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Chevy Total Confidence Pricing and Love It or Return It

By | Published August 10, 2012

What's the Catch?

I've seen ads recently from Chevrolet touting 2 sales programs, one of them is called the Chevy Total Confidence Pricing, and the other is called the Love It or Return It program. The Total Confidence Plan is supposed to give you confidence of some low purchase price, while Love It or Return It claims to give you 60 days to return your new car if you don't like it. But are these plans all that great? Here's our take on it.

Not Confident in the Total Confidence Pricing Plan

chevrolet close up

I have always had distrust for marketers, and where would they be without their asterisks, superscripts and fine print? They are linguistic experts at using asterisks to completely reverse all their hot air marketing claims. The Chevy Total Confidence Pricing plan is basically a fancy marketing term for what we in the industry call the no-haggle price.

Chevy is vague about pricing and exactly how much you'll save off sticker price. A No-haggle price can be good and it can also be not so good. Luckily if you have spent any time here on and read our new car buying guide. You know how to use our free download buyers offer spreadsheet to determine if indeed you are getting a good price and what price you should be paying for your car.

I personally have never been a fan of no haggle pricing, it really just means "here's the price" now shut up. Unfortunately too many American car buyers fall victim to marketing, and no haggle means no math. They foolishly trust the word of the salesperson that they are getting a great price, without checking the math first. Often the no haggle price has rebates built into it, so it makes you think you're getting a lower price when you really are not.

For example, suppose Honda is offering a $1,500 rebate. Your new Honda Accord has a window sticker price of $23,000, and a dealer offers you a no haggle price of $21,500, so you think you got a good deal. The problem is if you strip out the rebate (which is from the factory not the dealer), you see the dealer actually charged you $23,000 so you really paid full sticker. This is how no haggle deals snare many victims.

It's time to make the dealer give up a little too, so that maybe the car could have been bought for $20,000. So is the Total Confidence Pricing plan a good deal? It's only a good deal if you do the math first and use our site to determine how much you should pay for this car. It is only active from July 10, 2012 and September 4, 2012, unless they extend it. I doubt Chevrolet will extend this program, it looks like it's intended to unload 2012 inventory in preparation for 2013 model releases.

Love It or Return It Program

Only new and unused cars bought between July 10, 2012 and September 4, 2012 are eligible for this program, so if you buy a dealership manager's "special" car with 2,000 miles on it, that car is not eligible. Chevy's claim is that you have 60 days to love your new car or return it. Or do you? After reading through their rules of this program, it seems once again the marketers are misleading us with Enron type math. You have to keep the car for at least 30 days, and you can only return the car for buy-back from day 31 to day 60, which means they really should have called this a 30 day plan. Also if you return the car, you don't get the tax back, because that went to the state. So if you return a $25,000 car you'll lose $1,500 in tax money. Seriously? That's enough reason for me to never use this plan.

Scenarios That Make Your Car Ineligible:

There's a lot of hurdles for you to jump through to get them to take the car back if you don't like it. You have to take your vehicle to the selling dealer to have the vehicle appraised. What if the dealer says it's a no go? Then you can't return it. The biggest hurdle in this program is if you return your new car, you will not get your trade-in back, so now you will be stuck without a car. This plan sounds like a great plan from their advertisements, but in reality with a short time span and many hurdles, it seems virtually useless to most people, here's why:

You Also Have to Provide:

In summary, I think the Love It or Return It program appears like a good "gesture" on Chevrolet's part, but has so many hurdles that it's unlikely anyone will ever use the program. Happy shopping, use common sense, check all the numbers first. Don't take anyone's word that their price is the best. Always verify.

Author Jeff Ostroff

About The Author: Jeff Ostroff is a consumer advocate, Founding Editor and CEO of overseeing a team of expert authors. For over 17 years, he's been the recognized authority on car buying, leasing, used cars and financing. He developed sophisticated spreadsheet tools to help consumers negotiate on a level playing field. He is a widely sought out guru, cited by the press for his expertise in savvy car buying and preventing consumer scams. Jeff has been quoted in CNN, Bloomberg, MSNBC, Wall street Journal, Consumer Reports, NY Times, Reader's Digest, and many live call in radio shows. He has covered the automotive space since 1997. Jeff also has extensive experience and expertise in selling used cars for clients on eBay and Craigslist. Connect with Jeff via Email, Twitter or on Google+. has affiliate relationships with multiple web sites. We are paid referral fees for leads or sales generated from visitors that click on some links or fill out certain forms on this site. Please view our advertising policy page for more information.