Moving chairs around on the Titanic is not the way to miss the iceberg.
Rebates and lower finance rates are an old paradigm of the 1990s. They worked because the Big 3 had a huge share of the truck market, including SUVs.
Paradigm '04 is here. Gross profit is a failed vision.
Where are the passion and the vision from the Big 3? The obsession with designing segment-leading models that turn heads?
The Beatles sang that "money can't buy me love." Rebates can't make market share go up!
Customers of all ages will flock to the Big 3 when they fly up high like an eagle, not just push a button of "$5,000 off" and expect winning results.