My Way or the Highway
By Doug Herberger
GMNA Vice President, GM Service and Parts Operations
When's the last time you were told as a customer, "Sorry, we don't do it that way," or "We can order that for you, but it will take about six weeks?"
Unless you're being offered one of those rare, hot commodities where you are willing to wait, these answers just won't cut it. If you're like me, you just won't do business there anymore.
In the last two decades many of us have found that time is becoming more and more valuable. With the demands of work, family and friends increasing in time and priority, many folks would agree: I don't have the time or energy to fight over getting exactly what I want when I fork over hard-earned cash to any merchant.
So I say, "From now on, it's my way or the highway." To a certain degree, car and truck buyers should expect no less when they purchase one of our great GM products.
This consumer attitude is why GM and thousands of other companies are converging on Las Vegas this week to participate in the Specialty Equipment Market Association's (SEMA) 40th anniversary show. We love this show! Any enthusiast would love this show! Everything imaginable is on display at the Las Vegas Convention Center. And, I'm proud to say, GM is right at the front of this industry, with a broad array of accessories and performance parts:
- Chevrolet Silverado and GMC Sierra accessories — These pickups are the first in GM's history to be designed with personalization in mind. With more than 100 unique, genuine Chevrolet and GMC accessories available, buyers can get exactly what they're looking for. Take a look at this release for more, or view our SEMA video.
- Electrical accessories — Vehicles are lifestyle sanctuaries on wheels. More and more consumers expect the conveniences of home in their vehicle. Now, customers can enjoy more sophisticated electrical accessories than ever before: Personal Audio Link iPod adapter accessory, Portable Overhead DVD, Noise Cancelling Headphones, 2-Way Advanced Remote Start, and more. Read the release for more, or view our SEMA video.
- All-New LSX Bowtie Block — GM Performance Parts introduced the all-new LSX Bowtie Block at SEMA. This cast-iron block is the ideal foundation for enthusiasts to create their own high-performance engine using GM's legendary Gen IV small-block components (click here for more). GM Performance Parts offers a wide range of crate engines and high performance components. To dream it, build it or race it, check out GM Performance Parts' configurator!
- Camaro POWER — GM Performance Parts unveiled its latest project car at SEMA: The Reggie Jackson 1969 Camaro. In case you didn't know it, Mr. October is real serious about his Chevys. So, GM Performance Parts, GM Performance Division, Jackson and legendary NHRA driver Warren Johnson teamed up to power this vehicle with a prototype crate engine based on the all-new LSX block. Read more, or check out this video.
- Return of the Chromin' Empire — Since the 1920s, chrome has long been synonymous with style when it comes to cars. GM Accessories offers a wide variety of chrome accents for GM vehicles, from mirror caps to 20-inch wheels. Read more here.
- GM Accessories Design Studio — We design our accessories specifically for each GM vehicle, so customers will know that the accessories they purchase will give them a styled appearance along with the best fit possible. The GM Accessories Design Studio in Auburn Hills, Mich., is the setting where talented, young designers link personal needs to automotive accessory design. Take a look here for more.
The bottom line in business is to know what your buyers want and give it to them, if not more. If you're like me, that maxim applies equally to the cars and trucks we all love. The truth is customers will pay for what they want, won't pay for what they don't want, and will walk away if you can't give it to them.
At GM, we believe in giving customers more choice over the content of their vehicles, when they make their purchase decision. In most cases, they can get their vehicle equipped just the way they want the same day. And, best of all, owners tell us that they appreciate the fact that the accessories they're purchasing are backed by the GM promise.
Imagine that, getting something your way?
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6-speeds!!!!
Dear GM, if you want to give me what I want in a production vehicle, give me an ImpalaSS with RWD, give me a GTO that is NOT an import, give me a technology leading brand for under 30K, give me a Cadillac with a V-16!
You’re almost there, but the Germans and the Asians are kicking you butt in most areas. Spend a little more in R&D and spend less in needless corperate governance and GM will be like it was back in the 60’s…. when 50% of all US auto sales were GM and 50% of all GM sales where chevy!
I am glad to see that GM is aware of the tremendous need for accessories to be readily available for your new products. Although GM has offered excellent quality OEM accessories in the past, it seems as though the pricing wasn’t as competitive and the options were very limited. At first glance of what is available on the new Sierra/Silverado I was really excited. I think that this is an area that will continue to improve your GM offerings.
One suggestion: create a vehicle customizer for GM endorsed dealer websites without a cost to that dealership and I think you will see even more growth in your sales without much expense.
Keep up the great work & a lot of the GM SEMA vehicles look great.
Dear Mr. Herberger,
as I can read, you’re responsible for GM Service and Parts Operations.
I think there’s some need for improvements over here in Europe. At least here in Germany the number of dealerships, offering parts and service for GMNA-Vehicles is too small by far. Although we are living in a region, close to Frankfurt, Hanau and Giessen, where even many US-Army-Facilities once used to settle down, I have to drive at least 40 miles until I can reach a dealership, which is authorized to sell and service GMNA-Cars. In my opinion there should be a much higher density of such companies, maybe a considerable number of Opel-Dealers should add your US-Brands to their portfolio.
I think a lot of people over here are not ready to travel such long distances to get maintenance for their cars. To your intended expansion of Cadillac (as an example) in Europe, it’s absolutely imperative that there will be enough corresponding dealerships, which easily can be reached by your customers. I think that’s the same important like doing sufficient advertising for your US-Brands, like I already wrote to Mr. Lutz at an earlier comment.
Final proposal: The vast majority of Opel-Dealers in Germany should also offer Chevrolets (by GM DAT). Imagine, a customers comes into the Opel-showroom and figures out, she/he can’t afford an Opel Astra. If there’s a Chevrolet Lacetti as a more inexpensive alternative, there still might be the chance for selling a GM-Vehicle. Otherwise the customer might go to Hyundai or Kia. I think you know what I mean… Thanks for your attention!
Too bad this concept doesn’t carry over to options when ordering cars. For example, Stabilitrak is standard on the Aura XR but not even an option on the XE.
OK. I want my next Suburban to run dedicated LPG. Even better since it’s for the wife for around town or vacation trips, why not a Plug-in electric Hybrid dedicated LPG. Maybe I can get 45,55 maybe even up to 70 MPG. If the wife never runs on fuel, going to drop the kids off at school, She may very rarely run on fuel. Why dedicated LPG? It is at most gas stations now, with cars running on it and self serve dispensers connected to make fueling as convenient as petrol under a $1.00 a gallon I win. Here in California I can even get to drive in the HOV lane with only one person in my Full-sized SUV. Come on GM, shock the States like Ford Shocked Australia, with 20% of their cars running Dedicate LPG. Can you say Falcon.
Hello Mr. Langlitz.
Yep, a 6-speed in the Lucerne would be nice, but only if it works as well as the current 4-speed.
I’m 38, and my next car will likely be a Lucerne or premium rear-drive Buick if they build one.
I’m not going to complain about the 3800 engine, as it’s one of the most solid engines ever built by anyone.
Also, I’ll take Lucerne’s 4-speed tranny over the Avalon’s 5-speed anyday. Click the links below for a sampling of Avalon tranny issues:
http://autos.yahoo.com/toyota_avalon-reviews_user/
http://www.signonsandiego.com/uniontrib/20060520/news_lz1dd20teeth.html
In summary, the 3800 engine doesn’t suffer oil sludge issues that Toyota had (or has), and GM’s 4-speed tranny works likes it’s supposed to.
“Modern” is not always better!
Mr. Herberger,
I’m glad you chimed in here. I would like to congratulate GM in getting their product act together. I like GM, and would like to see GM succeed. I even held shares at one time. I still own a GM vehicle. But it was the service organization that has made me vow never to buy a GM car again. It’s been 3 years since I last brought my Buick back to a GM dealer for service. I get less grief bringing it to a local shop with mechanics I trust. It is for precisely the reasons you stated that I turned away from Mr. Goodwrench. I got tired of being apologized to. I got tired of bringing my car back multiple times to fix the same problem. I got tired of having something else go wrong right after I had my car at the dealership for service. My anger towards GM stems from the incident where the dealer just got tired of seeing me and accused me of tampering with my car. So I left, never to return again.
With product that attracts attention, it would be your responsibility to ensure GM’s customers are treated like they own a good product. It doesn’t matter how personalized you can bling out your car. If I’m abandoned by the manufacturer the moment I drive away with my purchase, I’m not coming back. GM seems to realize this and is trying to cater to a younger generation of potential buyers.
Your article here was regarding selling cars that are personalized with accessories. But from your title, I’m making the rash assumption that you are responsible for ensuring that ownership experience is “From now on, it’s my way or the highway.” I would like to hear about how GM intends to keep your customers coming back when they are ready to get their next car. I believe that is the other part of the business GM still needs to turn around.
Wheels pictures…
GM is putting better wheels on their cars. I have noticed this lately.
Good work GM!
Ditto to Beken’s comments, with a few additions:
GM cars are getting better, but after Sales service and parts support remain very inconsistant and spotty. Some dealers go from good to bad to good within a matter of months.
If GM cannot do anything with its dealers to improve the service situation, perhaps GM might consider a separate “Aftermarket” operation where it deals directly with customers for the sole purpose of installing upgrades and other vehicle improvements. That way we get opportunities to tweak our cars directly from GM and get these enhancements out of the spotty service loop.
Also, the GM Extended warranty is a great after-sales idea and appears better than many competitors offerings. But the shortage of “authorizers” (they never tell a dealer exactly when they will show up, forcing customers to leave cars for days or repeatedly visit a dealer, and on some vehicles, there is a long list of repairs that require such authorization) makes the program iffy at best. Would you feel secure in a Majorguard car knowing that a breakdown could strand you for days because authorization is not available? I don’t.
Finally, as I mentioned a long time ago, GM should continue and offer more clinics for customers to attend to discuss their car experiences directly with GM engineers and service personel.
Dear Mr. Crawford,
absolutely right! In Germany even the Cadillac CTS and SRX in the meanwhile are available with LPG-systems. During the first period it even was for free! Now the installation costs roughly about 3.000 Euros (depending on whether it’s a six- or eight-cylinder engine). But I can tell you, it’s absolutely worth the money. To express it your way, we have to pay about 6.50$ per Gallon. That hurts… The LPG-System in my Alero and my wife’s Aveo works excellently. It’s from Landi Renzo. I think that’s the most popular company for those systems. They are from Italy, what doesn’t make me wonder, since the Italians are running about 2 million vehicles on LPG. The first time a car was using that fuel was in 1920. …in the USA! Another early example: In the 1930’s the Opel Blitz.
I am also of the opinion, GM could leave the competition in the dust by moving towards LPG-Use. There should be the know-how, regarding the installation, in the USA, either. To me it’s the most environmental-friendly way to run a vehicle (beside CNG), which is ready for the market. If anybody has doubt about it, come over to Europe and see it on your own eyes. See also: http://en.wikipedia.org/wiki/Liquified_petroleum_gas
Doug,
GM’s Accessories website should have a portal that allows customers to order accessories using their credit card and arrange for pickup at a dealer of their choice. Customers plainly don’t enjoy dealer visits and dealing with a parts department – but GM still has a relationship with the dealer. The best way to streamline that for the customer would be to minimize their contact and allow the customer to choose their level of relationship with the dealer.
In addition to the ordering portal; GM should have an option so that the customer can arrange installation as well if they so choose.
The primary point of course, is delivery of accessories with the vehicle at sale but that’s in a perfect world. Customers often desire these accessories/devices/parts after the sale and the idea of going through the service department at a dealership drives them to GM’s competitors. In this arrangement; the dealer would still be credited for the sale as if they had sold the parts over the counter except that the customer would place the order and complete the sale on-line and just pick them up at the parts department when they arrived. Or make arrangements with the dealer for installation.
It’s good to see more accessories available, don’t know if it will sway buyers to GM, but it can’t hurt. Two things I would like to see:
1. Keyless remote fob that could be used on more than 1 GM vehicle. I have two GM vehicles but do not have pockets big enough to carry two fobs. Put a switch on it so I can use one for multiple vehicles.
2. The ability to use my GM points from my GM credit card on GM accessories. I understand not being able to use it for service/repair, but it would be a nice gesture. If not, how about offing discounts for using my GM card?
Thanks.
David
Mr. Herberger,
I have to agree with previous posts regarding the importance of the service experience at GM dealers. My GM experience has all been with Chevrolet dealers, and it has not been positive.
1) Two trips to fix a leaking water pump.
2) Replacing an intake manifold gasket when the manual transmission was actually leaking oil.
3) Front seat belts that didn’t fasten to the buckles after a replacement.
4) A parking brake that functioned before a recall “fix” was performed, but not after.
5) Parking brake cables damaged due to hasty repair procedures.
6) Being told “the plant just puts those parts in there, you don’t need them” when extra washers scooted away as I watched during a tailgate cable recall. (The cables then bound up until I installed replacement washers.)
7) Being sent away with a “sorry, there’s nothing wrong” response after my new diesel pickup stranded me for the third time.
These problems happened with different vehicles and different dealers. I was able to resolve all of these issues, but it required me to go well out of my way to make sure things were taken care of.
I assumed all dealers treated people this way until I bought my MINI Cooper. Talk about night and day. Repairs were completed correctly and on-time. I was given a loaner car immediately so as not to be inconvenienced any more than I already had been. I was treated like they wanted me back as a repeat customer.
You may have had me fooled before, but I’ve learned my lesson. I hope GM’s dealers can learn theirs.
Amen to the poster who said the dealer service is spotty. IT IS. I have bought more accessories from other suppliers off the web because I can directly order them rather than dealing with a dealer’s service dept. I had hoped to order accessories for my Silverado directly from the GM Accessories website-Not so. The website is just a glorified catalog. Wanna sell more? Make it so I can order and pay and have it shipped to me online. You’re accessory business is stuck in the 70’s. because of this.
Hello Mr. Langlitz.
FREE BOB LUTZ – LET HIM POST!
And who is Mr. Langlitz ?
Dealers are independantly owned and operated. As a corporation, GM has little they can do to control the store that sells and services their products. It’s up to the dealer to make this happen.
GM giving the customer what they want? What a joke. If you want a grey or tan interior they, and nearly every other manufacturer these days, give you what THEY want.
I saw my first Saturn Aura today. While the engine seems nice and the hydraulic bushings in the suspension add ride refinement, the Interior reeks of Ion cheap with flex-o-matic center console, various loose and rattling trim, door pockets’ flashing trying to cut my fingers, and reused cheapo lights from the Malibu! Though based on the Malibu Maxx body, there was less rear seat room and a cheaply finished trunk in place of the hatch.
Come ON, GM! I’d like Saturn, for ONCE, to build a car with a decent interior! Tell them to get serious, please, before Toyota runs them over!
“…When’s the last time you were told as a customer, ‘Sorry, we don’t do it that way,’ or ‘We can order that for you, but it will take about six weeks?’”
Actually, the only time I hear anything remotely like that is in a car dealership service or parts department.
Mr. Herberger: Why does GM refuse to offer Fog Lights on the Impala or Monte Carlo with a 3.5L engine?
This is also true of the:
LaCrosse with the 3.8L
Lucerne with the 3.8L
G6 with a 2.4L engine
Aura with the 3.5L Engine.
Everyone of these cars are supposed to be up level sport or luxury vehicles in their segments yet a base Hyundai can be equipped with fog lights that are not available on these “high end” cars.
Are these cars “a step above the competition” or not?
What does the engine have to do with the lights on a car?
Fog Lights are most effective at speeds UNDER 40 MPH, so why do I need more power to have them on my car?
Fog Lights are available without regard to what engine the vehicle is equipped with on 99% of the vehicles on the market.
Poor content choices have LaCrosse sales plummeting and the Avalon will outsell it this year. Refusing to offer options on the lower level LaCrosse has not “forced” buyers up to the higher level LaCrosse – it has sent them to Toyota for a new Avalon.
The number 1 selling car in the country (Toyota Camry) can be purchased with fog lights with the 2.4L 4-cylinder, maybe one of the reasons it is number 1. They listen to what their buyers want and CHANGE the car the way the customer wants it – next thing you know they have the best seller in the country.
California is a coastal state and has a great deal of Fog, many of the vehicles I see on the road on foggy nights have fog lights on and most vehicles in our company parking lot have them.
Do you want to sell cars in California or not?
California buyers have been telling GM to take the highway for over 20 years when are you going to start listening?
The new Malibu or next Impala WILL NOT get you there because GM will never learn how to option a vehicle to sell in California. And that is the only way you ever increase market share in California because no matter how good GM cars get – competitors will match and better them.
Details like this separate a car sale from one where a potential customer goes down the street and buys a competitors car.
Please show that you are serious and correct this so that GM can start to regain market share in the California market.
Hi Mr. Crawford,
I am just regularly visiting this blog, like anybody else. Best regards.
Ok, you asked:
“When’s the last time you were told as a customer, “Sorry, we don’t do it that way,” or “We can order that for you, but it will take about six weeks?”
My response:
Every time my sister and I went to a Pontiac dealer looking to test drive a Solstice during 2005. Ooops…they actually said it would be 6 months not 6 weeks. So, we hit the highway over to our local Mazda dealer. Did we find a better car? We don’t know!!
How about allowing me to order an Aura XR without a sunroof and still get the leather? Or a Sky without all the equipment on it that dealers are putting on them? Someone should slap their wrists… Then start pulling product until they get it right.
I’m sick of “you need this to get this” Title your blog right. It should read “our way or the highway”
The picture of the wheels on top of this installment prompts me to comment on something I’ve been longing to let GM know.
GM rarely gets credit for much of anything especially when it comes to certain details. But I have to say that for as long as I can remember, GM has fitted their cars with the most attractive wheels of any car brand. Year after year, model after model, GM designers have done a great job in designing great looking wheels. When other brands decided to save money and put on the same wheel design on all their models, GM has never done that and ever every GM car has always gotten individual and unique wheels. I’d like to congratulate and thanks those who design wheels at GM for their great work and GM as well for not letting the bean counters ruin that.
C.S.
- 2006 Pontiac Grand Prix GT, which comes with the best looking wheels around.
Dear Kurtw and Beken:
Thank you for your comments regarding the GM customer experience, particularly with regard to service. I greatly appreciate hearing from you and I plan to look into the issues you raise. We take your comments very seriously because we are going to great lengths to ensure a positive GM owner experience.
Already, our efforts have borne fruit. For the past six years we have had the highest level of owner loyalty among all automotive brands, according to R.L. Polk. We are at 63 percent and the industry average is 54 percent. And J.D. Powers reported that GM dealers have done a better job than most in serving customers, with Buick placing second among all brands – and all of our brands ranked above industry average. However, we certainly can and will strive to improve upon our record.
Here are some examples of new GM offerings designed to further enhance the consumer’s experience:
¨ In the past few months, for instance, we announced the best warranty coverage in America. Now, every 2007 car and light-duty truck comes standard with a 100,000 mile/5-year transferable powertrain warranty with no deductible. In addition, you also get 100,000 miles/5-years of 24/7 roadside assistance, courtesy transportation and much more.
¬® With OnStar, we’ve added Vehicle Diagnostics for subscribers. With this technology OnStar monitors your vehicle’s key systems – from the engine, air bags, antilock brakes, remaining oil life – and sends you a monthly email report on those items. If you’re unsure of how things are performing at any time, you can also push the blue OnStar button and get a real-time GM Goodwrench diagnostic.
Again, thanks for the honest input. I hope that you’ll give us the opportunity to show you how we can exceed your expectations.
-Doug
I couldn’t believe it when the CAR AS COMMODITY men, Smale and Zarella, de-emphasized individuality and the love affair with the automobile for DEAL-MONGERING AS MARKETING. Now that GM has purged most of that nonsense, I think that natural consumer desire enters back into the GM equation when considering a puchase, especially after they see what the neighbor has done to customize their car!
As the frequency of new models
increases at GM, the trend of increased retail sales will only continue to strengthen.
Thank You Guys!
Doug,
GM needs to offer more color choices in interiors colors and fabrics. I know people make fun of the seventies but special interior fabrics, Two tone paint on the exterior(SEMA) Lucerne and stripe packages would take everyday cars something more individual. Interiors must come in more than grey and tan.
Thank you for your feedback, Doug.
One other thought; since GM Midsize vehicle brake rotors appear very prone to warping at the hands of GM service technicians that neither know nor care about proper wheel torquing (repair surveys, Edmunds forum comments, 6 personal experiences, etc.), why not at least offer the option of a higher quality brake rotor that doesn’t warp from slight overtorquing? Having to re-turn the rotors every 5- 10K miles (I am not a hard braker) does little to assure me GM products will last like Toyota, etc.
Thank you.
I’m going to strongly second what John posted about interior colors. The new interiors are just too light – with the exception of black, which I think is offered in… the Impala? Having spent a few days renting an ‘06 Impala with the light tan interior, which was really showing discoloration and dirt, I longed for the old days. What was wrong with maroon? Check out a mid-’60’s Pontiac. Wow! And how about turqoise or aqua? Seen the interior of an early to mid-’60’s Impala? I’d love to see some rich brown tones. (yes, the Aura has caught my eye with the Moroccan letaher!) But what do I dream of? The next generation Impala SS, in black, with a red interior.
I remain hopeful!
A campanha de lançamento do Prisma está perfeita, uma obra prima da comunicação. Não tenho condições de comprar um, mais se tivesse não pensaria em outro carro. Me fez recordar grandes momentos da minha vida. Abraços. Brasil РPE.
In all the announcements for new accessories, I didn’t see any mention of a bluetooth phone adapter. The Cadillac STS and Saab 9-3 (Europe only) get it, why isn’t it more widely available on other models or as a dealer installed accessory?
I also second the need for a universal remote that can be programmed to control more than one GM vehicle in a multi-car household.
My way or the Hiway?
I just returned from my GM dealer thinking that I was going to order a new pickup. Imagine my suprise when I found out that I could not get a standard transmission in the all new 2007 model. Last year I managed to purchase 2 standard transmission pickups with no problem. So what goes on here now?
Mr. Herberger,
I have been an American car only guy as long as I can remember and GMC has changed that.
With the purchase of my Denali I felt as if I were buying a premium product, I certainly paid a premium price! When I go in for service I am told that I do not recieve a loner car but the shuttle will drop me off at home.
When I asked why I didn’t fall under the same rules as the Hummer owners it was explained to me that the H3 buyers had purchased $23k premium cars while my $40k Denali was not.
With my Discovery this is never the case. They will usualy come to my house and pick up my vehicle and drop off a very nice car (Volvo S60 last time.)
The difference is that BMW, Landrover,porsche and so on all believe that they are selling you a wonderful experiance in the form of a vehicle. You have no concept of this and your premium vehicle sales will suffer greatly due to this. Simply being spoken to with a tiny bit of respect at any point beyond that sales room would have been a start.
I have loved GM vehicles my entire life, I will never buy another and I have sold all my stock in your company.
I hope for the sake of a large part of the American economy that some of the American auto makers figure “IT” out!
Shaun Brixey
i had great service when trying to get parts at the Chevy Dealer here in Okemos, Michigan (Right next door to East Lansing (home of Michigan State University).
I walked up to the parts desk.
I asked for a part for my 1988 S-10 2 DOOR BLAZER (weather stripping for back opening) and on a hard to find OLD part like that they had it the next MORNING for pick-up. Now that was amazing. who wants to wait 6 weeks for parts from japan when I can get the parts I need in UNDER 24 hours?! Forget that. That GM service was FANTASTIC.