Suggestion Box For GM: Brand Building

When I went to the Buick LaCrosse launch, I asked Susan Docherty, then head of Buick-GMC, why consumers would take the "brand risk" that purchasing a Buick involves. She said "good question". Well, now she's head of all GM sales, so she's got even more reason to come up with an answer. What suggestions do you have for her? (Interestingly, when I asked a related question this summer, a WR reader came up with the 60 day money back idea that GM is now running.) Please limit this to answers less vague and obvious than "build better cars".
by Tom Martin on Dec. 08, 2009 - 4:15 p.m.