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      11-17-2010, 10:19 AM   #1
Jason
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Post BMW Won't Raise U.S. incentives in Sales Race With Lexus, Mercedes

BMW won't raise U.S. incentives in sales race with Lexus, Mercedes
November 17, 2010 12:07 CET


Read more: http://www.autonews.com/apps/pbcs.dl...#ixzz15YMLdJEo

(Bloomberg) -- BMW AG won't increase customer discounts as the race to be 2010's top-selling U.S. luxury automobile brand goes into the final weeks of the year.

“We're chasing profit more than we're chasing volume,” said Peter Miles, executive vice president of operations for BMW's North American unit.

Toyota Motor Corp.'s Lexus, helped by customer discounts, earned the top-selling luxury spot in October, the first time since May, to help widen its lead for the year. Lexus is under pressure to keep the lead after Toyota's record recalls this year and new products from competitors BMW and Daimler AG's Mercedes-Benz division.

The average cost of incentives on Lexus cars in the U.S. rose to $3,746 in October from $1,121 a year earlier, while incentive spending on Lexus trucks rose to $2,810 from $696, according to Autodata Corp., a U.S.-based researcher.

BMW lowered its incentive spending by 39 percent last month to an average of $2,926, while Mercedes was relatively flat with a decline of 3 percent to $3,879, Autodata said. BMW's incentive spending declined 27 percent for the year through October and Mercedes dropped 30 percent.

Lease market recovery

BMW traditionally spends most of its incentive money on subsidizing leases, said Jesse Toprak, vice president of industry trends at TrueCar.com, a researcher that follows automobile sales and marketing. “This year, because of the recovery in the leasing markets, BMW actually was able to control their incentives while still being able to offer attractive lease programs,” he said.

While the same improved leasing conditions apply to Lexus and Mercedes, those automakers are spending on incentives as they go for the No. 1 selling spot, he said.

U.S. sales for this year through October totaled 183,529 for Lexus, 178,080 for Mercedes and 176,736 for BMW, the global leader in luxury-vehicle deliveries. The totals don't include non-luxury models such as BMW's Mini cars or Daimler's Smart cars and Sprinter vans.

BMW's November and December incentive spending should be in line with October, Miles said, without providing details.

The company's U.S. sales will increase 16 percent next year on growth from new products such as the redesigned X3 sport- utility vehicle, the 5 series and the new 6 series, Miles said. “We're fueling our growth now with new products,” he said.

The race for the No. 1 spot should continue to be close next year, analysts said.

Read more: http://www.autonews.com/apps/pbcs.dl...#ixzz15YMQtWoR
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      11-17-2010, 12:00 PM   #2
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Keep those attractive lease rates into next spring please
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      11-17-2010, 12:15 PM   #3
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Keep those attractive lease rates into next spring please
actually to next summer. I will be ready then for an E90 M3
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      11-17-2010, 12:35 PM   #4
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Well that does it. I am going to buy a Lexus.
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      11-17-2010, 12:58 PM   #5
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well at least theyre honest haha
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      11-17-2010, 01:02 PM   #6
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“We're chasing profit more than we're chasing volume,” said Peter Miles, executive vice president of operations for BMW's North American unit.


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      11-17-2010, 04:21 PM   #7
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how about you give us another 10% bump in residuals lol
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      11-17-2010, 05:30 PM   #8
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“We're chasing profit more than we're chasing volume,” said Peter Miles, executive vice president of operations for BMW's North American unit.


If they would have added to that... say "quality" That would have been music!
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      11-17-2010, 09:16 PM   #9
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good for BMW. It is not all about volume.
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      11-17-2010, 10:45 PM   #10
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okay so im at 52k my z4mr is from 06 and they just good faith the entire costs of repair for my o2 sensor airbag light problem and the bmw assists bs turning on whenever it wanted to....i came to them on veterans day maybe? i dont know but i felt like i hit the lotto.
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      11-18-2010, 01:26 PM   #11
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Quote:
Originally Posted by BMWinNorthdakota View Post
“We're chasing profit more than we're chasing volume,” said Peter Miles, executive vice president of operations for BMW's North American unit.


I love it
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      11-18-2010, 05:07 PM   #12
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Value over volume

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good for BMW. It is not all about volume.
If less vehicle are produce then the resale value will be much better than the other competitors.
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      11-20-2010, 10:06 PM   #13
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If less vehicle are produce then the resale value will be much better than the other competitors.
exactly.....less volume, less incentives = higher resale the whole down the line
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      11-22-2010, 09:29 AM   #14
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Lexus is all about volume. "we make them you take them" is their motto. I can't build a lexus the way I want ala BMW. The buyer is stuck with what they have on the lot or for the region.. AWD 350 in black with tan leather is what you will be stuck with in NYC
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