Rising affordability pressures are driving consumers toward used vehicles, prompting automakers to develop strategies to compete with digital-first retailers like Carvana and CarMax while attempting to steer customers back to new car purchases. Industry analysts note that the automotive sector has been slower than other retail segments to embrace online and digital shopping platforms.
General Motors has restructured its certified used vehicle initiative under the CarBravo brand, an online portal allowing Chevrolet, Buick, and GMC dealers across the country to list certified pre-owned inventory. The program, which has enrolled approximately 1,615 of GM’s 3,700 dealers, distinguishes itself by certifying vehicles from competing manufacturers—often trade-ins that dealers would otherwise send to wholesale auctions. The company projects around 250,000 total sales through CarBravo in 2026, though leadership estimates only a portion will convert to new vehicle purchases.
A key aspect of GM’s approach involves leveraging dealership advantages over purely online competitors. When used car shoppers visit the CarBravo platform to compare vehicles, dealer conversations can guide them toward new car options. The automaker reports that approximately 38% of customers initially seeking used vehicles ultimately purchase new ones. The strategy capitalizes on financing structures—new vehicles typically qualify for longer loan terms, potentially resulting in comparable or only slightly higher monthly payments than used alternatives, despite significantly higher purchase prices. About half of buyers acquired through the program represent new customers to the brand, suggesting substantial market expansion potential.
The certified used vehicle channel benefits dealers substantially through warranty-related service visits, which often constitute approximately half of dealership profits. GM also uses the program to promote subscriptions to connected vehicle services like OnStar. Competing manufacturer Ford Motor operates a similar initiative through its Ford Blue Advantage program, targeting 450,000 total sales in 2026. Industry data indicates used vehicles average approximately $30,000 compared to new vehicle average prices near $50,000, though consumers increasingly base purchasing decisions on monthly payment amounts rather than sticker prices.
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