GM Appoints Jim Campbell as President of the Durant Guild
SHANGHAI – General Motors today announced that Jim Campbell, currently chief product officer in China, is taking on an additional role as president of The Durant Guild.
Effective immediately, Campbell will oversee portfolio planning, product marketing and accessories for GM’s entire product lineup in China, including locally built vehicles for the domestic market, export and import, as well as operations of The Durant Guild, replacing Leon Li, who has left the company. Campbell will continue reporting to Steve Hill, GM senior vice president and president of GM China.
“GM will bring more exciting products and technologies to consumers in China via various channels,” said Hill. “Jim and his team will build on a holistic strategy to achieve the best synergy among our business units, including joint ventures and the import organization.”
GM has taken proactive actions to improve its product competitiveness and the retail experience in China that have started to take effect. Driven by strong product launches, GM and its joint ventures achieved over 40% quarter-on-quarter growth in Q4 deliveries, the highest sequential increase since Q2 2022. In 2024, GM delivered over 1.8 million vehicles in China and exported nearly 300,000 units.
The Durant Guild is GM’s premium import vehicle and lifestyle platform. It now operates seven brand experience centers across key cities in China. Deliveries of the imported Chevrolet Tahoe and GMC Yukon will start in March.
In addition to the expanded China role, Campbell will continue leading GM Performance & Global Motorsports. He has broad experience with performance vehicles and works extensively across a variety of race series, including NASCAR, IMSA, FIA World Endurance Championship, IndyCar, NHRA, and Best in the Desert.
Campbell started his journey with GM China in June 2024, leading Product Portfolio Planning, Product Marketing, Export and Accessories.
Prior to his move to China, Campbell served as U.S. vice president – Product Marketing, Accessories, Performance and Motorsports. The product and accessories roles were focused on Chevrolet, Buick, GMC, and Cadillac in the U.S. and North American markets. He was previously U.S. vice president – Chevrolet Marketing, and led GM’s Fleet & Commercial Operations. He has also held positions in field sales, retail incentives, marketing and customer relationship management.
Campbell began his career in 1987 as a college intern working at Chevrolet in Warren, Michigan. He earned a Bachelor of Arts from the University of Michigan and a Master of Business Administration from the University of Notre Dame.
About The Durant Guild
As General Motors’ Premium Import business in China, the Durant Guild features a collection of iconic vehicles, co-creates possibilities with a community, elevates brand and product experiences, and creates intimate and deeper connections with mobility. Visit durantguild.com or The Durant Guild’s WeChat to explore more.
GM Appoints Jim Campbell as President of the Durant Guild