General Motors Co. is offering buyers a 60-day money-back guarantee and using Chairman Ed Whitacre, the U.S. Treasury's choice to lead the automaker's revamped board, in a new advertising campaign.
The refund program starts Sept. 14 and runs through Nov. 30, Vice Chairman Bob Lutz said today on a conference call with reporters. Whitacre will urge buyers to compare GM vehicles with those of competitors, the Detroit-based automaker said.
"If consumers give us a fair chance and look at the facts on the things that matter most to them, like design, fuel economy, warranty and safety, our vehicles are the best choices," Lutz said.
Whitacre's appearance in GM's "May the Best Car Win" campaign will add him to the roster of industry leaders who appealed for public support amid a corporate crisis, including Ford Motor Co. Executive Chairman Bill Ford and former Chrysler Corp. Chief Executive Officer Lee Iacocca.
Whitacre, 67, is a former AT&T Inc. CEO and chairman. He took the GM chairmanship after the company's July 10 exit from a U.S.-backed bankruptcy, and is one of 7 new directors on the 13- member board.
GM said the money-back guarantee builds on the current 100,000-mile/5-year warranty and will be available to buyers of 2009 and 2010 model-year Chevrolets, GMCs, Buicks and Cadillacs. The offer covers autos that are financed or bought for cash, and excludes medium-duty trucks and leased vehicles, GM said.
4,000-Mile Limit
Lutz said buyers can't exceed 4,000 miles of driving during the 60-day period for a money-back return.
GM is working to rebuild its image after filing for Chapter 11 protection on June 1 in the wake of $88 billion in losses since 2004. Lutz has said that GM's improvements in quality surveys haven't been enough to shake consumers' beliefs that Asian and European automakers build better cars and trucks.
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