General Motors vs Procter & Gamble: Founders, CEOs and History

Company facts

Founders

CEOs and their tenures

Timeline: General Motors and Procter & Gamble side by side

1. 1837Procter & Gamble

   Company Founded in Cincinnati

   William Procter and James Gamble sign a partnership agreement on October 31, 1837, establishing Procter & Gamble in Cincinnati, Ohio, with combined capital of approximately 7,192 dollars.

2. 1862Procter & Gamble

   Civil War Army Contracts Fuel Expansion

   P&G wins contracts to supply the Union Army with soap and candles, generating significant revenue that enables manufacturing expansion and introduces millions of American soldiers to P&G products for the first time.

3. 1882Procter & Gamble

   Ivory Soap Launches Nationally

   Harley Procter and James Norris Gamble introduce Ivory soap, promoted as 99 and 44/100 percent pure and notable for its floating characteristic.

4. 1890Procter & Gamble

   Company Incorporates and Expands Nationally

   Procter & Gamble incorporates in Ohio with capital of 4.5 million dollars and begins building manufacturing capacity outside Cincinnati, establishing the operational infrastructure for national distribution that the Ivory soap advertising campaign had created…

5. 1908General Motors

   General Motors Founded

   William C. Durant incorporates General Motors in Hudson, New Jersey, on September 16, 1908, with Buick Motor Company as its primary asset.

6. 1909General Motors

   Cadillac and Oldsmobile Acquired

   GM acquires Oldsmobile and the prestigious Cadillac Automobile Company, establishing the multi-brand architecture that will define GM's market segmentation strategy for decades.

7. 1911Procter & Gamble

   Crisco Shortening Introduced

   P&G launches Crisco vegetable shortening, the first hydrogenated vegetable oil product marketed to American consumers as an alternative to lard and butter.

8. 1923General Motors

   Alfred Sloan Becomes President

   Alfred P. Sloan takes the GM presidency and begins implementing the decentralized divisional management structure and market segmentation strategy that transforms GM into the world's most admired corporate organization.

9. 1931General Motors

   GM Surpasses Ford as World's Largest Automaker

   General Motors overtakes Ford Motor Company as the world's largest automobile manufacturer by sales volume, a position it would hold for the majority of the next seven decades.

10. 1931Procter & Gamble

    Brand Management System Invented

    P&G executive Neil McElroy writes a famous internal memo proposing that each brand have its own dedicated management team responsible for competing against all rivals including other P&G brands.

11. 1946Procter & Gamble

    Tide Detergent Launches

    P&G introduces Tide synthetic detergent, which rapidly becomes the best-selling laundry product in the United States and establishes the template for all future P&G brand development: superior product performance, heavy consumer advertising, and sustained mark…

12. 1961Procter & Gamble

    Pampers Diapers Introduced

    P&G introduces Pampers disposable diapers, transforming the infant care category and creating what will become one of the company's most globally significant brands.

13. 1984General Motors

    Saturn Corporation Founded

    GM establishes Saturn as a separate subsidiary intended to compete with Japanese small cars through innovative labor relations, retail practices, and manufacturing processes.

14. 1996General Motors

    OnStar Connected Vehicle Service Launched

    GM introduces OnStar, the world's first embedded cellular connected vehicle service, offering emergency assistance, stolen vehicle tracking, and remote diagnostics.

15. 2005Procter & Gamble

    Gillette Acquired for 57 Billion Dollars

    P&G completes the acquisition of Gillette Company for approximately 57 billion dollars in an all-stock transaction, adding Gillette razors, Braun appliances, Oral-B dental products, and Duracell batteries to the P&G portfolio.

16. 2009General Motors

    Chapter 11 Bankruptcy and Government Bailout

    General Motors files for Chapter 11 bankruptcy protection on June 1, 2009, with $49.5 billion in U.S. Government assistance as part of the Troubled Asset Relief Program.

17. 2010General Motors

    IPO Return to Public Markets

    General Motors returns to public markets through an initial public offering on November 18, 2010, raising approximately $23.1 billion - at the time one of the largest IPOs in U.S. History. The offering allows the U.S.

18. 2014General Motors

    Mary Barra Becomes CEO

    Mary Barra, a 33-year GM veteran with a background in engineering and manufacturing, becomes CEO on January 15, 2014, becoming the first female CEO of a major global automaker.

19. 2014Procter & Gamble

    Portfolio Transformation Announced

    CEO A.G. Lafley announces P&G's plan to divest more than 100 brands and focus the company on approximately 80 core brands in ten product categories.

20. 2016General Motors

    Cruise Automation Acquired

    GM acquires Cruise Automation, a San Francisco-based autonomous vehicle startup, for approximately $1 billion - at the time one of the largest acquisitions in GM's modern history.

21. 2019Procter & Gamble

    Portfolio Simplification Completed

    P&G completes the brand portfolio simplification, having divested more than 100 brands and consolidated around approximately 65 core brands.

22. 2021General Motors

    Ultium Platform and EV Commitment Announced

    GM announces its commitment to invest more than $35 billion in electric and autonomous vehicles through 2025 and introduces the Ultium battery platform as the technological foundation for dozens of future EV models across all four U.S. Brands.

23. 2024General Motors

    Cruise Robotaxi Program Ended

    Following the October 2023 Cruise pedestrian incident and a long operational pause, GM announced in December 2024 that it would stop funding Cruise's robotaxi business and fold the unit's technology work into GM.

24. 2024Procter & Gamble

    Fiscal Year 2024 Net Sales Reach Approximately 84 Billion Dollars

    P&G reports fiscal year 2024 net sales of $84.0 billion and net earnings attributable to P&G of about $14.9 billion, and raises its quarterly dividend 7% to $1.0065 per share, its 68th consecutive annual increase.

25. 2025General Motors

    EV Capacity Cut and $7.6 Billion in EV Charges

    After the U.S. federal EV tax credit expired on September 30, 2025, GM cut EV production capacity and recorded about $7.6 billion of EV-related charges for the year.

26. 2026General Motors

    Guidance Raised as North America Margins Recover

    GM reported Q2 2026 revenue of $48.0 billion and EBIT-adjusted of $3.9 billion, with North America margins back in its 8-10% target range, and raised full-year 2026 EBIT-adjusted guidance to $14.0-16.0 billion.

Acquisitions

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