20 June 2000

Vauxhall Cars, the UK arm of General Motors, is to extend its GM Card scheme to the Internet, aiming to maximise customer acquisitions and enhance promotional targeting accuracy to its 600,000-strong customer base.

The Luton-headquartered carmaker has not previously undertaken sustained profile-driven customer contact, but now seeks a closer relationship with vehicle-owners through more efficient data techniques.

Customer recruitment will be incentivised via the site ( offering new applicants an opportunity to win the Vauxhall of their choice. Every successful new applicant also gets a £200 discount on the negotiated price of a new car.

Says Vauxhall: "It is part of a refined strategy aimed at more relevant customer contact. Taking the scheme online reinforces our commitment to exploring different customer contact channels."

GM Card holders not only earn Rebate Points on Vauxhall purchases, but also receive discounts at partner retailers including Avis Rent A Car and travel agency chain Going Places.

News source: Precision Marketing (UK)