General Motors is taking decisive action to reshape how its dealers sell used vehicles. The move is a major shift in strategy as the Detroit automaker tries to capture a larger share of the fast-growing pre-owned car market.
The initiative centers on consolidating its dealership used-car operations under a single digital platform while expanding the types of vehicles dealers can sell through the program.
This comes as the industry is grapples with a persistent affordability problem. Over the past decade, the average price of new vehicles has risen faster than inflation, pushing many buyers toward the used-car market.
Roughly 40 million used vehicles are sold annually in the United States, compared with about 16 million new vehicles sold each year in recent years. This widening gap has turned used vehicles into a critical battleground for automakers and dealerships alike.
Goodbye Certified, Hello CarBravo
To strengthen its position, General Motors is restructuring the way its U.S. dealers handle pre-owned vehicle sales.
The company is dissolving its long-standing certified pre-owned program and directing dealers to move their used-vehicle operations onto CarBravo, a nationwide online platform the automaker launched in 2023.
CarBravo is designed to function as a centralized digital marketplace that connects buyers with used cars sold through GM’s dealer network.
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By funneling dealership inventory through this single platform, GM hopes to create a more unified and competitive online presence that can rival digital-first used-car retailers such as Carvana, which have rapidly gained popularity with online purchasing models and home delivery services.
Under the revamped structure, GM dealers selling Chevrolet, Buick, and GMC vehicles will be required to participate in the CarBravo system by mid-year. The program will allow them to list and sell a broader range of vehicles than before, including older models and even cars from rival automakers.
A New Playbook
What GM is doing here differs significantly from traditional manufacturer-backed certified programs, which typically focus only on relatively new vehicles from the same brand. By contrast, CarBravo will offer dealers more flexibility, enabling them to sell cars from other manufacturers while still providing GM-backed warranties.
The move reflects a changing reality in the auto retail landscape. Used cars are no longer simply a secondary product sold alongside new vehicles. Instead, they have become an essential part of dealership operations.
Used vehicles bring customers onto dealer lots and create opportunities for trade-ins that can lead to new vehicle purchases.
For General Motors, strengthening this segment could also help dealers maintain customer relationships at a time when many shoppers cannot afford new vehicles.
By offering certified used options with warranties and a streamlined online buying experience, the automaker hopes to keep buyers within the GM ecosystem even when they opt for a pre-owned vehicle.
Taking on Carvana with a Digital Twist
The digital component of the strategy is especially important. Online car shopping has accelerated sharply over the past few years, and companies such as Carvana have demonstrated that consumers are increasingly comfortable purchasing vehicles through digital platforms rather than traditional dealership visits.
GM’s CarBravo platform is looking to combine the convenience of online shopping with the physical dealership network that remains one of the company’s biggest advantages.
Dealers will still play a central role in the process. Cras listed on CarBravo will come from participating GM dealerships, which will handle inspections, reconditioning, and final delivery. In many cases, the program will also allow customers to browse inventory online, compare vehicles, and arrange financing before ever stepping into a showroom.
GM’s Future
Ultimately, GM’s expanded used-car strategy highlights how automakers are adapting to shifting consumer behavior and economic pressures.
As new car prices maintain an upward trajectory and competition intensifies from online sellers, the used-car market is becoming one of the most strategically important segments in the auto industry.
By consolidating its dealer network under CarBravo and widening the range of vehicles that can be sold through the program, General Motors is betting that a stronger digital presence and a broader pre-owned inventory will help it compete more effectively in the rapidly evolving automotive retail landscape.
Sources: Investing.com