That is what America's big three carmakers are doing, in addition to continuing all the regular new-model advertising they had planned before Sept. 11.
Sales at each of the two big American-owned carmakers fell more than 25 percent from the month a year ago.
Peugeot, France's biggest carmaker, is interested in a possible alliance with Fiat, according to Italian media reports today.
Japan's other big carmakers are also refusing to follow the Big Three's price cuts.
The city's "big three" carmakers - Ford, General Motors, and Chrysler - have been fighting back.
It has established a research and development center and hired engineers from big American carmakers in that effort.
The big three carmakers sought a mere $25 billion to save themselves.
The biggest carmakers have also teamed up with local community colleges and dealerships to train technicians to work specifically on their models.
G.M., still the world's biggest carmaker, reduced prices on 57 of the 76 models it sells in North America by an average of about $1,300.
The country's biggest carmaker, Maruti Udyog, posted a 42.1 percent increase in quarterly profit as a strong economy and low interest rates helped car sales.