Remember where you heard it. This is going to be a massive failure. I’ll give it a year, tops.
This spring General Motors intends to launch a new used car buying website called CarBravo, hailing it as a "new way to shop for used vehicles". GM says the new site, which will leverage its dealer network, will offer an "omnichannel shopping experience" that offers an expansive used car inventory plus exclusive ownership benefits.
“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. Importantly, the program features will also be offered on non-GM used vehicles,” said Steve Carlisle, GM executive vice president and president of GM North America, “CarBravo is designed to provide customers the convenience to shop how they want, where they want – online, at the dealership or both.”
Customers can also take at-home test drives and home deliveries, where available at participating dealers.
The new website will be part of GM's new digital retail platform (DRP). The automaker describes it as a "simple and transparent shopping interface featuring clear dealer pricing, vehicle history reports and 360-degree views of the vehicle." The automaker says all CarBravo's used vehicle inventory will be inspected and reconditioned to meet standards set by GM. They'll also all come with standard warranty coverage and a nationwide network of dealerships for service and maintenance. Customers can also receive "guaranteed online offers", from the industry standard Black Book, to buy their vehicles even if they don't purchase a vehicle through CarBravo.
The automaker says the new site leverages the assets of GM, GM Financial and the GM dealer network to create a "flexible, modern shopping and buying experience." GM lists ownership benefits as roadside service, courtesy transportation, and OnStar and SiriusXM trials on eligible vehicles throughout the ownership lifecycle.
“Used vehicles are a significant part of our business,” said Todd Ingersoll, dealer principal of Ingersoll Auto in Danbury, Connecticut, whose dealership participated in the CarBravo pilot. “We are excited to join GM in exceeding our customers’ expectations and continuing to provide a world-class experience.”
GM is currently enrolling dealers with a consumer launch expected this spring.
Photo Credit: GM