STASHEM
Driving EV growth through personalized digital experiences
GM supercharges data with Stashem Consulting to create the best, unified customer experience
It was a sunny winter afternoon in Michigan. Daniel, a long-time sedan driver, sat in his kitchen scrolling through his phone, sipping coffee while snow quietly fell outside. He wasn’t actively car shopping, but he was EV-curious. He’d seen the headlines—GM’s bold plans to go all-electric—and he’d heard buzz about the sleek new Chevy Blazer EV.
Out of curiosity, he pulled up the Chevrolet website. The moment he landed on the Blazer EV page, it felt like it had been designed for someone like him. Interactive specs, immersive 360 visuals, and live inventory updates pulled Daniel into the journey. He wasn’t just browsing—he was envisioning. A few clicks later, he scheduled a test drive.
With more than 80% of car shopping journeys now starting online, General Motors (GM) knew that digital experience would be central to its all-electric future.
To reimagine this journey and remove friction from the buying process, GM partnered with Stashem, a Salesforce consulting firm based in Charlotte, North Carolina.
The goal? Build an experience as powerful and intelligent as the vehicles themselves.
Creating seamless, personalized digital journeys
GM’s commitment to electrification is bold: 30 new EV models globally by 2025. But its internal CRM tools and legacy marketing systems weren’t built for personalization at scale. Most customer interactions were isolated—one campaign for Cadillac, another for Chevrolet, each with different data sources and disjointed follow-up processes.
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So GM asked: How can we connect a shopper like Daniel to the right product, dealer, and post-purchase journey—seamlessly?
Working with Stashem, GM set out to modernize its EV customer experience using Salesforce Automotive Cloud, Data Cloud, and Marketing Cloud. The transformation began by unifying customer data—test drives, connected vehicle data, dealership visits, and service history—into a single profile.
From there, new AI-powered journeys were built to:
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Guide shoppers through pre-order education, model comparisons, and eligibility for EV incentives
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Deliver personalized follow-up from the nearest participating dealer
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Trigger post-purchase service journeys, mobile reminders, and software update alerts
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Surface accessory bundles and financing offers tailored to behavior, location, and lifecycle stage
As more data flowed into the system, every interaction—whether via email, chat, SMS, or in-app—became smarter and more relevant.
Powering the future through unified architecture
Behind the sleek new web experiences and journeys sits a unified Salesforce architecture, integrated with GM’s existing systems via MuleSoft. This allows data from dealer management systems, service records, and connected vehicle APIs to enrich the customer profile in real time.
Front-end content is managed via a headless CMS architecture, empowering content teams to update regional offers, imagery, and copy across Cadillac, Chevrolet, GMC, and Buick sites—without waiting on dev cycles. Meanwhile, Salesforce Einstein provides ongoing insights: Who’s at risk of canceling? Who’s ready for a test drive? Which incentives work best for repeat buyers?
The system even auto-generates next-best-action suggestions for dealer follow-up, ensuring no lead is left behind.
With reusable components and centralized design tokens, GM’s digital team has reduced page and journey creation time by over 60%. That means faster launches, quicker optimization, and less reliance on hard-coded customizations.
+33% better
EV Pre-order conversion rate
+47% faster
Dealer response time
A bold road ahead
General Motors isn’t just building electric vehicles—it’s building the digital infrastructure to power long-term loyalty.
From Daniel’s living room to the test drive lot, every interaction now reflects GM’s vision of a connected, data-driven future.
“It’s not about selling a car,” said GM’s VP of Global Digital Strategy. “It’s about earning a customer. And that starts with the experience.”
As the company scales to millions of EVs globally, its partnership with Stashem and Salesforce ensures that the digital road ahead is personalized, predictive, and frictionless.
About General Motors
General Motors, headquartered in Detroit, Michigan, is a global automotive leader with brands including Chevrolet, GMC, Cadillac, and Buick.
The company has committed to an all-electric future and is investing more than $35 billion through 2025 in electric and autonomous vehicle development.
About Stashem Consulting
Stashem, based in Charlotte, North Carolina, is a Salesforce consulting firm that helps enterprise and mid-market companies drive transformation through data, automation, and personalization.
With deep experience in the automotive sector, Stashem delivers human-centered, AI-enabled Salesforce solutions at scale.
