Challenge

Maintain current sales in face of new competitors and increase GM share in first time new car buyers. Looking to maintain sales numbers and sales margins in the midst of increased competition. With entry vehicles experiencing redesign delays, General Motors was looking to limit share and sales decline in the face of new competitors and new car launches.

​

Solution

FirstNewCar.com was a first new car buyer-centered online service curated and tailored with and on behalf of General Motors. Content, digital tools, checklists, reviews and programs were specifically created and informed by first new care buyer data and national qualitative research.

 

This customer focus was a first for General Motors. It was a massive endeavor using department workshops, ideation and content generation sessions to break the structural silos across brands, services, departments and physical dealerships.

 

GM tapped into insider knowledge, tips and advice to be the most consumer-centric online service platform earning the name and accolades to be “the best online car buying guide and service since dad.”​

​

Impact

The new online service achieved its' goals in the face of new competitors. General Motors not only maintained sales and margins but also increased GM share of first time new car buyers. The program gained mass appeal with General Motors and was eventually launched from Canada to USA for a period of 7 to 8 years.