GM aims to boost Chevrolet sales with stair-step program

Article by Anita Panait, on August 24, 2013

General Motors is paying huge bonuses to Chevrolet dealerships who will be able to achieve the factory-set sales targets. Under a GM stair-step program for August, the sales incentive covers model years 2014 and 2013 of Impalas, Camaros, Cruzes and Sonics. The program also cover model year 2013 of the Malibu, which 2014 model will commence its sales this fall.

GM had a similar program for the Cruze, Sonic and Malibu in June, adding the Impala and Camaro in July and August. According to a summary of the program provided to dealers, the stair-step scheme retroactively pays dealers up to $1,000 per vehicle on a percentage of the cars they sell above their GM-set targets. During the stair-step incentive period, Chevrolet managed to up its vehicle sales, including a 31-percent jump in July. Sales of the Cruze sales surged 70 percent in July and 73 percent in June, to 32,871 units.

Dealers told Automotive News that the June program was the first major stair-step incentive this 2013 for GM. According to dealers, it is unusual for GM to include several nameplates in one stair-step program. Some dealers expressed surprised on the fact the GM included redesigned 2014 Impala on the program.

The Impala has been critically acclaimed since it was rolled out in May 2013. GM spokeswoman Ryndee Carney remarked that GM employs stair-step incentives "in a targeted, strategic way." Carney told Automotive News that compared to other carmakers, their payouts are “modest” and their objectives are “reasonable." [source: automotive news - sub. required]

Topics: gm, chevrolet, sales

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