Successful programs have many fathers, but the the core of this idea can be traced back to Roger Adams, then General Manager of the Buick Motor Division. Earlier in the year he had conducted a planning session where he challenged his Buick Leadership team to come up with ideas that would break through the marketing clutter. One of the many ideas that were logged that day was zero-percent financing. Then, in the somber days immediately following "911" Roger was called to a meeting among VSSM (Vehicle Sales, Service and Marketing) leadership do discuss what effects the terrorist act would have on GM's business. He presented the financing concept as a way to take a positive step toward putting the country back on its feet. There was considerable discussion and others agreed and offered ideas that led to the Keep America Rolling slogan, but it was Roger who brought the original concept to the table.