GM Announces 60-Day Money-Back Guarantee

Building confidence in the four core General Motors brands is the new mission, as evidenced by the completely bonkers 60-day satisfaction guarantee launched today for all 2009 and 2010 model-year Buick, Cadillac, Chevrolet and GMC vehicles.

The program promises buyers that GM will refund their purchase price if they return a new car to the dealership between 31 and 60 days after purchase. Dubbed "May the Best Car Win," the satisfaction guarantee plan is GM's best effort to win back the hearts and minds of consumers by offering them a low-cost out.

"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 of marketing and communications.

GM already offers a five-year, 100,000-mile powertrain warranty to help prove it will stand behind its products. Of course, a warranty only lasts as long as the company behind it, and the American public have had some reason to doubt GM's longevity of late.

On the other hand, GM has been turning out quality products and increasing its standards for several years now--anyone that's driven the majority of the new GM lineup knows that. So getting butts in seats, as this new money-back guarantee is likely to do, could be the tipping point for rebuilding the GM reputation.

Just a few weeks ago, GM took a small step to distance the GM brand from its four core automotive brands by removing the corporate badge from all new cars. This latest move works in the other direction, serving to rehabilitate, rather than hide, the GM nameplate.

"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," said Lutz.

GM LogoEnlarge Photo Building confidence in the four core General Motors brands is the new mission, as evidenced by the completely bonkers 60-day satisfaction guarantee launched today for all 2009 and 2010 model-year Buick, Cadillac, Chevrolet and GMC vehicles. The program promises buyers that GM will refund their purchase price if they return a new car to the dealership between 31 and 60 days after purchase. Dubbed "May the Best Car Win," the satisfaction guarantee plan is GM's best effort to win back the hearts and minds of consumers by offering them a low-cost out. "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 of marketing and communications. GM already offers a five-year, 100,000-mile powertrain warranty to help prove it will stand behind its products. Of course, a warranty only lasts as long as the company behind it, and the American public have had some reason to doubt GM's longevity of late. On the other hand, GM has been turning out quality products and increasing its standards for several years now--anyone that's driven the majority of the new GM lineup knows that. So getting butts in seats, as this new money-back guarantee is likely to do, could be the tipping point for rebuilding the GM reputation. Just a few weeks ago, GM took a small step to distance the GM brand from its four core automotive brands by removing the corporate badge from all new cars. This latest move works in the other direction, serving to rehabilitate, rather than hide, the GM nameplate. "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," said Lutz.

By Bob #1, Posted: 9/10/2009

Certainly gets my attention. Now how do they keep sleazy salesman from not wheeling and dealing their way out of a potential return?
By Bob Ryan #2, Posted: 9/10/2009

I think this could backfire pretty quickly. Are those cars that are "returned" now sold at a lower price? Has to be that way.
By WhatAboutSaturn #3, Posted: 9/10/2009

I wish Saturns were on the list. They about the only thing GM makes that I could even stand let alone buy..
By AutoBoy #4, Posted: 9/10/2009

very glad to see the aggressive approach. understand it is costly, but very badly want to see GM succeed - i agree that they have been improving over the years and this could help find that ever important "tip". anxious to see 2010 and, importantly, 2011 designs/new product.
By marquis #5, Posted: 9/10/2009

With any of GM's larger or luxury vehicles, this might be enough to bring some shoppers back to the brands. GM has too much ground to make up with its small cars for this to make much of a difference though.
by Siddharth Raja #6, Posted: 9/10/2009

Interesting idea but how would it work in practice? What will GM do with the cars that people return?
By cardude #7, Posted: 9/10/2009

Sounds interesting.
by John Voelcker #8, Posted: 9/10/2009

Me, I'm thinking that I can buy a ZR1 (on my credit cards), but on Day 58, I'm gonna decide it's just not quite good enough.
After a whole load of really, really hard miles.
Wondering what kind of exceptions and exemptions there are in this program.
That said ... great idea. They need to kick their marketing in the ass, and this sounds like a decent start. That's a START, not the be-all and end-all ...
by Nelson Ireson #9, Posted: 9/10/2009

Well, if you read the offer closely (and the article too ;) it says they'll refund the purchase price - taxes, title, and fees (not to mention loan fees, etc) are still going to come out of your pocket.
And I think the whole premise is that it's something GM can offer without much risk; they don't expect the cars to come back. Of course, that could go very wrong.
By Mike Cook #10, Posted: 9/10/2009

I would love to buy a new American made vehicle again but GM, Ford, & Chrysler will not provide a warranty that will bring me back. Hyundai is a perfect example of a great warranty program. They have, 10 YEAR / 100,000 MILES
POWERTRAIN PROTECTION Covers most engine & transaxle components, 5 YEAR / 60,000 MILES
NEW VEHICLE LIMITED WARRANTY Covers nearly every new vehicle component. We purchased a new 2006 Hyundai Sonata, and although it is a great vehicle... we have had our share of problems also but with 55,000 miles at least we know those things are still covered. So American car makers improve your base warranty and you would bring more Americans back to your products.