Chevrolet dealers will be offered incentives to help the brand reach its 2004 sales target of 3 million vehicles.
The company will offer trips and other prizes to dealers who hit their marks, said Brent Dewar, marketing general manager.
"We call it the Road to 3 Million, and we're just asking them to think about their targets," he said. "We're giving them stretch goals to do it."
Chevrolet sold 2.6 million units in the United States in 2003.
"Chevy is at the top of its game," said a New Jersey dealer after the make meeting. "We really appreciate the fact that dealer relations have improved so much."
Even with new products for 2004, Chevrolet isn't likely to hit 3 million in sales this year, said Tommy Brasher, co-chair of the Chevrolet National Dealer Council.
"I don't think we can do it in 2004 because we don't have the production," Brasher said.
"But we will have the production in 2005."
Three high-volume replacement vehicles will have to add significant sales, Brasher added. They are: the Equinox small SUV, replacing the Tracker; the Cobalt small car, replacing the Cavalier; and the Colorado compact pickup, replacing the S10. Also, he said, Chevrolet must get strong sales from the new half-ton Silverado Crew Cab.
Dewar showed dealers commercials for Chevrolet vehicles that will be part of the "American Revolution" theme.
The spots will have the same tone and Steppenwolf music as the auto-hauler spot that launched the theme, he said.
Dealers will be able to tag national spots with their store names. They also will get local retail spots with the same theme.