Despite lowered sales, GM vowed to continue its efforts to offer MSRP figures close to what customers will actually pay. GM is trying to break a strong addiction to big incentives that have eroded profits and brand image, and made GM cars seem higher priced than competitors (because list prices do not reflect rebates, 0% financing and other discounts). It will take more than a steady hand on the pricing lever to turn around GM, which has been shedding markets share, jobs, and cash at prodigious rates, but this is a good start.

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