Chairman Ed Whitacre is exhorting executives at General Motors Co. to try harder to improve quality, reliability and customer satisfaction.
Mark Reuss, head of global vehicle engineering, tells reporters Whitacre has asked engineering executives to interview each customer who returns a vehicle under GM’s 60-day money-back guarantee program. Reuss says the company previously lacked that kind of attention to customer satisfaction.
GM says only 193 buyers have returned their vehicles since the promotion was launched in mid-September, and more than 90% exchanged them for another GM model.
Reuss admits that reliability has been the “Achilles heel of GM” for his entire 26 years at the company. He says he was very disappointed by GM’s poor showing in the annual reliability survey that Consumer Reports released late last month. Only one of 48 GM models rated above average. Until recently, GM argued that its quality lag was mainly a matter of perception.