General Motors (GM) is on a journey toward helping to create a world with zero emissions, zero crashes and zero congestion. Decisions on new product content, packaging and pricing are central to this goal and the GM customer experience. Vehicle Content Optimization (VCO) helps GM make these decisions while offering a full-line portfolio of vehicles that meet the vast diversity of customer needs and preferences. Developed entirely within GM, VCO combines advanced consumer market research, discrete choice models and novel optimization algorithms into a user-friendly, fully productionized system. Since being fully integrated into GM’s Global Vehicle Development Process, VCO has been used on more than 85 new vehicle programs globally, enabling over $2 billion of profit in 2019 and 2020 alone.
