From The New York Times - January 6, 2004
In 2003, G.M.'s market share dropped to 28.3 percent, said Paul Ballew, G.M.'s chief sales analyst. That is down from 28.7 percent in 2002, and the first decline for G.M. in three years. Some G.M. executives have started wearing lapel pins with ''29'' on them to encourage employees to push the company's share over that figure.
Mr. Ballew said that ''2003 was a solid year for G.M., but we didn't get to where we wanted to be.'' However, instead of saying that the company would push for market share gains in the next year, he noted that G.M.'s market share for the last five years has remained stable in the 28 percent range despite tough competition.
From Automotive News - June 4, 2008
GM's U.S. market share dips under 20% - Japanese brands nearly outsell Detroit 3
Jesse Snyder - Automotive News - June 4, 2008 - 2:00 pm ET
DETROIT -- General Motors' U.S. market share fell below 20 percent for the first time as the impact of $4 gasoline knocked the Detroit 3 into a minority share of the U.S. market in May.
The 44.4 percent share not only was the worst-ever showing for GM, Ford Motor Co. and Chrysler LLC, but it was also less than 2 percentage points ahead of the Japanese brands. Led by Honda, Japanese brands gained 5.7 percentage points to finish May with a 42.5 percent share of light vehicles. The Detroit 3 lost 7.4 points.
Also in May, GM's U.S. market share fell below 20 percent for the first time since the automaker was formed in 1908. Excluding Saab, GM sold 268,892 vehicles, down 27.5 percent from May 2007, for a 19.1 percent market share.
GM's U.S. sales lead over Japanese automaker Toyota Motor Corp. narrowed dramatically as consumers shocked by soaring fuel prices shunned light trucks for small and compact cars.
Overall May sales plunged 10.7 percent to 1.4 million units, yet Toyota still gained more than a point of market share as its volume fell 4.3 percent. Toyota finished at 18.4 percent market share, only 0.7 percentage points behind GM. In units, GM's lead over Toyota fell to 11,488 from 102,033 just a year ago.