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GM extends refund program

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By EMILY FREDRIX

The Associated Press

Published: October 30, 2009

MILWAUKEE - General Motors Co. says its money-back guarantee - key to its revival - is going so well that it will extend the program into early 2010.

The automaker launched its "May the Best Car Win" campaign in September as a way to get consumers to try GM cars and trucks with minimal risk. Consumers have been leery of the Detroit company since it filed for bankruptcy protection this year.

The program, which offers refunds within a 31- to 60-day period after the purchase, was to last two months, ending Nov. 30. Now it will last until Jan. 4.

Jay Spenchian, executive director of GM's marketing strategy support group, told The Associated Press on Thursday that more people are considering GM's four brands - Chevrolet, Cadillac, GMC and Buick - and few vehicles have been returned.

"We're starting to see big consideration changes and opinion changes," Spenchian said.

That's what the company was hoping for when it created the campaign, which includes advertisements comparing GM vehicles with those of competitors. The nation's largest automaker needs to improve sales so it can repay billions in government loans and stay in business.

Spenchian said October's numbers appear to be up. On Wednesday, GM said that next week it is likely to post its first year-over-year monthly sales gain in 21 months.

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