General Motors Corporation

Need:

General Motors Corporation is the world's largest vehicle manufacturer. GM sold more than 8.5 million cars and trucks in 2002, nearly 15 percent of the global vehicle market. Yet, across the country, minorities own less than 5 percent of auto dealerships. The automaker saw increasing the number of minority dealerships as a key business strategy—a way to create local identity for its cars, trucks, and SUVs. Working closely with DDI, General Motors Dealer Development (GMDD) and the Minority Dealer Advisory Council set four main goals: (1) improve the objectivity and consistency of the minority selection process; (2) increase the overall success of placed candidates; (3) provide the appropriate level of training and development; and (4) reduce the backlog of applicants waiting to enter the program.

Solution:

To achieve those goals, GM embarked on a three-tiered strategy. First, DDI analyzed the skills and behaviors necessary for dealer success and developed a competency profile for minority dealers. The competencies ensure that all candidates are being evaluated on consistent criteria. Second, DDI developed a selection and assessment process to ensure all candidates would be evaluated in a uniform, objective manner. Third, DDI compiled and analyzed all testing, role-playing, and assessment data. GM uses this information to determine minority dealer readiness and development needs. Candidates also find this useful because it gives them an awareness of their standing and how to advance through the program.

Results:

Since the process was implemented in 1998, General Motors has met its minority candidate placement goal every year while the quality of candidates is trending higher. GM also has grown significantly the total number of minority dealers at a time when overall dealer population has decreased, while the quality of candidates is trending higher.