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February 18, 2013

Costco Auto Buying Program offers big deals on GM products

CostcoThe Costco Auto Program today announced the outcome of its most-recent offer with General Motors. Preliminary sales results for the Chevrolet, Buick and GMC Special Offer indicate the number of eligible vehicles sold is more than 15,000 – nearly triple the final sales results of last winter’s promotional offer from the Costco Auto Program and GM. The Chevrolet, Buick and GMC Special Offer took place Oct. 2, 2012, through Jan. 2, 2013.

During the promotional period, Costco members were able to purchase select 2012 and 2013 Chevrolet, Buick and GMC models at GM Preferred Pricing, in addition to receiving all publicly available rebates and incentives. Moreover, Costco members who made an eligible purchase qualified to receive a $500 Costco Cash Card after completing a Costco Auto Program member satisfaction survey. “The Chevrolet, Buick and GMC Special Offer exceeded our expectations but we’re not surprised by it,” said John Gleason, Costco Services Manager. “Costco makes every effort to ensure members receive a great value and exceptional service".

The results clearly show our members recognize the great values the Costco Auto Program delivers.” The Costco Auto Program attributes the offer’s overall success to several factors; including, the diverse selection and popularity of eligible vehicles, comprehensive messaging to Costco members, national public relations efforts and word-of-mouth.

Vehicle Selection of 2012 and 2013 models included are:

Buick: Enclave, LaCrosse and Verano

Chevrolet: Camaro (excluding ZL1), Cruze, Equinox, Malibu, Silverado and Traverse

GMC: Acadia, Sierra and Terrain.

Adding to their consumer appeal, several models received multiple industry accolades. Two notable models being the 2012 Chevrolet Cruze and 2012 Buick Enclave, which earned top safety ratings from both the Insurance Institute for Highway Safety (IIHS) and National Highway Traffic Safety Administration (NHTSA).

Marketing and Public Relations are using vehicle displays, the company’s most prominent method for promoting their services at warehouses.  Eligible GM vehicles were displayed at warehouses throughout the promotional period. Signage placed on and around the vehicles provided details about the offer. Costco members also received information about the offer in print and online marketing materials, such as The Costco Connection magazine, Costco News emails and the Costco Auto Program e-newsletter.

Diana Merrill Claussen
Senior Editor


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