General Motors Launches Online Parts Marketplace

[Counterman]

General Motors is launching a new online parts marketplace, making its catalog of 45,000 repair and maintenance parts more convenient for Chevrolet, GMC, Buick and Cadillac owners, the company announced.

The newly available parts catalog includes oil filters, engine and cabin air filters, batteries, brake pads, accessory belts, cooling hoses and windshield-wiper blades, among other parts.

“Building on General Motors’ investment in digital commerce, GM’s online parts store combines the most convenient aspects of online shopping and physical retail into one experience,” the automaker said in a news release.  

Customers can choose home delivery or pick up their order at one of more than 800 participating dealers, where staff is available to answer questions. Parts purchased through GM’s online store are eligible for Chevrolet, Cadillac, Buick and GMC rewards programs, earning customers points that can be used to pay for parts, accessories or certified service at participating dealers.

“Making our parts available online marks another step in transforming the ACDelco and GM Genuine Parts brands,” said GM Customer Care and Aftersales Global Vice President John Roth. “Our premium parts are engineered with exceptional quality to provide assurance to our customers. The launch of this trusted online sales channel extends that peace of mind to the parts-buying experience.”

GM forecasts that online sales of parts and accessories will make up a $40 billion total addressable market by 2030, and it anticipates significant revenue growth from its expanded e-commerce effort. GM launched online accessory sales in 2015 and sells all of its 5,000 accessory products online.

GM plans to offer parts, accessories, digital products delivered over-the-air and subscriptions through a single digital storefront. For example, customers may use the store to purchase upgrades such as improved capabilities for the Super Cruise advanced driver-assistance system and personalization themes for in-vehicle screens.

“We are placing software and digital services at the center of every part of our business,” GM Chief Digital Officer Edward Kummer said. “The future of GM retail lies at the intersection of digital and physical e-commerce. Whether it’s selling parts or vehicles, GM will meet our customers where it’s most convenient for them.”

The parts-and-accessories online store is built on one of three platforms that form the foundation of GM’s digital-commerce transformation.

In the future, in partnership with dealers, GM’s digital retail platform will allow customers to shop, purchase and finance electric vehicles entirely online, with the option to transition to an in-store experience at any point in the process, the company noted.

GM also is extending its subscription-services platform to support new recurring revenue opportunities with forecasts to grow that business. These initiatives ladder up to the $20 billion to $25 billion in annual software and services revenue opportunities that GM announced at its Investor Day in October 2021.

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