General Motors Company announced today that it will be extending its 60-day satisfaction guarantee program as a part of its “May the Best Car Win” campaign. GM originally planned to end the program on Nov. 30 but will now run it until Jan.4.
“It’s been very successful, and the third phase of the advertising campaign will launch in magazines due on shelves in December,” Ryndee Carney, GM spokeswoman told Automotive News. “They feature head-to-head comparisons of our vehicles versus our competitors.”
The Detroit automaker said that it will launch a similar digital advertising starting early December. The first print ad will compare the Chevrolet Malibu sedan to the Toyota Camry (the ad is featured above).
The four vehicles returned were a Chevrolet Equinox, Malibu, Tahoe and Silverado.
Click through for the press release.
“May the Best Car Win” Winning with Consumers; GM Extends 60-Day Satisfaction Guarantee
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.
– By: Omar Rana