Mark LaNeve: That's the way the market is.
LaNeve said incentives will continue to be a part of GM's marketing strategy.
"That's just the way the market is," LaNeve said in an interview here. "No one likes to spend money, but everyone is doing it. Incentives are here to stay."
National programs are being shifted to less-costly regional offers established by local marketing groups and dealers, LaNeve said. But GM "will continue to be aggressive, and hopefully the market will allow us to ease back," he said.
LaNeve hopes incentive spending will decline as products are introduced in the coming months.
CNW Marketing/Research in Brandon, Ore., reports that GM spent $4,631 per vehicle in incentives in July and boosted rebates to as much as $6,000 on some 2004 trucks.
Through July, GM's U.S. market share shrunk to 27.4 percent from 27.9 percent at the end of July 2003. LaNeve said GM will fight for "every tenth of a share point."
To help battle the slide, the automaker on Aug. 13 announced that Mike DiGiovanni, divisional marketing general manager of Hummer, will become executive director of strategic marketing for GM, a new position. DiGiovanni will be responsible for increasing volume and share.