For a long time, the aftermarket parts business at General Motors Co. has been something of an afterthought.
But GM is giving the traditional business a new look with all-new packaging that it says is part of a campaign to rebrand and bolster the “GM Genuine Parts” and “ACDelco” brands sold around the world and include a complete portfolio of repair, collision, and powertrain parts.
“We’re executing a focused, disciplined strategy to improve our core business and position the company for future growth,” said John Roth, GM global vice president, Customer Care and Aftersales. “Strong parts brands with a clear, global market position and packaging help customers easily identify GM parts and will provide the ability to bolster the value of our protected product with new security features.
“We’re committed to delivering a high quality, complete portfolio of parts, all backed by General Motors, that benefit our business partners, business customers and vehicle owners,” he said.
GM’s new packaging is part of a larger program designed to increase parts sales globally.
The new campaign follows extensive global research and was designed to ensure a consistent brand image, no matter the product or geographic location, Roth added.
The new packaging will feature color coding and graphics; clear designations that the product is an authentic GM Original Equipment part; new brand security features to provide customers extra confidence and help protect against counterfeit product and UPC codes on several products as well a feature such as multi-language translations.
Roth noted, according to IHS Markit, the average age of light vehicles in the U.S. is now 11.9 years, the highest it’s ever been, which can mean higher demand, representing an opportunity for GM and its aftermarket partners, i.e. retail stores, dealers, etc., to increase sales.
The enhanced brand security measures to guarantee authenticity, provides an opportunity to grow parts share in an increasing parts and service market.
In addition, GM internal studies show a direct link about the experience consumers have with a dealership’s service department and the likelihood they’ll buy another new vehicle from that business in the future. Ensuring technicians are using high-quality, premium parts for services and repair can help lead to repeat buyers in the showroom.
GM’s new packaging is a global effort, as evidenced by the multiple languages on it the packaging.
The new branding and packaging began arriving in the U.S. and Canada this fall and will continue throughout next year with global expansion of the launch. Early feedback reveals that changes are being well received.
“The new GM Genuine Parts packaging is a game changer. The sleek new design offers brand recognition while helping to set us apart from other manufacturers,” said Emily Gatlin, marketing director, Berger Chevrolet in Grand Rapids, Michigan.
At least one retailer was excited about the new packaging.
“One of our first impressions was one of the simplest of changes – the blue graphic GM tape on the brown boxes added a tremendous amount of legitimacy to a simple nondescript package,” said Nicholas Branoff, CEO, Brown and Sons Co.
“Headquartered in Flint, Michigan, the home of ACDelco, the brand has never been hard to sell. In areas around the country where ACDelco is not that well known, the added GM branding and high graphic boxes should help push these products from just another aftermarket brand to an OEM product.”