GM’s constantly focused on how to sell more vehicles, but until now, those efforts generally centered on new vehicle sales. Now it’s 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 significantly expanded inventories of both the dealer and a national central stock of GM used vehicles,” said Steve Carlisle, GM executive vice president and president of GM North America.
“Importantly, the program features will also be offered on non-GM used vehicles. CarBravo is designed to provide customers the convenience to shop how they want, where they want — online, at the dealership or both.”
GM said it unveiled the site to its dealers early Tuesday and they can begin signing up for it immediately. The site is not currently functional, but Dan Ahearn, GM’s senior manager of used cars, said the site should be up and running in “late spring.”
Evolution of a recent idea
The shift during the COVID pandemic toward using the internet to buy new and used vehicles has most automakers reviewing their web-based sales channels — or as GM calls it, the digital retail platform. In this case, the CarBravo DRP will provide a simple and transparent shopping interface featuring clear dealer pricing, 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 explained. Additionally, customers can get guaranteed online offers to purchase their vehicles using prices from the industry standard Black Book — even if they do not purchase a vehicle through CarBravo.
Additionally, the site isn’t restricted to GM products. GM’s more than 3,800 dealers nationwide sell about 2 million vehicles annually, according to the company, with about 400,000 on their lots at any given time. Plus, GM and GM Financial carry about 500,000 vehicles in inventory annually.
GM’s not alone in this effort. Several automakers in past 18 months many have unveiled sites, mostly for new vehicles, although Ford’s Blue Advantage offers many of the same features as CarBravo.
Prior to that, Honda put up its own HondaCertified.com website to help potential buyers locate the brand’s certified pre-owned vehicles late in 2020.
Everyone’s a winner
Officials believe the transparency offered by the website combined with the national scope will help buyers find the vehicle they want using a process they have faith in with extras like a standard warranty and roadside assistance, plus niceties like free OnStar and Sirius XM trials.
“We believe with CarBravo, we have the winning formula,” Carlisle said during a call with reporters.
All vehicle deliveries are done by local GM dealers, either at their showroom or via drop off at the buyers home, if the dealer offers that service. There is no additional fee for using CarBravo they noted. Offering shoppers and buyers an elevated experience gives the company confidence it will outperform CarMax and Carvanna, the two leaders in this arena.
