GM Extends “May the Best Car Win”

GM’s 60-day money back guarantee offer is now good to the end of the year.    “May the best car win” was designed to impress consumers with the company’s faith in its products and entice them to overcome long simmering reservations about quality and give those products a try.

So far, only a handful of car buyers have actually returned their vehicles, usually for just a different variation of the model.  Nevertheless, the campaign seems to be helping sales grow and GM will extend the offer through January 4, 2010.

Jay Spenchian, GM's executive director of the marketing strategy support group, told The Associated Press on Thursday that more people are considering GM's four brands — Chevrolet, Cadillac, GMC and Buick — and few vehicles have been returned.

"We're starting to see big consideration changes and opinion changes," he said.

That's what the company was hoping for when it created the campaign, which includes advertisements comparing GM vehicles to those of  competitors. The nation's largest automaker needs to improve sales so it can repay billions in government loans and stay in business.

Spenchian said October's numbers appear to be up. GM on Wednesday said it is likely next week to post its first year-over-year monthly sales gain in 21 months.--October 30, 2009

GM News:

“May the Best Car Win” Winning with Consumers; GM Extends 60-Day Satisfaction Guarantee

October 29, 2009

GM’s “May the Best Car Win” marketing campaign is boosting consumer opinion and consideration of its cars and trucks. The ads scored in the top quartile for all automotive advertising in the last three years in terms of consumer opinion, consideration and relevancy, according to GM’s internal testing data.

The campaign is getting the word out about how good GM’s new products are,” Jay Spenchian, executive director, Marketing Strategy, said Thursday during a media update on the marketing campaign.   “We’ve seen positive coverage and increased awareness of launch products like the Buick LaCrosse and GMC Terrain.”

Spenchian also said GM’s successful 60-Day Satisfaction Guarantee, which is part of the campaign, will be extended through January 4.

“More than 99 percent of buyers who choose to take the Satisfaction Guarantee are keeping their vehicle,” he said.

The next phase of the campaign will launch in December with head-to-head ads in magazines, newspaper and web sites.---Oct. 30, 2009

SOURCE:  

Bob Lutz and many others behind the making of this marketing campaign deserve a big bunch of credit(from the industry, media and of course the tax payers). This is going to be recorded as one of the MOST successful and yet uniquely courageous( with having to report the progress and results to some 290+ million US tax payers) marketing and sales pitch ever practised by GM( or any other manufacturer present or represented in the US )since 3 decades; I insist..! AND let me tell you, it hasn't been easy to accomplish. Expecting more good results to keep coming to help us sustain our high hopes for the fast recovery of GM. There is some "good" reading if you may be interested, posted earlier in the following blogs; please click on the links below(your comments will be highly appreciated): /MT
W-Info Autos                                  The "New" GM