The industry-backed Invest in America auto discount program has lost one of its partners-the Cadillac Division of General Motors Corp.
The Michigan Credit Union League, which for two years now has been the chief caretaker of the Invest program promoting the dealer linkup with automakers, told CUs last week Cadillac "will no longer offer credit union member discounts after June 30."
"This is part of Cadillac's overall brand strategy and not an action that singles out Invest in America," said the league. "More importantly, General Motors is very supportive of Invest in America with remaining brands Chevrolet, Buick and GMC fully committed to maintain credit union member discounts."
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Alan Babcock, director of membership rewards for the league, said "we are disappointed" in the Cadillac move, which apparently was driven by a new brand strategy that disfavors or contradicts the discount concept.
Invest in America said it would be updating its LoveMyCreditUnion.org website to reflect Cadillac's departure from the program.
"The marketing materials developed by Invest in America do not include any specific Cadillac reference so they will be fine for continued use," said Invest. "We ask that you remove Cadillac from any marketing materials that your credit union may have developed."
The Invest program now counts 2,500 CU participants across the U.S. helping provide finance discounts on 290,000 vehicles. Since starting with GM, Chrysler and Ford, Invest has also branched out on the discounts with other vendor partners including Shop America, Allied Van Lines, FTD Florists, and Sprint among others.
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