GM Announces 60-Day Money-Back Guarantee

September 10, 2009

Building confidence in the four core General Motors brands is the new mission, as evidenced by the completely bonkers 60-day satisfaction guarantee launched today for all 2009 and 2010 model-year Buick, Cadillac, Chevrolet and GMC vehicles.

The program promises buyers that GM will refund their purchase price if they return a new car to the dealership between 31 and 60 days after purchase. Dubbed "May the Best Car Win," the satisfaction guarantee plan is GM's best effort to win back the hearts and minds of consumers by offering them a low-cost out.

"We think if consumers give us a fair chance and look at the facts on the 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," said Bob Lutz, GM vice chairman of marketing and communications.

GM already offers a five-year, 100,000-mile powertrain warranty to help prove it will stand behind its products. Of course, a warranty only lasts as long as the company behind it, and the American public have had some reason to doubt GM's longevity of late.

On the other hand, GM has been turning out quality products and increasing its standards for several years now--anyone that's driven the majority of the new GM lineup knows that. So getting butts in seats, as this new money-back guarantee is likely to do, could be the tipping point for rebuilding the GM reputation.

Just a few weeks ago, GM took a small step to distance the GM brand from its four core automotive brands by removing the corporate badge from all new cars. This latest move works in the other direction, serving to rehabilitate, rather than hide, the GM nameplate.

"We know that we'll need to work very hard to get people's attention and encourage them to give Chevy, Buick, Cadillac and GMC a try.  We think the 'May the Best Car Win' campaign and the Satisfaction Guarantee offer should help re-instill confidence in the excellence of our products.  We're putting our money down that if people buy one of our vehicles and don't absolutely love it, we'll take it back.  We will stand behind them both in the short-term and over the long haul," said Lutz.

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