If you are shopping for a used car online, you have got a new place to look as General Motor is launching a new used car mart.
In a press release, the Detroit-based automaker indicated it would no longer sell only new vehicles as it sets up CarBravo. The company claims the new service 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 used car market is a thriving one, both online and offline. Online platforms including Carvana, CarMax, and Vroom aggregate used cars from multiple brands and dealers. Intending buyers can shop by location and price range.
GM has hinted at how it plans to compete with these established marketplaces. CarBravo promises “Peace of mind is built into CarBravo with standard warranty coverage on all vehicles, an extensive nationwide network of dealerships for service and maintenance, and wide-ranging ownership benefits that include roadside service, courtesy transportation, and OnStar and SiriusXM trials on eligible vehicles throughout the ownership lifecycle.”
CarBravo will also leverage the assets of GM, GM Financial, and the GM dealer network that will offer buyers a flexible, modern shopping and buying experience. Other features of the online car market include at-home test drives and home deliveries from participating dealers.
All the cars on CarBravo will be inspected to be sure they meet up to GM’s standard and will be reconditioned if necessary. The site will feature detailed pricing, vehicle history reports, and 360-degree views of the vehicles on offer. All these are meant to ensure the highest quality and gain the trust of used car buyers.
GM is already signing on dealerships to the service. CarBravo will open to the public in the spring of 2022.
CarBravo will display cars from dealers and GM’s own stock. It will also let you browse cars from non-GM-owned brands, meaning more options.
EV startups like Tesla and Lucid have been champions of selling directly to customers and cutting out dealerships that act as middlemen. This helps them prevent markups that would have made relatively high-priced electric cars even more expensive. This could be a way for GM to test out that selling model without making a full commitment.
However, GM must have learned some lessons from its failed attempt at running a car-sharing service.
“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.”
“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.”