chevrolet business elite

Chevrolet Business Elite
DEALER QUICK START GUIDE AND
GUIDE TO PROGRAM SPECIFICS
MESSAGE FROM ED PEPER
Greetings Chevrolet Business Elite Dealer,
At GM Fleet & Commercial we are committed to becoming the #1 Choice among
commercial customers in the industry. We want to help you succeed in your business
by providing you with great products, innovative business solutions and the tools that
will make for an exceptional customer experience that is sure to retain business and
increase your bottom line. After all, Your Success Is Our Success.
We recognize that we can’t do it alone – You play an integral role in the success of this
Ed Peper
U.S. Vice President
GM Fleet & Commercial
Operations
program. We have been moving fast to develop, implement and execute initiatives
to support our vision, deliver on our pillars and drive success for all of us. When we
started down the path of developing a new commercial dealer program, naturally we
started with business customers to fully understand how they define “an exceptional
experience.” That definition, you’ll see, is the foundation of our all-new commercial
dealer program.
I’m pleased to introduce Chevrolet Business Elite – our new commercial dealer program.
It’s designed to take the fleet and commercial business to the top by providing huge
customer value small business buyers cannot get anywhere else. In the simplest terms,
Chevrolet Business Elite is all about delivering on our third pillar: an exceptional customer
experience as a means of driving even more success for those of you who want to take on
the challenge of delivering on our promise and driving your business to the next level.
The commitment, we recognize, might be different for each of you depending on
your market, your opportunity and your business model. But no matter what the
circumstances – whether you serve one or one thousand commercial and fleet
customers – your commitment to deliver on our promise has to be resolute.
We have the products, the innovative business solutions, the program, the passion, and
with your help, the industry’s BEST TEAM. It’s now time to execute.
Thank you,
2
CHEVROLET BUSINESS ELITE
DEALER QUICK START GUIDE
DEALER QUICK START GUIDE
COMMERCIAL BUSINESS: THE MARKET “SWEET SPOT”
Right now is the best opportunity for you to engage in the commercial
segment of the market.
Sales
• There are over 400,000 businesses that own between 5 and 99 units.
In total, these businesses have over 3 million units in operation.
−−71% of these units in operation are Trucks.
• Pent-up demand caused by the economic recession and aging
vehicles in this segment has positioned it for a significant
spike in sales.
• There are an estimated three related sales for every one
commercial sale:
−−Every commercial customer has a personal vehicle,
as do other members of the customer’s household.
−−There are also employees of the commercial
customers who have personal vehicles in
their household.
Service
• According to data from GE Capital
Services, every commercial unit is
worth over $600 per year for
maintenance alone!
1000+
324 Fleets
265,253 Cars
908,879 Trucks
1,174,132 Total
232,560 Cars
500-999
586,240
Trucks
1,624 Fleets
818,800 Total
100-499
4,475 Fleets
15-99
11,837 Fleets
138,760 Cars
448,475 Trucks
587,235 Total
71,590 Cars
146,670 Trucks
218,260 Total
5-14 (Non-Fleet)
384,000 Fleets
Includes corporate and utility fleets only.
“Trucks” include class 1-5 trucks, vans and SUVs.
Maintenance Cost per Unit per Year
COST PER UNIT PER MONTH
$700
$600
$500
913,120 Cars
1,931,300 Trucks
2,844,420 Total
$673
$671
$642
1/10-10/10
1/11-10/11
$400
$300
$200
$100
$0
1/09-10/09
Source: GE Capital Services
Total Number of Fleet & Commercial Vehicles in Service (1/1/2011)* ........................ $11.7M
Annual Vehicle Spend:**
•VehicleMaintenance&Repairs*** ........................................................................... $6.8B
•TirePurchases**** ................................................................................................... $2.8B
•G
M dealers’ share of the annual commercial
market service and parts business is
estimated at $2.75 billion.
TOTAL — Service & Tires ............................................................................................... $9.6B
GM % Share of US F&C Sales (2010 MY)*=28.7%
TOTAL GM & Dealer Opportunity***** ........................................................................... $2.75B
(IncludesTires,Maintenance&Repairs.ExcludesCollisionRepairs)
*Source:AutomotiveFleetFactBookGuide2011-2012AnnualEdition.
**Estimated-Source:AutomotiveFleet—Nov2011,“AcrossTheBoardIncreasesHitAllOperatingCostsinCY-2011Pgs20-28.”
***Includesmaintenancerepairs(unscheduledservicessuchasbrakes,suspension,engine,transmission,electrical
andother)andpreventativemaintenance.Source:AutomotiveFleet—March2011“OverallFleetCarMaintenanceCosts
RemainFlatin2010-CY,Pgs16-24.
****Source:AutomotiveFleetFactBookGuide2011-2012AnnualEdition,pages36-37.
*****Estimated,usingmixof45%Car/55%Truckandaveragedannualspendfor1-100Kvehiclemileage.
Note:Calculationsexcludecollisionrepairs.EstimatedcostsforGasoline,Oil,Tires,Maintenance/Repaircategoriessuppliedby
Automotive Fleet FactBook Guide.
3
CHEVROLET BUSINESS ELITE
DEALER QUICK START GUIDE
Commercial Customer Value
Changing the way we approach our
customers is at the heart of the new
Chevrolet Business Elite program. We
have strategically positioned this program
to support the customer not just at the
point of purchase, but throughout the life
of their business.
By elevating the importance of Service in
the Chevrolet Business Elite program we
have increased the number of times you
interact with that customer. This creates
an opportunity for you to grow your fixed
operations, gain a better understanding
of your customer’s business and position
your dealership as a trusted and valued
partner in their business.
A Business customer could be worth up to
$1.6 Million
over the life of
their business.
Potential Average
Average
Average
Average
Years to Purchase Units in
Vehicle
Accessories
Purchase
Cycle
Operation Transaction ($PNUR) at
Price*
Purchase** 40
4 years
5
$30,639
$219
Annual
Service &
Repairs/Unit***
$600
* Source: JD Power PIN Data through 8/31/12
** Source: Channel Vantage VSNA National Sales Report CYTD as of 9/11/12
*** Source: GE Capital Fleet Services
Chevrolet Business Elite … KEY FEATURES & BENEFITS FOR CUSTOMERS
Providing customers with what they want, when they want it, is paramount to maintaining a positive, engaged
relationship. Through the tools and resources provided to you, customers will recognize these benefits through:
Dedicated Dealer Team that “gets” their business
Business Maintenance Plan
Work-Ready Vehicles on the ground
Priority Hours
Round-the-Clock Towing
Work-Ready Loaners
Business Maintenance Menu Pricing
Zero Hassle Disposal
Priority Service
Business Financing & Leasing Options
Business Incentives
Peace-of-Mind that their business is supported
4
CHEVROLET BUSINESS ELITE
DEALER QUICK START GUIDE
Chevrolet Business Elite … KEY FEATURES & BENEFITS FOR DEALERS
Chevrolet Business Elite incorporates a unique suite of exclusive benefits, business tools and resources designed
to support your efforts and grow your business:
Extended Floor Plan Allowance – Chassis Cab,
Cutaway, and Cargo Van
Work- Ready Loaners – Commercial Daily Rent
Incentive (CDRAC)
Dedicated Commercial Vehicle Allocation
Chevrolet Business Elite Objective Achievement Rewards
Business Analysis Web App Contact Tool or software
Business/Commercial Co-op Advertising Support
including a Dealer Advertising Toolbox
Commercial Smart Auction Lane
Chevrolet Business Elite Dealer Web Site
Chevrolet Business Elite Training for Business Sales
Managers and Account Specialists
Dedicated Commercial Zone Manger and District
Manager support
Dedicated Commercial Product Training Specialist
Commercial Opportunity Analysis Tool
Chevrolet Business Elite… TOOLS TO GET THE JOB DONE
Diving into a new market can be daunting at first. We have developed a robust series of tools and templates
that will make the job of engaging the commercial segment easier. Chevrolet Business Elite leverages key
technological innovations such as:
• Commercial Business Analysis Tool – the Commercial
Opportunity Analysis Tool located in DART is available to help
your dealership build your business case and assess the
opportunity available through Chevrolet Business Elite.
• Business Analysis App – comprehensive web app tool that
will enable your Commercial Business Specialists to provide
your business clients an unprecedented level of service and
customer care.
2012 Commercial Opportunity Analysis Tool
This tool is intended to assist the dealer in developing forecasted revenue and expenses for a proposed commercial business operation.
All green fields are the responsibility of the dealer. Prepopulated values are for information only. GM recommends that the dealer consult with
its accountants and business advisors in completing this tool. GM takes no responsibility for the forecasts or estimates of the dealer in the completed tool.
Dealer Information
Dealership:
City:
State:
111391
BAC:
Divisions Reflected1: Chevrolet
DMA:
Minneapolis
Anytown Chevrolet
Anytown
MN
Retail Performance
1,000
900
111.1
101.5
Retail Sales
Retail Expected
RSI
CSI Index (RoofTop)
Commercial Performance
Commercial Sales
Commercial AGSSA/APR Market Opportunity
Commercial Sales as a % of Commercial Opportunity (A / B)
Additional Opportunity Outside of AGSSA/APR Based on Average Performance of other Commercial Dealers (Based on
Regional BC Composite2)3
Commercial Dealer Forecast
A
B
C
159
120
132.5%
D
E
96
159
F
G
H
I
J
$900
$977
$900
$143,100
$143,100
Commercial Opportunity
Dealer Commercial Sales Profit Opportunity - Annual
Dealer Per New Unit Sold (PNUS)
Regional BC Composite2 Per New Unit Sold (PNUS)
Dealer Per New Unit Sold (PNUS) Forecast
Dealer Actual Commercial Sales Gross Profit (A * F)
Forecast Commercial Sales Gross Profit (E * H)
Dealer Commercial Service Profit Opportunity - Annual
• Co-op Dealer Advertising Toolbox –
robust set of commercially focused
Ads, CRM, E-mail, Direct Mail, POP
templates that will allow you to
communicate in a way that resonates
with your business customers.
Warranty
Customer Pay
Dealer ROs Per New Unit Sold (PNUS)
Regional BC Composite2 ROs Per New Unit Sold (PNUS)
Dealer Forecast ROs Per New Unit Sold (PNUS)
Dealer Actual Gross Profit Per RO
Regional BC Composite2 Gross Profit Per RO
Forecast Gross Profit Per RO
Dealer Actual Gross Profit (A * a * c) | (A * g * i)
Forecast Gross Profit (E * b * d) | (E * h * j)
Dealer Actual Commercial Service Gross Profit (e + k)
Commercial Forecast Service Gross Profit (f + l)
a
b
c
d
e
f
m
n
8
11.5
8.0
$75
$99
$75
$95,400
$95,400
Actual
• Training – In-person and webbased training that will elevate the
performance of your Business Sales
Manager & Business Account Specialists.
Estimated Cost
Commercial Sales Manager Expense
# of Commercial Account Managers
Commercial Account Manager Expense Per
Employee
Total Commercial Account Manager Expense
Personnel Expense Total
Commercial Loaners Needed (minimum of 1)
Commercial Loaner Floorplan Cost 2% Write Down
Expense
Commercial Loaner Shop Rental Expense
(Comp, Collision, Liability)
Commercial Loaner Total
Advertising Expense
Less Coop Reimbursements
Advertising Total
Inventory Floorplan Expense
Training and Customer Contact Tool Expense
Installation of 8 Ton or Higher GVW Capacity
Lift/Hoist Expense
5
Monthly
g
h
i
j
k
l
3
3.9
3.0
$160
$141
$160
$76,320
$76,320
$171,720
$171,720
Forecast
Annually
Monthly
-
$0
Annually
$0
$0
-
$0
$0
-
$0
$0
$0
-
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
IF A > B then A else B + D
CHEVROLET BUSINESS ELITE
GREAT PRODUCTS • INNOVATIVE BUSINESS SOLUTIONS • EXCEPTIONAL CUSTOMER EXPERIENCE
DEALER QUICK START GUIDE
BUSINESS ELITE STRATEGY:
DELIVER ON THREE KEY PILLARS
GREAT
PRODUCTS
INNOVATIVE
BUSINESS SOLUTIONS
• Breadth of vehicles: More than 40
• Extended Floor Plan Allowance
• 14 Vincentric Best Fleet Value awards
• Commercial Vehicle Allocation
• Extensive number of fuel solutions
(Diesel, FlexFuel, CNG, LPG, Bi-fuel,
eAssist, Electric)
• Commercial Smart Auction Lane
• Fleet-only products – Captiva Sport,
Police vehicles, CNG Vans,
LPG Cutaways
• Business Elite Dealer Web Site
• Work-Ready Loaners
• Business Financing & Leasing Options
• Business Analysis App
• Business Elite Achievement Rewards
• Commercial Co-Op
EXCEPTIONAL
CUSTOMER EXPERIENCE
• Dedicated Business Elite Sales Manager
& Business Elite Account Specialist
• On-site Work-Ready Vehicles & Loaners
• Business Maintenance Plan
• Priority Hours
• Zero Hassle Disposal
• Priority Service
• Business Equipment Incentives
• Business Maintenance Pricing
Chevrolet Business Elite… NEXT STEPS:
1. Review the Business Elite Program Rules, and the program specifics contained in the rest of this Guide.
2. Evaluate your opportunity using the Commercial Business Analysis Tool located in DART.
3. Contact your District Manager or Chevrolet Business Elite Program HQ with any questions.
4. If your dealership wants to become a member of the select group of Chevrolet Business Elite dealerships,
e-sign and submit the Program Rules by October 31, 2012.
Please note: The next available enrollment period will not open until the fourth quarter of 2013.
6
CHEVROLET BUSINESS ELITE
DEALER QUICK START GUIDE
Simple GM E-Signature Enrollment Process
• To become a member of the select group of Chevrolet Business Elite dealerships, you need to act by October 31, 2012.
• To make the process as efficient as possible, Chevrolet Business Elite will take advantage of the innovative GM
E-Signature process.
• All you need to do to initiate this process is:
−−Complete and save a copy of your dealership’s Commercial Opportunity Analysis Tool in DART.
−−Notify your retail or commercial zone team you would like to be e-mailed a set of Program Rules.
• Following this you will receive an e-mail containing an access link to the GM E-Signature application.
• To complete your portion of the enrollment
process, click the link in the e-mail to:
−−Go to the page shown at right to agree
to the Federal Consumer DisclosureE-Sign Act to be able to proceed to the
Documents.
−−When you click “YES”, the Document
Review Screen appears:
-- Options include Open and Review the
document; Download a copy of the
document or Proceed to Electronic
Signature.
−−When you click Proceed to Electronic
Signature, then click “View Signature
Area,” you will be taken directly to the
“Click Here to Sign” Yellow Button.
−−Following this, you will receive a
confirmation e-mail with an attached PDF
of the fully executed Program Rules.
7
CHEVROLET BUSINESS ELITE
GUIDE to program specifics
Guide to Program Specifics
Chevrolet Business Elite-EXCLUSIVE BENEFITS, BUSINESS TOOLS AND RESOURCES
For those dealers willing to make the commitment, achieving Chevrolet Business Elite status enables the
dealership to take advantage of a suite of Chevrolet Business Elite-exclusive benefits, tools and resources. Please
carefully review the complete Business Elite Program Rules for all the details you need.
The following benefits and resources are designed to help provide support to any Chevrolet or GMC dealer willing
to make a significant investment in marketing, selling and servicing commercial vehicles to small businesses for
business use. Please note there is a $400 per month fee for each participating dealer to defray administrative,
training and technology expenses.
Extended Floor Plan Allowance – Chassis, Cutaway and Cargo Van
To enable Chevrolet Business Elite dealers to respond to small business
customers’ sense of urgency when they enter the market, and encourage
dealers to stock upfit vehicles for immediate delivery by helping them absorb
the carrying costs on commercial units, Chevrolet Business Elite offers
supplemental floor plan assistance to dealers continuously throughout the
program on cab and chassis, cutaway and cargo van vehicles.
Here’s how it will work:
• 60 days of additional floor plan coverage will be provided on eligible vehicles retained
on the dealer’s wholesale floor plan beyond the basic floor plan program available to
all dealers.
• Additional floor plan coverage is earned daily until one of the following event dates occur:
−−Date of Sale
−−Date of Trade
−−Maturity Date (60 additional days reached)
• The additional floor plan allowance will be paid quarterly to the dealer’s open account.
Commercial Daily Rent Incentive (CDRAC)
To encourage participating dealers to have loaner vehicles available for commercial customers so customers do
not have their business interrupted while they are having their vehicle serviced or for test drive purposes, GM will
pay assistance throughout the program to dealers who place Work-Ready Loaner commercial units into CDRAC
service for warranty or test drive purposes.
Having work-ready loaner vehicles available is a significant, marketable advantage
Chevrolet Business Elite dealers can offer their customers that will net higher levels
of customer service retention and downstream revenue.
We know from research that any time a commercial customer spends at the
dealership is time they are compromising earning for their businesses. For
them, having access to work-ready loaners is highly appealing.
Here are the specifics:
• Dealers may use CDRAC vehicles for extended test drives.
• Dealers must maintain a usage log including at least VIN, customer name,
date out, mileage out, date in, and mileage in.
• All vehicles must accumulate a minimum of 2,000 miles and be in service for at least 4 months.
• After CDRAC service certain vehicles with less than 7,500 miles total may be eligible for select retail/fleet
incentives when delivered to an eligible customer.
• CDRAC vehicles are eligible for warranty rental reimbursement as outlined in the GM Service Policy and
Procedures Manual. Dealers may use this program in addition to the Enterprise program for courtesy
transportation purposes.
Note: Complete details will be published to participating dealers in a CDRAC bulletin.
8
CHEVROLET BUSINESS ELITE
GUIDE to program specifics
Commercial Vehicle Allocation
To assure an ample supply of needed commercial units, a
dedicated allocation of Commercial Light Trucks will be made
available exclusively for Chevrolet Business Elite dealers.
This allocation includes:
• Cargo Vans
• 1500 WT & 1SA Pickups
• 2500/3500 HD Pickups and Chassis Cabs
Chevrolet Business Elite Objective Achievement Rewards
To motivate dealers to grow their commercial market share and stretch to achieve the next, higher pay-out level,
Business Elite provides an objective program exclusively to participating dealers.
Here are the details:
• The program will run for the length of the calendar year.
• It will offer quarterly payouts on eligible vehicles equal to at least $100 per unit once
the dealer achieves 100% of its applicable objective.
• GM reserves the right to exclude select vehicles from the objective program in its sole
business discretion.
Business Analysis Web App Contact Tool
The Business Analysis Web App Contact Tool is a comprehensive web app tool for Commercial Business
Specialists which promotes our great products and services.
This tool enables Business Specialists to conduct a needs analysis which can be exported into compatible dealer
CRM systems. The tool will also allow each dealer to add dealer-specific information like location, hours of
operation, maps, contact information, and incentives.
Specific functionality includes the ability to:
• Build a product quote to match the customer’s business
needs once those needs have been conveyed.
• Immediately e-mail product specs to the customer as a
leave behind so the customer knows what vehicle and
configuration were selected.
• Store and recall quotes for follow-up.
• Receive real-time updates to product information.
• Access Competitive Comparison Key Selling Points.
9
CHEVROLET BUSINESS ELITE
GUIDE to program specifics
Business/Commercial Co-op Advertising Support including a Dealer Advertising Toolbox
Chevrolet Business Elite dealers will also be able to take advantage of an exclusive co-op advertising support program
which incorporates a Dealer Advertising Toolbox containing ready to use advertisements for commercial dealers.
This facet of Chevrolet Business Elite will support the following activities:
• Participation in qualifying commercial trade shows and promotional events.
• Direct mail targeting commercial customers for sales, service, or retention.
• Media costs associated with placing advertising in qualifying digital, newspaper, or trade publications.
• Indoor signage and point-of-sale materials for the Chevrolet Business Elite program or for commercial vehicle
promotional purposes.
Commercial Smart Auction Lane
To enable Chevrolet Business Elite dealers to provide their customers with turnkey remarketing support
for the disposal of their used units, Chevrolet Business Elite provides for a Commercial Smart Auction Lane.
This will provide customers:
• The opportunity to sell a vehicle quickly to avoid as much depreciation as possible.
• Help to turn a vehicle and get into a new vehicle quickly and efficiently.
• Increase vehicle trade-in values.
Chevrolet Business Elite Dealer Web Site
An all-new web site will be created for all Chevrolet Business
Elite dealers. This web site will include Chevrolet Business Eliteexclusive badging along with:
• A unique 800 number for commercial department inquiries to
ensure calls are properly routed and call volume can be measured.
• A customizable “widget” with customizable tabs or links to
what each dealer thinks their commercial customers need or
want to know about their dealership.
• A prominent commercial lead form which clearly flags the lead
as “commercial” so each dealer’s lead management provider
can properly route commercial leads to the Business Specialist
for handling.
• Inventory links which enable each Chevrolet Business Elite dealer’s customers to see that the dealership has
inventory targeted to the customer’s needs or specialty areas.
• Promo tiles which provide links to other web sites or pages commercial customers may find useful.
Chevrolet Business Elite Training
Chevrolet Business Elite Business Sales Managers and Business Account Specialists will also have access to
exclusive training opportunities available only to Chevrolet Business Elite dealers.
The curriculum for each of these positions is currently under development so details will be announced when they
are finalized.
Dedicated Commercial Zone Manger and District Manager
The efforts of each Chevrolet Business Elite dealer to grow their commercial sales and market share will be supported
by a dedicated Commercial Zone Manager and District Manager focused solely on the commercial business.
CSV-Dedicated Product Training Specialist
A dedicated CSV commercial product training specialist will also be available exclusively to support the needs of
Chevrolet Business Elite dealers.
10
CHEVROLET BUSINESS ELITE
GUIDE to program specifics
Chevrolet Business Elite Threshold Standards
For small business and commercial customers, a lot is at stake when they make a vehicle purchase decision –
their ability to get the job done, as well as their reputation.
As a result, commercial customers have certain expectations for how their interactions will go with the dealership
they choose to do business with. The following Threshold and Performance Standards incorporated into Chevrolet
Business Elite align with those commercial customer expectations and are targeted at providing all Chevrolet
Business Elite commercial customers with a great selection of in-stock commercial vehicles, a dedicated
business account specialist and an elite level of ownership benefits.
Personnel
To actively establish and maintain relationships with business customers
and properly care for them, the dealership agrees to put the following staff
in place; a minimum of two people in total:
• A minimum of one dedicated Chevrolet Business Elite Sales Manager.
• A minimum of one dedicated Chevrolet Business Elite Account Specialist.
The dealership will also provide each Business Elite Account Specialist
with a wireless tablet compatible with the Business Analysis Web App
Contact Tool.
The dealership’s Business Elite Sales Manager and Business Elite Account Specialist(s) must also maintain his or
her respective Chevrolet Business Elite training certification.
To support the dealership’s commercial sales growth objectives, the Business Elite Account Specialist must make
a minimum of 10 outside sales/service calls per month and record those contacts in the Business Analysis Web
App Contact Tool.
Service Requirements
For commercial customers time is money. So to ensure commercial
customers have an exceptional customer service experience with a
minimum of vehicle downtime, the dealership agrees to put the following
staffing and operational processes in place:
• Designate at least one Chevrolet Business Elite Service Advisor and
Technician on the dealership’s program web site.
−−Additionally these Service Advisor(s) and Technician(s) must maintain
his or her respective Chevrolet Business Elite training certification.
• Provide each of the following Customer Experience items:
−−Business customers will receive Priority Service in the next available
service bay when making a service visit.
−−Business customers are provided Business Maintenance Menu Pricing.
-- A labor and parts pricing menu for maintenance items to include Windshield Wipers, Brakes, LOF, Tires,
Batteries, and Wheel Alignment will be included on the dealership’s Business Analysis Web App Contact Tool.
−−At least one Work-Ready Loaner vehicle will be made available for commercial customers using the
Commercial CDRAC program.
-- Details were outlined earlier in the Guide as part of the details on the Work-Ready Loaners – Commercial
Daily Rent Incentive (CDRAC).
−−Implement a Priority Service process that provides each business customer with an oil change, tire rotation,
and 27-point inspection in 45 minutes or less.
−−Implement Priority Service Hours beyond the dealership’s ordinary operating hours for business customers.
11
CHEVROLET BUSINESS ELITE
GUIDE to program specifics
• An 8 ton or higher GVW capacity lift/hoist is required; if the dealership does
not currently have this type of hoist, Chevrolet Business Elite requires one to
be installed.
• The dealership must use GMFleetTrac for all business customers and post
GMFleetTrac point-of-sale materials to promote consolidated billing with
every new sale.
• The dealership must also participate in the Fleet Courtesy Delivery program
to facilitate the delivery of vehicles to nearby business customers from
other dealers.
Inventory and Display Commitments
Chevrolet Business Elite dealerships also commit to provide their business customers with a great selection of
in-stock commercial vehicles.
This requires each Chevrolet Business Elite dealership to:
• Maintain 90 days of total availability for cargo vans and light and heavy duty full-size pickups as required on the
dealer commercial inventory report in the Dealer Analysis Reporting Tool (DART).
−−This will be based on the dealer’s commercial opportunity at state average in the dealer’s APR or AGSSA as
reported in DART.
• Maintain an outdoor display of commercial vehicles in a designated high-traffic location on the dealer’s lot at all times.
• Maintain a dedicated space for Chevrolet Business Elite business in a GM-exclusive showroom or sales facility,
which includes display of then current point-of-sale material(s).
Note: There is no requirement to display vehicles indoors.
Marketing and Advertising
In support of Chevrolet Business Elite’s goal of growing
commercial vehicles sales and market share, the dealership will:
• Maintain a dedicated Chevrolet Business Elite marketing
budget, targeting business owners.
−−This budget will also be made available to GM upon request.
• Participate in the Chevrolet Business Elite co-op program
and utilize 100% of the Chevrolet Business Elite co-op monies
during each calendar year.
• Participate in the Customer, Sales, Service and Retention
(CSSR) program.
Chevrolet Business Elite Annual Business Plan
Since achievement of vehicle, service and parts sales as well as market share objectives requires a sustained,
multifaceted effort, Chevrolet Business Elite dealers will commit to do the following:
• Develop, submit and commit to an annual commercial business plan with the GM Commercial Zone Sales Team
Chevrolet Business Elite Annual Meeting
The dealership agrees to attend at least one national and/or regional GM-sponsored Chevrolet Business Elite
business meeting per year.
Exclusive GM Showroom
The dealer agrees to operate its Chevrolet Business Elite sales office and/or display areas from a facility that is
exclusively dedicated to GM products.
12
CHEVROLET BUSINESS ELITE
GUIDE to program specifics
Earning Chevrolet Business Elite Status
The “Threshold” standards detailed above are intended to be completed in two “gates”:
Gate 1 – Completion 1/4/13
Gate 2 – Completion 2/4/13
•Dedicated Business Sales
Manager and Business Account
Specialist(s) in place
•Training Requirements Met
•Required Inventory Ordered
or In-Stock
•Front Line Display and Dedicated
Sales Area Established
•Commercial Loaners are In-Service
•Required Inventory Ordered
or In-Stock
•GM Exclusive Facility
Chevrolet
Business Elite
STATUS EARNED
•8 Ton or Greater Hoist/Lift Installed
The dealership will earn Chevrolet Business Elite designation at such time as all “Threshold” standards have
been met.
Performance standards
Dealers choosing to participate in the program also agree to adhere to certain performance metrics during their
tenure in the program.
GM will begin to measure each participating dealer’s performance against these metrics with the start of the 2013
calendar year.
For all the details concerning these metrics and how they will be computed, consult the Chevrolet Business Elite
Program Rules.
• Customer Experience Metric (CSI): GM will publish a CSI minimum performance metric for Business Elite
dealers each year on or before the end of the 1st quarter of the year. Each participating dealer will be assessed
based on their CSI performance relative to the published metric.
• Sales Metric: The dealership must achieve a minimum annual commercial sales performance equal to 85% of
the commercial opportunity at state average in the dealer’s APR or AGGSA as reported in DART.
−−Dealer objectives will be provided to each dealer, but sales performance will be assessed after the close of
the calendar year. Timing is typically in March/April of the following year.
−−DART will provide a midyear performance assessment in mid-September.
Compliance
Should the dealership be in noncompliance with any of the Chevrolet Business Elite standards or the above
metrics, the dealership will be provided with written notice listing the nonconformance(s). Failure to correct
a nonconformance may result in termination from the program. Refer to the Chevrolet Business Elite Dealer
Program Rules for complete details.
13