GM sheds bankruptcy risk - now comes the hard part

By David Bailey and Kevin Krolicki - Analysis

DETROIT (Reuters) - By pledging to cut $10 billion in costs, General Motors Corp (GM.N: Quote, Profile, Research, Stock Buzz) has convinced investors and creditors that the immediate risk of bankruptcy has faded.

After touching 54-year lows, GM shares have rallied by 45 percent this week, and the cost to insure the top U.S. automaker's debt against default has eased.

Now comes the hard part: convincing millions of U.S. consumers to take another look at its more fuel-efficient passenger cars as the company attempts to break its reliance on the fast-sinking market for trucks and SUVs.

"They need to make a transition, but that isn't going to happen overnight, and the transition is going to be difficult," said Standard & Poor's equity analyst Efraim Levy, who expects GM to lose money in the U.S. market through 2009.

Analysts credit GM with taking important steps to revive its car lineup under product czar and Vice Chairman Bob Lutz. For instance, some analysts regard the company's redesigned Chevy Malibu as the best mid-sized sedan on the market.

Malibu sales have risen 31 percent and selling prices for the new car are up by several thousand dollars on average.

But Toyota Motor Corp's (7203.T: Quote, Profile, Research, Stock Buzz) flagship Camry still outsells the Malibu by an almost 3-to-1 ratio. Honda Motor Co (7267.T: Quote, Profile, Research, Stock Buzz), the only major automaker to post U.S. sales growth in the first half, sells more than twice as many Accords.

And that highlights a lingering risk with the latest, sweeping restructuring plan GM has unveiled.