A new long-term sales improvement strategy from GM’s Buick is to allow customers to take home test-drive vehicles and keep them over night. The plan isn’t exactly new or original, but the 24 Hours of Happiness program is certainly not something that too many manufacturers are doing today.
The program is set to start this Wednesday, July 22nd, and will be evaluated after three months. That means that you have the next three months to go take a new Buick home for the night and pretend it’s yours.
Buick chief Duncan Aldred decided to put the plan in motion after receiving positive customer feedback from a pilot program in Phoenix, Arizona. In an interview, Aldred went on to say “Customers thought it showed that we have a real confidence in our vehicles.”
“Some people can’t believe that Buick has the confidence to send them out in a car without a salesperson sitting next to them to tell them how great the car is”, said the owner of one of the dealerships involved with the pilot program.
The GM Authority Take
Good on Buick for offering overnight test drives. Its closest competitor, Ford Motor Company’s Lincoln brand, has been doing the same with some success since at least the 2013-2014 timeframe.
Here’s to hoping that 24 Hours of Happiness has everyone falling in love with the new Buick, proves beneficial for the brand, and has a positive impact on sales in the near- and medium terms.