eBay is extending its reach, both online and off, with a new strategic marketing relationship with General Motors (GM). The San Jose-based online auction giant and the Detroit-based automobile maker announced today the development of special joint promotions and community events to highlight their respective brands.
A host of GM sales and services will be incorporated through eBay Motors, an auto-specific subsidiary within eBay, including special charity sales (like the Yukon XL from MTV’s “Real World” TV show), live chats with auto experts and celebrities, and dedicated enthusiast pages for popular GM makes like the Corvette and Hummer.
Rich Christensen, Director of Alliances and Acquisitions at GM’s Internet subdivision, e-GM, says the deal with eBay is the beginning of an ongoing push into the online space for the automaker.
“At GM, we’re identifying and going after all of the possible ways to build relationships with the online community,” says Christensen. “Working with eBay allows us to reach a new audience and affiliates the General Motors name with a top-tier new economy company.”
In addition, GM will also establish a direct link to an eCommerce platform for GM products purchased through eBay. An eBay user who buys a GM collector car on the site, for example, will be able to link to “GM Restoration Parts” and find new parts for vintage GM autos.
The deal also makes GM the exclusive automotive sponsor at Kruse International’s live auction events. A wholly owned subsidiary of eBay, Kruse auctions more than 13,000 cars in more than 25 events each year. The annual sale at its headquarters in Auburn, Indiana in September attracted more than 250,000 visitors.
“This will bring more excitement to our growing marketplace of buyers and sellers,” says Simon Rothman, VP and General Manager at eBay Motors. “Our co-promotions will help attract new users and the new services GM brings will add to the value of the site overall.”
This article was prepared by the staff of siliconvalley.internet.com.
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