May 10 -- Lately, General Motors has been setting the pace as far as prices go, at least among the Big 3.
It started right after 9/11,when GM launched the wildly successful zero percent financing plan, which almost every other carmaker followed.
That's gone, but GM is still using fairly fat incentives to take back market share, especially from Ford.
Here's the key: GM can afford to be aggressive with pricing and rebates because it has taken manufacturing cost out of the vehicles. It was a long process, but GM is now the low cost producer among the Big 3.
That's an important step, but it won't be enough. The international brands, the non-Big 3 producers, still have nearly 40 percent of the market.
Taking share back from them will be a lot tougher.