Harvard Case - General Motors Commits to 100% Electric Vehicles by 2035
"General Motors Commits to 100% Electric Vehicles by 2035" Harvard business case study is written by Meghan Murray, Aldo Sesia. It deals with the challenges in the field of Business Ethics. The case study is 18 page(s) long and it was first published on : Jan 26, 2023
At Fern Fort University, we recommend General Motors (GM) adopt a comprehensive and transparent strategy to navigate the transition to 100% electric vehicles (EVs) by 2035, prioritizing ethical leadership, corporate responsibility, and stakeholder engagement throughout the process. This strategy should encompass sustainable practices, supply chain ethics, and diversity and inclusion initiatives, ensuring a positive impact on the environment, society, and the company's long-term success.
2. Background
The case study focuses on General Motors' ambitious commitment to transitioning its entire vehicle lineup to EVs by 2035. This decision is driven by several factors, including:
- Environmental Concerns: The automotive industry is a major contributor to greenhouse gas emissions, and GM recognizes the need to reduce its environmental footprint.
- Market Trends: Consumer demand for EVs is rapidly increasing, fueled by technological advancements and government incentives.
- Competitive Pressure: Other major automakers are also making significant investments in EV technology, creating a competitive landscape.
The main protagonists are Mary Barra, CEO of GM, and the company's leadership team, who are tasked with executing this ambitious transition.
3. Analysis of the Case Study
Strategic Framework:
This case study can be analyzed through the lens of Porter's Five Forces framework:
- Threat of New Entrants: The EV market is attracting new entrants, including technology companies and startups, increasing competition.
- Bargaining Power of Buyers: Consumers have increasing choices and are becoming more informed about EVs, giving them greater bargaining power.
- Bargaining Power of Suppliers: The supply chain for EV components is evolving, potentially affecting supplier bargaining power.
- Threat of Substitutes: Alternative transportation options, such as public transport and ride-sharing, are gaining popularity, posing a threat to the automotive industry.
- Rivalry Among Existing Competitors: Existing automakers are aggressively investing in EV technology, intensifying rivalry.
Ethical Considerations:
- Corporate Responsibility: GM has a responsibility to act ethically and sustainably throughout the transition to EVs, considering its impact on the environment, employees, and communities.
- Stakeholder Theory: GM must consider the interests of all stakeholders, including employees, customers, suppliers, investors, and the public, in its decision-making.
- Ethical Leadership: Mary Barra must demonstrate ethical leadership by setting clear expectations, promoting transparency, and holding employees accountable for ethical behavior.
Sustainability and Social Responsibility:
- Environmental Stewardship: GM must prioritize green business practices, such as reducing emissions, promoting energy efficiency, and investing in renewable energy sources.
- Social Responsibility: GM must address potential labor rights issues in its supply chain, ensuring fair compensation and safe working conditions for workers.
- Diversity and Inclusion: GM should promote diversity and inclusion within its workforce and across its supply chain, reflecting the changing demographics of its customer base.
Transparency and Communication:
- Transparency: GM must be transparent about its EV strategy, including its plans for manufacturing, supply chain, and consumer outreach.
- Communication: GM must communicate effectively with all stakeholders, addressing concerns and building trust.
4. Recommendations
- Develop a Comprehensive Sustainability Strategy: GM should develop a comprehensive sustainability strategy that outlines its environmental, social, and governance (ESG) goals and commitments. This strategy should encompass:
- Environmental Stewardship: Reducing emissions, promoting energy efficiency, investing in renewable energy, and implementing responsible waste management practices.
- Social Responsibility: Ensuring fair labor practices, promoting diversity and inclusion, and engaging in community outreach programs.
- Governance: Implementing strong corporate governance practices, promoting ethical leadership, and ensuring transparency and accountability.
- Establish a Robust Supply Chain Ethics Program: GM should establish a robust supply chain ethics program that ensures ethical sourcing and responsible labor practices throughout its supply chain. This program should include:
- Ethical Sourcing: Implementing a code of conduct for suppliers, conducting audits to ensure compliance, and promoting fair trade practices.
- Labor Rights: Ensuring fair compensation, safe working conditions, and freedom of association for all workers in the supply chain.
- Transparency: Publishing a list of suppliers and disclosing information about their labor practices and environmental performance.
- Engage in Open and Transparent Communication: GM should engage in open and transparent communication with all stakeholders, including employees, customers, investors, and the public. This communication should address:
- EV Strategy: Clearly communicating its plans for the transition to EVs, including timelines, investments, and anticipated impacts.
- Sustainability Initiatives: Sharing information about its sustainability goals, progress, and challenges.
- Ethical Practices: Being transparent about its commitment to ethical sourcing, labor rights, and other social responsibility initiatives.
- Promote Diversity and Inclusion: GM should prioritize diversity and inclusion within its workforce and across its supply chain. This includes:
- Recruitment and Retention: Implementing strategies to attract and retain a diverse workforce.
- Leadership Development: Providing opportunities for diverse employees to advance into leadership positions.
- Supplier Diversity: Partnering with diverse suppliers to promote economic opportunities for minority-owned businesses.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies and Consistency with Mission: The recommendations align with GM's core competencies in automotive manufacturing and its mission to provide safe, reliable, and sustainable transportation solutions.
- External Customers and Internal Clients: The recommendations address the concerns of external customers (e.g., environmental impact, ethical sourcing) and internal clients (e.g., employees, suppliers).
- Competitors: The recommendations help GM stay competitive in the evolving automotive landscape by showcasing its commitment to sustainability and ethical practices.
- Attractiveness: The recommendations are attractive from a financial perspective, as they can lead to cost savings, improved brand reputation, and increased investor confidence.
- Assumptions: The recommendations assume that GM is committed to transitioning to EVs, that it has the resources to implement these initiatives, and that it values ethical business practices.
6. Conclusion
By embracing ethical leadership, corporate responsibility, and stakeholder engagement, General Motors can successfully navigate the transition to 100% electric vehicles while ensuring a positive impact on the environment, society, and its business. This approach will build trust with stakeholders, enhance the company's reputation, and ultimately contribute to its long-term success.
7. Discussion
Alternatives:
- Focusing solely on profitability: This approach could prioritize short-term profits over long-term sustainability and ethical considerations, potentially damaging the company's reputation and alienating stakeholders.
- Ignoring stakeholder concerns: This approach could lead to conflicts with employees, customers, suppliers, and the public, negatively impacting the company's operations and reputation.
Risks:
- Implementation challenges: Implementing these recommendations requires significant resources, commitment, and coordination across various departments.
- Stakeholder resistance: Some stakeholders may resist changes related to sustainability, ethics, or diversity and inclusion.
- Competitive pressure: Competitors may adopt more aggressive strategies, potentially putting GM at a disadvantage.
Key Assumptions:
- GM is committed to transitioning to EVs and achieving its sustainability goals.
- GM has the resources and expertise to implement these recommendations.
- Stakeholders are willing to engage in constructive dialogue and support GM's efforts.
8. Next Steps
- Develop a detailed implementation plan: This plan should outline specific actions, timelines, and resources required for each recommendation.
- Engage key stakeholders: GM should engage with employees, customers, suppliers, investors, and other stakeholders to gather feedback and build support for its initiatives.
- Monitor progress and make adjustments: GM should regularly monitor its progress on implementing these recommendations and make adjustments as needed.
- Report on sustainability performance: GM should publish annual reports on its sustainability performance, including its environmental impact, social responsibility initiatives, and governance practices.
By taking these steps, General Motors can demonstrate its commitment to ethical leadership, corporate responsibility, and sustainability, positioning itself as a leader in the evolving automotive industry.
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Case Description
This case is set in 2022, a year after Mary Barra, chair and CEO of General Motors (GM), set a goal to phase out production of gas-powered (internal combustion engine [ICE]) vehicles and only sell electric vehicles (EVs) by 2035. At the time of the announcement, no other large automaker had set a target date for exclusively producing EVs. GM said it would invest $35 billion over the next five years to build its EV production capabilities and capacity, including the manufacture of batteries. As one management scholar stated, ""There is a huge disruption coming."" The protagonist is a prospective employee who would lead investor relations for GM, and who is interested in learning about the company's objectives, potential pitfalls, and greatest strengths. She will need to evaluate how to communicate the EV transition to stakeholders, and the GM employees are one specific audience. The case introduces opportunities to discuss labor unions, a powerful force in the US automobile industry. A variety of financial tables and graphs in the case exhibits enable instructors to focus on topics they feel are most appropriate for their individual courses.
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