General Motors is adopting something new to its Essential Brand Elements program for U.S. dealerships. Automotive News reports Chevrolet, Buick, GMC and Cadillac dealers must gear up to include digital signage beginning in 2018.
Digital signage has not been adopted by many automakers but it’s beginning to become more popular. The signage includes controlled programming for dealerships’ waiting room televisions and advertising on other various video screens inside the dealership. The controlled programming would eliminate local broadcasting, meaning customers will not see ads from competitors, only ads and other content from GM brands.
GM says the program will provide greater flexibility for its dealers market messages to the public and customers with the ability to push the content locally, regionally or nationally. Cadillac, though, will have its own digital signage program.
“Someday, all dealers will have digital signage,” said Jerry Daniels, CEO of Automotive Broadcasting Network, a digital signage vendor. “It’s taking a bit longer than we expected.”
GM dealers will undergo assessments this year for the program to see what each dealer will need. The program will go into full effect in 2018. Cost is expected to vary with the number of screens and size of the dealership itself. One analyst stated dealers spend around $2,000 to $3,000 per month on a 36-month-long subscription to vendors for the service.
Neither Ford or Fiat-Chrysler require digital signage in their dealers, but Nissan incorporated the design into its U.S. dealerships two years ago.