General Motors finally surrendered.
The company has decided to reduce huge rebates, adopted after the events of Sept. 11, 2001. GM recognizes that consumers no longer are responding.
It's about time. When a company talks only price, brand images suffer. GM is better off cultivating a straightforward, respectful relationship with customers: Here's a good product at a fair price - no distractions, no games.
High rebates are best reserved for emergencies, when companies need a jolt to boost sales. As a long-term sales strategy, they do more harm than good.