• Bloomberg BusinessWeek, Tuesday, October 12, 2010 10:48 AM

To build awareness, GMC and Buick (which incidentally is the fastest-growing brand in the U.S. this year) are considering loaning vehicles to customers getting warranty service on their vehicles, Craig Trudell reports.

The program, which may start within a couple of weeks, hopes to get GMC Acadia owners into a Buick Enclave, for example, according to Brian Sweeney, vp of sales for Buick and GMC. "We want to expose customers to other Buick and GMC products," he says.

Mike Bowsher, co-chairman of the national dealer council for Buick-GMC and president of Carl Black Automotive Group, says that old-school dealers will need to meet the expectations of upscale customers. "A lot of us were old Pontiac dealers, and we now have to learn how to handle the Lexus, Ritz-Carlton, Cadillac, Mercedes kind of crowd," he tells Trudell.

Read the whole story at Bloomberg BusinessWeek »