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'CHEVROLET, NOT FORD, IS SALES LEADER IN FULL-SIZE PICKUP TRUCK MARKET,' SAYS CHEVROLET GENERAL MANAGER PERKINS

'CHEVROLET, NOT FORD, IS SALES LEADER IN FULL-SIZE PICKUP TRUCK MARKET,'
 SAYS CHEVROLET GENERAL MANAGER PERKINS
 DETROIT, Nov. 20 /PRNewswire/ -- Chevrolet, not Ford, is the sales leader in the key full-size pickup market for the 1991 model year, based on registrations compiled by R.L. Polk, Chevrolet General Manager Jim C. Perkins said today.
 Speaking to reporters at the Detroit Press Club, Perkins said the Polk registrations count "is the only real yardstick that counts," because it represents "real people registering real pickup trucks."
 According to Polk, for the 1991 model year (Oct. 1, 1990 through Sept. 30, 1991) Chevrolet full-size pickup truck registrations totaled 375,348. That compared with a total of 372,697 for Ford.
 Perkins asked the reporters to join him in a champagne toast "to every one of the 375,348 great Americans who had the good sense to buy a Chevy pickup last year."
 Pickup trucks are defined as trucks with a cab in front and a pickup box in back. They don't include medium duty vehicles or chassis-cabs.
 Perkins said that the real story in the sales race is the trend in pickup truck registrations over the past five years. In 1987, Chevrolet trailed Ford in the critical market segment by nearly 134,000 units.
 In the 1988 model year, when Chevrolet brought out its new C/K pickups, the gap was narrowed to 122,000, then to 56,000 in 1989, 38,000 in 1990, and finally surging ahead by 2,651 in the 1991 model year.
 Chevrolet -- celebrating its 80th anniversary in 1991 -- has been advertising its model year leadership in full-size pickups during the year, beginning with the NBA playoffs in May. A new ad, featuring Chevy's new "Like a Rock" theme from Bob Seger, is beginning to air now.
 In other comments, Perkins said:
 -- The ZR-1 engine option will continue in Chevrolet's Corvette high-performance sports car, but that no determination has been made as to how many will be built. He said that over time, Corvette overall has increased its share of Corvette's market segment, despite a decline in the segment itself.
 -- The Chevrolet Caprice, with its standard anti-lock brakes and standard driver's air bag, continues to get most of the nation's police car business, with more than 80 percent of the state bids let so far favoring the Caprice police package -- or "nearly 17,000 cars so far out of some 20,000 ordered."
 -- Despite the fact that it's "anybody's guess" when the automotive market will rebound, Chevrolet's outlook for the 1992 model year hasn't changed much, forecasting sales of "nearly 1.3 million cars and just over 1.2 million trucks" for the GM division.
 -0- 11/20/91
 /CONTACT: Dave Hudgens of Chevrolet, 313-492-8846/
 (GM) CO: Chevrolet Motor Division ST: Michigan IN: AUT SU:


KK-ML -- DE006 -- 5374 11/20/91 11:21 EST
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Publication:PR Newswire
Date:Nov 20, 1991
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