I had a dealer lend me a truck so that my club could have something to tow a trailer we needed out to the track for about 3 weekends. That goes beyond nice.
What about that infamous story the guy called Saturn customer service to help his daughter with a broken down car?
Recently, a man called Saturn's customer-service number with a big problem: His daughter's car had broken down in Arizona, and she was stranded. He reported her location, her license plate number -- and the fact that her car was a Honda (HMC).
DIRECT ACTION. When the Saturn representative pointed this out to the upset father, he said "You're the company that cares about people, and that's why I called you." What would your company do? Saturn sent out a truck to pick her up, towed her Honda, and let her father know that she was safe.
Think about it: competitive brand, no warranty card, absolutely no reason to help. Except that there's no substitute for this kind of concrete action when it comes to creating a brand with real meaning. After hearing this anecdote, it's pretty clear what Saturn stands for.