GM's bold shift: Ditching old deals to battle Carvana in used cars
General Motors is overhauling its used car sales strategy to take on online rivals like Carvana. The shift comes as rising prices push more buyers toward pre-owned vehicles. Dealers will soon rely on GM's digital platform, CarBravo, to sell used cars with factory-backed warranties.
GM is shutting down its long-running certified pre-owned program for most brands. Starting in June, Chevrolet, Buick, and GMC dealers must use CarBravo to sell used GM vehicles. Cadillac, however, will keep the traditional certified-pre-owned scheme.
The new system expands options for buyers. Dealers can now sell non-GM models and older vehicles—including cars up to 15 years old—with warranty coverage. One dealer reported a 52% jump in used car sales over two years after switching to CarBravo.
GM launched CarBravo in 2023, and it has sold roughly 216,000 cars since then. While fewer dealers use it, the platform is moving inventory faster than GM's older certified program. By comparison, Carvana sold nearly 600,000 vehicles in 2023 alone and has shifted around 2 million cars since its 2013 launch.
The move aims to boost the flow of used cars through GM's network. It also strengthens competition against digital-first sellers as affordability concerns grow in the U.S. car market.
GM's restructuring pushes more used car sales through its own digital platform. Dealers will gain access to a wider range of vehicles with warranty protection. The change reflects broader shifts in how automakers and buyers approach the pre-owned market.
