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GM launches massive used car website CarBravo, hopes to take on Carvana

Jamie L. LaReau, Detroit Free Press on

Published in Business News

Car consumers looking to buy will soon have access to hundreds of thousands of used vehicles on a new digital retail platform from General Motors.

On Tuesday, GM introduced CarBravo, a website that will list all the used car inventory across GM's participating dealerships as well as used cars owned by GM and its finance arm, GM Financial.

There are 400,000 used vehicles in dealer inventory on an ongoing basis, company officials said. Dealers sell about 2.5 million used cars a year. GM and GM Financial have an additional 500,000 used cars in stock each year.

"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."

GM will be enrolling its 3,800 U.S. dealers in CarBravo over the next couple of months, then launch it to consumers this spring in a regional rollout.

Consumers can order a car online from participating GM dealerships or find a nearby GM dealership to shop in person. GM expects most of its 3,800 dealers will participate.

 

Currently, CarMax and Carvana are the giant used car retailers. But CarBravo sets itself apart by offering used car shoppers a range of benefits, Carlisle said.

Customers will have the opportunity to choose from more used car dealership locations than CarMax offers, he said. Carvana did not immediately responded with a comment.

But CarMax said it is the nation's largest buyer and seller of used cars with full online service or 220 stores customers can shop in. CarMax said it also has the nation's largest inventory of used cars across nearly every make and model.

"While we are still learning about the newly announced service from GM, what they have set out to do is difficult," said Jim Lyski, CarMax executive vice president and chief marketing officer leading strategy, product and marketing. "They will need to build out capabilities to deliver the seamless online to in-store experience customers demand, and do that across all their dealers. As we've seen at CarMax, it will be rewarding if they accomplish it."

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