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GM ANNOUNCES SPECIAL CALIFORNIA 'VALUE SELLING' MARKETING INITIATIVE

 LOS ANGELES, Aug. 23 /PRNewswire/ -- General Motors (NYSE: GM) and its California dealers today launched an aggressive initiative to boost the sales and retail market share of GM cars and trucks in this state.
 GM's California Value Selling strategy is based on offering affordable cars and trucks with standard features to fill Californians' specific needs, and selling and servicing them in completely satisfying ways, announced J. Michael Losh, GM vice president and group executive for North American Operations (NAO) vehicle sales, service and marketing.
 "We want to create the best values in every market segment, and we want to make it easier for consumers to buy or lease our cars and trucks," Losh said.
 He noted that GM's California Value Selling Initiative is a focused expansion upon GM's successful national value pricing and contenting program, which keeps average price increases for all 1994 GM vehicles to just 1.8 percent, or about half the rate of inflation. For 1994, GM offers Californians a larger array of value-priced vehicles than any other manufacturer.
 "Each of our divisions will offer an impressive lineup of value- priced cars and trucks with the features and accessories that Californians want as standard equipment, in addition to those many vehicles included in the national GM Value Pricing and Contenting program," he said.
 "When you combine that with GM's tremendous quality gains -- GM improved more than any other manufacturer in the 1993 J.D. Power Initial Quality Study -- and the price increases consumers will see in the import-dealers' showrooms this fall, GM cars and trucks are clearly the best buys in the market for 1994 ," Losh continued.
 "Put very simply, GM is beginning a targeted effort to show California buyers that our quality is equal to the best, our vehicle contenting leads our competition, and our value can't be matched. California buyers ... we want you back," Losh stressed.
 Forty-six value-priced 1994 models will be offered by Chevrolet, Pontiac, Buick, Oldsmobile, Cadillac, and GMC Truck dealers in California, in addition to the dozens of vehicles already included in the national GM program, such as the Pontiac Firebird and the Chevrolet Camaro.
 For example, the 1994 California Pontiac Grand Am SE Coupe will feature driver's side air bag, anti-lock brakes, four-speed automatic transmission, air conditioning, tilt steering wheel, rear defogger, and AM/FM stereo radio and cassette player as standard equipment at a manufacturers' suggested retail price (MSRP) of $13,995. A comparably equipped 1993 Grand Am SE Coupe had an MSRP of $15,509; two of its top competitors, the 1993 Honda Accord and the 1993 Toyota Celica ST, comparably equipped, carried 1993 MSRPs of $16,870 and $16,882, respectively.
 "Our timing for this initiative couldn't be better, because our Japanese competitors have been forced to raise their prices between 6 and 10 percent due to the yen's rise against the dollar," Losh observed.
 GM dealers in California are also putting in place new policies and procedures to improve their customer's buying and ownership experience, Losh said.
 "We want to be the first automaker to respond in a comprehensive way to the loud and clear demand of customers for a new way to buy cars, and to exceed their expectations better than anyone else in the business," he declared.
 "We've talked to thousands of California consumers. We've learned what kind of cars and trucks they want, what price they are willing to pay, and that they want a 'no-hassle' environment," Losh said.
 He added that some 5,000 people in GM dealerships and the wholesale organization in the state are now participating in intensive Value Selling training conferences to learn how to change permanently the way GM and its dealers treat customers.
 "Ultimately, our success depends on our ability to not only satisfy our customers' requirements, but to exceed them and create genuine enthusiasm for our cars and trucks, and for the complete ownership experience," Losh said.
 "California Value Selling may very well determine the strength of the General Motors franchise in this state for the next decade," he stated.
 -0- 8/23/93
 /CONTACT: Carl Sheffer of General Motors Corporation, 310-277-2511/
 (GM)


CO: General Motors Corporation ST: Michigan, California IN: AUT SU:

ML -- DE014 -- 5066 08/23/93 13:01 EDT
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Publication:PR Newswire
Date:Aug 23, 1993
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