How Far Can Rebates Power GM?

The carmaker finally retook market share in 2001 and plans to keep the costly heat on Ford and Chrysler with more incentives in 2002

General Motors sales and marketing chief William J. Lovejoy can finally take down from his office door a collection of news clips chronicling the auto maker's decade-long loss of market share. In each of the stories, Lovejoy is quoted making Lee Ioccoca-like claims that GM would reverse the slump in 2001.

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