To the Editor:
It seems to me that Chevy dealers have been lied to again. With the introduction of the Red Tag Event, our vehicle pricing is once again dictated by the big shots at General Motors.
When we were in Las Vegas in October, we were told by the very top brass that General Motors had no intention of going to one-price selling, yet, once again, GM is dictating the pricing of our new vehicles.
So much for the value pricing strategy that was supposed to help wean us off fire-sale rebates.
During the broadcast announcing the Red Tag Event, the management team was asked about the reduced gross for dealers following so closely on the heels of the GM Employee Discount for Everyone program.
Pete Gerosa's comment was: We don't care about the gross; we just want volume. (Gerosa is GM North America vice president for field sales, service and parts.)
It appears that we are back in the same old mold of selling the deal rather than the vehicle.
GM should learn from Toyota, rather than being afraid of Toyota. Whenever Toyota has a Toyotathon sale, specific pricing is not mentioned, just: See your Toyota dealer for the best deals of the year.
I think GM has become a one-trick pony, unable to sell a good product (and we have good products today) in a competitive retail environment.
To say that I am extremely disappointed by the lack of vision by General Motors is a major understatement.