Chevrolet is so sure buyers are going to like the brand’s new transformed auto lineup that the marketer is launching a new "Love it or Return it" promotion, giving buyers between 30 to 60 days from the date of purchase to return a 2012 or 2013 model. Beginning today and going through Sept. 4, the new campaign allows customers to return cars bought during the program that have been driven fewer than 4,000 miles and have no damage.
Promotions like this one are used to goose sales and Joel Ewanick, global marketing chief at Chevy parent General Motors, is no stranger to launching them: In the months following the 2008 post-Lehman economic dive, Ewanick ran marketing at Hyundai Motor America, where he introduced the the Hyundai Assurance Plan, a successful campaign that allowed jittery buyers to return new car purchases if they lost their jobs afterward.
In the case of Chevrolet, GM hopes to boost the brand’s recent surge in momentum. It sold 4.76 million vehicles globally in 2011, a sales record, and had its best-ever first quarter this year with 1.18 million cars sold.