DETROIT - Consumers, now more than ever, are demanding value for their purchases. In fact, according to a recent About.com study, 93 percent intend to purchase only what they need, making “show me the value” the mantra of the 2010 consumer. Continuing to set the pace in the industry, GM Certified Used Vehicles recently launched a program that literally does the math and places a number that shows the built-in value of purchasing a certified used vehicle.
Based on its 12-month/12,000 mile bumper-to-bumper warranty, 117-point inspection, vehicle reconditioning, free CarFax vehicle history report, 24-hour roadside assistance, and 3-month trial of OnStar and XM Satellite Radio, GM arrived at approximately $1,925 of built-in value in every GM certified used vehicle. Though the number will vary depending on the vehicle and dealer, the $1,925 value was calculated based on a national average applicable to all vehicles and from benchmarked replacement costs based on norms and averages from GM and non-GM sources.
Inspired by GM Certified dealers, this campaign supports a best practice dealer process and is reinforced by the consumer’s continuous search for value.
GM Certified used vehicles offer buyers peace of mind by providing a manufacturer-backed warranty and a superior total value equation, according to the company.
GM Certified Used Vehicles National Advertising and Marketing Manager, Larry Pryg commented on the program, “With more and more consumers focused on finding the best value, we’re instilling confidence and providing rationale by attaching a real number to all of our GM Certified Used Vehicles.”
GM Certified dealers will be an important part of the success of this program by working with each customer to show them the “Built in Value” of their specific vehicle.