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Although General Motors should sell the last remaining Pontiac within the next few months, the automaker still aims to keep customers loyal to dealers and itself through top-notch service.
After GM phased out its Oldsmobile division nearly five years ago, it lost a considerable amount of loyal customers. According to Automotive News, nearly 80 percent of Olds owners bought non-GM vehicles in the following years, a fact largely attributed to poor communication with customers, who felt they were being abandoned.
GM hopes to avoid a similar situation with Pontiac. GM spokesman Jim McDonald said the company "has to do a better job of focusing on what the customer's needs are, and how we can respond better than we have in the past."
GM hopes to retain Pontiac service revenue by informing customers of local GM service centers, which are capable of servicing Pontiac vehicles. Non-Pontiac dealerships will now carry parts specific to the brand. GM is legally bound to honor all Pontiac warranties for their full term, the longest being the six-year corrosion coverage guarantee.
The automaker refers to Pontiac customers as "free agents," and is assigning a large team of marketing and customer relations experts to help retain those customers. With more than 1 million Pontiacs on the road still under warranty, GM aims to keep more than 50 percent of those customers in GM vehicles.