A new vehicle advocate program is putting General Motors employees behind the wheel of the company’s latest cars, trucks and crossovers, all in an effort to reach out to consumers and provide a personal connection to GM.
Last year, the company started ride-and-drive events at several GM Michigan facilities, including the Warren Technical Center, Renaissance Center, Powertrain Headquarters in Pontiac and the Service and Parts Operation in Grand Blanc.
GM also started a consumer outreach initiative that allows hourly and salaried employees to do true grassroots marketing to change perceptions of GM products with the public. Employees who want to step out and speak with consumers are given new launch products, product training material and sales tools so they can spend their weekend bringing GM to consumers who may never enter a dealership.
“Before this program, employees were often caught off-guard when asked by friends and family about GM’s new launch vehicles,” Wendy Stachowicz, assistant manager for Internal Product Promotions. “Now they are able to share their personal testimony about our vehicles, and most importantly, take an active role in engaging conversations with potential consumers.”
In January, another element of the program was started at the Renaissance Center that allows employees to check out cars for either a weekend or several days during the week in an effort to personally educate themselves about GM products. The Renaissance Center initiative is still in pilot stage but could be expanded to Milford Proving Grounds and the Warren Technical Center later this year.
“The goal is to educate and empower GM employees so they can speak confidently about our vehicles with potential customers,” Stachowicz said.
The Vehicle Advocate Program is being run jointly by GM Internal Communications and Company Vehicle Operations. It primarily features GM’s most recent introductions – Chevrolet Equinox, Traverse and Camaro; GMC Terrain and Acadia, Buick LaCrosse and Enclave and Cadillac SRX and CTS Sport Wagon.
The Advocate Program is designed to get hourly and salaried employees at all levels excited about GM’s new lineup. Vehicles are re-used from GM’s test fleet so there is no interruption to delivery of vehicles headed to dealerships.
“The response from employees has been overwhelming positive,” said Tim Miller, director of Company Vehicle operations. “They’re spreading their enthusiasm for the vehicles to friends and family, which should translate into sales down the road.”
