Since beginning operations in 1897, General Motors has been subject to an incredible amount of change and expansion in the automotive industry. The new GM story started in 2010, when the company completed the world’s largest initial public offering, emerging with a solid financial foundation that enables them to produce great vehicles for their customers and build a bright future for employees, partners and shareholders. As part of this new branding initiative, GM wanted all dealerships across the nation to have the same look and feel, creating consistency and confidence in the brand.
The brand program consisted of five phases—Enrollment, consultation, design intent drawing delivery, construction documents/review, and verification with a percentage of the re-imaging cost awarded as an incentive upon completion of each phase. Gentler Architecture, who consulted with General Motors for the entirety of the program, added Coast 2 Coast in the first phase to provide expertise in as-built services for existing site documentation.
The week before quarterly notifications, Coast 2 Coast conducted call and email campaigns with their own industry contacts. The effort to circulate the information, advise dealers about as-built survey requirements and offer a GM tailored solution to complete the task helped more than 2,600 dealers take full advantage of the re-imaging program within the timelines specified by the corporate office.