General Motors is so convinced that auto buyers will like their new Chevrolet car or truck that the automaker is willing to back it up with cash. If a Chevy owner is unsatisfied with their vehicle purchase within the first two months, General Motors will buy it back, as part of its new “Chevy Confidence” program.
Bring back your undamaged 2012 or 2013 model Chevy
Under the Chevy Confidence plan, consumers who are not satisfied with their 2012 or 2013 model-year Chevrolet vehicle will have the option to return it for a full refund within the first two months of purchase, notes Bloomberg Businessweek. Several eligibility conditions must be met, however. First, Chevrolet vehicles bought during the program promotion – and only during the promotion – are eligible. Returnable vehicles must have under 4,000 miles and no damage, according to a GM press release. If these conditions are met, the vehicle can be returned within 30 to 60 days of sale.
In addition to the Chevy Confidence program, GM has revealed that it will also extend a promotion involving special preferred prices on 2012 Chevrolet vehicle models.
“No mystery about it — the price you see is the price you pay,” GM said.
It’s good enough for Tim Allen
The Chevy Confidence program currently has a 60-second TV commercial spot narrated by actor Tim Allen, who had previously narrated GM’s “Pure Michigan” ads. The new ads showcase GM’s “love it or return it guarantee.”
“Chevrolet had the greatest year in our history last year, and we’re making our highest quality, most advanced cars ever,” says Allen in the new commercial spot. “But judge for yourself. if you’re not happy with your new Chevy, return it.”
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Chevy Confidence is not a unique program among high-profile automakers. Three years ago, Hyundai began its Hyundai Assurance plan, which gave the unexpectedly unemployed the option of returning their new car. Not coincidentally, Hyundai Assurance was devised by Chris Perry, who is currently Chevrolet’s global vice president of marketing.
“Our research shows consumers are reassured of the quality of a product and like the peace of mind that comes with knowing they have the option of being able to return their vehicle,” said Perry.
Chevrolet expects to exceed 5 million in global sales in 2012, after selling 4.76 million last year. Regaining market shared against Japanese competition has led experts to believe that these projects are on target.