General Motors Company’s “May the Best Car Win” marketing campaign will be extended through January 4, 2009, said Jay Spenchian, executive director, Marketing Strategy. The program was originally due to expire in November.
For potential buyers, the program allows them a relatively easy way to thoroughly test drive a new vehicle, something that is too rare in the high pressure world of auto sales, where “I can give you a better deal if you’re ready to buy now,” is a common tactic.
The ads produced for the promotions 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.
While consideration is a necessary precursor to sales, ultimately the results much show in actual metal moved. When October sales are announced next week, some outside indicator of whether GM has stopped its sales and market share decline will be publicly available.
“We’ve seen positive coverage and increased awareness of launch products like the Buick LaCrosse and GMC Terrain,” said Spenchian.
Spenchian also said GM’s 60-Day Satisfaction Guarantee, which is part of the campaign, would be extended through January 4. “More than 99% 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.
Auto marketing, GM, May Best Car Win, 60-Day Satisfaction Guarantee, Buick LaCrosse, GMC Terrain, Ken Zino, Detroit Bureau. TheDetroitBureau.com,