Incentives probably won't be rolled back at General Motors Corp., even though the auto maker began a “Hot Button” marketing gimmick that will give away 1,000 vehicles by the end of February, the company's top executive says at Detroit's auto show.
GM Chairman and CEO Rick Wagoner says GM's “Hot Button” campaign is to create excitement during the typically slow January-February shopping period. But the auto maker doesn't immediately foresee easing off 0% financing or other incentives.
“The idea is really to get people into the showroom in an innovative way at a time of the year which is otherwise pretty slow,” says Wagoner. “I think it's going to be interesting to see how it goes,” he says. “Can it help ease off the incentives? It's going to be tough for me to back off the incentives at this time of the year.”
The “Hot Button” campaign includes all the cars and trucks in GM's lineup. To win a new vehicle, consumers must visit a participating GM dealership, sit in the designated “Hot Button” car or truck, press the OnStar button to connect to GM's OnStar safety and concierge service. An OnStar advisor then will tell consumers if they've won.