“May the Best Car Win” Winning with Consumers; GM Extends 60-Day Satisfaction Guarantee

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Detroit October 29, 2009; GM’s “May the Best Car Win” marketing campaign is boosting consumer opinion and consideration of its cars and trucks. The ads scored in the top quartile for all automotive advertising in the last three years in terms of consumer opinion, consideration and relevancy, according to GM’s internal testing data.

“The campaign is getting the word out about how good GM’s new products are,” Jay Spenchian, executive director, Marketing Strategy, said Thursday during a media update on the marketing campaign. “We’ve seen positive coverage and increased awareness of launch products like the Buick LaCrosse and GMC Terrain.”

Spenchian also said GM’s successful 60-Day Satisfaction Guarantee, which is part of the campaign, will be extended through January 4. “More than 99 percent of buyers who choose to take the Satisfaction Guarantee are keeping their vehicle,” he said.

The next phase of the campaign will launch in December with head-to-head ads in magazines, newspaper and web sites.