Costco GM Sales Event Has Interesting Twist

[Gorehamj]

John Goreham
Contributing Writer, GM-Trucks.com
2/1/2016

Back in October GM-Trucks.com alerted our readers to a special GM sales event from Costco. The big-box store provides deep discounts to customers that order their GM truck or car from them. Our contact at Costco let us know today that the sales promotion was a big success. 58,000 new GM owners took part in the program and received a great deal on a Chevrolet, Buick, GMC or Cadillac. The program connected 34% more buyers with GM vehicles this year compared to last. However, it was the cool customer conquest chart Costco provided we found most interesting.

A customer conquest is when a customer comes to GM from another brand. When Costco's customers completed their order, they were asked what brand they were coming to GM from. More than half of the customers that bought a new GM vehicle came from another brand. A third came over from Ford. 14% were coming to GM from Toyota.

 

We will give our members a heads-up when the seasonal Costco program starts again this fall. In the meantime, remember that the Costco Auto Program provides a discount members who want to maintain their current vehicles by offering 15 percent off parts, service and accessories at participating service centers. Click here to learn more.

 

Related Story: Polaris and Costco team up for powersports savings

[POS VETT]

I can't remember what answer I gave regarding that question. I think I answered with "it didn't replace anything".

[O_J_Simpson]

Where the deals really that good? Did the Costco deal beat the 20% off deal?

[POS VETT]

It was not, but I still got the 24-25% off and the cash card.

[xelli]

 

A customer conquest is when a customer comes to GM from another brand. When Costco's customers completed their order, they were asked what brand they were coming to GM from. More than half of the customers that bought a new GM vehicle came from another brand.

 

Do you have the details to back up that statement?

 

The graph you posted were of conquest sales, which by the definition you provided is when a customer comes to GM from another brand. By that definition, 100% of the sales on the graph came from another brand. It does not give a break down of conquest sales vs total sales.

 

 

A third came over from Ford. 14% were coming to GM from Toyota.

 

32% of the conquest sales came over from Ford and 14% of the conquest sales came over from Toyota, but not as a percentage of total sales.