GM has consistently focused on how to sell more vehicles, but so far these efforts have generally focused on new vehicle sales. Now he has created CarBravo, a used car megasite aimed at moving more used metal for the company and its dealers.
“CarBravo will give customers more choice and access to shop with significantly expanded inventories of both the dealership and a national central inventory of GM used vehicles,” said Steve Carlisle, executive vice president of GM and president of GM North America.
“It is important to note that the functionality of the program will also be offered on used non-GM vehicles. CarBravo is designed to give customers the flexibility to shop the way they want, wherever they want: online, at the dealership, or both.
GM said it unveiled the site to its dealers early Tuesday and that they could start signing up immediately. The site is currently not operational, but Dan Ahearn, GM’s senior manager of used cars, said the site is expected to be up and running in “late spring.”
Evolution of a recent idea
The shift during the COVID pandemic to using the internet to purchase new and used vehicles has caused most automakers to revisit their sales channels on the web – or as GM calls it, the digital retail platform. In this case, the CarBravo DRP will provide a simple and transparent shopping interface with clear dealer prices, vehicle history reports and 360 degree views of the vehicle.
All CarBravo vehicles will be inspected and reconditioned to meet standards set by GM, the company said. Additionally, customers can get guaranteed online offers to purchase their vehicles using industry standard Black Book prices, even if they are not purchasing a vehicle through CarBravo.
In addition, the site is not limited to GM products. GM’s more than 3,800 dealers nationwide sell about 2 million vehicles a year, according to the company, with about 400,000 on their lots at any given time. In addition, GM and GM Financial have approximately 500,000 vehicles in inventory each year.
GM is not alone in this effort. Several automakers in the past 18 months, many have unveiled sites, primarily for new vehicles, although Ford’s Blue Advantage offers many of the same features like CarBravo.
Before that, Honda has set up its own HondaCertified.com website to help potential buyers locate the brand’s certified pre-owned vehicles at the end of 2020.
Officials believe the transparency offered by the website combined with the national reach will help buyers find the vehicle they want using a process they trust with extras like a standard warranty and roadside assistance, as well as niceties like the OnStar and Sirius XM free trials.
“We believe that with CarBravo we have the winning formula,” Carlisle said on a call with reporters.
All vehicle deliveries are made by local GM dealers, either in their showroom or by drop-off at the buyer’s home, if the dealership offers this service. There is no additional charge for using CarBravo, they noted. Providing buyers and buyers with a high level of experience gives the company the confidence that it will surpass CarMax and Carvanna, the two leaders in this field.