While pricing always plays a key role in marketing, it will be particularly important to hit the sweet spot with the Colorado and Canyon: too steep and it risks overlapping GM’s large pickups, too cheaply and it saps profitability.
“The industry is in good shape. We’re not over our skis,” Visteon CEO Tim Leuliette says. “Not just Visteon, but as an industry we are all running pretty good balance sheets and being very conservative.”
The earnings swoon also reflected difficulties in international markets, specifically South America, where economic headwinds are affecting sales, and in Europe, where GM continues to book losses as it restructures its business.