1. The Credit Union Member Discount from GM Satisfaction Survey Report

2. Study Methodology
An online survey was administered in June 2009 to credit union members who signed up to use the Credit Union Member Discount from GM. All members who requested an authorization code to use the GM discount were invited to participate in the study.
Respondents were given approximately two weeks to complete the online survey, 1,912 valid surveys were completed, representing an 8.6% response rate.

3. State
Buick
Cadillac
Chevrolet
GMC
HUMMER
Pontiac
Saab
Saturn AL 6% 4%
51%
25% 0% AK
74%
11% 5% AZ
10%
35%
45% AR
33%
39%
22% CA 9%
41%
21% 1% CO 7%
14% CT
50%
20%
15% DE
46% 8%
31% DC
100% FL
54% GA 3%
67% HI ID
53%
27% IL
12%
43% IN
40%
16% IA
17%
19% KS
29% KY
13% LA
42% ME
83% MD 2%
18% MA
65% MI
48% MN
37% MS MO
63% MT
78% NE NV
80% NH NJ NM NY NC ND OH
23% OK
57% OR
64% PA RI SC
44% SD TN TX UT VT VA
52% WA WV WI
38% WY
30%
Almost half of all respondents (48%) purchased a Chevrolet Brand Vehicle

4. The majority of respondents (74%) purchased their vehicle in the last three months

5. The CU Member Discount from GM is an appealing offer with over 90% of respondents using it to purchase their vehicle

6. State GM
Competitive Brand
Foreign Brand AL
63%
16%
22% AK
26%
11% AZ
65%
15%
20% AR
67% CA
49%
10%
41% CO
46%
29%
25% CT
55%
30% DE
54%
31% DC
100% 0% FL 8% GA
47%
19%
33% HI ID
73%
13% IL
66% IN
69%
17%
14% IA
58% KS KY
81% 6% LA
64% ME
75% MD
51%
24% MA MI MN
18% MS 7% MO
61% MT
56% NE NV
60%
40% NH NJ
50% NM 5% NY NC
59%
28% ND OH OK
57% OR
36% PA
72% RI SC SD TN TX
27% UT
52%
21% VT VA WA WV WI WY
38% of respondents previously owned a competitive brand vehicle and one-fifth (20%) owned a foreign brand
Note: Survey results have been grouped by auto maker

7. State CU
Dealer
Other AL 2%
75%
24% AK
16%
53%
32% AZ
25%
55%
20% AR 0%
67%
33% CA 9%
68%
23% CO 4%
64% CT
35%
40% DE 8%
77%
15% DC
100% FL
61% GA
17%
69%
14% HI ID 7%
80%
13% IL
76% IN IA
11% KS 5%
48% KY
63% LA
72%
19% ME
42% MD
10%
22% MA
45%
39% MI
12%
51%
37% MN MS MO
54%
29% MT
78% NE NV NH NJ
21% NM NY NC
70% ND
50% OH OK OR
36% PA RI SC
26% SD TN TX UT 3% VT
62% VA
60% WA WV WI WY
One-third of respondents learned about the discount from channels other than the dealer

8. State
Agreed AL
78% AK
58% AZ
85% AR
83% CA
76% CO
93% CT DE
100% DC FL
90% GA
81% HI 0% ID
87% IL
80% IN IA
72% KS KY LA
89% ME
75% MD MA MI
82% MN
84% MS MO
88% MT NE NV NH NJ
92% NM NY NC
98% ND OH OK
74% OR
79% PA RI SC SD TN TX UT VT VA WA
67% WV WI WY
Over 80% agreed that the member discount was very important in their purchase decision
Agreed=Strongly Agree + Somewhat Agree

9. Over 85% of respondents have been credit union members for more than a year
State
Less than 1 year
years
20+ years
Don't belong AL 8%
45%
47% 0% AK 5%
37%
11% AZ
15%
70% AR
44%
50% 6% CA
14%
32% 7% CO
25%
54%
18% 4% CT
20% DE
38%
46% DC
100% FL 9%
51%
40% GA 3% HI ID
80% IL
10%
52% 1% IN
59%
31% IA
42% KS
24%
48% KY LA
56%
36% ME
17%
75% MD
16%
39% MA
19%
26% MI
29%
63% MN
35%
43% MS
33% MO
49% MT NE NV NH
60% NJ
21% NM
30% NY 2% NC ND OH OK
13% OR PA RI SC SD
67% TN TX UT VT VA WA WV
27% WI WY

10. State
Agreed AL
75% AK
53% AZ
85% AR
78% CA
76% CO
71% CT
90% DE DC
100% FL
87% GA
69% HI ID
73% IL
82% IN
83% IA KS
95% KY
88% LA
86% ME MD MA
77% MI MN MS MO MT NE NV
60% NH
80% NJ NM NY
79% NC
89% ND OH OK
61% OR
64% PA RI SC SD TN TX UT
66% VT
92% VA WA WV WI WY
80% of respondents agreed that the CU Member Discount strengthened the value of their credit union

11. State
Bank
Credit Union
None in particular AL
29%
59%
12% AK
26%
63%
11% AZ
50%
45% 5% AR
33%
17% CA
39%
53% 8% CO
54%
36% CT
55%
35%
10% DE
77%
15% DC
100% 0% FL
34%
62% 3% GA
58% 6% HI ID
73%
20% 7% IL
52% 9% IN
51% IA
47% KS
48% KY
31% LA
44% ME
83% MD
43%
49% MA MI
27%
71% 1% MN 2% MS MO
46% MT NE
67% NV
40%
60% NH
80% NJ
25% 4% NM
30% NY NC
69% ND OH OK OR
57% PA RI SC
56% SD TN TX
37% UT VT VA WA
42%
13% WV WI WY
Over half (51%) of respondents consider a credit union to be their primary financial institution

12. State
Used CU
Used Other
N/A AL
51%
47% 2% AK
79%
16% 5% AZ
50% 0% AR
33%
61% 6% CA
42%
57% 1% CO
32%
68% CT
25%
70% DE 8%
92% DC
100% FL
37% GA
53% HI ID
80%
20% IL
43%
56% IN
34%
66% IA
31%
69% KS KY
63% LA
67% ME
58% MD
45%
55% MA
39% MI
46% MN MS
27%
73% MT
44% NE NV NH NJ
13%
88% NM
40% NY
60% NC
24%
74% ND OH
41% OK
65%
26% 9% OR
64%
36% PA 3% RI SC SD TN TX UT
48%
52% VT
54% VA WA WV WI
30% 4% WY
57% of respondents used a source other than their credit union to finance their recent vehicle purchase

13. Demographics Total Gender Male 60% Female 40% Age Group Under 18 0%
Total
Gender
Male
60%
Female
40%
Age Group
Under 18 0% 2%
10%
17%
27%
29%
65 or older
15%
Children in HH
Yes
32% No
66%
Homeowner
90%
vs. Renter
Renter 7%
Other 4%
HH income
Under $25,000
$25,000 - $49,999
$50,000 - $99,999
44%
$100,000 or more
34%
Income Source
Less than High School Graduate 1%
High School Graduate
Some College
College Graduate
College Postgraduate
20%
CU Employee 5%
95%

14. Conclusions
The Invest in America brand is effectively driving consumers’ behavior toward buying American when you consider the significant percentage of respondents who previously owned a foreign vehicle
The CU member discount is an appealing offer with over 90% utilizing it to purchase their vehicles
Credit unions need to be more engaged in this program because they are missing key opportunities for loan volume and wallet share growth
While 90% used the CU member discount, less than 50% financed through their credit union and only 50% consider the credit union to be their primary financial institution
The survey findings supports key strategies that have been defined for Invest in America
Engage key members of the credit union team to take ownership of the program including: sales and service, lending and marketing
Support credit unions in more proactively marketing the program by providing free marketing materials and defining marketing requirements
Survey the credit unions to better understand how we can support their efforts
Communicate more concrete evidence directly to the credit union of how Invest in America can drive volume and wallet share growth and highlight the opportunities that they are missing