- Chevy Confidence marketing program launches today.
- Program includes "Love it or Return it" on 2012 and 2013 models after 30 to 60 days, if under 4,000 miles and damage free.
- Special no-haggle prices offered on all 2012 models.
DETROIT — General Motors' Chevrolet Division today launched what it is calling its Chevy Confidence program that offers car buyers a "Love it or Return it" try-out on 2012 and 2013 model vehicles they purchase. In addition, Chevrolet is offering special no-haggle prices on the leftover 2012 models they buy.
Chevy Confidence allows customers to buy a new 2012 or 2013 model and, if they don't love it, return it between 30 and 60 days of purchase if it has less than 4,000 miles on it and has no damage. In an effort to clear out 2012 inventory for the new model year, Chevy also is offering what it calls "special preferred prices" in addition to all current vehicle-specific incentives on all 2012 models. The prices basically are no-haggle; the price you see is what you pay, Chevy says.
"We have transformed the Chevrolet lineup, so there is no better time than now to reach out to new customers with the love it or return it guarantee and very attractive, bottom line pricing," said Chris Perry, Chevrolet global vice president of marketing. "We think customers who have been driving competitive makes or even older Chevrolets will be very pleased by today's Chevrolet designs, easy-to-use technologies, comprehensive safety and the quality built into all of our cars, trucks and crossovers."
He added: "Research has shown customers respond positively to the confidence companies demonstrate with programs like this and appreciate the peace of mind that comes with knowing they have the option of being able to return their vehicle," said Perry.
Chevy Confidence is clearly an effort by GM to clear out 2012 inventory, close the model year on a high note and kick-start the 2013 model year for its highest-volume brand, yet do it in a way that doesn't scream "fire sale," but rather stresses value.
GM executives have been sensitive to criticism this year that its U.S. sales have not been outstandingly strong. That has generated headlines noting GM's market share has slumped to levels not seen in a century. Meantime, long-time company officials have argued that hefty incentives to move the metal hurt resale values and average transaction prices that GM has worked hard to improve to maintain profits and image.
GM, and specifically Chevrolet, has a host of new models coming in the 2013 model year, including the completely revamped Chevrolet Malibu, the all-new Chevrolet Spark microcar and a freshened Chevrolet Traverse crossover.
In the 2013 calendar, Chevrolet starts rolling out its all-important, completely redesigned full-size pickup truck, the Chevrolet Silverado, and the full-size SUVs — the Chevrolet Tahoe and Chevrolet Suburban — that spring from the pickup truck's architecture."
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