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September 17, 2009

'May the Best Car Win' Marketing Campaign from GM

GM Launches 60-Day Satisfaction Guarantee.

60-day Satisfaction Guarantee covers 2009 and 2010 Model Year vehicles.

Covers all vehicles sold by Chevrolet, Buick, GMC and Cadillac.

Program runs Sept. 14 through Nov. 30.

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.

GM Cadillac


Photo: 2009 Cadillac CTS-V.

Buick Lucerne


Photo: 2009 Buick Lucerne CXL Special Edition.

General Motors has announced 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.

GM says that it is demonstrating its confidence in its vehicles when compared head-to-head with the most competitive vehicles in each vehicle segment.

Chevrolet Malibu


Photo: 2009 Chevrolet Malibu LTZ.

GMC Terrain


Photo: 2010 GMC Terrain SLE.

"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.

Source: General Motors Company



"This Sunday, General Motors launched a new marketing campaign, 'May the Best Car Win,' and will offer car buyers a 60-day money-back guarantee. Perhaps a more fitting slogan is 'Taxpayers, You Lose.'

Normally a strategy like this would be a bold move to compete in the marketplace - one that consumers and shareholders ultimately decide to reward or punish. Unfortunately, with this 60 percent government-owned company, taxpayers don't have the option of 'pulling out' of GM and putting their investments elsewhere; unless, of course, they'd like to be prosecuted by the IRS and spend a few years in jail. As a pro-market organization, we would applaud GM's gutsy approach - if only GM hadn't rigged the market in the first place.

Given that rigged market, it's no wonder GM can afford to offer money-back guarantees. After all, it's got $50 billion in bailout money. And it's probably not going to pay it back, according to a report last week from a Congressional Oversight Panel.

Since the federal government owns 60 percent of GM, maybe it ought to consider offering a money-back guarantee to the taxpayers as well. Instead, with this money-back guarantee GM continues to flaunt the enormous taxpayer investment in it.

According to the State of New York Banking Department, a new car loses up to 20 percent of its value the second it drives off a dealer's lot. Should taxpayers be footing this bill for GM's Zipcar-like incentive program?

If GM has money to burn on this type of program, perhaps it doesn't really need the $50 billion it received from the Treasury."

-- NATIONAL TAXPAYERS UNION, 108 North Alfred St., Alexandria, VA 22314, USA.

Our Opinion

Money-Back Guarantee from a Car Manufacturer?

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Edited & Posted by Surender Hastir | 3:05 PM | Link to this Post

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