GM to Let Customers Return New Vehicles

By Antonio Perez
Antonio Perez
Antonio Perez
September 11, 2009 Updated: September 11, 2009

In recent months, automakers have tried a slew of promotions and incentives to lure buyers back to dealerships. On Thursday, General Motors Co. may have announced the best deal yet—the company said that it would allow customers to return vehicle purchases within 60 days, guaranteed.

The effort is aimed at consumers on the fence about spending money to buy new vehicles, as well as to boost the image of the new GM, which recently emerged from bankruptcy.

The “May the Best Car Win” marketing campaign will start on Monday, and allows car buyers to return their new cars to their dealers between 31 and 60 days after purchase to receive a full refund. The campaign will compare GM vehicles head-to-head with its competitors.

Chairman Edward Whitacre is hoping to reverse recent negative market share trends for GM, which has lost business to Ford Motor Co. and Asian automakers. The company filed for bankruptcy in June and needed a $50 billion bailout from the U.S. Treasury.

But according to the company, the new GM is here and is ready to win back consumers’ trust.

"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, in a statement. “This new marketing effort should help us communicate these facts to consumers.”

The offer covers 2009 and 2010 model year Chevrolet, Buick, GMC, and Cadillac vehicles.

"We know that we'll need to work very hard to get people's attention,” Lutz said.

Antonio Perez
Antonio Perez