Defining Our Culture

Our Why

Purpose

We pioneer the innovations that move and connect people to what matters. 

Our Purpose explains why General Motors exists. It captures who we are at our best and the impact we have on people. 

Our Future

Vision

A world with zero crashes, zero emissions, and zero congestion. 

Our Vision is a look into the future—how we see the world if we spent every day pursuing our Purpose, delivering on our Strategy, and living our Values and Behaviors. It takes us beyond our day-to-day, out of our comfort zone, and reminds us of what is possible.

Our What

Corporate Strategy

Deliver exceptional products our customers love that drive increasing profitability and growth. 

Valuable services

Deliver innovative physical and digital experiences. 

Winning Vehicles

Design, build, & sell high-value, market-leading, hardware and software defined vehicles.

Emerging businesses

Launch and scale businesses leveraging our strengths for profitable growth. 

Winning Vehicles

Design, build, & sell high-value, market-leading, hardware and software defined vehicles.

Emerging businesses

Launch and scale businesses leveraging our strengths for profitable growth. 

Foundational imperatives

Safety

Commit to leading safety practices. 

Culture

Empower our people and increase accountability. 

Quality

Deliver high quality vehicles and services. 

Our Strategy defines our priorities, goals, and future roadmap. It is guided by our Purpose and Vision and realized through our Values and Behaviors. 

Our How

Values

Our Values are our foundational beliefs that guide us and define what we hold most important.

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Customers

We put customers at the center of everything we do—and every interaction matters.

Excellence

Driven by ingenuity and innovation, we have the tenacity to win.

Relationships

Our success depends on our relationships inside and outside the company.

Truth

We pursue facts and respectfully challenge assumptions.

Our How

Behaviors

Our Behaviors are the practices we demonstrate every day to bring our Values to life. They’re how we do our work and execute our Strategy.

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Win With Integrity

We do the right thing, even when it’s hard. We are honest, respectful, and transparent in our words and actions. We never compromise our commitment to safety.

Commit to Customers

We design products and experiences that delight our customers by understanding and anticipating their needs. We take pride in offering high quality and affordability, making their lives and our business better.

Innovate and Embrace Change

With curiosity and a willingness to do things differently, we adapt to succeed. We explore new ideas, act on new possibilities, and pivot when needed. We celebrate when we get it right and learn when we don’t.

Speak Fearlessly

We have the courage to respectfully challenge each other and give feedback grounded in facts—no matter the level. When we disagree, we debate openly and then move forward constructively. Candor leads to better outcomes.

Move with Urgency

We move quickly and thoughtfully to seize opportunity in a rapidly changing world. We focus on what matters most.

Be Inclusive

We invite diverse views and encourage open dialogue to bring our best thinking forward—because each person brings a unique perspective.

Lead as One Team

We collaborate effectively by providing context and clarity. We empower and support each other—and we succeed together.

Own the Outcome

We are accountable for our individual actions and performance, and those of our team. We tackle problems head on, take responsibility for the plan, and make hard decisions to ensure the best outcomes for the enterprise.

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About Our Code

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