What does General Motors hope to achieve with their soon to be implemented “MyPriceLink” dynamic pricing program?

Recently, an anonymous senior representative from General Motors, when asked what is the objective of the company’s dynamic pricing, responded, “We don’t want our price to be used as a benchmark.  We want our price to be competitive.” (emphasis added)

Is MyPriceLink truly a defensive move? Or GM’s attempt to undercut aftermarket competitors in order to monopolize the market, freeing them to set prices at will?