With the end of the popular Cash for Clunkers program, U.S. auto sales are expected to suffer a hit this fall. As the industry preps to sell to a dwindling consumer base, General Motors—America’s top-selling automaker—will debut a new ad campaign playing up its four remaining brands, Chevy, Buick, GMC and Cadillac.

GM, which entered bankruptcy in July, will have a big task ahead of itself, according to Deborah Mitchell, executive fellow at the Center for Brand and Product Management. Mitchell tells the Associated Press,  “It’s going to be dog-eat-dog. There’s going to be a big drop (in sales). It’s going to be more important than ever for them to get out there.”

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