Posted by Dale Buss on July 12, 2012 01:02 PM
What are the two worst sensations associated with the car-buying experience? High on the list would be buyers feeling that they got fleeced on the price of the vehicle. Another big problem is customer remorse that typically can set in about two weeks after they've made one of the biggest purchases of their lives.
Well, Chevrolet aims to vanquish both of those problems for its customers — at least on a partial basis, and at least for a few weeks — with the launch of its two-pronged "Chevy Confidence" program in the U.S. this week, which runs through September 4, at Chevy dealers and chevyconfidence.com.
Under "Love It or Return It," Chevy is offering a vehicle-return program on every new 2012 or 2013 model-year purchase. Customers can return vehicles bought during the progam, with less than 4,000 miles driven and no physical damage, 30 to 60 days from the purchase date. And Chevy's "Total Confidence Pricing" offers no-haggle pricing on all 2012 model-year Chevrolets in addition to specific vehicle incentives.
"From our research, we know that customers appreciate the opportunity to come in and have a risk-free buying process," Chris Perry, Chevrolet global vice president of marketing, told brandchannel.
For Chevy, the gambit may accelerate the closeout of 2012 models at the end of the model year to clear room at dealers for 2013 models. And it gives Chevy a shot at impressing a certain cohort of buyers who might otherwise have been hesitant to come into their dealers' showrooms.
The no-haggle pricing program is reminiscent of the no-haggle pricing that was a prominent part of the brand persona of Saturn for 20 years, until GM killed it in 2009. And "Love It or Return It" bears the hallmarks of two men — Perry, and GM Global CMO Joel Ewanick — who were top marketers at Hyundai of America in 2009 when Hyundai launched its innovative "Assurance" program in the depths of the Great Recession. That program picked up lease or loan payments for purchasers of new Hyundais who subsequently lost their jobs.
Below, the 2012 Chevy Confidence commercials, featuring the voice of actor Tim Allen, highlight the reasons why the automaker is so confident in its brand — and sharing the love with its customers: