Automotive Blog

GM is relying on new product blitz to halt share decline

The next 18 months are important for all OEMs, but perhaps more so for GM than for any of its rivals. From mid-2012 through mid-2014, GM will unveil the greatest array of all-new or re-designed vehicles in recent memory, if not in the company's history.

In 2012, the company brought to market the Spark minicar, Malibu midsize sedan, Verano compact car, XTS large luxury car and the ATS compact luxury car. Coming in 2013 are new versions of the Silverado and Sierra large pickups, the full-size Impala sedan, the Cadillac CTS midsize luxury sedan, and the Chevrolet Corvette, as well as the all-new Cadillac ELR electric coupe and Buick Encore compact crossover.

In 2014, the redesigned Chevrolet, GMC and Cadillac fullsize SUVs as well as midsize Chevrolet and GMC pickups will arrive. Powertrain enhancements will include all-new internal combustion engines as well as diesels and hybrids. Altogether, GM's new products compete in segments that account for almost two thirds of the entire U.S. light vehicle industry. It is rare to see such an onslaught of new products from one company in such a short period of time, but GM is making up for time lost during its 2009-10 restructuring phase.

These new cars and light trucks could not arrive too soon. With the exception of 2011 during which the company's U.S. market share edged up .4%, GM has bled share every year since (at least) 2007. And in 2012, this trend accelerated with the company's share sliding 1.7 points to 17.90*, its lowest level since the 1920s. If anything is going to stop GM's share decline, this impressive array of all-new or redesigned products should do it. In fact, GM has refrained from taking the pre-recession route of heaping on incentives to buy business, hoping instead that its redesigned and all-new products on their own will resonate sufficiently with the consumer to boost sales and share. Polk's U.S. Light Vehicle Forecast indicates that GM's share indeed will rise slightly in 2013 to the 18.0 – 18.5% range.

General Motors U.S. Light Vehicle Market Share

Posted by Tom Libby, Lead Analyst, North American Forecasting, Polk (01.31.2013)

About The Author

Manager, Loyalty Solutions and Industry Analysis

Tom currently uses his passion for the auto industry to serve as a Solutions Consultant for IHS Automotive's Loyalty Practice. His past roles here include Sr. Forecasting Analyst and PolkInsight Advisor (he worked for two years in Polk’s Woodcliff Lake, New Jersey office). Tom's other interests include reading, gardening, sailing and running. Aside from Detroit and New York, Tom has also lived in Los Angeles, Denver, and Boston, where he drove a taxi for two years. Tom has also traveled extensively in the United States and overseas, including an overland trip across Asia after graduating from college. Tom is inspired by people who practice what they preach and enjoys socializing with friends that he's met throughout his career and from school.

Tom is a past member of the Board of Directors of the Society of Automotive Analysts (SAA). During the 2009 calendar year, Tom was President of that organization. He is an active member of the Automotive Press Association, and in the past has written a blog for the online version of the Detroit Free Press. Tom has a bachelor's degree in history from Amherst College, an MBA with a marketing concentration from Columbia University and once served as an Adjunct Professor of Market Research at Pepperdine University in Malibu, California.