DETROIT -- General Motors is running a Black Friday sales promotion for nearly two weeks on some of its most popular vehicles, offering buyers nationwide the same discounted prices the company offers to employees of its suppliers.
GM began the Black Friday Sales Event on Wednesday and will run it through Dec. 2, according to an e-mail distributed to dealers on Wednesday.
The promotion includes Chevrolet, Buick and GMC models but excludes Cadillac.
Eligible models include the 2013 and 2014 Chevrolet Traverse, Cruze, Equinox and Malibu; Buick Enclave and LaCrosse; and GMC Acadia.
GM’s supplier pricing is the dealer invoice price, plus destination charge and a $150 program fee, a GM spokeswoman said.
GM has been ramping up its sales promotions to certain buyer groups in recent months. In October, the company sweetened discounts to employees, retirees and their immediate families, and expanded it to include aunts, uncles, nieces and nephews. It also enhanced its discount for active-duty military members.
GM wrote in the e-mail that the Black Friday promotion is voluntary for dealerships. Stores that participate are required to sell eligible models to customers at the supplier price or less.
Chevrolet, Buick and GMC plan to advertise the supplier-pricing promotion on dealership and company Web sites, according to the e-mail.
It’s unclear if the company plans any broadcast advertising. The Web sites will feature the line “the price you see is the price you pay.”
GM emphasized in the e-mail to dealers that it is “very important ... that any price advertising you display in connection with the event is the final price you are making available to the customer,” excluding tax, title and license fees.
GM’s U.S. sales this year through October were up 8 percent from the first 10 months of 2012, giving GM a market share of 18.1 percent, up from 18 percent in the year-earlier period.