James Fibraio, general sales manager at T&T Coast Buick-GMC in Sea Girt, N.J., says his dealership is looking forward to selling GMC light trucks to Costco members through a new two-month arrangement between General Motors and the warehouse retailer.
The promotion allows Costco members to buy certain new Chevrolet and GMC light trucks through participating dealerships at a price generally equivalent to the price that the automaker offers its suppliers' employees.
That no-haggle price is on top of any other GM rebates and incentives for which the customer is eligible. The promotion also gives a $500 Costco Cash Card to Costco members who buy a vehicle.
Rick Borg, vice president of Costco's auto program, says Costco expects members to buy more than 5,000 new Chevrolet and GMC light trucks through the program, which started Nov. 1 and will end Jan. 3.
GM spokesman Jim Cain described the Costco promotion as a "brand-awareness program" and a first for GM. He says the program is open to all Chevy and GMC dealers but is not mandatory.
Eligible vehicles include the Chevrolet Silverado, Suburban, Tahoe and Traverse and the GMC Acadia, Sierra, Yukon and Yukon XL.
To participate, Costco members must register with the Costco Auto Program online or by phone. They also must complete redemption forms and surveys after making the purchase to receive the $500 Costco Cash Card incentive.
Borg says the warehouse club traditionally surveys members about their car buying experiences and preferences and will share results with GM.
Costco has conducted similar programs since 2007, Borg said. In a two-month promotion with Volvo last year, Costco members purchased over 2,300 XC 60 and XC 90 SUVs.
Costco's ongoing auto program involves more than 2,400 dealerships across various brands. Chevy and GMC dealerships may sign up just for this short-term GM promotion; Borg says the sign-up process usually can be completed in a 20-minute phone call.
Fibraio says his dealership plans to participate. "We're not signed up with Costco" currently, he says, "but we expect to get some of those customers."