GM Takes Bold Step To Reassure Nervous Consumers

September 14th, 2009 • Related • Filed Under • by tisha

For the first time in the US, a car maker is making the extra effort to make consumers feel more comfortable with the purchase of a new vehicle. Those who purchase a new Buick, Chevrolet, Cadillac or GMC vehicle will have the option to return the vehicle back to the deal within 31 and 60 days after purchase to receive a refund on the purchase price of the automobile. Traditionally, consumer who bought a car and drove it off the lot had no chance to re-think the decision. GM believes that by allowing consumers to get a fair opportunity to really see and experience the design, safety, and fuel efficiency of the vehicle, they will feel more confidence in buying a new car during rough economic times. As car buying is a big ticket purchase that many consumers are wary of right now, the car maker is hoping to give consumers a test-run of the GM vehicles to increase their confidence in the guarantee as well as the product.

Limited Time Offer

The GM offer will only be available on 2009 and 2010 model years and will not include medium-duty trucks. Customers will only have until November 30, 2009 to take delivery of the vehicle to be eligible for the return deal. The refund for returns will include the vehicle purchase price and the sales tax but does not include extra accessories a consumer ordered, and fees or negative equity involving a trade-in. GM also states that there are other requirements but since the program has not fully launched as of yet, those requirements and restrictions will be clearly explained in the next few weeks.

Out From Under Bankruptcy

In July, GM came out of bankruptcy with the help of $50 billion in federal assistance. Sales of GM vehicles have been down 34% throughout the month of August, getting a slight boost during the Cash For Clunkers program. With the economic chaos surrounding the company, GM is hoping its new incentive program will rebuild consumer confidence in the brand and the company. The company states that it is because they believe in the quality of their vehicles, they are willing to make such a guarantee.

The effects on dealers has not yet been reported but it has been said that GM has been restructuring its deal amongst dealers. GM has been gearing up for a heavy ad campaign across the nation and is said to be planning events that will allow drivers to test vehicles on a test track. Expect GM commercials touting the program to appear on television, in print, and around the internet.