Chevrolet is gearing up to release a number of potentially high volume models that are part of the company's strategy to reverse a 3-year skid in US market share. The Chevy Trax, Colorado and City Express all have the potential to sell in large numbers, but Chevy has some potential obstacles to face as well.

Chevrolet saw its market share decline from 12.5% to 12.3% last year. That trend is one that Chevy would like to reverse. Brian Sweeney, Chevy US Vice President, says "we want to beat the industry in terms of sales growth. It's about retail and total share gain."

The utility van, small pickup and CUV segments are quite competitive. Gaining market share there is easier said than done, so GM may resort to heavy incentives in order to attract buyers to their models. That means that an increase in market share could come at the expense of profit margins.

For example, The Chevy City Express will be chasing the Ford Transit. The Ford Transit has sales that are equal to more than the combined sales of Chevy and GMC combined. Chevy is hoping to attract sales with incentives and "the lowest warranty costs" of any GM vehicles. That should mean business owners will have to go to the dealer less often for unexpected repairs. GM is banking on the old adage: time is money.

It sucks in order to meet their agenda here they'll have to take a shot at profit margins but hopefully this results in them setting a solid foundation for future growth with the Express, if not, it will be one costly learning lesson.