General Motors developed its CarBravo online portal to showcase inspected preowned models from Chevrolet, Buick, GMC, and even rival manufacturers. Showrooms use this platform to pull in cost-conscious shoppers and pitch brand-new inventory by emphasizing manageable monthly payment differences rather than total sticker prices. To bridge the affordability gap between new and used models, dealers increasingly rely on stretched-out financing options. The strategy is proving effective, with more than a third of used-vehicle shoppers on the platform choosing to purchase a new car instead.
Key points
General Motors relies on longer loan terms to make the monthly payments of new vehicles c…: General Motors relies on longer loan terms to make the monthly payments of new vehicles competitive with used models.
The CarBravo digital marketplace is designed to compete directly against online retailers…: The CarBravo digital marketplace is designed to compete directly against online retailers like CarMax and Carvana.
The automaker established an annual target of roughly 250,000 sales through the CarBravo…: The automaker established an annual target of roughly 250,000 sales through the CarBravo platform for 2026.
Sources checked by our analysis pipeline: 1
Affordability challenges are pushing some buyers out of the new vehicle market. Many are choosing used cars instead.
In turn, automakers are looking for ways to compete with many of the online retailers grabbing market share in the used car market and trying to bring some of those customers back into a new vehicle.
New vehicle sales tend to be more profitable for automakers, but reselling trade-ins as used vehicles is highly profitable for dealers. Used car prices are relatively strong, but newer online retailers such as Carvana and CarMax have made the market more competitive for dealers and other incumbent used car sellers.
"The internet and technology and apps on our phone have changed every aspect of retail, and probably one of the slowest areas of retail to have adopted to online and digital shopping has been the auto industry," said Ivan Feinseth, partner, chief investment officer and director of research at Tigress Financial Partners.
GM's revamp
General Motors is a key example of automakers' attempts to address this shifting market. The automaker has revamped its certified used vehicle…
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