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Did General Motors Guarantee Program Move the Needle? Edmunds.com Analyzes Results of Latest Efforts

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Did General Motors Guarantee Program Move the Needle? Edmunds.com Analyzes Results of Latest Efforts

SANTA MONICA, Calif. — September 25, 2009 — Since General Motors announced its money-back guarantee, Edmunds.com site traffic to Buick, Chevy, Cadillac and GMC increased almost 10 percent compared to the average over the previous 30 days. The models benefitting most are the Camaro, Yukon, Acadia, Sierra 1500, and Tahoe.

"This program's message is a statement that GM has confidence in its products," said Edmunds.com CEO Jeremy Anwyl. "The company has come a long way in product development, but the brand has to overcome negative perceptions in order to win more customers."

"Based on Edmunds.com data, the GM program: is drawing more shoppers to GM vehicles than before — on some brands and models more than others; and is turning some shoppers into buyers in varying degrees depending on the brand and model," Edmunds.com Senior Analyst Michelle Krebs reported for AutoObserver.com. Specifically:

For Cadillac and GMC, the program is attracting new shoppers as well as new buyers;

For Buick, the program is not attracting new people to consider the brand but is encouraging those already considering Buick to buy;

For Chevrolet, the program is attracting new shoppers but not many new buyers.

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