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GM continues to build upon our legacy of leadership by helping diverse suppliers advance.

Our Vision

Achieve equitable and sustainable supply chain inclusion goals that ensure long-term viability for our diverse supply base.

Our Mission

We serve as bridge builders, connecting an ecosystem of diverse suppliers, communities, advocacy organizations and customers.

Our Aim

To ensure that our connections drive lasting business relationships, customer loyalty and world-class parts and services that support our long-term viability.

In 1968, we became the first OEM to establish a formal supplier diversity program. We have continued to contribute to many community initiatives in collaboration with diverse suppliers. GM strives to achieve equitable and sustainable supply chain inclusion goals that establish long-term viability for our diverse supply base.

For over a decade, GM utilized our annual Supplier Connections event to strengthen existing relationships, enhance our business acumen and identify new sourcing opportunities, which has attracted thousands of attendees. COVID-19 has challenged us and our diverse business communities, driving us to stay connected virtually in 2021. We supported multiple virtual conferences with our advocacy partners, such as the National Minority Supplier Development Council, as they focused on preparing, positioning and propelling minority business owners to the next level of achievement, despite the impact of the global pandemic.

$3.8B Approximate spend with North America diverse Tier I suppliers for direct materials

$2.2B Approximate spend with North America diverse Tier II suppliers for direct materials

GM received Top Corporation Platinum Award Winner by the Women’s Business Enterprise National Council—their highest distinction for corporations that have demonstrated a sustained commitment to the inclusion of women-owned businesses in their supply chains.

In 2021, we invested over $250,000 in technical assistance programs, reaching more than 100 diverse businesses through key partnerships.

GM was the first automaker to join the National Gay & Lesbian Chamber of Commerce, which supports and certifies LGBTQ+ owned and operated businesses.

Our Supplier Diversity Mission: Drive I.D.E.A.S.

IMPACT Economic & Community Impact

  • Annual Tier I & II spend targets and performance management
  • Sourcing inclusion and supplier sustainability goals
  • Health Check Assessment


  • Dartmouth College partnership: Tuck Executive Education—Diverse Business Programs (Advisory Board Chair and 19 scholarship awards in 2021)
  • Inner City Capital Connect Detroit Cohort Anchor Sponsor:
    • Strategic partnership that offers a tuition-free program focusing on executive education, training and mentorship to Detroit’s small business owners
  • Women Entrepreneur Leadership Lab Detroit Cohort Sponsor:
    • Technical assistance and networking program that has a strategic focus on developing African American women entrepreneurs at various stages in their business journey
  • Member of the Automotive Industry Group— National Minority Development Council
    • Comprised of 16 OEM companies with the following core objectives:
      • Benchmarking of World Class Suppliers leading to enhanced sourcing opportunities across the automotive industry
      • Enhancing our members’ skill sets and related processes
  • Partnered with Women’s Business Enterprise (WBE) six-time Emmy Award winner, Shawne TV, to help drive new relationships, engage in discussion and deliver strategic content via social media with diverse audiences and organizations


  • National Association of Black Suppliers (five scholarships awarded to high school students)
  • Sponsored four Cristo Rey High School student internships that support two local advocacy organizations
  • Sponsored Black United Fund, which is committed to supporting, developing and implementing youth empowerment programs in underrepresented communities


  • Active memberships and sponsorships with more than 20 national and regional organizations
  • Partnered with the Asian Pacific American Chamber of Commerce (APACC) to support the Asian American Pacific Islander (AAPI) small business community by helping approximately 70 AAPI-owned small businesses and individual professionals gain access to APACC membership, resources and programming


  • Partnered with a WBE company, Diversity Spend Solutions (DSS), to create and track Tier I diverse spend
  • In partnership with DSS, Supplier Diversity executed an assessment to our internal procurement teams and strategic diverse supply base that aids in driving shared accountability of Supplier Diversity key performance indicators across our enterprise
  • GM Supplier Council representation (six of 20 members are diverse business owners)
  • In addition to our GM Supplier Council, our Supply Chain organization commenced a Supplier Inclusion Board assembled of our 13 supplier partners who demonstrate a similar level of DEI commitment as we do by sharing best practices. The Supplier Inclusion Board’s mission is to enlighten, promote and improve DEI by collaborating with other suppliers, and the overall industry, to be the automotive manufacturer of choice reflecting our diverse customer base.

Achieved our goal of 8% in Total Diverse Owned and Targeted media in 2021

Expect to meet our goal of 10% in 2022

Diverse Media Suppliers

General Motors remains committed to our approach to diverse relationships through our stated action plan, which enables engagement, economic empowerment and sustainable growth with diverse media. The action plan is realized through five components:

1. Strengthened Commitment

  • Increased Diverse Media Spend—In 2021, General Motors achieved our stated goal of investing 8% in Total Diverse Owned and Targeted media, and we expect to meet our goal of investing 10% in Total Diverse Owned and Targeted media in 2022.

2. Deeper Engagements

  • Diverse-Owned Media Summit—GM hosted our first Diverse-Owned Media Summit in May 2021, with over 200 diverse media owners in attendance to demonstrate our commitment to build relationships with diverse-owned media providers through communication and collaboration. We will host our 2nd Annual Summit in May 2022.
  • We encouraged attendees at the Summit to submit an overview of their business for GM’s consideration for deeper engagements beyond the summit.
  • Adding to the Annual Summit, in 2022 we expect to introduce a series of quarterly connects designed to aid in continuous dialogue, information sharing and inspiration with diverse owners.

3. Sustainable Growth

  • Diverse Marketing Incubator Fund—GM plans to allocate $50 million over 10 years to support and scale diverse marketing companies. This investment is expected to support sustainable growth and is incremental to GM’s media spend.

4. Increased Flexibility

  • Revisited Payment Terms—General Motors was an early adopter to shorten payment terms for its diverse-owned marketing companies by modifying our standard payment terms and reducing payment timing from 60 days to 30 days to help give diverse suppliers greater flexibility. This underscores GM’s priority, in collaboration with diverse media, to create a win-win for diverse media companies and GM.

5. Expanded Opportunities

  • Prospective Partnering Analysis—GM expects its media buying agencies to follow a multifactor analysis for selection of diverse media. The analysis requires new criteria for assessing capabilities, reach and analytics and is expected to drive more opportunity for diverse media.

Tier 1 Supplier Diversity 2021 Ethnicity Spend—North America