General Motors just launched CarBravo, a used car shopping service providing shoppers with access to a large inventory of vehicles via multiple shopping channels, plus other benefits. CarBravo will encompass both General Motors vehicles and non-GM vehicles.
Back in July, GM Authority covered General Motors’ trademark filing for the CarBravo character mark, which lists “Automobile dealerships in the field of pre-owned motor vehicles of all makes and models” with regard to the Goods and Services category.
“CarBravo will give customers more choice and access to shop significantly expanded inventories of both the dealer and a national central stock of GM used vehicles,” said GM executive vice president and president of GM North America, Steve Carlisle. “Importantly, the program features will also be offered on non-GM used vehicles. CarBravo is designed to provide customers the convenience to shop how they want, where they want – online, at the dealership or both.”
Powered by General Motors’ digital retail platform, CarBravo will provide shoppers with dealer pricing information, vehicle history reports, and a 360-degree view of available vehicles. Listed vehicles will be inspected and reconditioned in order to meet GM standards. What’s more, customers will eligible to receive online offers from Black Book to buy their vehicles, even if the customer does not purchase a vehicle through the CarBravo service.
Furthermore, CarBravo will also offer standard warranty coverage on all vehicles, while encompassing a nationwide networks of dealers for vehicle maintenance. Additional benefits include roadside service, courtesy transportation, and OnStar and SiriusXM trials for eligible vehicles.
Dealer enrollments for the CarBravo service are now open, while the consumer side is expected to launch in the spring.
As GM Authority has covered previously, used car prices are at record highs, driven by rising demand stemming from the COVID-19 pandemic and reduced new-vehicle inventory as a result of the global microchip shortage.
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Comments
Looks like an avocado/lemon hybrid.
Sounds good. If they get the majority of the 4,000 US GM dealerships to participate or even half, that’s a lot of used car inventory to compete with carvana and the like. Especially with the higher prices used cars are now commanding.
Over the last 15 years, GM has become more and more involved in the retail side of the business. Look alike stores, three letter programs out the wazoo, crm programs, rewards programs, certified this, and certified that. This has resulted in how much of an increase in marketshare?
It’s not about increasing market share… it’s about image and money.
In the last 15 years GM has become profitable
It’s an industry trend. Everything is becoming more centralized. I’m of the belief that it will eventually end with strictly controlled independent franchises. Prices will be set and controlled top-down, like McDonalds and literally hundreds of other franchises out there. There might be factory-owned stores too, although it would be far too costly for them to take over all existing locations, so most likely independent operators will still be around.
CarBravo is too similar to a movie I made in 1959 titled Rio Bravo. Expect a cease and desist letter pilgrim.
Smart move GM. Big changes coming to GM dealers. Ultimately they must compete with all the recent used vehicle companies along with new car companies like Tesla. I think GM knows why consumers choose these choices over dealerships and want to help there dealers compete. Will require huge changes in how dealers sell cars and communicate with buyers. A more consumer focused business.