The site also allows users to add accessories, select colors, and view each change to the car as it is configured. Buyers can also arrange for financing, receive approvals, and select payment options online. The benefits accrue to everyone in the buying cycle, according to Hogan, who ticked off a series of pluses for GM, dealers, and customers. Dealers will need to stock only two models, one for the showroom and one for test drives, Hogan said. Plus, data collected by GM on its customers is returned to the dealers for more focused marketing efforts in the future.
Customers also benefit.
This technique is also used for Saturn models in the United States. What Hogan failed to say was that no such relationship between General Motors and the consumer existed prior to online shopping. As global competition increases, GM is attempting to demonstrate that it understands the importance of controlling the customer experience online rather than trusting it to the uneven quality of its semi-independent dealer network. E-commerce, however, is affecting even more than the marketing process. Through that initiative, about 50 tier-1 suppliers have been placed at GMs manufacturing site.