Once again, General Motors has vowed to improve its market share in California.
In a state where vehicle sales have lagged well behind the rest of the nation, GM has suffered most. Through September it lost 2.7 points of share -- the biggest decline of any carmaker, according to the California New Car Dealers Association. By contrast, Ford gained 1.2 percentage points. GM's 11.4 percent share was fourth, after Toyota, Honda and Ford.
And that's after several California marketing offensives in recent years. The latest included a ritzy affair in Hollywood on Nov. 12.
At the event, marketing chief Bob Lutz said GM will be more aggressive in pursuing California consumers. The party, for more than 1,000 people at the Hollywood Palladium, was GM's public unveiling of the 2011 Buick Regal.
"We have ourselves to blame" for losses in California, Lutz said. "GM came into the den to show this new Buick to the most skeptical audience toward Buick."