“May the Best Car Win” ads feature GM chairman Ed Whitacre urging consumers to try a GM product with confidence and return it if they’re not happy. According to GM’s testing, the ads scored high marks for consumer opinion, consideration, and relevancy.
“The campaign is getting the word out about how good GM’s new products are,” said Jay Spenchian, executive director of GM’s marketing strategy. “We’ve seen positive coverage and increased awareness of products like the Buick LaCrosse and GMC Terrain.”
Part of GM’s “May the Best Car Win” campaign is the 60-day satisfaction guarantee, which allows consumers to purchase a GM product and return it up to 60 days after the purchase. So far, the program has worked, with less than 1 percent of buyers returning vehicles. Because of the program’s success, GM is extending the program through January 4, 2010.
The next phase of the “May the Best Car Win” ad campaign will begin in December, when the automaker will pit its cars head-to-head with other automakers’ cars in magazines and newspapers, and on Web sites.