As part of a new marketing campaign led by chairman Ed “Guns-up” Whitacre, GM will be offering a 60-day money-back guarantee on all 2009 and 2010 Chevy, Buick, GMC and Cadillac models. The desired boost in consumer confidence couldn’t come at a better time with recent reports showing much of the auto bailout money is unlikely to be repaid. “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,” said vice chairman of marketing Bob Lutz. The program runs from September 14 through November. Click through for the press release and stipulations.
FOR RELEASE: Sept. 10, 2009, 2:00 p.m. EDT
GM Launches 60-Day Satisfaction Guarantee;
Offer Bolsters Campaign to Earn Consumer Confidence
• ‘May the Best Car Win’ marketing effort demonstrates GM’s confidence in the quality, durability of its cars, trucks and crossovers
• 60-day Satisfaction Guarantee covers 2009 and 2010 Model Year vehicles
• Builds on 100,000-mile/five-year powertrain warranty
• Covers all vehicles sold by Chevrolet, Buick, GMC and Cadillac
• Program runs Sept. 14 through Nov. 30
DETROIT – General Motors announced today that it will offer a Satisfaction Guarantee to eligible buyers of new Chevrolet, Buick, GMC and Cadillac vehicles. The guarantee allows customers to return their vehicle to their dealer between 31 and 60 days of purchase and receive a refund of the purchase price for the vehicle.
The announcement is part of a larger “May the Best Car Win” marketing campaign that demonstrates GM’s confidence in its vehicles when compared head-to-head with the most competitive vehicles in each vehicle segment.
The new Satisfaction Guarantee bolsters GM’s existing industry-leading consumer coverage, which includes a transferrable100,000-mile/five-year (whichever comes first) limited powertrain warranty, roadside assistance and courtesy transportation.
“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, Marketing and Communications. “The Cadillac SRX and CTS Wagon, the Buick LaCrosse, the Chevrolet Equinox and GMC Terrain, for instance, are all outstanding new products. This new marketing effort should help us communicate these facts to consumers.
“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,” Lutz said.
Details of GM’s new Satisfaction Guarantee:
• Offer covers 2009 and 2010 Model Year Chevys, Buicks, GMCs and Cadillacs (except medium duty trucks)
• Customers (one per household) can return their vehicle between 31 and 60 days with less than 4,000 miles
• Customers will be informed in writing before they buy the vehicle of the terms of the Satisfaction Guarantee
• Customers must take delivery by Nov. 30
• The Satisfaction Guarantee covers the vehicle purchase price and sales tax, but not other add-ons like accessories, negative equity on a trade-in or other fees; other restrictions apply
• Leased vehicles are not included
• More details are available beginning Monday, Sept. 14, online at [Chevy][Buick][Cadillac][GMC].com/guarantee
About General Motors: General Motors Company, one of the world’s largest automakers, traces its roots back to 1908. With its global headquarters in Detroit, GM employs 219,000 people in every major region of the world and does business in some 140 countries. GM and its strategic partners produce cars and trucks in 34 countries, and sell and service these vehicles through the following brands: Buick, Cadillac, Chevrolet, GMC, GM Daewoo, Holden, Opel, Vauxhall and Wuling. GM’s largest national market is the United States, followed by China, Brazil, the United Kingdom, Canada, Russia and Germany. GM’s OnStar subsidiary is the industry leader in vehicle safety, security and information services. General Motors Company acquired operations from General Motors Corporation on July 10, 2009, and references to prior periods in this and other press materials refer to operations of the old General Motors Corporation. More information on the new General Motors Company can be found at www.gm.com