GM Announces New Price Program to California Market By Fara Warne

DETROIT - General Motors is mounting a major cross-divisional offensive for the California market that includes a $25 million advertising campaign

This week GM announces the California Value Selling initiative, an extensive pricing and sales training program, which it hopes will give Californians a reason to step into GM dealerships again. ‘We have lost an entire generation to the imports,’ said Frank Halvorson, a dealer with Prospect Motors Inc. in Jackson, Calif.