© Reuters. General Motors (GM) restructures business unit to compete with Ford Pro (F)

Detroit automaker, General Motors (NYSE:), at its annual Fleet Solutions Summit, revealed that the company is consolidating its North American sales operations for commercial vehicles, parts and telematics services under a new brand umbrella named GM Evolve. The new brand will compete with Ford’s (NYSE:) Ford Pro unit and others for revenue from business vehicle fleets.

“GM Envolve will leverage the complete power of General Motors to offer the best solutions to customers and further reinforce why we’ve increased our fleet sales for five consecutive quarters,” said Steve Carlisle, executive vice president and president, North America. “Today begins the GM Envolve journey, where we will bring our customers in to create tailored solutions to meet their unique business challenges.”

Carlisle said the reorganization is intended to simplify the process for commercial fleet customers to engage in the buying of electric and combustion vehicles, as well as subscribe to services and software developed by GM to generate revenue post-sale.

Previously, commercial customers would get called on by representatives from GM’s traditional vehicle brands, its new BrightDrop delivery van unit, a new energy services operation and the OnStar telematics unit, said Steve Hill, GM’s vice president for commercial growth strategies.

“We were basically stepping on each other,” he said during a briefing for media. Hill said the restructuring is not aimed at reducing staff.

Ford created Ford Pro back in May of 2021, aimed at increasing annual revenue to $45 billion by 2025. Both Ford and GM say they are leaders in commercial fleet sales, using different definitions of the market.

Shares of GM and F are down 0.08% and 0.42% respectively in pre-market trading on Thursday.

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