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.
Comments
It is good to advertise this to those who don’t know but many dealers will already do this. I have never had an issue taking a car for a day or night,
The key here is with new models coming Buick needs to get people behind the wheel that normally would not consider them. That is when they have their So this is a Buick moment.
but wouldn’t it suck if someone decides to hit your Buick that youre test driving?
If it’s a 24 hour test drive, you haven’t signed for the car. Insurance would cover you there. Many dealers require vehicle and comp coverage as a result.
On the 30 day test drive, yes it would. Most 30 day test drive contracts require you forfeit returning rights even if the accident wasn’t your fault.
My Dad bought a new Pontiac convertible every other year starting in 1960. In October of 1967 the dealer gave him a new 1968 Buick Wildcat convertible, loaded with all options, on a Saturday afternoon. We all went for a long drive on Sunday and on Monday morning, my Dad owned a new Buick. It was a good sales strategy then. It should work today.
Marketing to get some buzz…but in reality, when buying a new car and truly serious enough, sales people and dealers will give you an extended or overnight test drive without much asking. 2 out of the 3 last new cars bought, I had overnight test drives. Both of the vehicles I bought, as well as the other vehicle I was comparing it too.
Perfect for the conquest biz. Especially for people who always buy Asian but realize Buick has risen in Consumer Reports.
But if my hot college girlfriend calls to say she’s in town and do I have time for dinner and drinks, can i bring the Buick back before 24 hours?
I wouldn’t want her to think I’d lost my mojo just because I’m driving a Verano… ‘Ya, well, my Porsche is in for service and this is a loaner’, or my aunt’s car… Just need to be prepared…
Here is Dear Auto Landers It is Ann and Abby’s auto enthusiast brother reply to this one.
Dear Being Prepared
In your case I would not worry about it. First you would have to find a hot girl friend and then you have to have to get some mojo to lose.
The Verano is the least of your worries.
Besides you go for the Regal GS for the test drive. Problems solved. With it you get the Hot Girl, the Mojo and a cool car. At least till you have to turn it in and move back to the beat up Accord there Cinderella.
Oh and if you go for the GS get a new condom as the one you have kept in your wallet goes bad over time. You could end up with a Encore if you are not careful.
Signed Dear Auto Landers
I guess I thought most dealerships did this . With almost all the new vehicles I’ve ever test drove I am ask if I want it overnight . Oldsmobile , GMC and Cadillac . In fact there have been times I’ve said no . I do think its a good idea , what bugs me is a ” newbie ” salesman that wants to go with you on the test drive . I usually do alot of research before I step foot on the dealerships lot . So I dont need someone sitting next to me telling me all about the car and all I have time to do is drive it on their usual test drive route . Just leave me be , let me play with the toys by myself . Their was one occasion where I knew more about the car than the salesman did , and I ended up buying something else . The more seasoned salesman will usually throw me the keys and let me go . Thats the way to do business .