General Motors is providing new TV and radio spots to dealerships to advertise the GM Certified brand of used vehicles.
The commercials are available to all dealerships that sell the factory-warranted GM cars and trucks, says J.Schaffer, GM Certified's national advertising and marketing manager.
The 30-second commercials emphasize GM Certified's brand attributes. Those include a factory warranty and inspection, and the reliability and affordability of GM Certified vehicles, Schaffer says.
Dealerships can customize the spots with local information. GM declined to say what it charges dealerships for the commercials or what it paid for the professionally produced spots.
"You can see in the spots, whether it's the radio or the TV, that the dealers' brand and the dealer's name come through very clearly," Schaffer says.
More than 3,600U.S. dealerships sell GM Certified vehicles. GM sold 73,271 certified used vehicles through February, a 2 percent increase over the year-ago period.
The GM Certified brand includes Chevrolet, Pontiac, Oldsmobile, Buick and GMC vehicles. Saturn, Cadillac and Saab have separate certified used-vehicle programs.
The TV commercials feature quick shots of GM Certified vehicles. One spot features a smiling teenager. The voice-over narration says: "Her first car. You want to make sure she's safe. We do, too."
The commercial highlights GM Certified's inspection and its 24-hour roadside service "in case she gets into a jam."
Another commercial notes that the OnStar communications system is available on GM Certified vehicles.
Joe Sutliff, a Chevrolet dealer in Harrisburg, Pa., tested the commercials last year. Sutliff, a member of GM Certified's national dealer advisory board, says he is impressed.
"They really stand out in your marketplace," Sutliff says. "For a dealer to do that level of production can be quite expensive."
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