Looking to regain consumers' trust, General Motors Co. said Thursday new car buyers will be able to return their vehicles within two months of purchase for a full refund, part of a long-awaited new marketing campaign for the biggest American automaker.
The effort will begin next week, seeking to make connections again with American consumers who may be leery of the company since it filed for Chapter 11 bankruptcy protection earlier this year. Chairman Edward Whitacre Jr. will appear in the initial burst of ads, telling consumers in a folksy, Texan accent he too had doubts about GM when he joined on this summer. But he likes the cars he found, and consumers should too.
The company's bid to win back customers is a last-ditch effort to survive. GM received $50 billion in government aid to keep operating earlier this year and it has to pay that back to continue operating. To do that, it must sell cars.