While the jury is out to determine the success of General Motors’ guerrilla marketing effort to gather owners of recalled cars, the automaker is complementing the effort with a way to entice stronger response: gift cards.
The gift cards are a “part of the outreach that we’re doing to try and get people who haven’t taken action yet to get their cars repaired,” says a GM spokeswoman, referring to the fact that GM has fixed only 1.27 million of the 2.2 million recalled cars due to underwhelming owner response.
Indeed, Automotive News is reporting that GM began mailing letters to about one million owners last week to remind them that parts are available to replace their defective ignition switches and they can make an appointment at their local dealership. Owners whose cars are repaired by December 1 will get their choice of a $25 gift card for Amazon, AMC, Applebee’s, Bass Pro Shops, Red Robin, Starbucks, or Wal-Mart.
The ignition switch recall involves several compact cars from model years 2003 to 2010 including the Chevrolet Cobalt and Saturn Ion.