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CHEVY'S PERKINS DISCUSSES FORD-CHEVY SALES RACE WITH CALIFORNIA AUTOWRITERS

 GRANADA HILLS, Calif., Nov. 23 /PRNewswire/ -- Chevrolet General Manager Jim Perkins said Monday (Nov. 22) arch-rival Ford seems intent on buying the U.S. full-size truck sales crown for 1993.
 He told California autowriters if published reports are accurate, Ford is spending millions of dollars transferring F-series pickups from retail to daily rental accounts at Ford dealerships in an effort to assure truck sales leadership.
 The perennial truck sales war between Ford and Chevy is virtually neck-and-neck. With almost a million units sold between them and slightly more than a month to go in the calendar year, Chevy is down by about 2,000 units, according to the trade journal Automotive News.
 Perkins said Chevrolet won't try to match the Ford program. "It's getting silly," he said. "If it's going to be this way, stop the train and let me off."
 Ford F-100 sales are up 9 percent for the calendar year. Chevy C/K sales are up 17 percent.
 "Ford says this year's truck race is coming down to who has the best dealers and the best marketing," Perkins said. "That's crap. This year's race is coming down to who has the sharpest pencil and the deepest pockets. You'd better be very well-heeled to do what they're doing."
 Perkins said Chevy "doesn't consider a sale a sale until there's a real customer taking delivery of a real vehicle."
 "We crossed that bridge a couple of years ago, when we didn't go with Ford on another year-end truck race. We decided it was foolish to blow resources buying phantom sales. We'd a hellava lot rather spend the money improving the product.
 "Sure there's a war between Ford and Chevy. And it's the war we aim to win, not a skirmish over who can come up with the biggest numbers. Our people understand that. So do our dealers. And most important, so do our customers."
 -0- 11/23/93
 /CONTACT: Suzanne Kane, 805-373-8440, or David Hudgens, 313-492-8841, both of Chevrolet/
 (GM F)


CO: Chevrolet Motor Division ST: California, Michigan IN: AUT SU:

JG -- DE018 -- 7288 11/23/93 13:03 EST
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Publication:PR Newswire
Date:Nov 23, 1993
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