Ford Blue Advantage launched early last year as an all-new used vehicle sales platform designed to help dealers better compete against competitors like CarMax by offering many of the same benefits, including guaranteed pricing, home delivery, and a vehicle return policy. The new platform immediately proved to be incredibly helpful for Ford dealers struggling to obtain new vehicle inventory because of the global semiconductor chip shortage. Now, Ford’s cross-town rival, General Motors, has announced its own Blue Advantage rival of sorts, which is called CarBravo.
“CarBravo will give customers more choice and access to shop significantly expanded inventories of both the dealer and a national central stock of GM used vehicles. Importantly, the program features will also be offered on non-GM used vehicles,” said Steve Carlisle, GM executive vice president and president of GM North America. “CarBravo is designed to provide customers the convenience to shop how they want, where they want – online, at the dealership or both.”
While the two share a number of similarities, one of the biggest differences between Blue Advantage and CarBravo is that the former focuses on certified pre-owned vehicles, while the latter applies to all makes and models. CarBravo will launch via GM’s new digital retail platform (DRP), providing clear dealer pricing, vehicle history reports, and 360-degree views of the vehicle, which will be inspected and reconditioned to meet GM’s standards. Customers will also receive guaranteed online offers from Black Book to buy their vehicles even if they do not purchase a vehicle through CarBravo.
Additionally, those that purchase a vehicle through the new platform will receive standard warranty coverage, roadside service, courtesy transportation, and OnStar and SiriusXM trials on eligible vehicles. At-home test drives and home deliveries are also available through participating dealers. Dealers are able to sign up for CarBravo now, and the service will launch this spring.