Bloomberg—General Motors Co., looking to clear out end-of-model-year vehicles, said it will offer no-haggle pricing on 2012 Chevrolet cars and trucks plus a 60-day, money- back guarantee on 2012 and 2013 Chevys.
The promotions begin run through Sept. 4 at participating dealers, Jim Cain, a GM spokesman, said. The 60-day, money-back guarantee, dubbed “Love it or Return it,” applies to all 2012 and 2013 Chevrolets, the company said in a statement. The “Total Confidence Pricing” program pledges to offer 2012 vehicles at the “best possible prices” in addition to current incentives, the company said in the statement.
“All of the vehicles will have a confidence price and that’s what you pay,” Cain said. For customers, “the no-haggle pricing makes it easier for them to shop,” he said.
U.S. sales of Chevrolet, GM’s largest brand, rose 6.3 per cent to 961,662 cars and light trucks in the first half, a slower pace than the industry-wide increase of 15 per cent, according to researcher Autodata Corp. Sales of the Cruze compact car fell 7.4 per cent in the first half while deliveries of Malibu mid-sized sedans rose 15 per cent. The model year is ending as Chevrolet is introducing the new Spark subcompact and redesigned Malibu.
Chief executive officer Dan Akerson, who oversaw GM’s regaining its title of world’s largest automaker last year and posting a record full-year profit of $9.19 billion, is pushing the company to boost operating margins and strengthen Cadillac and Chevrolet as global brands.
The no-haggle sales price and return policy hearken back to previous sales programs offered by GM. The company’s Saturn included no-haggle buying before the brand ended as part of GM’s bankruptcy reorganization in 2009.
After exiting bankruptcy, GM offered a similar 60-day, money-back guarantee for its vehicles in a campaign dubbed “May the Best Car Win,” which included an appearance in television advertisements by then-chairman Ed Whitacre.
The number of vehicles returned during that program represented less than 1 per cent of sales, GM’s Cain said in a telephone interview.
Akerson won’t appear in ads for the new campaign, which will include television spots during Major League Baseball’s All-Star Game and the Summer Olympics, GM said.
The “Love it or Return it” campaign covers autos that are financed or bought for cash and excludes leased vehicles, Cain said. The vehicle must have no more than 4,000 miles and the buyer can’t be behind on payments.
“We have transformed the Chevrolet lineup, so there is no better time than now to reach out to new customers with a satisfaction guarantee and very attractive, bottom line pricing,” Chris Perry, Chevrolet’s vice president of marketing, said in GM’s statement.
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