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GM Sees Early Rollout of Dynamic Pricing


©General Motors
©General Motors

Speaking at a panel discussion at the recent NACE conference, GM wholesale dealer channel general director Kris Mayer said the automaker’s “MyPriceLink” dynamic pricing program may be introduced nationwide as early as October.

A test of the program began last week in the Denver market, with five insurance companies participating. MyPriceLink is being integrated with the CCC, Mitchell and AudaExplore estimating systems.

Currently, GM’s “Bump the Competition” pricing program offers post-sale rebates to GM dealers who offered price discounts in order to compete with aftermarket collision parts. But MyPartsLink will adjust prices automatically up front, on an estimate-by-estimate basis, in order to undercut pricing on aftermarket parts. Prices will by automatically adjusted up or down depending on the availability and cost of competing aftermarket parts.

The Denver pilot program does not fully incorporate dynamic pricing, but uses a small discount on parts in order to test the system.

Mayer told the NACE audience that GM could have MyPriceLink ready nationwide by fall, saying, “We’d like to do it before the collision winter season.”

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