GM joins forces with its dealers to sell pre-owned vehicles; builds loyalty, part 1

By Administrator | April 6, 2022
General Motors’ CarBravo will offer used-vehicle customers access to an expansive inventory, among other benefits. Plans to launch in spring 2022.

The pandemic and supply chain issues. These are two of the primary reasons for the soaring prices on used vehicles. According to the U.S. Bureau of Labor Statistics, the consumer price index for used cars and trucks jumped by 40.5% from January 2021 to January 2022. That means the average consumer is paying up to ten-thousand dollars more for that used vehicle than they would have a year or two ago. 

General Motors may soon be able to ease some of the consumer sticker shock with the introduction of its new digital platform, “CarBravo.” The online car-buying service (think CarMax and Carvana) touts benefits that include at home test drives, car deliveries, and expanded brand offerings. 

Differentiating CarBravo from its competitors is GM’s nationwide network of more than 3,800 dealerships. The plan is to provide buyers with access to previously owned vehicles, which are shared among those dealers. Additionally, GM will add its own fleet of off-lease vehicles to the mix. According to senior manager of CarBravo, Dan Ahearn, CarBravo provides customers with “a huge, expansive choice of vehicles to select from,” which, Ahearn says, is what buyers are asking for. 

GM says CarBravo will offer:

  • A standard warranty of six months or 6,000 miles on most vehicles
  • Clear dealer pricing and 360-degree virtual views of the vehicle
  • Vehicle repair history reports
  • Inspected and reconditioned vehicles to meet standards set by GM
  • Guaranteed online offers to buy customer vehicles even if they do not purchase a vehicle through CarBravo
  • Access to GM’s network of dealerships for service and maintenance
  • Roadside service, courtesy transportation, OnStar and SiriusXM trials on eligible vehicles

Car dealerships face the unique challenge of selling vehicles to buyers while also working to attract those buyers back to their dealership’s service department. Far more than a single transaction, dealerships seek to retain those buyers as long time service customers. Doing so requires the ability to grab the attention of those buyers and prompt them to schedule their first oil change (within 90 days of their vehicle purchase), which typically translates to a long term relationship with the service department. 

That is why EPI developed DealersEdge, our industry-leading, comprehensive solution which offers a multitude of ways to attract vehicle buyers to your service department.

Together we create customized premium and offer packages that break through the advertising noise and attract buyers back to your service department. These beautifully designed packages will surprise and delight your customers and are proven to increase first time service visit rates.

Our packages may include:

  • Branded dimensional mailers that stand out in the mail
  • A VIN-matched touch up paint pen or branded high-perceived value premiums that suit your brand and market.
  • A personalized letter to the vehicle owner.
  • Customized, redeemable offers on the vehicle owner’s first service visit.

DealersEdge will assist in establishing positive goodwill toward your dealership, increase opportunities for additional engagement, and build consumer loyalty.

Schedule your free consultation today to discover how EPI’s DealersEdge solution can help you take your service-customer attraction and retention programs to the Next Level!

Or call us today at: 800.562.9733. 

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