To the Editor:
I strongly protest the fact that General Motors continued a form of employee pricing for 2006 models. I am absolutely opposed to continuing to sell cheaply or give away the best vehicles Chevy has offered in 10 years.
What were you thinking, GM?
You have invested millions in redesigning Chevrolet and other GM vehicles to compete with any in the marketplace. You have invested in better engines, better gas mileage, better safety, better styling -- even, finally, better interiors.
Why? To convince half of the car-buying public you might go out of business and convince the other half that our vehicles are worth substantially less than invoice? Were you trying to convince them that sticker price and invoice are dealer marketing ploys, to be ignored? And you did that at the same time you were launching the Total Value Promise program.
Since no one on your marketing team has bothered to explain this to you, let me: This stance inextricably linked Total Value Promise with below-invoice pricing in the consumer's mind. Why buy a great vehicle at Total Value Promise when you can just wait to get it substantially below invoice?
You have been creating a self-fulfilling prophecy -- a prophecy that GM is in trouble, has to unload inventory, isn't profitable and can't compete without big giveaways; that GM vehicles do not hold resale value, on and on.
What were you thinking?
For sure, it is not about your redesigned product or the dealerships or the people who sell your vehicles. There are no bragging rights in lost profits, lost creditability, lost resale values. You have been making a mistake, and I must protest.