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General Motors, Alephee and Mercado Libre join forces to expand digital sales channels for the brand’s auto parts and accessories in Argentina, Brazil, Chile and Colombia, creating the perfect ecosystem so that their dealerships also have growth opportunities within the new digital context.
A journey that points the way to innovation in the auto parts sector
The most significant highlight of last week was the visit to the General Motors plant in Alvear, Province of Santa Fe, attended by Gastón Zelerteins, CEO of Alephee, Jonathan Saiegh, COO of Alephee, Carolina Gotter, Head of Auto Parts at Mercado Libre, Mariano Vainstein, Director of Marketplaces for Latin America at Mercado Libre, along with the General Motors team.
The visit began with a breakfast and presentation of the General Motors Automotive Industrial Complex, led by GM Argentina Manufacturing Director Claudio Vulcano, and joined by other executives such as Felix Madeis Junior, GM SA After-Sales Director, Daniel Alvarez, GM SA Senior Product Marketing Manager, and Pedro Arleo, GM Senior After-Sales Manager for Argentina, Paraguay and Uruguay.
The visit to the complex included a guided tour with explanations from GM employees in the areas of stamping, engines, bodywork, painting, assembly, and final testing. Over the 25 years celebrated last December, more than 1,600,000 GM vehicles have been produced at the complex—nearly one million of them exported. Currently, various components, engines, the Cruze (sedan and hatchback), and the Tracker SUV are produced. The complex, which operates with Industry 4.0 technology, has received recognitions such as the “Energy Star Recognition Award” (2020) and the “Global Manufacturing Recognition Award” (2022), among others.
Afterwards, everyone had lunch in the same cafeteria used by administrative and technical staff from the production lines, experiencing a special moment of integration with the metal-mechanical spirit of the automotive industry.
The day ended with a business review carried out by the teams from the companies participating in the visit.
Immersion at the forefront: General Motors, Alephee and Mercado Libre transform the auto parts and accessories industry
General Motors launched its plan to evolve the e-commerce of official auto parts in Argentina, with the opening of an exclusive website for the sale of Chevrolet and ACDelco parts and accessories by the end of 2023.
In addition, GM already has its Official Chevrolet Store on Mercado Libre, an exclusive sales space operated by the official Chevrolet dealership and distributor network.
This model is already in operation in Brazil, Chile, and Colombia, representing an important step in the digitalization of GM and the industry as a whole.
The connection with the dealership network and integration with management systems were developed through our platform, enabling brands and dealerships to connect, digitizing and optimizing supply and online sales processes, with accessibility, transparency, and security at every stage of the transaction.
Daniel Álvarez, GM South America Product Marketing and After-Sales E-commerce Director, emphasizes the importance of the partnership: “We developed this project regionally, with the participation of the integrator Alephee, and it required a major collaborative effort to innovate in purchasing methods, security, customer accessibility, and the analysis of consumer behavior and market needs.”
Gastón Zelerteins, CEO of Alephee, adds: Innovation is not just about selling online, but doing it with the best processes. The focus of General Motors and Alephee on e-commerce, with Mercado Libre as the main channel, redefines how we interact with the automotive industry and how dealerships can thrive in the digital environment.”
Evolution of auto parts e-commerce: the strategy
General Motors has established itself as a pioneer in the evolution of e-commerce in Argentina. The announcement of the plan to expand the sale of Chevrolet and ACDelco brand accessories and auto parts is a milestone in the sector’s digital transformation. The new online sales website, "Chevrolet Parts," will complement the successful Official Chevrolet Store on Mercado Libre.
The strategic collaboration between GM, Mercado Libre, and Alephee was essential in this process. The Official Chevrolet Store grew by around 700% last year, and the partnership made it possible to consolidate Chevrolet’s parts and accessories offering into an efficient and reliable experience.
Conclusion: a future of collaboration and transformation
The visit to the GM plant and the expansion of the e-commerce strategy mark a promising future for the Argentine automotive sector. The union of industry leaders and adaptation to digital trends are key to the evolution of the industry. GM takes on a leading role, alongside strategic partners such as Alephee and Mercado Libre, offering a more accessible, secure, and transparent shopping experience for its customers.
The convergence of innovation, sustainability, and collaboration defines the new paradigm of the automotive industry in Argentina in a constantly evolving scenario.
