AutoNation Inc. (AN) Chief Executive Mike Jackson on Thursday said there is "more potential on the upside" for U.S. vehicle demand as short-term interest rates and gasoline prices remain stable, but intensified competition among car makers is putting pressure on new-car profit margins.

The largest U.S. automotive dealership operator by stores earlier Thursday reported second-quarter earnings from continuing operations rose 14% from a year earlier to $90.1 million, or 73 cents a share, in line with most analysts' expectations. Revenue for the quarter rose 13% to $4.4 billion.

New vehicle sales rose by 7% on a same-store basis, the company said.

Mr. Jackson, in an interview with The Wall Street Journal, said he expects U.S. light-vehicle sales will finish 2013 in the "mid-15 million" range, and added there is "more potential on the upside" of that forecast. While new-vehicle demand should remain strong, Mr. Jackson said competition, particularly in the high-volume midsized-car segment, is putting pressure on dealer profit margins.

"New vehicle margins are under pressure," Mr. Jackson said. "It's with the Japanese products. It's the mainstream, midsize sedans--Camry, Accord and Altima."

Those high-volume models from Toyota Motor Corp. (TM, 7203.TO), Honda Motor Co. (HMC, 7267.TO) and Nissan Motor Co. (NSANY, 7201.TO) are facing tougher challenges by new models from Detroit rivals Ford Motor Co. (F), General Motors Co. (GM)and Chrysler Group LLC, as well as Korean brands Hyundai Motor Co. (005380.SE) and Kia Motors Corp. (000270.SE).

Some analysts in notes Thursday expressed concern about the decline in AutoNation's gross profit margins on new- and used-vehicle sales. The company said gross profit per new vehicle sold fell in the second quarter to $2,007, or about 6% of revenue, from $2,172, or about 6.6%, a year ago.

Goldman Sachs analyst Patrick Archambault said new-vehicle margins for the quarter came in below his estimate of 6.3%.

Mr. Jackson, addressing another concern among analysts, said AutoNation's selling, general and administrative expenses for the second quarter were higher by 6 cents a share because of costs related to the company's nationwide re-branding strategy. AutoNation earlier this year began bringing all of its mainstream brand stores under the AutoNation name, eliminating local brands acquired over the years.

Now, Mr. Jackson said, spending for the re-branding project is done.

"We had a non-recurring event. That's the once in a lifetime coast-to-coast rebranding. We had one-time costs of six cents in (the second quarter) and 3 cents (in the first quarter,)" Mr. Jackson said. That "was an incremental spend that's now completed and will not reoccur."

AutoNation President Mike Maroone added the company is working to expand its high-margin service business, which had 42.7% gross profit margins in the latest quarter, up from 42.1% a year earlier.

The number of vehicles on the road, or "units in operation"--a proxy for the pool of potential AutoNation service customers--is just starting to grow from the recession trough, Mr. Maroone said.

Mr. Jackson said new-vehicle demand should continue to be sustained by consumers looking to replace older cars nursed through the recession. That replacement demand is a "multi-year driver" for new vehicle sales, he said.

Interest rates also don't appear to be a problem, Mr. Jackson said. "Auto retail is primarily on the short end of the yield curve, zero to five years," he said.

Citing Federal Reserve Chairman Ben Bernanke's comments earlier this week, Mr. Jackson said "on the short end of the yield curve, we are going to be at these low rates for several years. It's hard to be pessimistic."

Write to Joseph B. White at Joseph.White@wsj.com

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