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How GM is trying to talk used car shoppers into buying new vehicles
General Motors is using its revamped CarBravo certified used-car programme to bring shoppers into dealerships, where some may be persuaded to buy a new vehicle instead. The strategy matters because it gives dealers another way to sell trade-ins and creates a route for GM to attract customers who might otherwise buy from online sellers or another brand.
CarBravo lets participating Chevrolet, Buick and GMC dealers list certified used cars from GM and other manufacturers; about 1,615 of GM’s 3,700 dealers are enrolled. GM plans around 250,000 programme sales in 2026, and says about 38% of shoppers who initially seek a used car end up buying new. New vehicles average about $50,000, compared with roughly $30,000 for a three-year-old used car, but longer loan terms can narrow the monthly payment gap; more than one in four new-car loans reached 84 months in the third quarter.
In short
- GM uses CarBravo to draw used-car shoppers into dealerships.
- About 38% of those shoppers reportedly buy a new vehicle.
- Longer loans can make new cars’ monthly payments more competitive.
Steelman: both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
CarBravo could help GM and its dealers compete for shoppers who might otherwise use online sellers or choose another brand, while giving dealers a route to sell trade-ins and build customer relationships. If a new car better fits a shopper’s needs and the monthly payments are manageable, presenting that option alongside used cars may be useful rather than merely a sales tactic.
The case against
Using a used-car programme to draw shoppers towards new vehicles may steer some buyers away from the lower purchase price they sought, especially when long loan terms make a more expensive car appear affordable month to month. Critics could argue that this approach serves GM’s and dealers’ sales interests, so shoppers need clear comparisons of total borrowing costs and alternatives to make an informed choice.
Explained simply
General Motors (GM) makes and sells cars through brands including Chevrolet, Buick and GMC. CarBravo is a programme where participating dealers offer certified used cars, including vehicles made by other manufacturers. It gives shoppers another way to find a used car at a GM dealership.
Dealers can also show shoppers new vehicles, and GM says some people who start out looking for a used car choose a new one instead. That matters to GM and its dealers because it could bring in customers who might otherwise buy online or choose another brand. New cars typically cost more, though longer loans can reduce the difference in monthly payments.