GM Joins Its Rivals in Faster Model Updates

General Motors Co. will refresh its cars and trucks more frequently than it did in the past, especially when there is competitive pressure or sales are "tapering off," says Mark Reuss, president of GM's North America unit.

On Friday the company unveiled key updates to the latest generation of its midsize Chevrolet Malibu sedan, which debuted late last year to lukewarm reviews. The car's U.S. sales fell 12% to 70,900 in the first four months of 2013, according to Autodata Corp.

GM hopes the spruced-up 2014 Malibu, which goes on sale in about three months, will revive demand. Upgrades include suspension enhancements, a bolder front-end design and more back-seat knee room. Engine tweaks improve the car's city/highway fuel economy ratings by 1 mpg each (to 23/35 mpg), according to the company.

GM's greater urgency in revamping slow-selling models reflects changes by its rivals. When Chrysler Group LLC emerged from bankruptcy in 2009, it revitalized sales by freshening its tired lineup until all-new vehicles could be developed.

Honda Motor Co. quickly made changes to its Civic compact car this year after Americans gave the 2012 model a chilly reception.