More than 222,000 customers have taken part in General Motors’ 60-day money back guarantee on new vehicle purchases, but fewer than 200 have returned the vehicle they purchased.
GM’s 60-day money back guarantee program was initiated to help build consumer confidence in GM and its four remaining brands. So far, 53 vehicles have been returned and another 140 are in the process of being returned. GM is taking another initiative with the money back guarantee and interviewing each person who returned a car.
“People are not satisfied and we’re going to find out why,” said Mark Reuss, VP of global product engineering at GM. “This is about the best unfiltered consumer feedback we’ve had, and it was suggested by Mr. Whitacre (GM’s new chairman). We’ve got all the [customer] data. We’ve gone to see some of them and we’re calling some of them at night as well.”
Some cars have been returned for reasons such as the customer wanted a more expensive SRX model, disliked a manual transmission Corvette and traded it in for an automatic of the same model, or didn’t like the exterior paint and roominess in a pickup truck. Some buyers walked out of the showroom with another GM-branded vehicle, but others did not, and GM intends to find out why.
Reuss said quality wasn’t an issue for people returning vehicles and that there was no need for a new quality initiative in the company. “The so-called perception gap is a result of what we do,” he said. “We need to hit the ball with the center of the bat in everything we do.”
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