If you’ve been following our coverage of current GM deals, discounts and incentives, you may have noticed that certain offers are limited to “current competitive owners”. Since many of you asked, we reached out to The General to find out exactly what that means.
As Chevrolet’s Katie Minter tells us, “current competitive owners” refers to anyone that is currently leasing or owns a non-GM vehicle. To be eligible, customers must show proof of current ownership or lease of a 1999 model year or newer non-GM vehicle dated at least 30 days prior to the new vehicle sale.
In other words, if you currently own or lease a 1999 or newer non-GM vehicle, then the GM deals restricted to “current competitive owners” are exactly for you.
For instance, GM’s Chevrolet brand is running a 21 percent discount on most 2019 Malibu models for the month of March, which can lower the price of the midsize sedan by over $7,000. But the deal is available only to current competitive owners. Other GM brands, including Buick, Cadillac, and GMC, sometimes run several discounts.
As GM Authority’s own Alex Luft explains, automakers offer these types of incentives to attract owners of competing makes, thereby growing key business metrics such as sales volume and market share. The practice is known throughout the industry as conquesting or conquest sales.