Here’s a little-known marketing secret: satisfied customers usually provide very little word of mouth, but those customers who are truly dissatisfied really get people talking. And it takes 12 positive visits/experiences to overcome a single bad one. General Motors is trying to combat this by providing 24 vehicles to GM employees at 40 North American manufacturing facilities for overnight test drives as well and ride-and-drive events.
The GM Vehicle Plant Tour, as the program is being called, will run from March to December 2010 and will stop at 40 different plants. All 40 facilities will be North American plants which include assembly, powertrain, stamping, and metalworking for each of the six vehicles on the tour. The cross country program was kicked off on the first of March.
Developed and run by UAW employees and salaried members, the GM Vehicle Plant Tour was piloted in the Flint Michigan area last year by the GM Vehicle Advocate Program. This venture aims to promote vehicles through word of mouth and personal experience between GM employees and their friends, family, neighbors, and greater communities. The program is similar to the Company Vehicle Ambassador Program launched by GM corporate earlier in 2010 wherein GM employees are able to take home launch vehicles and supporting materials.
By the end of the tour, the Buick LaCrosse, Cadillac CTS Sport Wagon, Chevrolet Camaro, Equinox, Malibu, and GMC Terrain will be exposed to over 40,000 employees and countless community members. GM employees are encouraged to let friends and family drive said vehicles as long as employees are present.
The program will run through the Tonawanda, NY, Arlington TX, and Defiance, OH plants this month. So if you don’t know a GM factory employee, our suggestion is to find one within the next nine months and request a test drive. Or visit your local Chevy, Buick, GMC, or Cadillac dealer.
We have a gallery and the full presser after the break!