The New 2012 Chevrolet Buy-Back Program Exudes “Chevy Confidence”
In 2009, Hyundai, in the midst of skyrocketing unemployment, did something almost unheard of. They let their customers return their purchased vehicles within a year if they became unemployed. GM, who seems to have gained new strength after their financial issues is offering a similar program beginning July 10, 2012. Chevrolet has enjoyed a 6.3 percent increase in sales during the first half of this year alone. This means that 962,000 new Chevys hit the road so far this year with the total US car market enjoying an almost 15 percent increase in sales overall. The “Chevy Confidence” buy-back program will give buyers a refund if they return their 2012 or 2013 Chevy for any reason, for a limited time of course.
Within the first 60 days and less than 4,000 miles a customer can return their undamaged Chevy vehicle. This offer will last until September 4, 2012.
Marketing research has shown that customer confidence in a product is increased when a company offers a return policy that does not require a signed letter from the President to return something. Car companies should be no different. That pretty car they sold you might have been a good idea at the time, but things happen, novelties wear off, and some people have a realization of their finances not long after they get home. They may just drive the car or truck for a while and just decide they do not like it. Chevy says, “Bring it back!” The Chevrolet website states, “We’re so confident you’ll love your new Chevy, we’ll give up to 60 days to make sure of it with our new Love It or Return It Guarantee. Buy any 2012 or 2013 Chevy, and if you’re not happy, you can bring it right back. Needless to say, we’re pretty confident you won’t want to let it go. That’s Chevy Confidence.”
Customers will still be able to take advantage of all rebates or low-interest financing that is offered, as well as employee discounts. It does not matter who bought the car either, anyone is eligible for the buy-back program. Chevy is using this to help diminish the perception gap of the Chevrolet brand, trying to lure some of the import buyers back to buying Chevrolets and other American brands of cars. Chevrolet has also begun “Total Confidence Pricing” discounts to help clear out leftover 2012 cars and trucks to make room for the 2013 line-up. With most plants on summer shut down, it will give the dealerships time to clear their inventory and be ready as soon as the 2013 models start rolling out.
Chevrolet is definitely stepping up and showing they want to be a contender. They have update a number of cars for 2013, and the long awaited 2014 Corvette C7 is set to arrive in mid-2013. With cars like the Volt and Cruze, they are appealing to various markets, and still providing a quality product. It seems as though the new buy-back program is just the icing on the birthday cake that represents the rebirth of Chevrolet.