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GM Offering Buyers Free Insurance

Test program could roll out nationwide.

by on Jul.08, 2011

GM is testing a program that offers buyers free insurance on vehicles like the Chevy Equinox.

Buy a car, get a check.  Since Chrysler first launched the modern incentive wars, more than three decades ago, that’s become the standard pitch to win over reluctant buyers.  But General Motors is trying something a little different to stand out from the crowd, offering some of its customers a free, one-year insurance policy.

The program, which runs until September 6th, pairs the automaker with MetLife.  It is currently being offered only in Oregon and Washington, but GM officials say that if it gets a good response it could be rolled out more widely.

The decision to target the Pacific Northwest reflects the Detroit maker’s struggle to crack a market long dominated by Asian imports.  (Click Hereto see which parts of the U.S. are “most patriotic” to American automakers.)  Barely a third of shoppers in cities like Seattle and Portland opt for products assembled by Detroit’s Big Three.

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“We want to give residents of Oregon and Washington another reason to discover Chevrolet, Buick, GMC and Cadillac vehicles,” said Chris Perry, U.S. vice president of General Motors marketing. “We have new products like the Chevrolet Cruze, Buick Regal, GMC Terrain and Cadillac CTS Coupe that are now even more appealing with a year’s worth of insurance.”