General Motors and its leadership have a long history of commitment to diversity and equal employment opportunity.  GM was the first automaker to launch a minority dealer initiative, a minority supplier initiative, and a women’s retail initiative. 

GM's core value of individual respect and responsibility helps ensure a sustainable commitment to diversity and sets fundamental expectations for behaviors and actions that create an environment that allows everyone to fully contribute.

• GM is fundamentally changing the way its vehicles are designed, built, marketed, and sold to better address the wants, needs, shopping, and purchasing dynamics of diverse consumers.

• GM believes great products and innovations are born of creative organizations that bring to bear diverse perspectives. 

Click here for more on our diversity-related awards >>  

Diversity at GM

GM's Diversity Strategy is built on a broad definition of diversity – much more than race, gender, and ethnicity.  Our strategy encompasses such dimensions as age, family status, religion, sexual orientation, level of education, physical abilities, union representation, years of service, language, thinking styles, and personality type.  "Many People, One GM, Now" reflects GM's global diversity commitment.  We believe that our differences contribute to our ability to achieve common goals and objectives for total customer enthusiasm.  Diversity at General Motors is defined as the collective mix of peoples’ differences in the workplace, society, families, and communities. 

Vision

GM's diversity vision is to create an environment that naturally enables employees, suppliers, dealers, and communities worldwide to contribute fully to the pursuit of total customer enthusiasm.

Diversity Strategy

GM's Diversity Initiatives has oversight for GM's long-term, comprehensive diversity strategy based on three guiding principles:

• The integration and alignment of diversity into all aspects of GM's operations
• The creation of a "one company" experience and a strong culture of fairness and respect for all who interface with GM
• An approach to diversity that keeps "big and fast"  in mind

Specific leadership behaviors help drive integration of diversity principles into the business.  These behaviors include: 

• Communicating expectations
• Seeking diverse input
• Creating diversity awareness
• Managing for results

In addition, supporting GM’s Diversity Strategy includes an extensive group of leaders and volunteers who are involved in the Diversity Network, such as:

Strategic champions – responsible for integration and alignment across all major interfaces (Consumers, Dealers, Employees, Communities, and Suppliers).

Diversity partners – Volunteers across GM who act as change agents and points of contact for information and resources.

Affinity Groups and Affinity Group Council – with over 3,000 members, GM’s Affinity Groups represent ten broad constituencies responsible for the recruitment, retention, and development of their constituents.  They also support marketing and product development.  Each Affinity Group has a senior leadership liaison acting as champion and mentor for its membership.

Leadership Liaisons – senior-level executives assigned to Affinity Groups, who provide advice and ideas about effective leadership within the context of GM culture, challenge the group to be successful, hold the groups accountable to add value and contribute to GM, probe for ways to show support, act as an advocate at leadership and management meetings, share learnings about constituencies with other executives, and finally learn about the constituency’s issues and concerns – understand and monitor group issues on an ongoing basis.

Diversity affiliates – a broad network of individuals who have indicated interest in receiving diversity materials.

Employee nexus group – This cross-functional group of individuals met for a two-day discussion about the diversity of functions within GM resulting in a powerful video series titled "Behavior x Results = Success.”

Accomplishments

In 2005, Diversity Initiatives launched a diversity “Owner’s Manual” that is available to any employee and provides tools, information, and resources to build individual and organizational competence around diversity.  In addition, Diversity Initiatives launched the new “Reaching Farther” award given to employees who demonstrate leadership, taking individual responsibility for driving diversity at GM.  The communication strategy has been enhanced and the GM intranet web site is continually updated to provide a comprehensive set of resources for all GM employees.  Diversity Initiatives has begun collecting success stories to demonstrate how diversity contributes to GM’s bottom line.

Policy Development

GM has a number of policies for guidance in this area:

• GM Policy Statement Regarding Diversity, Equal Opportunity, Affirmative Action, Non-Discrimination, And Sexual Harassment
• GM Policy Regarding Employment Of Individuals With Disabilities
• GM Anti-Harassment policy
• GM Equal Employment Opportunity Policy
• GM Policy Regarding Employment of Special Disabled Veterans, Veterans of the Vietnam Era, Other Covered Veterans, Newly Separated Veterans and Recently Separated Veterans.

Consumer Diversity

Between 2000 and 2005, the Hispanic population in the United States grew 13.1 percent.  During that time, Hispanic new light vehicle retail purchases increased 28.7 percent.  As of 2005, Hispanics accounted for 14.2 percent of the U.S. population and 8.2 percent of new light vehicle retail sales.  These numbers are enhanced with global population trends, particularly in the developing world.  Globally diverse markets are GM's future.
GM's diversity markets growth strategy includes:

•  Leveraging GM's ten Affinity Groups to better understand diverse market needs, get the facts on spending power and buying trends, and develop marketing campaigns
• Leveraging community events to build relationships and brand knowledge
•  Sponsoring public policy organizations such as the U.S. Hispanic Chamber of Commerce
•  Working with GM dealers so they understand the changing marketplace and the business opportunity and nuances of customer service for particular minority groups
• Designing advertising and consumer literature aimed at minority groups.  For example, in the U.S., GM has created and placed advertisements specifically for African-American and Hispanic publications, created Spanish-language advertisements, and produces brochures for women car buyers.

Consumer diversity is not only about ethnicity.  In the UK, for example, Vauxhall Mobility has been the market leader, since 2000, in the supply of vehicles to disabled customers on the UK's Motability initiative.  In excess of 40,000 cars are delivered to Motability customers by Vauxhall Mobility each year, supported by a specialist dedicated customer care center and more than 400 Motability accredited retailers.

Dealer Diversity

GM was the first U.S. automaker to institute a structured minority dealer initiative.  For more than 30 years, GM has been committed to growing a diverse and financially successful dealer network.  Since 1972, GM has offered an industry-leading training program to minorities to help prepare them to become future dealers.

Today, more than 80 percent of GM's approximately 340 minority dealers own their dealerships outright.  The selection process for identifying new dealerships has been standardized and aligned with GM field operations, nationwide.  Additionally, GM launched the Women's Retail Initiative in January 2001, and is the only automaker to offer this assistance to help women become dealers.  This initiative mirrors the Minority Dealer Program, focusing on recruitment, training, and placement.  Today, GM has 265 women-owned dealerships. 

For more information about the Dealer Development program, please visit www.identifythebest.com/GMDD.

Employee and Talent Acquisition and Development

GM's recruiting process strives to make globally diverse candidates aware of GM, attract them to the company, consider GM an employer of choice, commit to GM's vision, join the team, and be placed where they can fully contribute to total customer enthusiasm.

In the U.S., GM's recruiting efforts include campus recruiting and using experienced professionals. GM recruits 80 percent of all new college graduates, interns, and co-ops from Key Institutions and Key Recruiting Organizations (KRO). The remaining 20 percent come from local or niche schools. The teams involved in the recruiting process are made up of GM employees from various functions, positions, levels, schools, and service dates. The ten Affinity Groups play an important role and have made significant contributions toward the recruitment, retention, and development of GM employees.

The GM Talent Acquisition activity supports a number of Diversity Key Recruiting Organizations (for example, the Hispanic Engineer National Achievement Awards Conference, Women of Color, and Black Engineer of the Year Awards) who have conducted awards competitions each year since 1990. GM employees have participated and been recognized in many ceremonies at these prestigious national conferences.

Supplier Diversity

In 2005, General Motors continued to lead the automotive industry in suppler diversity, spending $5.6 billion with U.S.-based minority suppliers, and raised the total to nearly $57 billion since the industry's first program was established in 1968.

 GM has retained its supplier diversity-leadership position despite a continued reduction in U.S. vehicle sales which had, in some instances, influenced spending throughout the company. Compared to 2004, GM's minority spending dropped from $6.6 billion in 2004 to $5.6 billion in 2005.

GM's Tier 1 spending with minority suppliers dropped from
$4.2 billion in 2004 to $3.6 billion in 2005. Tier 2 minority spending dropped from $2.4 billion in 2004 to $2 billion in 2005.

Minority suppliers provide content and support services for a variety of important GM products, ranging from the new full-size trucks to the upcoming launch of three cross-over vehicles.  GM tracks spending by ethnic minority, as certified by the National Minority Supplier Development Council. For 20 consecutive years, GM Tier 1 minority spending has been $1 billion or more.

In April 2005, GM awarded five minority suppliers with its Supplier of the Year award:  Black River Plastics; Bridgewater Interiors LLC; MPS Group, Inc.; NYX, Inc.; and The Ideal Group, Inc.

Communities

Employees give back to various GM communities through their gifts of time and talent, participating with organizations and community groups that have value for them.  GM supports this form of community investment, through volunteerism, and respects a philosophy of ‘personal time, personal choice' regarding how people choose to get involved in community needs and issues.

GM VolunteerPlus International

The GM Volunteer PLUS International program, which encourages GM employees to be involved in the communities where they live and work, continues to launch in new locations around the world.  The program is now available to GM employees in Argentina, Australia, Brazil, Canada, Chile, Colombia, Ecuador, Germany, Kenya, Poland, South Korea, United Kingdom, United States, and Venezuela.

(See Economic Section: Community Investment for more details.)

In 2005, GM won the Michigan Governor’s Service Award for Volunteerism due, in part, to important new work with the GM Volunteer PLUS International program and internal partnerships leveraging employee relationships through GM Diversity Initiatives.

Encouraging Community Engagement

GM and the GM Foundation are reaching even farther by improving opportunities and community resources for civic engagement.  YouthMove Michigan is one example.  A pilot project with Youth Service America of Washington, D.C., YouthMove Michigan (www.youthmove.org) is a unique web site offering volunteer service activities for Michigan young people from all walks of life. 

Additionally, collaboration with Domestic Corps of The Ross School of Business at the University of Michigan and the SOLV organization, the largest volunteer-based charity of the American northwest, has led to an innovative study for improving community engagement in the State of Michigan through episodic volunteerism.  Called the 'Our Michigan' Project, students from the University of Michigan worked closely with SOLV of Oregon and the Michigan Community Service Commission to compile an assessment and business plan that will lead to the formal proposal of an enhanced model for volunteerism in the State of Michigan to benefit all diverse Michigan communities.

GM's Diversity Partners and employees demonstrated this model through a 2005 pilot activity on Make a Difference Day, partnering with SOLV and six local charities.

Acting as a catalyst, the SOLV pilot resulted in each charity managing a volunteer-based community activity that invited involvement not only from GM employees, but also from the stakeholder community at large.  Locally driven, the end result had many facets, including:

• the reforestation of an urban area blighted by a vast outbreak of dying Ash trees
• GM employee mentors introducing young, underserved children to career paths at General Motors
• management of a community fair designed to enhance the quality of life for urban families, groups, and individuals in the areas of health, finance, and fitness
• improvements to the main office of a Hispanic community outreach organization, and painting the community elementary school
• help for senior citizens by building wheelchair ramps, painting, and providing general support
• the clean up of sites on a local river

Diversity Awards

Through community partnerships, new models of volunteerism and a commitment to diversity, GM is raising the bar on volunteerism while touching lives and making a difference.  A few examples of external recognition for our performance are:

• Texas Association of Mexican American Chambers of Commerce (TAMACC) Corporate Hispanic Advocate of the Year Award in El Paso, Texas (August, 2006)
• Women in Communications Matrix Award – Vanguard Award for innovative use of various communications mediums to market to women – Cynthia Price (May 2006)
• Chinese Institute of Engineering Asian-American Engineer of the Year Award – Yucong Wang (February 2006)
• On Wheels, Inc., 2006 Urban Wheel Award presented to Accentmarketing with the Latino Diversity Advertisement of the Year Award for the “50 Most Beautiful People” Pontiac print ad featuring Latina race car driver Milka Duno during the 2006 Urban Wheel Awards, the only official event that celebrates diversity during the North American International Auto Show in Detroit. (January 2006)
• Auto Mundo Magazine – Chevrolet Tahoe Car of the Year (2006)
• FAMA Magazine - Chevy Impala Car of the Year for Woman (2006).  The Award was presented during the 2006 Detroit Auto Show.
• FAMA Magazine - Pontiac Solstice Best New Small Car for Woman (2006).  The Award was presented during the 2006 Detroit Auto Show.
• Hispanic Business Magazine – Named Sonia Green, Director, GM Diversity Sales and Marketing Southeast Region, as one of the top 2005 Elite Women (2005)
• Marketing y Medios Magazine – 2004 Best Hispanic Spot  - Pontiac Vibe’s “City  Lights” to Accentmarketing 2005
• Direct Marketing Association of Detroit – Excellence in Marketing – Special award for General Motors Women in the Driver’s Seat guide (2005)
• International Association of Business Communicators – 2004 Renaissance Award for the Women in the Driver’s Seat guide (2005)
• Auto Mundo Magazine- Pontiac G6 “Car of the Year Award” (2005)
• FAMA Magazine – Pontiac G6 Car of the Year (2005)
• Diversity Leadership Award, -  Diversity Best Practices and Business Women’s Network 12th Annual Diversity and Women’s Leadership Summit & Gala (November 2005)
• American Institute for Managing Diversity, Inc. – Pioneering Leadership In Diversity – Lorna G. Utley (November, 2005)
• 2005 Corporate Champion of the Year Award – Michigan Women’s Business Council (November 2005)
• Hispanic Magazine, 2006 Corporate 100 (February 2006 issue)
• 10 Top Companies for Innovation in Diversity, Second Place Winner of 2005
• Profiles in Diversity Journal, The Forum for Business Diversity - Second Annual International Innovation In Diversity Awards for You Make A Difference Award
• Organizations of Chinese Americans Corporate Achievement Award – Angie Chin (October 2005)
• NBMBAA Industry Award – (National Black MBA Association, Inc.) Inaugural Recipient (October 2005)
• 2005 Trailblazer Award – Out & Equal Workplace Summit – Leslie Hohman (September, 2005)
• Working Mother Magazine, 100 Best Companies for Working Mothers 2005 (October 2005 issue). Rick Wagoner featured as one of 20 CEOs.
• LatinaStyle Magazine, 50 Best Companies for Latinas to Work for in the U.S. (August 2005 issue)
• VISTA Magazine, America’s Top Family Friendly Companies for Hispanics (April 2005 issue)
• Fortune Magazine, 50 Top Employers for Minorities (August 22, 2005 issue)
• Latin Business Magazine, Corporate Diversity Honor Roll 2005  (September 2005 issue)
• HACR (Hispanic Association on Corporate Responsibility) Fortune 100 Corporate Index ranking of #5
• HRC (Human Rights Council) Corporate Equality Index (September 2005)
• NPRC (National Puerto Rican Coalition) Corporate Responsibility Award (July 2005)
• LULAC (League of United Latin American Citizens) Presidential Award, June 2005 LULAC National Convention
• Bridging Technologies Award – Detroit Hispanic Development Corporation - Orlando Padilla (April 2005)
• Asian Pacific American Chamber of Commerce Corporation of the Year, (May 2005)
• The Profiles in Diversity Journal, Top Ten winners in annual International Innovation in Diversity Awards – GM - Second Place.  May/June issue of Profiles in Diversity Journal.
• 2005 Elite Women, Hispanic Business Magazine – Sonia Green (April 2005)
• National Amigo Award – NAHP (National Association of Hispanic Publishers), (March 2005). Nominated by El Hispano News.
• NAHP Local/Regional Award - NAHP (National Association of Hispanic Publishers) March 2005.  Nominated by El Central Hispanic News.
• Top Companies Making a Difference for People With Disabilities – Scientific American, October 2005 issue
• Chinese Institute of Engineering Asian-American Engineer of the Year Award – Man-Fen Chang (February 2005)
• Top 50 Corporations for Supplier Diversity – Hispanic Trends Magazine (January/February issue, 2005)
• Top 10 Companies to Work For in America – IHispano.com (January 2005)

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