General Motors Revamps CarBravo Program to Capture Used Car Market and Drive New Vehicle Sales
General Motors (GM) is strategically revamping its certified pre-owned program, CarBravo, to compete with online retailers like Carvana and CarMax. By allowing Chevrolet, Buick, and GMC dealers to list both GM vehicles and competitor trade-ins on a centralized online portal, the company aims to capture consumers driven to the used market by high new vehicle prices. The initiative serves a dual purpose: increasing revenue from used car sales that would otherwise be sent to wholesale auctions and driving foot traffic into local dealerships. GM reports that approximately 38% of shoppers initially seeking used vehicles eventually convert to new vehicle purchases through this dealership engagement model. The company has set a target of netting roughly 250,000 CarBravo sales in 2026.
Tickers: $CVNA $FORD $GM $KMX $RAM
Topics: Automotive Retail Digital Transformation Used Car Market