Fresh with a new lineup of brands and new models quickly heading to showrooms, the New General Motors is looking to further alter its image at dealerships. GM is encouraging dealers to remodel showrooms in order to bolster the brand’s image. Luckily, GM is offering to foot some of the bill for updates.
Should dealers require support from GM for the remolding, they must first ensure that GM brands are not sold alongside non-GM brands, which could pose issues for larger auto dealerships. Other requirements are that dealerships must have the remodeling completed within three years. Interestingly, repayment is also contingent of sales figures, not the costs associated with the remodeling. Repayment for remodeling will be made within five to 10 years.
GM‘s Essential Brand Elements program also addresses changes beyond the showroom floor. The program specifies a common website design, staff training, and coordinated marketing mailings to ensure branding and messaging is consistent in dealership marketing and in the in-person sales experience.
All of GM’s new marketing efforts are designed with a younger buyer in mind. Not only will corporate advertising be targeting a younger demographic, but dealers are expected to match the image as well.
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