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New GM Promotion Highlights a 60-Day Money-Back Guarantee

By KBB.com Editors on September 11, 2009 2:42 PM
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Back from bankruptcy and intent on luring customers into showroom, General Motors is launching new advertising campaign this weekend that offers buyers a 60-day money-back guarantee on any 2009 or 2010 Buick, Cadillac, Chevrolet and GMC product they purchase. This Satisfaction Guarantee deal will underpin a new multi-media and mega-dollar marketing blitz that invites consumers to see for themselves how GM's latest offerings stack up against their prime competitors using "May the Best Car Win" as its tagline. In an equally dramatic departure from business as usual, the "May the Best Car Win" campaign will be introduced in a series of commercials that feature GM's new Chairman of the Board, Edward Whitacre, walking through a styling studio filled with upcoming GM products. Whitacre's high-profile involvement hearkens back to the early '80s when then-Chrysler Corporation chairman Lee Iacocca managed to successfully kick start his firm's sales recovery in a similar manner using the memorable: "If you can find a better car, buy it" line as its motivating thought.

While some details regarding GM's Satisfaction Guarantee have yet to be released, the basic stipulations have it applying to all new 2009/2010 vehicles from the automaker's four remaining "core" divisions -- except medium-duty trucks -- require buyers take delivery by November 30 and exclude leased vehicles. Customers (one per household) will be able to return any car or truck between 31-60 days after purchase -- provided it has been driven less than 4,000 total miles and is up to date in financing payments. The major caveat here is that while the Satisfaction Guarantee covers purchase price and sales taxes, it does not apply to other add-ons like accessories, negative equity on a trade-in or any other fees.

Bob Lutz, GM's vice chairman Marketing and Communications, views the Satisfaction Guarantee program as a critical link in helping close what he sees as a "monumental chasm" that exits between public perception and the reality of his firm's current new products. "We think if customers give us a fair chance and look at the facts on things that matter most to them, like design, fuel economy, warranty, and safety, our vehicles are the best choices -- that's what makes an offer like this possible."

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