GM employee discount boosts new-car sales
FULTON General Motors Corporation’s “Employee Discount for Everyone” promotion brought a surge of new buyers into area dealerships.
The campaign helped increase the automaker’s U.S. sales for the month of June by 41 percent nationally, GM’s best sales month in 19 years.
To keep the momentum going, GM announced on July 5 it would extend the employee-discount promotion to Aug.
1. The program, which began June 1, was due to expire the day of the extension announcement. The discount is available to any customer who takes delivery of a new 2005 GM car or truck.
The employee discount has attracted buyers who don’t traditionally purchase GM automobiles, says Wesley Morrison, general sales manager for Laqua’s 481 Pontiac, Buick, and GMC Truck Center, LLC, in Fulton.
“We saw a lot of new faces, and took in a lot of late model Fords, Dodges, and imports [as trade-ins],” Morrison says. “[The GM promotion] opened up the showroom to people who might have been brand loyal to someone else.”
The manufacturer’s promotion also brought in many buyers who didn’t necessarily need a new car, but decided to purchase a vehicle while the company was offering a great deal, Morrison says.
“When the program ends, we are going to have a lot of next-to-new trade-ins, which is always nice,” Morrison says.
In June, Laqua’s sold about 60 GM new cars and light trucks, up from about 35 in June 2004, Morrison says.
During the promotion, the cost to buyers was less than the dealer invoice, Morrison explains. GM subsidized the difference for dealerships, which varied on a percentage basis depending on the model and cost of the automobile, Morrison says. GM is spending about $1 billion on the promotion, according to an estimate by CreditSights, Inc., an independent research firm with offices in London and New York City.
GM’s goal was two-fold, Morrison says.
The manufacturer was willing to subsidize dealerships in order to attract new buyers and reduce excess inventory, he says.
Nye Pontiac-GMC in Oneida sold 40 GM vehicles in June, up about 40 percent from the dealership’s May sales total, says Randy Palmer, general sales manager. In June 2004, the dealership sold 18 GM cars and trucks.
Palmer says he saw many current GM-automobile owners decide to make a purchase while the company was offering a deal, Palmer says. “They decided to buy now while the getting was good.”
Nye supplemented GM’s nationwide campaign with some of its own advertising. However, only a small portion of Nye’s $20,000 monthly advertising budget was used to promote the GM sale, according to Palmer.
GM initiated the widespread employeediscount promotion after its U.S. sales in May dropped 6.7 percent from the same period in 2004. GM posted a loss of $1.1 billion in the first quarter of 2005.
Hours after GM announced it was extending the employee discount, Ford Motor Company said it would match its rival’s campaign by launching the “Ford Family Plan.” That promotion, which began July 6, will also end Aug. 1. The Chrysler arm of DaimlerChrysler also joined the employee-discount parade on July 6. Called “Employee Pricing Plus,” the Chrysler promotion lasts until Aug. 1, but excludes some hot-selling car models such as the Chrysler 300.
The competing manufacturers will cut thousands of dollars off sticker prices in an attempt to gain market share.
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