In the past, consumers punished automakers for big recalls. Those companies lost market share — Toyota's dropped 2 percentage points over 12 months when it recalled 14 million cars for unintended acceleration. Yet GM's has held fairly steady so far, around 18 percent.
GM has cautioned that an ongoing companywide safety review could produce even more recalls — just Monday it recalled another 3.4 million cars for a separate ignition switch issue — so consumers might still decide it's smarter to buy their wheels elsewhere.
But for now, experts say, GM has retained buyers' confidence by appearing to act quickly on safety matters — even though GM's internal investigation into the small-car switch recall showed that employees took years to realize they had a safety problem on their hands.
"People are associating that with being vigilant more than being careless," said Larry Dominique, executive vice president of Automotive Lease Guide, whose data is used by dealers to set values of leased cars.
That could explain why the value of the 2010 Chevrolet Malibu rose almost 3 percent from February, when the recalls started, through May, according to ALG. That compares with midsize cars as a whole, which dropped in value by 1 percent. The Malibu has been part of five recalls this year.
The value of most other used GM cars also rose. The exception: the Chevrolet Cobalt, which is at the heart of the first ignition switch recall. About 1 million Cobalts are being recalled. Of the 13 deaths GM counts, nine occurred in Cobalts.
ALG says the value of 2010 Cobalts dropped 2.4 percent from February through May, but the compact car segment's value rose almost 3 percent. Falling values have triggered lawsuits from Cobalt owners.
That doesn't mean the cars won't sell. At L.A. Sales in Oyster Bay, New York, on Long Island, part-owner Andy Kaufman recently sold a 2005 Cobalt for just under the $5,000 he was asking. The buyer, he says, had no concerns once Kaufman showed him the switch had been replaced.
Experts say the volume of recalls has taken away some of the fear factor.
"I'm beginning to wonder if the consumer is almost numb to the next headline that comes out," says Ricky Beggs, a senior vice president of Black Book, which also monitors used car prices.
The GM headlines keep coming. On Monday, GM recalled older large cars for an ignition problem, although GM says the cause in this one is the key design. On June 6 the company said 15 people had been dismissed in relation to the findings of its internal investigation into the small-car switch problem. CEO Mary Barra has repeatedly apologized for the injuries and loss of life. She makes a return trip to testify on Capitol Hill Wednesday.
Even if consumers do become sensitive to the recalls, any new-car market share decline would be small, predicts Jesse Toprak, senior analyst with the Cars.com website.
"They can mitigate it with some targeted marketing efforts" and bigger discounts, Toprak says.
Consumers seemed more sensitive in the past. In the early 2000s, Firestone recalled more than 6 million defective tires on Ford SUVs, and the automaker replaced another 10 million. At least 271 people were reported killed and hundreds injured. Ford's share of the SUV market fell 5 percentage points.
One important difference is that the recalled GM small cars — the Cobalt, Saturn Ion and Sky, Pontiac G5 and Solstice, and Chevy HHR — are no longer made. And GM's newer cars score much higher in quality surveys. Also, people don't always associate General Motors with the Chevrolet, Buick, GMC and Lincoln brands, said Dominique.