Case Study: GM Colombia achieves 60% incremental revenue growth and 34% higher retention with SugarCRM

General Motors Colombia Drives Customer Loyalty Marketing and ROI to New Heights with Sugar Professional

General Motors Colmotores (GM Colombia), the country’s leading automaker with a 33.9% market share, needed to strengthen after-sales customer loyalty and boost incremental revenue but was hampered by fragmented, outdated customer data across dealers, corporate systems and executive spreadsheets. The aftermarket team required a flexible CRM to consolidate and clean millions of records (about 2 million records covering 350,000 customers, 500,000 vehicles and 1.3 million activities) and to support targeted, scalable loyalty campaigns.

GM rolled out a phased implementation of SugarCRM—starting with Community Edition for data scrubbing and custom modules (vehicles, customers, after-sales) and upgrading to Sugar Professional for advanced reporting, team-based access and behavior scoring. The solution enabled dealer-level campaign management and performance tracking, driving campaign response rates from 0.2% to ~10%, improving customer retention by ~34%, and increasing aftermarket incremental revenues by about 60% over three years.

GM Colombia

Lorena Clavijo

Aftermarket Analyst