CARFAX’s relationship with General Motors has grown.

The company said CARFAX Lifetime dealers will now receive new-car ad placements on CARFAX Reports, CARFAX Car Listings, and CARFAX Car Care to qualify for GM’s In-Market Retail Turnkey program.

The extended collaboration allows GM dealers with CARFAX Lifetime status to access new levels of advertising support, backed by iMR Turnkey funding.

In a news release from CARFAX, Andrew Diemer, dealer principal of Day’s Chevrolet in Jasper, Ga., called the announcement “a big win for our business and our customers.”

“It’ll help boost revenue and visibility while reinforcing the trust and loyalty we work hard to earn every day,” he said. “As a CARFAX Lifetime dealer, we’re committed to transparency with our customers from sales to service to trades. Now, with GM iMR Turnkey support, that impact goes even further.”

Eligible Chevrolet, Buick, GMC and Cadillac dealers can enroll in the GM iMR Turnkey program, which reimburses dealerships for a portion of eligible advertising and marketing costs for approved vendors, with first reimbursements possible as early as this month.

CARFAX said program funding is only available to CARFAX Lifetime dealers who have new-car advertising displayed with CARFAX Advantage, CARFAX Car Listings and CARFAX for Life subscriptions.

“There’s no additional paperwork or delay,” CARFAX chief revenue officer Gregg Cleary said. “CARFAX and GM are working to streamline the process for dealers. This synergy helps dealers get more value from their ad spend, freeing up both time and digital marketing dollars to focus on what really matters – helping others build the confidence they deserve as car shoppers, owners, and sellers.”

The companies’ partnership began last year, when GM approved CARFAX Car Listings for the iMR Turnkey program.