Reporting Jeff Gilbert
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DETROIT — (WWJ) GM is enlisting Peyton Manning to help it sell Buick’s, as it resurrects the “money back” deal for its Chevrolet Brand.
The theme for Chevy is “Love it or Return It,” as the brand allows buyers to bring back their vehicles if they aren’t satisfied.
VIDEO: GM feature on Peyton Manning ad.
“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.
The return deal does have some limitations. The vehicle needs to be driven less than four thousand miles and the return has to be done thirty to sixty days from the purchase date.
GM’s combining this with a no haggle, low price deal on 2012 model Chevy’s.
“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.
A similar deal from General Motors saw fewer than one percent of buyers take their vehicle back to the dealership.
“They create a lot of buzz, create traffic and interest,” says analyst Jesse Toprak with Truecar.com. “Most importantly, they don’t cost as much as they seem.”
Meanwhile, three years after parting with long time spokesman Tiger Woods, Buick has a new athlete-pitchman, Peyton Manning.
Manning will make light of his recent move from Indianapolis to Denver in a commercial that emphasizes the technology in the Buick Verano
“It’s definitely easier to call audibles in the Verano as opposed to the line of scrimmage,” Manning said, in a statement from GM. “After I call audibles in the Verano, I don’t get hit in the back.”
This comes as Buick works to change its image, and attract a younger buyer.
The Peyton Manning ad will debut Wednesday night on ESPN’s Espy Awards.
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