.gmc

18a
Describe the mission/purpose of your proposed gTLD

General Motors LLC is a wholly-owned subsidiary of General Motors Company ("GM"). As an industry-leading car manufacturer selling over 7.5 million vehicles in over 120 countries worldwide, Applicant and its affiliated entities employ 202,000 employees working in 158 facilities touching six continents. From designing and engineering state-of-the-art plants and developing new vehicles and technologies to creating new marketing programs, Applicant and its affiliated entities are committed to following 5 principles in conducting its business:
• Safety and quality first;
• Create lifelong customers;
• Innovate;
• Deliver long-term investment value; and
• Make a positive difference.
Applicant's online presence is critical to influencing the consumerʹs vehicle purchase decision. In fact, 48% of consumers say manufacturerʹs sites are still the primary source of this factual information (Capgemini) and 92% of new vehicle buyers visit a manufacturerʹs web site before making a purchase (2011 US Maritz NVCS). Applicant and its affiliated entities believe that new gTLDs can provide a further opportunity to innovate, increase customer satisfaction, improve business processes, enhance security and build its reputation as a brand in alignment with the above 5 principles.
Thus, Applicant is seeking the proposed .gmc gTLD to operate as a restricted, exclusively-controlled TLD that would serve the purpose of enhancing and expanding Applicant and its affiliated entities' ability to:
• create a connected digital presence and personalized brand experience to benefit employees, customers, dealers, suppliers and other business partners;
• deliver product and service marketing/advertising;
• enable marketing campaign activation;
• facilitate secure interaction and communication with individuals and entities with whom Applicant has a business relationship;
• streamline business operations;
• simplify Internet user navigation to information about Applicant and affiliated entity products and services;
• further demonstrate its commitment to employee, customer, dealer, supplier data security and privacy; and
• meet future customer expectations and competitive market demands.

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