Zarrella added that GM's success in those markets gives him confidence that the company can do just as well in entry-level vehicles. "With our truck programs established, we are now turning a large portion of our effort and resources to the entry-level market.
It will not be easy, Zarrella made it plain, since "It's a tough environment. But over the next four years we will attack this segment with the same discipline and dedication we applied to the truck market."
Since GM played there big-time, he said, the entry-level market has changed and requires a new approach for those customers, who want to choose from more than just a small car.
"One thing we believe very strongly at GM is that it's not enough for us to go after this market with a single-model, single-platform or even a single architecture strategy," Zarrella said. "The greatest opportunity is to approach the fragmented and entry-level market with a portfolio of meaningfully differentiated products."
Most of the buyers of these vehicles will be young, Zarrella said, adding that, while there is a large amount of individuality in this group, there are general areas of interest.
"By and large," he said, "entry-level buyers continue to look for a combination of affordability, functionality, quality, safety, appropriate size, authentic looks and the opportunity to personalize. The most popular products in the segment are a good balance of these values."