General Motors in the United States is attempting a new program aimed at increasing convenience for customers becoming the first major automobile company to sell cars online. The program will allow customers to choose exactly what kind of car and options they want and have the car delivered to them. This is an example of how GM is expanding their customer base. They are building upon their value proposition to consumers and in turn, reaching new customer segments. Tech savvy consumers don’t mind substituting the human interaction inherent in buying a new car for a convenient method that saves time and energy. As well, since GM is the first major company to implement this idea, it has the added advantage of being a leader in positioning. Even if other companies decide to adopt this method of sales, customers will remember GM first. This online brand identification could be further strengthened by GM’s vast portfolio of vehicles and options. Finally, GM is not losing business by developing itself online. Customers will still enter dealerships in person, and GM will still need to invest in salespeople and properties. Customers are just now able to do business with GM in more ways.

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