Marketing Efforts vs. Cost Reduction - GM BuildsBrand Equity

Through its Environmental Performance programs GM is expanding its customer base. GM "assesses and reports its global environmental performance where possible."

Environmental Policy (http://www.gm.com/company/gmability/sustainability/reports)

The GM Environmental Principles form the bedrock for all individual facility environmental policies around the world. The environmental policy acts as the driving force for implementing and improving a facility's environmental management system.

Each GM plant has a set of environmental guidelines that:

• are appropriate to the nature, scale and environmental impacts of the organization's activities, products or service
  
• include a commitment to continual improvement and prevention of pollution
  
  
• include a commitment to comply with relevant environmental legislation and regulations and with other environmental requirements
  
  
• provide the framework for setting and reviewing environmental objectives and targets
  
  
• are documented, implemented and maintained and communicated to all employees
  are available to the public.

By showing that it cares about the health and environments of the countries in which it operates, GM adds value to its cars. GM has invested in building more environmentally friendly cars(hybrids), focused on setting environmental policy, promoted human rights, enhanced employee satisfaction, and implemented diversification policies.

Source: GM. "Corporate Responsibility Report: Social Responsibility." 2005. <http://www.gm.com/company/gmability/sustainability/reports/05/700_social/index.html>