| eBayNews | 08-26-2009 08:20 PM |
GM Cars on eBay Priced 2% Higher than Market Average
Edmunds.com's initial analysis of the eBay/General Motors program estimates that eBay "buy it now" prices are on average two percent higher than average market price, equating to about $500 on a $25,000 vehicle. The GM promotion on eBay, which runs through September 8, 2009, enables consumers to purchase new vehicles online from participating California Chevrolet, Buick, GMC and Pontiac dealers from the gm.ebay.com website.
The number of site visitors conducting GM vehicle pricing research on Edmunds.com jumped ten percent higher in California than it has in the other 49 states. However, GM consideration growth is flat relative to other states in the same time period. Edmunds.com suggested that the program appeals to car shoppers who had existing interest in GM products, but it is not generating any new interest.
Edmunds.com CEO Jeremy Anwyl said, "The World Wide Web is indeed a web, and marketers need to connect all touch points a consumer is likely to check. In this particular case, GM offered a price that is above market price and that could create friction for those trying to close a sale."
Edmunds.com said the following five GM vehicles experienced the most dramatic growth in purchase intent among Californians since the program launched: Pontiac G8, Chevrolet Cobalt, Chevrolet HHR, Chevrolet Malibu and Chevrolet Colorado.
http://www.edmunds.com
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