You’d need to rack up a lot of General Motors loyalty points, but someone who did could use them to buy a vehicle.
The automaker launches its new My GM Rewards loyalty program for Chevrolet, Buick, GMC and Cadillac customers.
It features three membership tiers – Silver, Gold and Platinum – and new ways to redeem accrued points.
GM also launches an all-new My GM Rewards Card (a credit card) in collaboration with Marcus by Goldman Sachs and Mastercard.
“The new My GM Rewards is a big win for our customers,” says Julie Heisel, director-GM Rewards and GM Card. She adds at a media briefing: “It’s a complete reinvention” of the automaker’s loyalty program.
My GM Rewards is available at no cost to current or past Chevrolet, Buick, GMC or Cadillac customers.
Gold and Platinum rewards members can redeem points toward the purchase of GM certified pre-owned vehicles. Points do not expire. They are earned by purchasing GM products and services, such as dealership repairs, parts and accessories. One point is worth one cent. “So, 10,000 points is worth $100,” Heisel says.
My GM Rewards began in 2018, billed as the auto industry’s first automotive rewards-based customer loyalty program. A million people signed up within the first year. Today, more than 6 million GM customers are members.
The all-new credit card is integrated into the My GM Rewards loyalty program. Cardholders can redeem an unlimited number of points toward the purchase or lease of a new Chevrolet, Buick, GMC or Cadillac vehicle.
Cardmembers can also redeem points toward the purchase of CPO vehicles or toward eligible in-dealership GM services, including select OnStar connectivity plans.
The My GM Rewards Credit Card benefits include unlimited 7X points for every $1 charged with GM and unlimited 4X points for every $1 charged elsewhere. GM calls that “best-in-class.”
“The card is a big deal,” Heisel says. “The points can rack up quickly.”
John Lazzati, who heads Marcus, a Goldman Sachs consumer brand, adds: “We listened to customer feedback to keep it simple.”
Steve Finlay is a retired WardsAuto senior editor. He can be reached at [email protected].