But his latest commitment--to increase global sales by another 24%, to 4.2 million vehicles, by the end of fiscal year 2007--looks a little tougher.

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General Motors and Ford Motor have vowed not to return to the profit-sapping incentives that artificially propped up sales for years. 2008 will be a test of that commitment.

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Although this is true, it displays the commitment of the businesses in that industry to retain their advertising budgets even in the face of sales declines.

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