Nevertheless, GM’s core products—its trucks and SUVs in particular—have long been its bread-and-butter, making de Greve’s optimistic lookback an accurate one.
GM logged a 6% sales increase in 2025. All four of its core brands saw growth, and GMC and Cadillac set sales records. His efforts as CMO contributed to those results, and de Greve has always seen results as part of a CMO’s remit.
“The marketer’s job is to drive growth,” he told McKinsey last year. “Creativity is a powerful lever for that, but on its own, it’s not enough. Marketers must align creative expression with business outcomes.”
