnesota
  • Nebraska New Mexico South Dakota Tennessee

29
Additional Marketing Support
GM AssetCentral E85 Collection Promotional kit
available for dealership, LMG and regional
promotions Ad slicks and radio scripts available
for LMG on GM AssetCentral
30
Updated info at www.gmaltfuels.com
31
General Motors Corporation
  • Thank You
  • Randy Queen - Account Executive
  • Governments, Public Utilities,
  • Advanced Technology Vehicles
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