GM appoints Edward Kummer as digital director


General Motors now appointed Edouard Kummer as digital director, efficient October 16. Kummer will be responsible for building and delivering a holistic digital business guided by GM’s growth strategy, leading a newly formed digital business team, and accelerating software investments that will redefine consumer expectations. He will report to GM chairman Marc Reuss.

Kummer was chairman of Nordstrom Rack’s e-commerce and Nordstrom’s HauteLook brand, where he led an integrated online site and executed an omnichannel strategy, which resulted in increased online sales and significant profit growth. He brings extensive expertise in leading omnichannel, marketing and digital efforts across multiple industries that have transformed digitally to benefit consumer and business growth, including travel, wealth management, consumer products, retail and entertainment.

“We are creating new digital experiences for our customers, both inside and outside the vehicle, to improve their lives and keep them connected to an increasingly digital world,” said Reuss . “As our business model evolves to reflect the vital role software plays in our products and services, and the new opportunities they offer, Edward’s proven track record of digital expertise and leadership and of e-commerce make him a huge asset to us. He has done a great job for companies known for their superior customer experience, and we’re delighted to have him on our team.

In his role, Kummer will be empowered to drive business success and strategic investments to establish digital market leadership. He will lead a dedicated digital team structured around GM’s digital business lines, each with a dedicated sales manager who will be responsible for all aspects of operations. This integrated approach will connect value chains and capitalize on adjacencies, allowing GM to move faster and grow its digital business while remaining hyper-focused on speed of customer service.

“I am passionate about GM’s zero accident, zero emissions and zero footprint vision, in particular its critical role in sustainable transportation. I am excited to leverage my digital expertise to create transformative experiences that will generate a lasting connection with the customer and foster a lifelong affinity with GM brands and products, ”said Kummer. “As a car enthusiast, I admire the caliber of GM vehicles. GM’s innovative platform and immense growth opportunities particularly inspire me.

Kummer has spent 18 years of his career at The Walt Disney Company in several strategic leadership roles, driving profitable results. After Disney, he led digital and e-commerce strategies for various companies, including Victoria’s Secret and Luxottica, and was director of marketing and digital for Oakley. Prior to joining Nordstrom, he was Managing Director and Marketing Director at Goldman Sachs.

General Motors (NYSE: GM) is a global company focused on promoting a fully electric future that is inclusive and accessible to all. At the heart of this strategy is the Ultium battery platform, which will power everything from consumer vehicles to high performance vehicles. General Motors, its subsidiaries and joint ventures sell vehicles under the Chevrolet, Buick, GMC, Cadillac, Baojun and Wuling brands. More information about the company and its subsidiaries, including OnStar, a global leader in vehicle safety and security services, is available at

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