A new advertising campaign by General Motors’ Fleet and Commercial Operations is targeting small business owners in an attempt to dispel the perception that its Chevrolet and GMC dealerships primarily serve large fleet customers, according to Automotive News
The campaign will publicize the new names and logos of two business units, Chevrolet Business Central and GMC Business Central, which include the dealerships that serve the small-business market.
Set to launch in March in various trade publications, the print campaign will feature the 525 Chevrolet and GMC dealerships that sell work trucks to local businesses and includes a direct-mailing promotion. In addition, participating dealers will get new signs and point-of-sale materials.
To uphold their end of the bargain, participating Business Central dealerships must adhere to a set of standards, such as offering extended hours, identifying a manager to run the business and assigning at least three salespeople to call on small-business customers.