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GM Announces Restructure of Thailand Operations
As Part of Southeast Asia Transformation Plan

SEA TH Release

  • Part of GM’s global strategy to ensure long-term sustainability and maximize shareholder value
  • Region-wide strategy includes restructuring operations in Thailand across all functional areas to increase efficiency, accountability and competitiveness
  • Strengthening Chevrolet brand by focusing on popular trucks and SUVs

BANGKOK, THAILAND – General Motors Southeast Asia Operations today announced a strategic transformation plan to restructure its operations in Thailand, including its corporate office in Bangkok and manufacturing facilities in Rayong. The plan is expected to better position the Chevrolet brand for long-term sustainable growth and is part of a series of restructuring actions the company is taking across the region.

“Around the globe, GM is focused on becoming a more customer-focused and operationally efficient company,” said Tim Zimmerman, president of GM Southeast Asia Operations. “We must accelerate the transformation of our operations in Southeast Asia, particularly Thailand given the sluggish domestic market demand, by implementing changes to increase customer satisfaction and our competitiveness, speed up all processes, and put us in a better position to achieve future growth.”

In order to compete more efficiently and strengthen the Chevrolet brand in Thailand and the rest of Southeast Asia, GM will adapt its product portfolio in response to prevailing market trends and customer demand for the Colorado pickup, Trailblazer and Captiva SUVs, and Cruze passenger car. These models comprise more than 75 percent of Chevrolet’s sales in Thailand and account for approximately 95 percent of the vehicles that GM Thailand exports. The Chevrolet Sonic passenger car and Spin MPV will be phased out of the portfolio at the end of their current model year life cycle.

In keeping with its new focus on trucks and SUVs, GM Thailand has informed the Thailand Board of Investment (BOI) that it will withdraw its participation in the country’s Eco Car Phase 2 program.

At the same time, Chevrolet Sales Thailand will work closely with its dealer network to achieve consistent implementation of best practices, with emphasis placed on the Chevrolet Complete Care aftersales service. Its goal is to ensure a higher level of service so that customers will continue to receive the support they expect from Chevrolet.

“Chevrolet Complete Care puts the customer at the center of everything Chevrolet does and focuses on building long-term and sustainable relationships with customers,” said Marcos Purty, managing director of GM Thailand and Chevrolet Sales Thailand.

Further enabling this transformation, the company will restructure its organization in Thailand to gain efficiency in all functional areas and give more accountability to employees. It will initiate a Voluntary Separation Program (VSP) that will be open to all employees, including salaried and hourly. The VSP will provide competitive terms and conditions for current employees who wish to participate.

“Transformation cannot be achieved without changes. GM aims to optimize our structure in Thailand to create greater opportunities for our business and support impacted employees,” Purty added.

Stefan Jacoby, GM executive vice president and president, GM International, said: “Today’s actions are part of our larger global strategy to ensure long-term sustainability and maximize shareholder value. We are dedicated to meeting the needs of our customers while bolstering our global operations. We are focusing our investments where the opportunity for GM’s growth is greatest. We have made solid progress in our region and this decision is an important part of this strategy.”

As part of its ongoing focus on strengthening the performance of its global operations, General Motors announced yesterday that it will transition to a national sales company (NSC) in Indonesia and will discontinue vehicle production at its Bekasi manufacturing plant near Jakarta by the end of June 2015. GM Indonesia will retain its local presence by providing customers with Chevrolet products such as the Orlando, Captiva, Colorado and Trailblazer through its committed dealer network.

Over the last 15 months, the following transformation actions have been taken across GM International (GMI):

Dec. 11, 2013

GM announced GM Holden’s transition to a national sales company in Australia and New Zealand. It will cease manufacturing in Australia by 2017

Aug. 5, 2014

GMI opened its new regional headquarters in Singapore

Feb. 5, 2015

GM Holden announced a new start with the introduction of 24 new vehicles and 36 powertrain combinations over the next five years

Feb. 15, 2015

GM India announced the launch of the Chevrolet Trailblazer SUV in 2015 and Spin MPV in 2016

Feb. 26, 2015

GM announced the transition to a national sales company in Indonesia