Lutz says the program is doing exactly what GM wanted: increasing the percentage of buyers willing to consider a Chevy, Cadillac, Buick or GMC.
Does that mean the money back offer is a home run promotion?
I'm not so sure.
But given how far GM has to go in terms of changing the perception of buyers, there is no doubt it is at least a single or double.
According to Lutz and others who track buyer consideration, the percentage of people willing to at least look at a GM model is up 14-17%. The biggest increase was right after GM launched the program with TV spots featuring Chairman Ed Whitacre. Whitacre said GM is so confident people will like its cars, trucks and SUVs; the automaker is putting its money where its mouth is. Lutz believes that offer has helped the company make inroads with thousands of undecided car buyers. He says, "It is precisely in this undecided vote that we are up anywhere between 14 and 17 percent and we have also had over one million visits to the 60 day satisfaction guarantee Web site. So as far as we can tell and what the dealers are reporting and so forth it is having exactly the effect that we wanted."
But how much is the program actually moving the needle at Chevy, Buick, Cadillac, and GMC?
According to Edmunds.com, the percentage of people checking out 3 of the four brands has in fact picked up.