General Motors announced it will establish a fully integrated business structure across Southeast Asia to drive greater customer focus, grow Chevrolet sales and improve profitability.

“As the industry continues to change, we are transforming our business, establishing GM as a more focused and disciplined company,” said Stefan Jacoby, GM executive vice president and president of GM International. “Globally, we are in the right markets to drive profitability, strengthen our business performance and capitalize on growth opportunities for the long term, including Southeast Asia. We are now optimizing our operations to further improve our competitiveness and cost base.”

Ian Nicholls has been named president of GM Southeast Asia, effective September 1. Nicholls will be based in Bangkok and report to Jacoby. With almost three decades in the automotive industry, including 27 years with GM, Nicholls brings vast experience in product planning, sales and marketing to his new role. Among his previous responsibilities was global segment director for trucks and pickups at GM in the U.S. He currently serves as president and managing director of GM Sub-Saharan Africa.

“Ian is a truly experienced global leader,” said Jacoby. “Under Ian’s leadership, we are consolidating and simplifying our business structures to reinforce our focus on our customers, strengthen the Chevrolet brand and drive more sales. With one regional leader instead of four managing directors, and a brand new leadership team, Ian will implement a leaner structure that is highly focused on the business and spans Thailand, Indonesia, Vietnam, and distributor markets under one strategic regional vision.”

Jacoby added, “Southeast Asia is an important market for GM. We are manufacturing several products in the region, including award-winning trucks and SUVs at our plant in Rayong, Thailand. The Chevrolet Colorado and Trailblazer are crucial for these markets and for export.”

“The consolidated business structure will enable us to leverage regional talent, increase efficiencies, speed up the decision-making process and reduce bureaucracy,” said Nicholls. “It will also sharpen our focus on innovation to deliver the best products and services, and make our business fully competitive on a regional basis. With a strong manufacturing base, positive customer reviews for our products across the region and a growing export business, we are in a position to take full advantage of the business opportunity in Southeast Asia.”

Sumito Ishii, who currently serves as managing director of GM Vietnam and interim managing director of GM Thailand and Chevrolet Sales Thailand, will become vice president of Vehicle Sales, Service and Marketing (VSSM) for GM Southeast Asia. He will assist Nicholls by supervising the sales, marketing and aftersales teams in Thailand, Indonesia and Vietnam. He will also oversee GM distributors in Southeast Asia markets where GM operates with local partners (Brunei, Cambodia, Fiji, Laos, Malaysia, Mongolia, Myanmar, New Caledonia, Philippines, Singapore, Tahiti and Vanuatu).

After 20 years with the company, GM Indonesia President Director Gaurav Gupta will leave GM to pursue other opportunities. “I want to thank Gaurav for his strong contribution to GM in the region, especially Indonesia and earlier in Vietnam, where he has conducted a real transformation of our Chevrolet business with the successful launch of new vehicles, restructuring of the dealer network and strengthening of the brand,” said Jacoby. “I wish him success in his future career.”