General Motors had strong sales in January 2011, but its 23% increase was due to enlarged incentives and price-cutting. After GM made its move, Toyota followed suit.
Krafcik says that Hyundai, whose motivation spending is among the lowest in the industry, has no plans to join in this game. Heavy incentive spending leads to sharp up and downswings in an automaker's accounting ledger. Hyundai sales rose 24% in 2010 and Krafcik expects to see improvements in 2011. While some automakers are fiddling with the radio, Krafcik is paying attention to the road in front of him.