Marketing expert GM has changed its style with new leader with background of technology. It turns to product and technology side from marketing oriented.
At the morning of 19 March, U.S east time, GM has published its new powertrain technology Ecotec small displacement engine and DCG dual-gearbox technology at Detrol powertrain technology center. 2 years ago, GM has invested into new generation small displacement engine. The technology break and DCG dual-gearbox technology is trump card for GM to compete with Volkswagen in Chinese market.
Which is different from new technology local market launching before, GM DCG technology will apply into Chevrolet Cruze first in Chinese market. It reflects new CEO of GM Mary Barra, which considered as technical, says during China visit journey that “Chinese automobile market is very huge. Therefore, it will take a very important position during our globally strategy.”
“We are later comer, but our technology is more mature.” Steve Kiefer, VP of GM automobile globallypowertrainsays. Compared with opponents, GM considers its new developed DCG 7 dual-gearbox with advantages of smooth and flexible, cozy and quiet and high-efficiency and fuel saving.
Besides, GM has optimized its DCG gearbox design to fit the requirement of Chinese market which asks for frequently starting, traffic jam and multi- gradient situation. All the performance mentioned above are already be proven by GM 4.25 million miles reliable driving test.
It means that DCG has break through Volkswagenbottle neck with DSG. Volkswagen is the creator of dual- gearbox DSG. However, Volkswagen has made anundeniable mistake, particular at Chinese market which widely considered as most important market. Because of DSG design deficient, Volkswagen has recalled DSG gearbox several times for repairing, which concerns with million cars. Although Volkswagen provides 10 years free repair guarantee, customer still cannot eliminate their worry about the DSG safety.
At present, GM chooses to launch its first DCG product Cruze 1.4T. It is anopportunity, but also a double- edged sword. If GM can eliminate Chinese customer worry about DSG, it will help GM build its reputation based on opponent’s mistake. However, if DSG has any problem, customer will turn to Volkswagen, even forgive Volkswagen mistake made.
