Communications Across the Sales Channels

When communicating across franchise and parent companies their is often a disassociation between them. This can often wreak havoc in building a corporate brand and being successful in the market. On the other hand a cohesive group will be strong and successful.

I recently purchased a new vehicle from a Chevy dealer. At the time they were under construction with a renovation, but I didn't think much of it. During the discussion with the sales person it can to light that this was a corporate driven initiative. The dealer wasn't given much choice other than to renovate or lose their franchise. It was then that I realized that all of the local Chevy dealers were going through the same transformation.

The idea for Chevy was to get a consistent look for all of the dealerships across the country. The dealers would then be brand identifiable, even without looking at the sign above the lot. While there was a great cost for the dealers, it was made up with marketing from a corporate level that made it look like it was custom for each dealer (due to the consistency).

I haven't reviewed the exact sales numbers since the dealership overhauls, but from the little news I have read GM sales have been increasing.