|General Motors Co., seeking to win the trust of American consumers after its U.S.-funded bailout, will offer a 60-day money-back guarantee on its vehicles.
The deal will be part of a new advertising campaign led by the automaker’s new chairman, Ed Whitacre. In an echo of Lee Iacocca’s “If you can find a better car, buy it” charge to Chrysler Corp. customers in the early 1980s, the GM commercials will say, “May the best car win.”
The program runs from Monday, Sept. 14, through November.
“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,” Bob Lutz, GM’s vice chairman of marketing, said in a statement.
The campaign marks GM’s efforts to rebound after a 39-day, U.S.-steered bankruptcy and a $50 billion federal bailout. GM, which is shedding half of its U.S. brands, will try to rebuild a U.S. market share that has fallen to 19.5 percent this year from a peak of 50.1 percent in 1962.
Covers Chevrolet, Buick, GMC and Cadillac models for the 2009 and 2010 model years.
Allows customers to return their cars after 31 days and before 4,000 miles.
Does not cover leased vehicles.
“Three or four years ago, this would have been a huge risk,” Lutz said during a conference call. “We are now so confident of our vehicles, we can afford to take this risk.”