General Motors Corp. said its retail market share in California is continuing to improve under a major statewide marketing initiative first begun in the fall of 1993. The automaker said its 1995 model year retail market share in the state improved 1.1 share points to 23% through April, based on registration data from R.L. Polk. No. 2 Ford
held steady at a 22.3% share. GM's gains have been based largely on value pricing, under which models with the greatest appeal to Californians are packaged with popular options and sold at a lower sticker price than if the options were priced separately.
Copyright July 1995 Crain Communications Inc.