GM offers competitors cars for test drive
The next time you’re in a GM dealership, you might have the ability to try one of their cars and then try one of it’s competing models from another car maker. Why? Because GM has decided to give their customers a easy way to compare. And it’s brilliant.
Besides the fact that customers seem to prefer the GM models in test runs, the customers no longer need to go to the competition to compare models and makers. And if you never leave the GM dealership, chances are that the salesperson will be able to work his/her magic and get you to buy a GM car from him/her.
It may seem like a bad business model, but I think it really makes sense. It’s why WalMart keeps getting bigger and bigger. If you only have to go one place for everything on your list, why go elsewhere. The same goes here. If you only have to go to one place to test drive all of the cars your interested in, why go to the trouble of going elsewhere if you don’t have to.
Sure, sometimes the customer will like the competitors car better and go to buy one elsewhere (GM can’t legally sell competitors cars in other than a used capacity). GM also has no plans to give comparisons for certain models like the Yukon since it has a high market share for SUV’s and the extra exposure wouldn’t necessarily help their sales much.
What would you do? I know I’d just test drive them while I was there rather than drive to a different car dealership.
Technorati Tags: car dealers, test drive, GM, Yukon, comparison, compare
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SavingDiva said,
Wrote on June 4, 2007 @ 1:23 pm
Wow! I think that’s pretty convienent. I think it guarantees that a person that isn’t sure what type of new car they’re going to buy is definitely going to stop by the GM dealership first (for time saving reasons). Even though some customers will walk away, I have a feeling that most people will be impressed by the lower price tags, and will probably walk away with a car.