DETROIT -

General Motors made what it’s calling a “bold new guarantee” for the Chevrolet lineup, telling buyers “if you don’t love it, return it.”

Starting today, participating U.S. franchised dealers will offer the Chevy Confidence program, which includes:

—Love It or Return It: This vehicle return program covers every new 2012 or 2013 model-year vehicle purchase. Customers can return vehicles bought during the program with less than 4,000 miles driven and no damage, 30 to 60 days from the purchase date.

“It’s simple — if you don’t love it, return it,” OEM officials reiterated.

—Total Confidence Pricing: All 2012 model-year Chevrolets will be offered at special preferred prices in addition to all current vehicle-specific incentives. 

“No mystery about it — the price you see is the price you pay,” GM declared.

The new program already drew industry reaction this morning.

“The buyback program is an indication of how confident Chevrolet is in its new product lineup,”  said Jesse Toprak, vice president of market intelligence for TrueCar.com. “It is a way to get people into showrooms and experience firsthand the significant investments the dealer body has made in the recent years.

"It is a smart and cost effective program that will work towards diminishing the perception gap of the Chevrolet brand particularly in coastal metropolitan areas where consumers have a stronger preference towards the import brands," he continued.

Toprak also touched on the pricing strategy Chevrolet is using.

“‘No Haggle Pricing’ aims to eliminate the most stressful part of the car buying process, stressful negotiations,” Torpak maintained. “Although not nearly as attractive as the Employee Pricing, Preferred pricing based current program ensures every customer pays the same price with no haggle — same price GM offers to its suppliers. Similar programs have been quite successful in the past and we expect Chevrolet to get a decent boost from this promotion for the next couple of months.”

Chevrolet global vice president of marketing Chris Perry elaborated about why the brand is rolling out these strategies.

“We have transformed the Chevrolet lineup, so there is no better time than now to reach out to new customers with the love it or return it guarantee and very attractive, bottom line pricing,” Perry said.

“We think customers who have been driving competitive makes or even older Chevrolets will be very pleased by today’s Chevrolet designs, easy-to-use technologies, comprehensive safety and the quality built into all of our cars, trucks and crossovers,” he continued.

“Research has shown customers respond positively to the confidence companies demonstrate with programs like this and appreciate the peace of mind that comes with knowing they have the option of being able to return their vehicle,” Perry went on to say.

With a solid new lineup of vehicles to sell, GM insisted U.S. Chevrolet dealers have worked to elevate the retail experience by undergoing a transformation of their own. The results are new showrooms that better showcase the brand, and more highly trained staffs delivering a greater level of customer service.

“Chevy Confidence adds another element of convenience to the retail experience that is sure to attract consumers to our showrooms, and we know through first-hand experience that once they get behind the wheel of one of our new products, they are more likely to take one home,” said Steve Hurley, co-chair of the Chevrolet Dealer Council.

The automaker is hoping this new program further lifts brand sales.

Chevrolet sold 4.76 million vehicles around the world in 2011, setting a global sales record, and is on track to build on that success in 2012 with its best-ever first quarter global sales of 1.18 million vehicles.

For full program details and limitations visit chevyconfidence.com.