As carmakers face stricter fuel-economy and emissions regulations, shifting demand to smaller and less profitable models and shrinking sales in key markets like Japan and the U.S., GM marketing chief Mark LaNeve says prices for new cars and crossovers will have to rise. This follows previous statements from GM vice chairman Bob Lutz that new CAFE regulations will push car prices up on average by $6,000.

LaNeve wasn’t willing to predict when and by how much car prices will rise but said a number of rival carmakers had already boosted prices and GM would have to be competitive in its pricing. The increase doesn’t necessarily mean a higher sticker price. Instead, they could be factored in by lowering incentives or increasing transaction prices, LaNeve explained to Automotive News.

GM, along with a number of other carmakers, have seen revenues drop because of poor economic conditions, a decline in truck sales, higher commodity prices and the cost to develop technology to meet CAFE and other regulations. In April alone GM truck sales fell 26.5%. Unsurprisingly, 13 out of 14 launches GM is planning in the next 18 months will be either cars or car-based crossovers.