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Did GM Guarantee Program Move the Needle? Edmunds.com Analyzes Results of Latest Efforts


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SANTA MONICA, Calif.--Since General Motors announced its money-back guarantee, Edmunds.com site traffic to Buick, Chevy, Cadillac and GMC increased almost 10 percent compared to the average over the previous 30 days. The models benefiting most are the Camaro, Yukon, Acadia, Sierra 1500, and Tahoe.

“This program’s message is a statement that GM has confidence in its products,” said Edmunds.com CEO Jeremy Anwyl. “The company has come a long way in product development, but the brand has to overcome negative perceptions in order to win more customers.”

“Based on Edmunds.com data, the GM program: is drawing more shoppers to GM vehicles than before – on some brands and models more than others; and is turning some shoppers into buyers in varying degrees depending on the brand and model,” Edmunds.com Senior Analyst Michelle Krebs reported for AutoObserver.com. Specifically:

  • For Cadillac and GMC, the program is attracting new shoppers as well as new buyers;
  • For Buick, the program is not attracting new people to consider the brand but is encouraging those already considering Buick to buy;
  • For Chevrolet, the program is attracting new shoppers but not many new buyers.

For more information, please visit Edmunds' AutoObserver.com story "GM 60-Day, Money-Back Guarantee is Mostly -- Working" at http://www.autoobserver.com/2009/09/gm-60-day-money-back-guarantee-is-working----mostly.html.

About Edmunds Inc. (http://www.edmunds.com/help/about/)

Edmunds Inc. publishes four Web sites that empower, engage and educate automotive consumers, enthusiasts and insiders. Edmunds.com, the premier online resource for automotive consumer information, launched in 1995 as the first automotive information Web site. Its most popular feature, the Edmunds.com True Market Value®, is relied upon by millions of people seeking current transaction prices for new and used vehicles. Edmunds.com was named "Best Car Research Site" by Forbes ASAP, has been selected by consumers as the "Most Useful Web Site" according to every J.D. Power and Associates New Autoshopper.com Study(SM), was ranked first in the Survey of Car-Shopping Web Sites by The Wall Street Journal and was rated "#1" in Keynote's study of third-party automotive Web sites. Inside Line launched in 2005 and is the most-read automotive enthusiast Web site. CarSpace launched in 2006 and is an automotive social networking Web site and home to the oldest and most established automotive community. AutoObserver.com launched in 2007 and provides insightful automotive industry commentary and analysis. Edmunds Inc. is headquartered in Santa Monica, California, and maintains a satellite office in suburban Detroit.