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### Viewing cable 09QUITO439, EMBASSY QUITO ACE AWARD NOMINATION

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Reference ID | Created | Released | Classification | Origin
--- | --- | --- | --- | ---
09QUITO439 | 2009-06-12 13:01 | 2011-05-02 00:12 | UNCLASSIFIED | Embassy Quito

`

    VZCZCXYZ0003
    RR RUEHWEB

    DE RUEHQT #0439 1631347
    ZNR UUUUU ZZH
    R 121347Z JUN 09
    FM AMEMBASSY QUITO
    TO RUEHC/SECSTATE WASHDC 0457
    INFO RUEHBO/AMEMBASSY BOGOTA 8184
    RUEHCV/AMEMBASSY CARACAS 3583
    RUEHLP/AMEMBASSY LA PAZ JUN LIMA 3241
    RUEHGL/AMCONSUL GUAYAQUIL 4373
    RUCPDOC/DEPT OF COMMERCE WASHDC

` `

    UNCLAS QUITO 000439

    SIPDIS

    E.O. 12958: N/A
    TAGS: ECON BEXP EINV ELAB ETRD KSEP SENV AMGT EC
    SUBJECT: EMBASSY QUITO ACE AWARD NOMINATION

    Reftel: State 34898

    ¶1.  Embassy Quito is pleased to nominate General Motors of Ecuador
    S.A. for the Secretary of State's Award for Corporate Excellence
    (ACE).  General Motors of Ecuador has maintained a strong commercial
    performance in an exceptionally difficult global auto market.  In
    terms of the Award for Corporate Excellence, it has launched a
    highly innovative and successful "designated driver" program in
    Ecuador called "Conductor Elegido."  This program has raised
    awareness about a serious public safety problem and has helped
    burnish GM's reputation for good corporate citizenship within
    Ecuador.

    ¶2.  Although the troubles of General Motors's U.S. operations are
    well-known, GM of Ecuador has been able to remain profitable in this
    difficult economic climate.  Despite an Ecuadorian auto industry
    that has seen sales contract by 1.6% compared to last year, GM of
    Ecuador's 2009 sales to date are up 3.8% compared to 2008.  The
    company's share of Ecuador's auto market in 2009 is 44.4%, which is
    2.2% higher than 2008.  GM's market share has risen two years in a
    row, and its Chevrolet brand has a commanding lead in market share
    in three important categories: passenger cars (51.1%), pickup
    trucks: (43.3%), and SUVs (40.2%).  By comparison, the
    next-to-largest market shares of their competitors in these
    categories are 12.5%, 30.2%, and 22.5%, respectively.

    ¶3.  Along with its solid business performance, GM has demonstrated
    leadership and innovation in the area of Corporate Social
    Responsibility with its Conductor Elegido program.
    The company has made a concerted effort to raise public awareness
    about the hazards associated with drinking and driving.  This
    problem has received minimal publicity in Ecuador, despite over 1200
    reported drunk-driving accidents per year.  (Note: This likely far
    understates the actual extent of alcohol-related accidents in
    Ecuador.)  The Conductor Elegido program was initiated in Quito in
    May 2008, and GM plans to roll out similar efforts in Cuenca and
    other Ecuadorian cities soon.  People who enroll in the Conductor
    Elegido program are issued an identification card, which, as a
    designated-driver, allows them to receive benefits like free soft
    drinks or desserts in local restaurants and bars.  GM has thus far
    been able to enroll 62 Quito businesses in the program, giving
    subscribers a wide range of establishments to choose from.  The
    company reported that over 5400 people have signed up for the
    program so far, and says that on average 420 new people enroll every
    month.

    ¶4.  GM has combined this subscriber program with a broad outreach
    effort.  The company has created a popular animated TV advertisement
    in which a cartoon "grim reaper" character is foiled in his hunt for
    victims by people participating in the Conductor Elegido program.
    The company has also produced TV spots with Ecuadorian celebrities
    warning viewers about the dangers of drinking and driving and urging
    them to enroll in the program.  GM estimates that over 1.2 million
    people have seen their advertisements.  Finally, the company has
    enlisted the host of a popular Formula 1 car racing TV show to visit
    schools in order to raise public awareness about the risks of
    drinking and driving.  GM reports that he has performed these events
    for over 4200 students.

    ¶5.  Embassy Quito highly recommends General Motors of Ecuador for
    the ACE Award.  The company's Ecuadorian operations are a rare
    bright spot in an overall bleak landscape for U.S. auto
    manufacturers.  Its innovative CSR efforts demonstrate the best of
    U.S. corporate initiative and responsible citizenship.  We believe
    GM is very worthy of the recognition an ACE award would bring.

    HODGES

`