Tim Higgins of the Detroit Free Press writes of a new policy being implemented by GM-sponsored dealerships. A new marketing campaign allows buyers of select GM vehicles 60 days to decide whether or not they want to keep their new vehicle. Eligible vehicle models include cars made by Buick, Chevrolet, Cadillac, and GMC. The offer will begin Sept. 14 and end Nov. 30. In order to return a vehicle it must have less than 4000 miles. The guarantee will return the buyer’s money paid for purchase price and sales tax, but will not include accessories and negative equity on a trade-in.
This is a newsworthy story in Michigan primarily because of proximity. Michigan is the center for automobile production with more cars in history being assembled in Lansing than any other city in the world. As such any news regarding the automobile giant in recovering from bankruptcy is relevant to the citizens of Michigan. Timeliness is another important factor, since this new offer only runs from September 14 to November 30. Impact is relevant to the story as well, since many citizens in Michigan work at a GM factory. If the campaign is a success and more cars are bought, more will be made, opening opportunities for laid-off workers to return to their jobs. Finally, prominence is important as well since GM has been in the news constantly throughout the year because of their financial troubles.