GM Launches Business Central Program for Commercial Dealers
GM Fleet and Commercial Operations (GM FCO) announced a new commercial dealer marketing program targeted to business vehicle buyers. The new marketing program, Business Central, positions enrolled dealers as a one-stop shop for business owners, specifically small business owners, looking for information on services and products to meet their specific business vehicle needs. Previously, these programs were known as Chevrolet Commercial Specialty Vehicles and GMC Commercial Trucks. The announcement was made at the national GM Dealer Business Conference in Las Vegas.
“Many small business owners told us they do not associate themselves with the terms commercial or fleet. They told us they were not aware of our Chevrolet and GMC Commercial Dealer programs,” said Jim McCallum, director of Dealer Operations. “We listened. Business Central allows us the ability to market the dealer programs, with a common name, that resonate well with the customer.”
The Business Central marketing program will emphasize services unique to the business customer, such as knowledgeable and trained outside salespeople who understand the needs of the business owner and can translate those needs into the best product or vehicle configuration.
“With input from the National Commercial Dealer Council (NCDC), we went to work to develop a new way of going to market on the business to business side,” said McCallum. “We now have a common program that identifies Chevrolet and GMC dealers as dedicated professionals ready to meet the unique needs of these customers.”
As part of the marketing program, GM FCO will launch an all-new national advertising print campaign focused on creating awareness of Business Central, as well as promoting the competitive advantages these dealers provide. The ad campaign will appear in a variety of business, trade and fleet publications beginning in 2006 and will run throughout the year, including magazines targeted to landscapers, light construction businesses, fleet businesses, plumbing/HVAC businesses, small businesses, and delivery businesses. The campaign will communicate the new Business Central name and logos, which will be supported by the Web site, www.gmfleet.com. Dealership signage will also be available to support this new program.
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