GENERAL MOTORS

NORTH AMERICA

2026

SALES & GROWTH PLAN

NORTH AMERICA | COMMERCIAL SALES STRATEGY

Multi-Brand Sales &

Growth Plan

General Motors North America

CHEVROLET

Scale & capability

GMC

Professional capability

BUICK

Premium mainstream

CADILLAC

Luxury & technology

STRATEGIC MANDATE

Protect truck and SUV economics, maintain disciplined

inventory and incentives, expand fleet demand, and scale

EVs according to market conditions.

PLANNING SCOPE

2026 • United States & Canada

Retail • Dealer • Fleet • Digital • Connected Services

Sales objective: match the right GM brand, vehicle and powertrain to customer demand while protecting transaction quality and lifetime ownership value.

GENERAL MOTORS | NORTH AMERICA SALES

2026 North America Multi-Brand Sales & Growth Plan

Executive Summary

North America sales execution is organized around demand quality, portfolio breadth and margin discipline.

Priority

Sales-plan implication

Execution emphasis

Truck & SUV

leadership

Defend high-demand, high-value segments through Chevrolet

and GMC.

Allocation, dealer stock and trade-in conversion.

Multi-brand coverage

Match customer needs across Chevrolet, Buick, GMC and

Cadillac.

Clear brand roles and lead routing.

Inventory discipline

Avoid volume-led discounting when demand does not justify it.

Regional supply monitoring and incentive

governance.

EV flexibility

Grow EV adoption while retaining a demand-responsive

portfolio.

Product mix, charging education and retail

readiness.

Commercial expansion

Use GM Envolve and fleet channels to broaden demand.

Work trucks, vans and fleet accounts.

Digital services

Extend value beyond the vehicle transaction.

OnStar, Super Cruise and connected services.

GENERAL MOTORS | NORTH AMERICA SALES

2026 North America Multi-Brand Sales & Growth Plan

Sales Objective & Market Mandate

Prioritize profitable demand capture rather than undifferentiated unit volume.

Mandate

Sales-plan response

Measure

Protect truck/SUV

economics

Prioritize availability and mix in pickup and large-SUV segments.

Mix, transaction economics, days

supply

Control inventory

Synchronize factory allocation and dealer inventory with local demand.

Days supply, aged inventory

Pricing discipline

Use incentives selectively rather than broad discounting.

Transaction price, incentive rate

Scale EVs with demand

Keep EV allocation and retail support flexible.

EV sales, inventory, conversion

Expand commercial

demand

Build fleet and business accounts through GM Envolve and dealers.

Fleet units, account growth

Connected ownership

Attach eligible services during purchase and onboarding.

Activation and retention

GENERAL MOTORS | NORTH AMERICA SALES

2026 North America Multi-Brand Sales & Growth Plan

Target Customer Segments

Segment the plan by use case, vehicle need, purchasing route and lifetime relationship value.

Segment

Need state

Portfolio / route

Sales motion

Retail families

Value, utility, safety and everyday

mobility.

Chevrolet / Buick / GMC

Needs discovery

→

vehicle match

→

finance

Truck & SUV

Towing, payload, capability and

premium features.

Silverado / Sierra / full-size SUVs

Capability proof

→

trade-in

→

delivery

Luxury

Design, technology and differentiated

ownership.

Cadillac

Experience

→

technology demo

→

services

EV buyers

Range, charging and technology

confidence.

Chevrolet / Cadillac / GMC EVs

Education

→

test drive

→

onboarding

Commercial & fleet

Uptime, payload and lifecycle cost.

GM Envolve + GM brands

Account plan

→

configuration

→

delivery

GENERAL MOTORS | NORTH AMERICA SALES

2026 North America Multi-Brand Sales & Growth Plan

Multi-Brand Sales Portfolio

Four brands create distinct customer propositions while sharing manufacturing, dealer and technology capabilities.

Brand

Commercial role

Core sales territories

Growth levers

Chevrolet

Broad-market scale and accessible

capability.

Crossovers, trucks, SUVs, EVs.

Availability, affordability, truck/SUV

demand

GMC

Premium capability and professional-use

positioning.

Pickups, SUVs, commercial.

Sierra, premium mix, fleet and work

use

Buick

Premium mainstream comfort and

SUV-focused retail.

Crossovers and SUVs.

Retail experience, design,

technology

Cadillac

Luxury and high-technology growth.

Luxury SUVs, EVs, performance.

EV mix, technology, premium

acquisition

GENERAL MOTORS | NORTH AMERICA SALES

2026 North America Multi-Brand Sales & Growth Plan

Truck & SUV Sales Strategy

Anchor the portfolio around durable demand for full-size pickups, large SUVs and utility vehicles.

Sales lever

Field execution

Management signal

Availability

Keep high-demand trims and powertrains visible at priority dealers.

Days supply / lost sales

Capability selling

Use towing, payload, cargo and drivetrain fit to qualify customers.

Close rate / mix

Trade-in conversion

Use equity and replacement timing to reduce friction.

Trade-in rate / cycle time

Premium mix

Present higher-content configurations where customer need supports them.

Transaction mix / gross

Fleet pull-through

Route commercial opportunities to fleet specialists.

Fleet volume / repeat accounts

Launch readiness

Coordinate launches with regional demand signals.

Launch inventory / order bank

GENERAL MOTORS | NORTH AMERICA SALES

2026 North America Multi-Brand Sales & Growth Plan

Fleet & Commercial Sales Plan

GM Envolve connects commercial customers to vehicles, fleet expertise and supporting technology.

Stage

Account action

Output

1. Identify

Prioritize business, government and institutional accounts by fleet size and replacement

cycle.

Named account list

2. Qualify

Capture duty cycle, payload, towing, utilization and service requirements.

Fleet profile

Configure

Match Chevrolet/GMC/Buick/Cadillac products and upfit requirements.

Vehicle specification

4. Finance

Coordinate GM Financial and commercial financing pathways where applicable.

Commercial proposal

5. Deliver

Coordinate dealer inventory, allocation and delivery.

Fleet deployment

6. Retain

Use service, telematics and connected services to support the lifecycle.

Renewal / expansion

GENERAL MOTORS | NORTH AMERICA SALES

2026 North America Multi-Brand Sales & Growth Plan

EV Sales Strategy

Scale electric vehicles through product fit, retail education, charging confidence and flexible supply.

Sales pillar

Execution requirement

Customer proof point

Product breadth

Present Chevrolet, Cadillac and GMC EV options by use case.

Range, space, capability, technology

Retail education

Train dealer teams to explain charging and ownership.

Clear purchase decision

Test-drive conversion

Use hands-on technology demonstrations.

Experience

→

order

Charging confidence

Address home, workplace and public charging.

Charging plan

Supply discipline

Match allocation and production to local demand.

Inventory / turn

Connected onboarding

Activate eligible digital features during delivery.

Activation / retention

GENERAL MOTORS | NORTH AMERICA SALES

2026 North America Multi-Brand Sales & Growth Plan

Pricing & Inventory Management

Use demand and dealer-level signals to protect transaction quality while keeping customers supplied.

Control area

Trigger / signal

Response

Dealer inventory

Rising days of supply or aging units

Rebalance allocation; review production and

merchandising.

Model mix

Demand shifts by trim, body style or powertrain

Adjust regional allocation and order guidance.

Incentives

Competitive pressure or aging inventory

Target support where necessary; avoid broad discounting.

Transaction economics

Margin pressure from mix or incentives

Shift emphasis toward higher-fit configurations.

Factory alignment

Dealer demand below planned output

Slow, redirect or rebalance where feasible.

Retail availability

Lost sales caused by stockouts

Prioritize replenishment and dealer transfers.

GENERAL MOTORS | NORTH AMERICA SALES

2026 North America Multi-Brand Sales & Growth Plan

Software & Connected Services

Turn the vehicle transaction into an ongoing customer relationship through eligible connected products.

Layer

Customer touchpoint

Commercial objective

OnStar

Delivery, ownership and service journey

Safety, assistance and retention

Super Cruise

Demo drive and vehicle configuration

Technology differentiation

My GM / brand apps

Digital onboarding

Account engagement and continuity

Connected services

Checkout and post-sale activation

Recurring revenue and retention

Service relationship

Maintenance and ownership milestones

Lifetime value and repeat purchase

GENERAL MOTORS | NORTH AMERICA SALES

2026 North America Multi-Brand Sales & Growth Plan

Sales Channels & Customer Journey

Coordinate dealer, digital, fleet and financing touchpoints into a single commercial path.

Stage

Retail journey

Fleet / commercial journey

Engagement

Search, website, dealer inquiry, referral

Account prospecting, GM Envolve, dealer fleet team

Qualification

Budget, vehicle need, trade, timing

Duty cycle, fleet size, replacement cycle

3. Selection

Vehicle, trim, powertrain, technology

Fleet configuration, upfit and lifecycle needs

4. Finance

Retail / lease / applicable financing

Commercial financing / fleet structure

5. Delivery

Dealer delivery and digital onboarding

Coordinated fleet delivery

6. Ownership

Service, OnStar, connected services

Service, telematics, account expansion

GENERAL MOTORS | NORTH AMERICA SALES

2026 North America Multi-Brand Sales & Growth Plan

Sales KPIs & 2026 Management Dashboard

Monitor sales scale, channel quality, inventory health and customer lifetime value.

KPI

Why it matters

Review

U.S. vehicle sales

Measures scale and sales leadership.

Monthly / quarterly

Retail & fleet mix

Shows channel contribution.

Monthly

EV sales

Tracks EV adoption and portfolio performance.

Monthly / quarterly

Market share

Tracks competitive position by segment.

Monthly / quarterly

Dealer inventory / days supply

Protects availability and pricing discipline.

Weekly

Transaction economics

Monitors mix and incentive pressure.

Weekly / monthly

Connected-service activation

Measures post-sale digital monetization.

Monthly

Customer retention

Supports repeat purchase and lifetime value.

Quarterly

GENERAL MOTORS | NORTH AMERICA SALES

2026 North America Multi-Brand Sales & Growth Plan

Multi-Brand Sales Growth Framework

A repeatable operating system connecting customer demand to portfolio execution and lifetime revenue.

STEP

GROWTH ENGINE

OPERATING LOGIC

Customer Demand

Capture market signals by segment, geography, use case and purchase timing.

Brand Portfolio

Route customers to Chevrolet, GMC, Buick or Cadillac based on need.

Retail & Fleet Sales

Convert demand through dealers, GM Envolve, digital leads and account selling.

Pricing Discipline

Protect transaction quality through targeted incentives and disciplined mix.

Vehicle Delivery

Coordinate allocation, dealer inventory, financing and fulfillment.

Software & Services

Activate eligible OnStar, Super Cruise and connected ownership capabilities.

Customer Growth

Retain, service, renew and expand customers across the GM portfolio.

General Motors North America Multi-Brand Sales & Growth Plan

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