When the then-new Chevrolet Malibu debuted, there were many stories of GM dealers purchasing Toyota Camrys and Honda Accords so as to control the customer’s competitive experience and bring the Malibu’s benefits to the fore. A useful tactic, it did earn some enterprising dealers more than a few sales, and even more headlines.
And it would appear that General Motors is looking to pull an encore of the Malibu’s competitive performance with their new small car, the Cruze. Asking 3,000 American dealers to purchase a competitive Corolla and Civic to compare with the new Chevy Cruze, GM is once again throwing a huge amount of confidence behind their new car’s performance. If it will pay off is anyone’s guess.