General Motors has announced plans to launch CarBravo, a new online used-vehicle marketplace for GM-branded vehicles aimed at competing with online dealerships in its primary market-The US.
The new site will include Chevrolet, Buick, and GMC dealers offering GM-branded vehicles as well as used vehicles from other automakers. It also will offer used vehicles owned by the automaker, creating a national pool of cars from dealers’ lots and GM’s inventory.
“We believe our expansive nationwide dealer network will be a key driver for our success. Our dealers are our competitive advantage,” said Steve Carlisle, executive vice president and president of GM North America.
“With CarBravo, we will harness the power of collectively going to market with our dealers to create a powerful customer experience.”
The move reflects the growing pressure on major automakers to compete with digital retailers, which are siphoning sales from dealers as customers increasingly demand the option to buy a car online. Ford Motor Co. also launched an online used-vehicle store last February dubbed Ford Blue Advantage.
Around 70% of vehicle sales are used, Carlisle said, and for the last five years, the US used car market has been steadily growing and is less susceptible to market shocks. Used cars are “incredibly important” for bringing customers into the GM brand, he said.
“What drove this was the customers’ demands for us in the marketplace,” said Dan Ahearn, senior manager for CarBravo.
Dealers have around 400,000 cars in inventory that could be sold through the website, Ahearn said. Around 500,000 used cars are also available annually through GM and GM Financial. Dealers would also retain the first chance at off-lease vehicles from the automaker.
