Retailers maintained their hold on the subprime market during the first nine months of this year, a new Inside B&C Lending analysis reveals. According to Inside B&C Lending estimates, retail lending accounted for 39.4 percent of subprime production through the end of September. That was down slightly from the 39.6 percent market share that retailers claimed at the mid-year mark. The continued popularity of retail isn’t necessarily surprising. Retail loans are generally thought to perform