Probably everybody in this world has had that feeling of remorse after purchasing a certain item and then bumping at a better offer after a couple of days (probably from another brand, or at another store). It’s not that much of a problem if the item they’ve bought is a pair of shoes, jeans, or anything at a similar price – the remorse goes away after a couple of days. But if the item is a car that had cost tens of thousands of dollars, and the new owner has to stick with it for a couple of years, the troubling feeling that they might have driven something better for the same amount of money will probably emerge every time the engine is started.
Chevrolet decided to put an end to this phenomenon. The brand launched a campaign dubbed “Chevy Confidence” which, under the “Love It Or Return It” option, allows customers to buy a car, and then return it if they’re not satisfied. Of course, the offer comes with some restrictions such as: the owner must retain the vehicle for minimum 30 and maximum 60 days, the vehicle must not exceed 4000 miles, and other. The campaign’s “Total Confidence Pricing” option enables customers to buy the car at a price they see, eliminating the need of negotiating, and the possible sense of having paid too much for it.
Take a look at the promotional videos created for the campaign, and tell us what you think of Chevy’s new initiative.
Just like the videos say, 2011 – Chevy’s centennial year, was the greatest in the brands history from the sales point of view, and that has instilled a great deal of confidence to the company. And, in return, they’ve found a great way to show that fact off. Just think of the numbers of hesitant customers who will rush into Chevy dealerships when they hear about the initiative and realize they have almost nothing to lose by buying a Chevy.