GM Employee-Discount-For-All Promotion Fails to Lure Import Buyers

In total, GM received Ford car and truck trade-ins at a rate of 13.4 percent in June, while 10.6 percent of June's

Whether or not future sales will be the price GM pays for its latest promotion will remain to be seen. (Photo: Trevor Hofmann, Canadian Auto Press)

trade-ins were Chrysler Group products. Incidentally, June sales in 2004 showed 11.6 percent trade-ins of GM vehicles and 9.4 percent from Chrysler.

As expected, GM's ability to woo owners of Toyota Motor Corp., Nissan Motor Co. and Honda Motor Co. showed nominal results, with Toyota and Honda trade-ins increasing by 0.2 percent from May to June, Nissan trade-ins up 0.1 percent and all other automaker trade-ins falling actually, from 6.3 percent in May to 5.2 percent in June, for a difference of 1.1 percent.

Whether or not future sales will be the price GM pays for its latest promotion will remain to be seen, as there is a valid argument that the momentum June's sales have spurred on, and increased enthusiasm within the organization, could result in an advantage over the long-term.