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DETROIT (AP) - General Motors Corp. expects its U.S. market share to continue to fall in the first quarter of this year due to aggressive competition, but said it won't reverse its strategy of lowering prices and relying less heavily on discounts, GM marketers said Monday.
"We're certainly not pleased with current share levels and we're not satisfied with it, but we have to run this play," Paul Ballew, GM's executive director of market and industry analysis, said during a teleconference with media.
Ballew said GM's U.S. market share — which is critical to the company's North American turnaround — will be about 24 percent in March, down from 27 percent the previous year. Ballew said GM's first-quarter U.S. market share is expected to fall by 1 percentage point, or about 250,000 vehicles, to about 24 percent.
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