General Motors CEO Mary Barra is adamant about her company’s goals and aspirations to redefine the total customer experience and, in particular, personal mobility.
“Last October we shared our strategy for the company and our vision of how we are going to lead in the disruption of the industry and the redefinition of personal mobility, and it’s really centered on the customer,” Barra said during the Deutsche Bank Global Auto Industry Broker Conference on Jan. 13, according to Seeking Alpha. “At General Motors, we are putting the customer at the center of everything we do and with this we are really looking to have a relationship with the customer beyond the car, 
connecting both inside and outside of a vehicle, either through OnStar or through the smart device. And we are moving very quickly in this space to leverage our strength again to redefine personal mobility.”
Barra explained that it all starts with a strong foundation and having the right people on the team, and then creating the right culture that is focused on transparency, accountability, speed, candor, and a relentless desire to win.
“So we are making sure we have the right people that are going to help us accomplish this vision,” she said.
North America achieved 10% margins a year ahead of schedule and sales grew in China by 5% to a record 3.6 million units.
“From a Cadillac perspective, we have a disciplined plan to grow Cadillac to be a true luxury brand,” she said. “And our sales last year were up 7.5% globally and 17% in China. And in North America or U.S. specifically our ATPs at Cadillac were second only to Mercedes.”
According to a 2015 sustainability report from General Motors, the company’s newly defined purpose focuses on earning customer loyalty. The report chronicles efforts by the company’s 216,000 employees to live out GM’s newly defined purpose and values by earning customer loyalty, applying meaningful technology advances, and improving the communities where it does business.