Racing has been part of the GM culture since auto pioneers like Louis Chevrolet relied on speed records and racing victories to launch his fledgling car company. GM has remained in racing for two basic reasons - to win on the track and win in the marketplace.

Racing is a compelling demonstration of the depth of GM's technical resources, the capabilities of its people and the performance, reliability, quality and safety of its products. The race track is the toughest of proving grounds to forge engineering, marketing and business skills into tangible results. Few, if any, environments can match racing's ability to build awareness and consideration of a manufacturer's products to new customers, while simultaneously solidifying the loyalty of current customers.

Five pillars guide GM Racing's integrated strategy:

• It provides a dynamic training ground for GM engineers. In racing, decisions must be made at a rapid rate. You must be ready at all times, on time, and solve problems quickly and effectively. Racing's demands are the perfect venue in which to exercise the mind and expand abilities, improve teamwork and communication - and do it all without making excuses.
• This leads to technology transfer. Racing is well known to have introduced improvements in the auto production industry in areas such as suspensions, brakes, engines, aerodynamics and safety - but there's also a transfer in technology through people who work in racing, then take those improved skills and knowledge to the production process. Likewise, the advanced technology and people involved in the mass production of vehicles has enhanced the development of race cars.
• Human nature dictates that people want to compete - and win. There is a strong competitive spirit within GM, and success in racing produces a vibrant esprit de corps. GM is not a sponsor of racing - we are an active, engaged participant who produces the cars and the components, and provides the technology essential to the sport.
• If racing did not already exist, auto manufacturers would invite it as the perfect marketing platform. Racing is a sport that's all about the product and the people, followed with cult-like passionate fans who buy cars and trucks at a higher and more loyal rate than the average consumer. It has become a huge, international sports marketing enterprise attracting millions of spectators and billions of viewers on television. Racing also provides GM with revenue through licensing, and GM dealerships benefit by using motorsports as a strong promotional tool.
• Grass roots racers and enthusiasts demand the best, and have made GM Performance Parts the leader in over the counter components and engine assemblies. GM's approach, as a participant in racing, is to take responsibility to support the sport. Someone else might even build a motor that beats the factory team. But it's this democratization of racing that sets GM apart, and is the cornerstone of GM's total business approach.