Lynne d Johnson

 

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11.01.06 01:40 AM

The Plan Behind That Power Play

"In the summer of 2005, troubled by declining sales, waning market share and bulging inventories, General Motors began offering its employee discount program -- traditionally reserved for employees, retirees and their family members -- to consumers. The tactic proved wildly popular with bargain-hunting car buyers: GM's sales increased 41% in June, making it the auto maker's best month in 19 years. Seeing this, Ford and DaimlerChrysler decided to get in on the action, making offers in July that mirrored GM's program. It was a prolific selling period for all three brands, but after several extensions of their respective programs sales eventually trailed off." (Read More | By Lynne d Johnson | The Wall Street Journal | Books)

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