Jackie Charniga, Detroit Free Press
3 min read
Taking cues from the travel industry, General Motors plans to relaunch its credit card under a new lender and change how points can be accrued and used on automotive purchases.
The new card provides customers more ways to earn and redeem GM Rewards points on new vehicles, services, parts and accessories, according to the company. And starting May 20, GM employees, retirees, dealership employees and suppliers eligible for vehicle discounts will be able to use GM Rewards points on top of that discount.
The card allows customers to earn up to 10 times the points on eligible GM purchases, broken down by seven times the points for every $1 spent when using the GM Rewards Mastercard, plus up to three times the points for being a GM Rewards member. All other purchases qualify for three times the points, which GM said can also be redeemed on GM Financial account balances.
The automaker has more than 13 million GM Rewards members, the company said. GM has had a branded credit card since 1992.
Cash back promotions: Are rewards credit cards worth it with surcharges, transaction fees? We explain.
Members of the company rewards program on average purchase vehicles with 5% higher manufacturer-suggested retail prices than nonmembers, visit GM dealerships twice as often as nonmembers and typically repurchase GM vehicles almost three years sooner than a nonmember, according to Ralph Darmo, head of GM Rewards.
“The value of those members is why GM has made the decision to invest in those members,” Darmo said. “We’re making the program better.”
Prior to joining GM, Darmo managed the Delta SkyMiles credit card and then managed the GM credit card when it was branded with Goldman Sachs.
One of the main changes is simplifying the program, streamlining the various separate branded rewards to one, Darmo said. Instead of Cadillac Rewards, Chevy Rewards, Buick Rewards, GMC Rewards and My Rewards, starting May 20, all of that will be lumped into My Rewards.
The goal is to improve the experience for dealerships as well as customers, Darmo said, because of the confusion over whether or not a GMC Rewards member could apply points on a Buick purchase, for example.
“You will get more points when you buy GM under the new program. We’re also removing some of the restrictions — there won’t be earn caps, there’s no redemption caps, there’s no exclusion on vehicles anymore, and the points are universal — the points can be used across all GM brands for a new GM vehicle or a certified pre-owned vehicle,” he said.
