GM Certified Ad Campaign Highlights Built-In Value of CPO
DETROIT — Executives with General Motors Certified Used Vehicles broke out their calculators to create their new "Built-In Value" advertising campaign.
They put an approximate dollar amount for the features their CPO units have, which include a 12-month/12,000 mile bumper-to-bumper warranty, 117-point inspection, vehicle reconditioning, free Carfax Vehicle History Report, 24-hour roadside assistance and a three-month trial of OnStar and XM Satellite Radio.
GM executives arrived at approximately $1,925 of "Built-In Value" for each of the automaker's CPO units.
They conceded that the number can vary depending on the vehicle and dealer. GM based the $1,925 value on a national average applicable to all units and from benchmarked replacement costs based on norms and averages from GM and non-GM sources.
GM indicated that this campaign was inspired by GM Certified dealers and reinforced by consumers' continuous search for value.
"With more and more consumers focused on finding the best value, we're instilling confidence and providing rationale by attaching a real number to all of our GM Certified Used Vehicles," explained Larry Pryg, national advertising and marketing manager for GM Certified Used Vehicles.