General Motors Co. in Detroit has rebranded its parts packaging offerings for GM Genuine Parts and its ACDelco division in a bid to enhance and expand sales, while improving safety and security.
The global parts brands offer a portfolio of maintenance, repair, collision, and powertrain components. For GM dealers and independent aftermarket sellers, the announcement, which includes enhanced brand security measures, is designed to grow its share of sales in the parts and service market.
According to IHS Markit, which operates an office in Southfield, the average age of light vehicles in the U.S. has risen to 11.9 years, which can mean higher demand for parts.
“We’re executing a focused, disciplined strategy to improve our core business and position the company for future growth,” says John Roth, global vice president of customer care and aftersales at GM. “Strong parts brands with a clear, global market position, and packaging help customers easily identify GM parts and will provide the ability to bolster the value of our protected product with new security features.”
New packaging features include updated color coding and graphics; multi-language translation; and clear designation that the product is a GM Original Equipment part, instead of “meeting OE (original equipment) spec.”
GM states its internal studies show a direct correlation between service lane loyalty and vehicle purchase loyalty. Providing technicians with parts can help lead to confidence and better repairs.
The new branding and packaging began arriving in North America in the fall and will continue through 2021, expanding globally.