GM Bets on Used Cars: CarBravo Targets 250,000 Sales as Affordability Pushes Buyers Pre-Owned

General Motors is strategically repositioning its certified pre-owned vehicle program, CarBravo, to combat market shifts and recapture lost ground in the competitive used car sector. CarBravo functions as an integrated online portal for Chevrolet, Buick and GMC dealerships across the US.

GM projects approximately 250,000 sales through the CarBravo program in 2026, with an expectation that up to half of these will convert into new car sales. GM reports that about 38 percent of used car shoppers who engage with the program end up purchasing new vehicles, indicating early success in conversion.

The competitive landscape is intense, with rivals like Ford implementing similar strategies. Ford Blue Advantage program targets higher sales volumes than GM CarBravo, projecting 450,000 total sales in 2026. Toyota also reports a significant conversion rate, with about 40 percent of its used car shoppers opting for new vehicles. The shift reflects affordability concerns pushing many consumers toward the used car market.