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Chairman Edward Whitacre Jr, of General Motors Co is advertising a 60-day refund guarantee, which means that if customers don’t like their new Chevrolet, GMC, Buick or Cadillac, they can return it within 60 days for a full refund.

The marketing program which starts on Monday September 14, 2009 and aims to win back customers who have been wary of GM since it filed for bankruptcy protection earlier this year. 

General Motors, who is the nation’s largest automaker, needs to improve sales so it can repay billions in government loans and stay in business.

GM’s new chairman Edward Whitacre Jr, who will appear in the initial burst of ads.  One such ad is displayed on this page.  Ed Whitacre, a former AT&T chief, was recruited by the federal government to lead GM’s reconstituted board.

Ed Whitacre Has No Doubts About GM

The ads will feature him telling viewers that he too had doubts about the company when he joined this summer. Now, he likes the cars he’s seen, and consumers should, too. If they don’t, they can have their money back, he will say in what has been described as a folksy Texan accent.

The May the Best Car Win program will run through 30 November, GM will allow buyers of new vehicles to return them, no questions asked, for a full refund within 31 to 60 days. The vehicles must not have more than 4,000 miles on them and the drivers must be current on their payments. However, the Pontiac brand, which GM is phasing out, is not eligible. Leased vehicles are also ineligible.

The marketing campaign will also align GM’s four brands directly against foreign competitors, focusing on quality, performance, fuel economy and design.   From the dealers that we have surveyed, most feel that the program will generate more business for the franchises.  In fact, if customers do not particpate in the program, they can opt for a $500 rebate off the price of a new car.