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Automotive Consumer
AUTOS: GM Extends Money-Back Guarantee
"May the Best Car Win" and 60-day satisfaction program for all new GM vehicles continues through Jan. 4.
Bob Golfen  |  Posted October 30, 2009   Detroit, MI
The marketing program is credited with boosting consumer recognition of such new GM vehicles as the 2010 GMC Terrain. (Photo: GMC)
General Motors has decided to extend its 60-day satisfaction guarantee through Jan. 4 after the “May the Best Car Win” marketing campaign appeared to boost sales since it began on Sept. 14.

GM said that the money-back program, which was scheduled to end Nov. 30, “is boosting consumer opinion and consideration of its cars and trucks.”

“The campaign is getting the word out about how good GM’s new products are,” said Jay Spenchian, executive director of marketing strategy. “We’ve seen positive coverage and increased awareness of launch products like the Buick LaCrosse and GMC Terrain.”

Under the program, consumers have the choice of a rebate or the 60-day money-back guarantee. So far, GM has sold 142,000 Buicks, Cadillacs, Chevrolets and GMCs since the program began, with 449 customers opting for the guarantee rather than the incentive, according to statistics from Automotive News. Of those, just four people brought their cars back.

The next phase of the campaign will launch in December with advertising in magazines, newspaper and web sites.

The campaign, called “May the Best Car Win,” features GM chairman Ed Whitacre and echoes the 1970s Chrysler campaign in which then- chairman Lee Iacocca challenged auto buyers with, “If you can find a better car, buy it!”

Industry observers have said that GM’s program helps boost confidence in the company’s vehicles while increasing awareness of new models, with little actual risk to the bottom line.
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