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cAs the clock ticks down on a difficult year for General Motors Corp., the company's Chevrolet division finds itself on the cusp of doing something it hasn't accomplished in nearly two decades: overtake Ford Motor Co.'s Ford nameplate as the No. 1 brand in the U.S. market.
Chevrolet has played second fiddle in terms of sales and market share in its home market to its rival for the past 18 years.
But through the first 10 months of this year, the two brands each had 15.7 percent of the U.S. market for new cars and light trucks, amid heavy discounting and market-share losses to Asia-based auto makers like Toyota Motor Corp.
Executives at GM are hopeful that the company's year-end clearance will enable Chevrolet to come out on top, potentially energizing Chevrolet dealers as it launches its GMT-900 line of pickups and sport-utility vehicles.
GM and Ford are in the process of restructuring their North American operations, which have posted billions of dollars in losses in recent months as the companies contend with high cost structures, changing consumer preferences and competition from foreign car makers.
Bragging rights may seem trivial at such a time, but executives say market leadership in the U.S. is critical.
"To be the industry leader would be a great thing," said Ed Peper, general manager of GM's Chevrolet division.
GM remains the No. 1 automaker in the U.S. by sales when its other brands, like Cadillac, GMC and Saturn, are included. Ford also makes the Lincoln and Mercury brands.
Chevrolet has played second fiddle in terms of sales and market share in its home market to its rival for the past 18 years.
But through the first 10 months of this year, the two brands each had 15.7 percent of the U.S. market for new cars and light trucks, amid heavy discounting and market-share losses to Asia-based auto makers like Toyota Motor Corp.
Executives at GM are hopeful that the company's year-end clearance will enable Chevrolet to come out on top, potentially energizing Chevrolet dealers as it launches its GMT-900 line of pickups and sport-utility vehicles.
GM and Ford are in the process of restructuring their North American operations, which have posted billions of dollars in losses in recent months as the companies contend with high cost structures, changing consumer preferences and competition from foreign car makers.
Bragging rights may seem trivial at such a time, but executives say market leadership in the U.S. is critical.
"To be the industry leader would be a great thing," said Ed Peper, general manager of GM's Chevrolet division.
GM remains the No. 1 automaker in the U.S. by sales when its other brands, like Cadillac, GMC and Saturn, are included. Ford also makes the Lincoln and Mercury brands.
Michael Ganal, member of the BMW board responsible for sales and marketing, is forecasting BMW Group sales of 1.3 million in 2005, up from 1.2 million in 2004. In the first nine months of the year, BMW brand sales were up 11 percent, and Mini sales were up 12 percent.
The newspaper expects Mercedes Car Group to finish this year with sales slightly up on 2004's 1.23m units, having recorded 1-percent growth in the year to the end of September. Audi is also growing and expects to record a sales level of around 840,000 units in 2005. In the first three quarters its sales were up 11 percent. Audi reportedly expects to break the 1 million sales barrier by 2007 or 2008.
Mercedes has been hit by quality problems this year which have resulted in large-scale product recalls and low scores in customer satisfaction surveys. Exchange rate problems have prevented Mercedes from selling its two small cars, the A-Class and B-Class, in the U.S., while Mercedes' Smart small car brand has underperformed badly. Smart's rival, BMW's Mini, has been a runaway success and expects sales in excess of 200,000 this year.
The newspaper expects Mercedes Car Group to finish this year with sales slightly up on 2004's 1.23m units, having recorded 1-percent growth in the year to the end of September. Audi is also growing and expects to record a sales level of around 840,000 units in 2005. In the first three quarters its sales were up 11 percent. Audi reportedly expects to break the 1 million sales barrier by 2007 or 2008.
Mercedes has been hit by quality problems this year which have resulted in large-scale product recalls and low scores in customer satisfaction surveys. Exchange rate problems have prevented Mercedes from selling its two small cars, the A-Class and B-Class, in the U.S., while Mercedes' Smart small car brand has underperformed badly. Smart's rival, BMW's Mini, has been a runaway success and expects sales in excess of 200,000 this year.
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