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GM's Return Policy Loses Ground to $500 Rebate

Following GM’s new advertising program launched on September 11, dealers believe people will rather chose a $500 rebate. In an effort to draw attention to their line-up and consequently increase sales, American automaker GM started a new advertising campaign through which they are offering people the choice between a 60-day money-back guarantee policy or a $500 rebate.

After their announcement, it seems more and more Americans took interest in GM’s offer. GM dealers in Texas, Ohio and Florida believe the offer came at a very good time, but think most customers will take the $500 instead of the 60-day trial period.

If they like the car, if they test-drive the car, most of the people would rather have a car to keep,” said Tom Durant, a GM dealer with six stores in Texas and Florida. He explained most of his customers chose the $500 rebate.

Another GM dealer from Ohio, Chris Haydocy told Autonews most of the customers will take the money as well, but in his opinion his sales staff should put more emphasis on the GM’s product quality. “Our salespeople are not permitted to talk about the $500. That is going to be disclosed in the business office,” said Haydocy, who owns two GM dealerships in central Ohio.

For this program to be successful, it’s more important to talk about the money-back guarantee. It conveys confidence in the vehicles. It’s not about the deal, but rather it’s about the world-class products,” added Haydocy.

GM’s money-back campaign requires customers to keep the purchased vehicle for at least 30 days before returning it. To be eligible for the program, customers can’t put more than 4,000 miles on the car, they can’t have more than $200 in damage and mustn’t be involved in an accident with the vehicle.
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