The Durant Guild Launches Dedicated Community for Co-creation
2022-09-20
SHANGHAI – The Durant Guild launched its dedicated digital community today to recruit members for co-creating future experiences.
The community, which will be built based on the WeChat mini-program and ecosystem, will provide specialized events in the areas of car racing, traveling, business, fashion and art, family, off-roading, sports, health, collecting, etc., that reflect the personalities and lifestyles of its members. By joining the community, members will be able to connect with more like-minded people for interaction on those topics.
“The Durant Guild is more than just vehicles,” said Felix Weller, president of The Durant Guild. “We want to listen to and interact with consumers in a more direct way and curate personalized experiences for them. It’s about making friends before making any deals.”
In the launch video moderated by Chinese actor Chen Kun, The Durant Guild brings forward its belief that “What You Do Matters,” calling upon fearless doers to join. As a community leader, Chen recruited Chinese speedskating champion Wu Dajing, independent fashion designer Judy Hua and sustainable lifestyle advocate Koko Tang as the initial members of The Durant Guild.
Weller and Chen jointly shared The Durant Guild’s expressive proof points, ranging from full-size SUVs and pickup trucks to performance cars, including the GMC HUMMER EV pickup and GMC Yukon; Chevrolet Tahoe, Silverado and Corvette; and Cadillac CELESTIQ.
The Durant Guild is a business initiative incubated by GM China. With a dedicated community at its core, it will curate an iconic collection of GM’s most elite products across multiple brands, including those mentioned above, in a direct-to-consumer model. It will also identify and co-create value-added possibilities with members around automobile ownership and lifestyles.
Named after automotive industry pioneer and GM founder William “Billy” Durant, The Durant Guild pays tribute to Durant’s fearless spirit and creation of a system in which multiple marques are held – each seemingly independent, with different automobile lines – through a unified company.
About The Durant Guild
The Durant Guild is a lifestyle platform created by General Motors for its Premium Import business in China. It is an ultimate American automobile expression that curates an iconic collection of vehicles, co-creates possibilities with a community of fearless spirited individuals, elevates brand and product experiences, and creates intimate and deeper connections with mobility. Visit durantguild.com or The Durant Guild’s WeChat to explore more.
About the logo
The logo of The Durant Guild is based on the signature of William Durant, founder of General Motors. By layering different historic documents from various periods of Durant’s work that contain his signature, the core characteristics of his handwriting have been made visible. Durant‘s name is now the ultimate signature for GM’s most elite products and a promise of aspiration to its customers.
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