• WSJ, Wednesday, November 9, 2005 3:45 PM

For the first time in 18 years, it appears that General Motors Corp.'s Chevrolet division might overtake archrival Ford Motor Co. as the leading American auto brand in the U.S. So far, through the first 10 months of this year, the two brands each had 15.7% of the U.S. market for new cars and light trucks, and each automaker is currently restructuring its North American operations following heavy losses due to high costs, changing consumer preferences and competition from foreign car makers. Because of the current environment, each company is keenly aware of the marketing value of being able to say it is the No. 1 player in such a big market. "To be the industry leader would be a great thing," said Ed Peper, general manager of GM's Chevrolet division. "For us the products themselves have to stand on their own merit [and] leadership is a consequence of our success doing that."

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