GM Rolls Out Incentive Program

DETROIT General Motors has launched a national spring incentive program for its GM Certified Used Vehicles unit, which is being supported with new advertising.

The Wenham, Mass., and Detroit offices of Interpublic Group’s Mullen created print ads, which are running in national monthly and weekly consumer magazines from May through December. The campaign also includes radio and Internet ads. Spending was not disclosed.

The incentive campaign, which runs from April 14 to June 30, offers special financing on Chevrolet Cavalier and Malibu, Pontiac Grand Am, Buick Century and Oldsmobile Alero models purchased from a participating dealer.

In addition to the nationwide promotion, GM has launched a regional promotion in 10 markets: Cleveland; Dallas; Denver; Detroit; Hartford, Conn.; Houston; Nashville, Tenn.; Norfolk, Va.; Sacramento, Calif.; and Washington,D.C. Dealers in those markets are offering a deferred payment program. In three of the 10 regional markets—Cleveland, Sacramento and Washington —GM CUV is offering a special OnStar plan through September.