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96-Hour Countdown Ends GM Employee Discount for All


September 2005
 Filed under: GENERAL MOTORS CORPORATE Car News | GENERAL MOTORS CORPORATE Headlines

Month-End Promotion Signals Next Phase of Total Value Promise Marketing Strategy

DETROIT - GM is concluding its most successful marketing program ever with a 96-hour countdown that runs Sept. 27-30, 2005. This will be the last chance consumers have to take advantage of the groundbreaking offer of GM employee discount pricing for everyone before the program expires on Sept. 30. To highlight the conclusion of the program, there is an extensive corporate and divisional national advertising campaign scheduled to run Sept. 25-30. It includes network television, newspapers, radio, internet and dealer promotions. There also will be radio and television ads in key diversity markets.
"The GM Employee Discount for Everyone program has been an outstanding success," said Mark LaNeve, GM North America vice president, Vehicle Sales, Service and Marketing. "We knew we had an innovative concept, and it ended up exceeding our expectations. This program proved that when you offer consumers great products at a compelling value, you can move the needle. But, all good things must come to an end, and this weekend our dealers will close out the program with great in-store promotions."

The GM Employee Discount for Everyone program is available on all remaining 2005 model year vehicles in inventory, except for the Chevrolet Corvette and HUMMER H1, as well as most 2006 full-size pickups and full-size sport utility vehicles.

The GM Employee Discount for Everyone program was particularly effective in raising retail sales in important markets. In eight of the top markets across the country, GM's retail sales for June through August were up between 22 and 33 percent. For example, in Los Angeles, the second largest retail market in the country and an important source of conquest sales, GM's retail sales were up more than 33 percent. In the southern Florida market, which represents an important diversity market, GM grew its retail sales by more than 31 percent in Miami/Ft. Lauderdale and nearly 28 percent in Tampa/St. Petersburg.

The program also played a pivotal role in propelling the auto industry to its strongest three-month selling rate in history. Consumers purchased over 5 million vehicles and the seasonally-adjusted annualized selling rate hit almost 19 million vehicles.

LaNeve indicated that the conclusion of the GM Employee Discount for Everyone program signaled the next phase of GM's Total Value Promise marketing strategy, which is part of an overall strategy to underscore the value of each GM brand.

"We've spent a lot of time in the past few months working with our dealers on the execution of GM's Total Value Promise," LaNeve said. "We recognize that this is a significant change in how we're marketing our products, but it's the right thing in the long run for GM, and we're committed to this strategy. We need to get everyone thinking in terms of the value our products represent."

GM's Total Value Promise is a commitment to offer consumers great value with every brand and product, coupled with compelling prices that are competitive in every segment. Value is reflected in outstanding levels of standard equipment and available safety-related technology, including OnStar and StabiliTrak, along with an exceptional customer sales and service experience and premium limited new vehicle warranty coverage on selected vehicles.

General Motors Corp. (NYSE: GM), the world's largest automaker, has been the global industry sales leader since 1931. Founded in 1908, GM today employs about 324,000 people around the world. It has manufacturing operations in 32 countries and its vehicles are sold in 200 countries. In 2004, GM sold nearly 9 million cars and trucks globally, up 4 percent and the second-highest total in the company's history. GM's global headquarters are at the GM Renaissance Center in Detroit. More information on GM can be found at www.gm.com.

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