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General Motors Launches a Digital Car Buying Platform Called ‘CarBravo' Allowing Shoppers to Purchase Pre-Owned Vehicles Online

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【Summary】General Motors is getting into the used car business with a new online car shopping platform called CarBravo. The digital marketplace will compete with online car sellers such as Carvana and Shift with participating dealerships delivering pre-owned GM and non-GM vehicles directly to customers' homes. GM announced that dealer enrollment in CarBravo begins immediately, and the consumer launch is expected to begin in spring 2022.

Eric Walz    Jan 11, 2022 12:50 PM PT
General Motors Launches a Digital Car Buying Platform Called ‘CarBravo' Allowing Shoppers to Purchase Pre-Owned Vehicles Online

General Motors is getting into the used car business with a new online car shopping platform called CarBravo. The digital marketplace will compete with online car sellers such as Carvana and Shift and will deliver pre-owned GM and non-GM vehicles directly to customers' homes. 

GM says CarBravo will elevate the shopping, buying and ownership experience by offering used-vehicle customers access to an expansive inventory, an omnichannel shopping experience and exclusive ownership benefits. The CarBravo inventory will offer a wide selection of makes and models, including vehicles from other automakers.

With CarBravo, customers can shop for a vehicle online, at a local dealership or a combination of both, says GM. 

More importantly, CarBravo will assist customers in finding the exact GM or non-GM model they are looking for, by allowing customers to expand their used vehicle search nationwide. 

"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." 

CarBravo will offer a seamless customer experience through GM's new digital retail platform (DRP). The DRP will provide a simple and transparent pricing, including vehicle history reports and 360-degree views of the vehicle. 

All CarBravo vehicles sold will be thoroughly inspected and reconditioned to meet standards set by GM. 

"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." 

There is a growing number of younger car shoppers that would rather skip the hassle of selecting and buying a car at a dealer and make their purchase entirely online like many other goods are purchased today.

CarBravo will also offer standard warranty coverage on all pre-owned vehicles, an extensive nationwide network of dealerships for service and maintenance needs, and other ownership benefits that include roadside service, courtesy transportation, and OnStar and SiriusXM trials on eligible vehicles.

CarBravo will leverage the assets of GM, GM Financial and the GM dealer network to create a flexible, modern and convenient shopping and buying experience that traditional car dealers cannot always match.

Customers can also take advantage of at-home test drives and home deliveries. The services will be provided by local dealers where available.

CarBravo will also help local dealers to reach more customers via its digital platform.

"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." 

For years, dealerships were the primary way customers purchased used vehicles. But advances in technology resulted in new startups looking to disrupt the often frustrating and high-pressure car buying experience and all of the other hassles that go along with it.

Companies such as Carvana, Vroom and Shift represent an entirely new way of shopping for vehicles, without the pressure of the dealership sales department. The online shopping services allow car buyers to browse thousands of models from the comfort of home. Shift will even drop off a local vehicle to a customer's home, so they can test drive it beforehand. 

As the coronavirus pandemic keeps car buyers away from dealer showrooms, online car sellers such as Vroom and Carvana experienced a big boom in business since March 2020. 

In June 2020, Vroom raised $467.5 Million in its U.S. IPO and saw its stock price double, as the coronavirus pandemic has led to a significant increase in online shopping for used cars. This trend will likely continue as traditional dealers offer the added convenience of more online car buying options.

GM announced that dealer enrollment in CarBravo begins immediately, and the consumer launch is expected to begin in spring 2022, just in time for the traditionally busy car buying season.


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