A Chevy Malibu ECO can be had as part of Chevy's new bu... A Chevy Malibu ECO can be had as part of Chevy's new buyer's program (Credit: GM).
Lots of car buyers understand remorse. It's that moment after the excitement wears off from buying a new car. Now, you realize, you have to pay for it.

Doubt sets in: Maybe it's not exactly the car you wanted or maybe you hear of someone else getting more car for less money some where else. Buyers' remorse starts with a pitted feeling in your stomach and ends with a raging headache at the end of the month when you make your first payment – one that that you'll be doing for the next four years.

Chevrolet, however, has an answer for buyer's remorse. It is Total Confidence Pricing coupled with Love It or Return It.

Chevrolet announced this morning the launch of its "Love It or Return It" program where a Chevy customer can return their vehicle within 60 days if they are not totally satisfied with it. The car maker will begin airing commercials about the program tonight during the Major League Baseball All-Star Game.

"We are confident in our lineup, especially our new cars, that if people come in and see our vehicles they are going to want to keep them," said Chris Perry, Chevrolet global vice president of marketing.

The one-two of no-haggle pricing and the ability to return the vehicle if a customer is not happy with it is a combination that Perry says will draw more people to Chevrolet dealerships.

Additionally, when Chevrolet held a program like this in 2009, less than 1 percent of buyers brought their vehicle back.

Indeed, Chevrolet has a strong lineup of vehicles ranging from its subcompact Chevy Sonic and midsize Malibu to its popular small crossover Equinox and big Suburban. Much of Chevrolet's lineup has been refreshed or redesigned in recent years, meaning former Chevrolet customers may be surprised at what they see at a dealership.

"The buyback program is an indication of how confident Chevrolet is in its' new product line up," said Jesse Toprak, vice president for market intelligence at TrueCar.com. "It is a smart and cost effective program that will work towards diminishing the perception gap of the Chevrolet brand particularly in coastal metropolitan areas where consumers have a stronger preference towards the import brands."

Dealers agree that the program will bring in new customers.

"Chevy Confidence adds another element of convenience to the retail experience that is sure to attract consumers to our showrooms, and we know through first-hand experience that once they get behind the wheel of one of our new products, they are more likely to take one home," said Steve Hurley, co-chair of the Chevrolet Dealer Council in a news release.

Chevrolet is the second most popular brand in the United States behind only Ford and sales this year have climbed 6.3 percent through June, according to Autodata Corp. In July, it will have sold more than 1 million vehicles in America this year.

Around the world, Chevrolet sold 4.8 million vehicles last year, grabbing more than a 6 percent share of the global automotive market.

The program does have some restrictions. It only applies to 2012 and 2013 models. Owners must keep the vehicle for 30 days, but then have up to 60 days to return the vehicle. The car, truck or crossover cannot have more than 4,000 miles on it, and it cannot be damaged. The program does not apply to leased vehicles.

Complete details are available here.



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    • 1 Second Ago
  • 8 Comments
      vlady1000
      • 3 Years Ago
      We have an '08 Saturn, '93Vette, '07Silverado, '07 Cobalt and a '10 Pontiac, as far as GM goes. ALL have been super great (especially the Vette and Silverado). All better than the other makes we have.There is no need for GM to offer a buyback...........but then. they have nothing to loose (none will come back).
      • 1 Year Ago
      My husband who is mentally ill & I went to an autoplex in Arkadelphia, AR on a Thrus. I told salesman my husband was mentally ill & we were there to LOOK at vehicles. My husband, also, told Salesman he was. Salesman talked to my husband & showed him trucks as I stood back. Husband liked one & we went for test drive. I told my husband & the salesman I didn't want truck & we couldn't afford it. Husband was wanting it. I said no. We gave them our Social Security numbers. Mine came back at 822. His didn't even register. Salesman said they had to make the deal using MY credit score & put paperwork in front of me. I told him I was under duress. He told me I wasn't. I said I was. Not once or twice but 4 times. He told my husband to kiss me to show I wasn't. I was in the corner of his cubicle with my husband sitting at the doorway. On Monday I called Chevrolet Corp. I was told they would buy it back. I called autoplex & said I wanted the buy back plan. I was told there was no such thing in AR. Buy Back Program is through the Corp not the state.Then I was told they won't sell a vehicle to someone that is drunk, on drugs or MENTALLY ILL. I told autoplex they did & salesman new he was! I called Corp back & they worked with me & the autoplex said since I bought the truck on the Dodge lot they couldn't buy it back. I asked Corp if autoplex told them the Chey lot was being remodeled. Need less to say, I took the truck back, dropped the keys off, & got a letter head that said I brought truck back & was "repossessed" by the bank. Next I call the bank!!!! NEVER WILL I DEAL WITH ANY DEALERSHIP/AUTOPLEX THAT SELLS CHEVY!!!!
      • 3 Years Ago
      I am currently driving a Chevy Cruze and it has qualified to be able to be bought back under the Michigan Lemon Law and GM is fighting hard not to take it back. It has had three major recalls, transmission problems galore and that is just the start of the problems I have had with this car. Funny how they now will take cars back with no questions because they are confident in their products, when they are refusing to take my car back under the lemon law!
        richard
        • 3 Years Ago
        Maybe if you would quit abusing it, driving through swamps, hill-climbing, etc. you would have more of a case.
          • 3 Years Ago
          @richard
          How do you know?
          • 3 Years Ago
          @richard
          Had the same problem with the last GM car I'll ever buy. The transmission was incapable of holding fluid; the paint was chipped the day I bought it; the power windows fell into both doors. My thanks from GM? Offering me 40% of what I paid for it after 1.5 years. Obama wasted our money saving that company. It's (former) customers spoke loud and clear, and wanted it out of business. And why the hay do I have to chip in every time someone is crazy enough to buy that over-priced Volt? The treated me like dirt, and now I have to bail them out and subsidize them????
      • 3 Years Ago
      THIS IS A SCAM!!!!!!!!! YOU GET A CHOICE, THIS PROGRAM OR A $500.00 REBATE BUT THE DEALERS ONLY TELL YOU THAT THEY ARE GIVING YOU A REBATE. WHAT THEY FAIL TO TELL YOU IS, IF YOU SIGN A CONTRACT WITH THAT REBATE YOU CAN NOT RETURN YOUR VEHICLE. BECAUSE YOU CHOSE THAT REBATE. THEY JUST DON'T TELL YOU ABOUT THE PROGRAM. SO YOU ARE STUCK WITH WHAT EVER PIECE OF $@&% YOU BOUGHT. AND CHEVY WON'T DO ANYTHING ABOUT IT!!!!!!!!!!!!!!!!!
      compduck
      • 3 Years Ago
      Just bought a brand new camaro, have it 5 days and it started to squeak from under the drivers seat. 100 miles, 4 days. Owned my Sable 10 years and traded it in for this. The Sable was 8 years old before I heard any sounds coming out from anywhere.