To help entice customers into showrooms, Chevrolet is launching a new program called Chevy Confidence. The program has two tenets: Total Confidence Pricing, which guarantees a fixed price on new models; and Love It Or Return It, which lets owners return their car within two months if they're unhappy with it.
Total Confidence Pricing means that the dealership will list a fixed, non-negotiable price for a new Chevrolet vehicle. "No mystery about it," Chevrolet explains, "The price you see is the price you pay." The idea is to make the car buying process easier and more convenient, hopefully luring reticent customers into showrooms. The deal applies only to model-year 2012 vehicles purchased by September 4.
The Love It Or Return It deal allows Chevrolet buyers to give back their car if they're not satisfied with it. The program requires customers to keep the new car for at least 30 days, but fewer than 60 days. And cars are ineligible if they have traveled more than 4000 miles, sustained more than $300 in wear-and-tear, or been in an accident. "It's simple," says Chevrolet, "if you don’t love it, return it."
The return program applies to any 2012 or 2013 Chevrolet vehicle -- which means that you could potentially own a Corvette ZR1 for just 31 days. Customers can even combine the two Chevy Confidence programs, purchasing a car for the fixed price and later taking advantage of the return policy.
Sound familiar? Chevrolet previously offered a 60-day return program in 2009. Customers were apparently quite pleased with the vehicles they had, and only one buyer returned his car. After finding a manual transmission too "inconvenient", he swapped his Chevrolet Corvette for one with an automatic.
Chevrolet will run the commercial embedded below to promote the program on TV.