Detroit auto giant General Motors is hoping to draw a line under sluggish sales throughout 2004 by offering consumers hefty discounts in the closing weeks of the year.

The GM Red Tag Sale comes after November's figures indicated a 17% fall in sales of cars and light trucks, prompting demands from dealers across the nation for bigger cash rebates and a co-ordinated advertising campaign to boost December numbers.

Says Randy Farnsworth, a member of the GM Dealer National Council: "The price of entry has become offering the right incentives aligned with the right advertising message to get the attention of people who are thinking about entering the market."

The company will reveal details of the Red Tag promotion this week.

Data sourced from Wall Street Journal Online; additional content by WARC staff