• Sep 10, 2009
General Motors wants to prove to you that their vehicles are up to snuff, and The New York Times is reporting that a new marketing initiative aims to get more customers behind the wheel of GM cars and trucks. The General's rumored Satisfaction Guaranteed program promises to give customers their money back within 60 days if they're not completely satisfied with their purchase. The new sales tool, which will reportedly begin Monday and run through November, may mark the first time a major automaker has backed their product with a money back guarantee. The new initiative will cover new Chevrolet, Cadillac, Buick and GMC models.

New GM Chairman Edward Whitacre stars in the new commercials designed to promote the porgram, reportedly uttering confident proclamations like "We're putting our money where our mouth is" and "May the best car win." That sounds a lot like the old Chrysler spots featuring then chairman Lee Iacocca to us – GM can only hope that its new chairman can capture the attention of the car-buying public as well as ol' Lido did.

The idea for the new initiative was allegedly hatched by GM's new board as a way to stir up customers post-bankruptcy. Details of the impending program are sketchy at this point as the General has yet to publish a press release, but if the marketing initiative starts Monday, we'll know soon enough.

[Source: The New York Times | Image: Bill Pugliano/Getty]


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  • 38 Comments
      • 5 Years Ago
      If they have to resort to this something is quite wrong, even after they shed "bad GM" in bankruptcy.

      Their new $hitty products can't get here fast enough (Hello, Cruze).
      • 5 Years Ago
      Its ok if you really hate the car even if it does end up costing you a thousand bucks or so. Would have to see the fine print to understand how much the owner would be out. Is tax refunded as well.

      Good program, I doubt it will be utilized often. Nice to know their is protection for buyers remorse or buyers reality after living with a car for a period of time.
      • 5 Years Ago
      I thought Chryco or Hyundai did this a few yrs ago? they buy back but after discounting for mileage and time. It was certainly better than trying to dump a month old used car but it still ended up costing you more than the out of pocket expenses

      nice advertising scheme but not as a good as it sounds
      • 5 Years Ago
      If it gets customers to look at the vehicles - esp if they would not have considered GM normally - it is a good move. Saturn did have a similar program of shorter duration (I'm not sure of the specifics, even though I drive an Astra...)

      I'm waiting for the backlog of Camaro demand to be satisfied a bit. Dare I hope for a finance deal on an SS someday? OK, maybe not for a while.
        • 5 Years Ago
        Nice to see a fellow Astra driver around these parts.

        Yeah, I think this is a good idea overall. It depends on how the commercials come out. But I question one piece of the marketing strategy: will they be advertizing the GM brand again, or will there be 4 different spots featuring Whitacre offering the deal on each of the brands.

        I think the latter idea is better.
      • 5 Years Ago
      Not valid on Pontiac though. Dammit! There goes my free two month rental of a G8!
      • 5 Years Ago
      if it works for them cool. Personally all the people commenting here about going and buying a vette for 59 days and beating the hell out of it make me slightly sick. I think it speaks a great deal about your personality if you actively seek out to take advantage and screw over a company trying to right themselves. Am I a fan of GM? not at the moment, even though I do own two of their vehicles. I don't have to like them, but I wouldn't kick anyone while they are down.

      It's pretty damn selfish of you to "buy a car" only to know you are going to abuse it and then turn it and all its problems back over to the dealer/next owner. Ask yourself this, would you want to buy a car that some jackass did track days in, dropped the clutch all the time and did burnouts? I don't know if people realize it, but this country would be a lot better off is people didn't constantly look for ways to cheat the system for an extra kick, thrill, or dollar. I realize honesty flew out the window a few decades ago... but some of you people are just sad the way you think .
        • 5 Years Ago
        Well put Jeff, for all who really want GM to succeed and put an American car maker back in the game wouldn't pull a stunt like that with good conscience. I drive an import and still would like GM to become a player again. Just my opinion.
      • 5 Years Ago
      Gm needs some serious marketing help, nobody wants to see the CEO pitching a desperate 60 day money back guarantee.

      We have a dealer here offering $500 if the customer DOESN'T take the guarantee.

      I have bought my last 4 vehicles from GM. 2 Chevy's, 1 Pontiac, and a Saturn

      Concentrate on the product, the improvements you make, the technology you incorporate into the vehicles.

      For instance, in ALL SUV's put rear backup sensors in the bumper (not the camera's) Standard.

      it costs $100 but it can save lives.. we had 2 toddlers get killed in backing accidents in the past 2 years.

      Ricardo Montablan sold 1,000's of Chrysler Cordoba's because of the Corinthian Leather.

      See GM its all about the product, not the gimmick
      • 5 Years Ago
      GM needs to quit talking about GM and just let the brands speak independently. This is the kind of crap that got them in trouble the first time.
        • 5 Years Ago
        @shethj. I don't think anyone considering an import will be challenged by this latest incentive friend. We shall all see if it is a smart move or not. GM has been known to throw out incentives and having them backfire. Again, as far as confidence in the product, we shall see how that one plays out. Do tell, how are Honda and Toyotas suppose to be perfect? Is that an illusion you created or are you just an import hater? Just curious.
        • 5 Years Ago
        You have no clue what you are talking about. GM has rarely done corporate advertising. They did it when the 100k warranty came out and when they entered chapter 11. 95% of GM ads are for specific brands or products. Care to offer examples of GM advertising you've seen over the last few years?

        This is a smart move because EVERYONE will be talking about it and its a direct challenge to those who are addicted to imports and refuse to try out American products. Beyond the promotional period, it shows they have confidence in the product. Toyota and Honda are supposed to be perfect and yet niether has ever offered this kind of guarantee.
      • 5 Years Ago
      60days money back guarantee on new vehicles. I guess they GM are gona buy back used cars, It takes only one day of purchase and titled to the buyer to make it a used car. As far as I know once a GM product is bought it already loses about 20% of its value, so for GM the only way they can sell it as a new car again, either they reset the odometer or not have it titled and make sure that the buyer of the vehicle doesn't drive it.

      I just hope that they don't go to capitol to ask for tax payer dollars again.Oops, I forgot that GM is own by the United States of America and UAW. I gues that thay have to go to the China and ask for lead again.
        • 5 Years Ago
        60days money back guarantee on new vehicles. I guess that GM are going to buy back used cars, because it takes only one day of purchase, and titled to the buyer to make it a used car. As far as I know, once a GM product is purchased it already loses about 20% of its value. Futhermore, the only way they GM can sell it as a new car again is to either reset the odometer or not have it titled, and make sure that the buyer of the vehicle doesn't drive it.

        I just hope that GM don't go to capitol hill to ask for tax payer dollars again. Oops, I forgot that GM is own by the United States of America and the UAW. I guess that the US will need to go to China and ask for lead again.
        • 5 Years Ago
        I know we all can't be coherent all the time. Care to try that (i.e., making any sense at all) again?
      • 5 Years Ago
      Subaru used almost that exact line in its ads years and years ago: "A car is just a machine... may the best machine win."
      • 5 Years Ago
      Talk about putting your money where you're mouth is. Bravo GM!
      • 5 Years Ago
      Anyway their new cars are very good.
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