If you don't like it, give it back!

General Motors North America has announced a new advertising campaign, being called 'May the Best Car Win,' that will allow unsatisfied buyers to return their new GM automobile up to 60 days after purchase for a full refund.

The new program has a few limitations--for instance, the buyer must be up to date on his or her payment, the car cannot have more than 4000 miles on it, etc.--but overall, it is a customer-oriented push towards helping buyers gain some confidence in GM. While GM looks much different these days, post-bankruptcy--with the cancellation of the floundering Saturn brand, and the phasing out of Pontiac to merely a small, limited offering of a few vehicles through Chevrolet--GM hopes that this new incentive will revive their reputation, as well as their bottom line.

A 'money-back' guarantee is quite the drastic step for GM North America. It will be a difficult task for the company to win over the public and improve brand image. GM appears to be aware of such difficulty--they are spending $2 billion on advertising per year--and by most accounts, it will likely be a very critical time for the company's health. One is left to wonder, however, what will remain for the automotive giant if this new approach is unsuccessful.