BMW Discounts Rise as it Battles Mercedes and Lexus for U.S. Sales Lead

Jason · 06-18-2012, 09:13 PM

BIMMERPOST NEWS

45
COMMENTS

The top luxury brands are increasing the incentives/discounts on older models in their battle for the top U.S. sales leader. According to data researcher Autodata Corp., BMW has increased incentives 6.9 percent this year, while Mercedes Benz raised discounts 11 percent and Lexus boosted discounts by a whopping 54 percent.

For the year, BMW trails sales leader Mercedes by less than 2,000 cars sold (through May), and leads Lexus by over 16,000 units sold. All three manufacturers' sales have outpaced the U.S. light vehicle market's 13 percent gain for the year. BMW year over year sales are up 14 percent through May.

BMW wrested the top U.S. sales leader position from Lexus last year after Lexus occupied the top spot for 11 years. Lexus concedes that it's unlikely to regain the top spot this year, with a target of 250,000 units - which is less than 1 percent more than BMW's sales in the U.S. last year (BMW sold 247,907 cars in 2011). This leaves BMW and Mercedes to battle it out for the U.S. sales crown this year.

BMW Discounts

Discounts on BMWs climbed to an average of $4,218 per vehicle in May.

The company pared discounts on SUVs by 9.4 percent from a year earlier to an average of $2,286. According to Jeff Gerken, general manager of BMW South County near San Diego, BMW has approached its incentive strategy "scientifically and strategically." So-called loyalty offers that give current BMW owners $1,500 to $2,000 rebates have "done a lot to help us sell cars," he said.

"They're not just putting thousands of dollars in the trunks," Gerken said. "You almost need your ouija board to put a car deal together today. They're pulling all the strings that they possibly can."

Audi

Where is Audi in this discussion? Audi is not in the sales battle picture as its goal is just 200,000 cars annually in the U.S. by 2018. It sold just 117,561 cars in the U.S. last year. But, like BMW and Mercedes, it has also increased incentives on its cars by 18 percent - to $3,553 per car and $2,261 per SUV in May.

Source: Automotive News

Doctor///M · 06-19-2012, 05:34 PM

wow. great news for future buyers!

cmhsam · 06-19-2012, 05:47 PM

Let's hope they extend aggressive lease rates for the m5

Er3k · 06-19-2012, 05:59 PM

Audi is a great brand, but they just seem so temper-mental. I can go hard in my 3 Series and that's why I choose to stick with BMW.

misterbeemer · 06-19-2012, 06:00 PM

I hope they do good deals on the M5 later on. Might be my next car in 2013.

BKap08 · 06-19-2012, 06:11 PM

Quote:

Originally Posted by E. Staggered

Audi is a great brand, but they just seem so temper-mental. I can go hard in my 3 Series and that's why I choose to stick with BMW.

They always seem to be holding back. I drove my friends b8 a4 and just felt like there was something missing. The interior is amazing but the driving dynamics just felt off.

Jim776 · 06-19-2012, 06:28 PM

Quote:

Originally Posted by BKap08

They always seem to be holding back. I drove my friends b8 a4 and just felt like there was something missing. The interior is amazing but the driving dynamics just felt off.

interior amazing? Audi? really?

LemonOne · 06-19-2012, 07:13 PM

Compare BMW E9x M3 payments to Audi S4 payments.
It says it all.

727jbh · 06-19-2012, 07:38 PM

I hope the 650i GC will have the discounts late summer or early fall.

positiveions · 06-19-2012, 08:01 PM

Quote:

Originally Posted by Jim776

interior amazing? Audi? really?

well why don't you sit in one. Audi interior is a win vs BMW and Mercedes.

Curt2000 · 06-19-2012, 08:06 PM

similar MSRP E350 vs 535 is still about $100/m cheaper even with all the incentives...USAA discount counts for 4k off the benz while its a flat $1000 for leases on BMWs...

amdmaxx · 06-19-2012, 08:53 PM

I like discounts!

GIANITALY · 06-19-2012, 09:37 PM

I have over 5k off for my 2012 535i M PACK. Good deal...

zzzmmm · 06-19-2012, 09:55 PM

Quote:

Originally Posted by amdmaxx

I like discounts!

I like tacos

Arben72 · 06-19-2012, 10:32 PM

Quote:

Originally Posted by LemonOne

Compare BMW E9x M3 payments to Audi S4 payments.
It says it all.

You do know the s4 competes with the 335i don't you?

chhatre9 · 06-19-2012, 10:50 PM

Quote:

Originally Posted by Arben72

You do know the s4 competes with the 335i don't you?

Some edumacation:

ORIGIN M. · 06-19-2012, 10:51 PM

Good, because I need a serious discount to get everything I want on my next car.

remydlc · 06-19-2012, 11:06 PM

Quote:

Originally Posted by GIANITALY

I have over 5k off for my 2012 535i M PACK. Good deal...

good to know bro, good deal.

How much you think i could get on an $53k 2012 F30 335?

They are going to take almost 4 months to deliver the car, which is a bit upsetting for me since I am not going to have a car for 2.5 months, They told me it was going to take 2 months, so i got rid off my car a bit earlier. i am planning on using that against them to get some dollars knocked off the MSRP.

BKap08 · 06-19-2012, 11:53 PM

Quote:

Originally Posted by Jim776

interior amazing? Audi? really?

Well my friends Audi is fully loaded and my e90 only has a sports package so it seemed much nicer. However I felt overwhelmed by everything on the inside. I still prefer the e9x interior. It's just comfortable and I love it

Beyu · 06-20-2012, 12:45 AM

Audi makes some awesome cars but sometimes it just feels like they don't want to be competitive.

It's rare to see S models around with the exception of the S4 and even then it's completely overshadowed by the amount of 35i models on the road.

I have yet to see a RS model of any kind in person where I live yet Ms and AMGs are fairly common place.

Kayani_1 · 06-20-2012, 12:48 AM

A front wheel drive Camry based E350 does not compete against Rear wheel drive 535i. It is the RWD GS350 that competes against the 535i. Two totally different cars built for two different purposes.

The price difference between ES350 vs GS 350 is appx. $10K with ES starting at $36K and GS starting at 46K.

Quote:

Originally Posted by Curt2000

similar MSRP E350 vs 535 is still about $100/m cheaper even with all the incentives...USAA discount counts for 4k off the benz while its a flat $1000 for leases on BMWs...

M12Power · 06-20-2012, 12:48 AM

After missing out on the 1M last year, I think I may go ahead and pick up a MY2013 M3 Coupe in the next few months. I plan on doing Euro Delivery as well, so with these incentives/discounts, is it possible to get one below Euro Delivery invoice? Or is the M3 not part of this program (not sure how these incentives/discounts work)?

06-18-2012, 09:13 PM	#1
Jason Administrator 44274 Rep 21,333 Posts Drives: F80 M3 Join Date: Mar 2005 Location: USA iTrader: (0)	BMW Discounts Rise as it Battles Mercedes and Lexus for U.S. Sales Lead BIMMERPOST NEWS BMW Discounts Rise as it Battles Mercedes and Lexus for U.S. Sales Lead 45 COMMENTS Tweet The top luxury brands are increasing the incentives/discounts on older models in their battle for the top U.S. sales leader. According to data researcher Autodata Corp., BMW has increased incentives 6.9 percent this year, while Mercedes Benz raised discounts 11 percent and Lexus boosted discounts by a whopping 54 percent. For the year, BMW trails sales leader Mercedes by less than 2,000 cars sold (through May), and leads Lexus by over 16,000 units sold. All three manufacturers' sales have outpaced the U.S. light vehicle market's 13 percent gain for the year. BMW year over year sales are up 14 percent through May. BMW wrested the top U.S. sales leader position from Lexus last year after Lexus occupied the top spot for 11 years. Lexus concedes that it's unlikely to regain the top spot this year, with a target of 250,000 units - which is less than 1 percent more than BMW's sales in the U.S. last year (BMW sold 247,907 cars in 2011). This leaves BMW and Mercedes to battle it out for the U.S. sales crown this year. BMW Discounts Discounts on BMWs climbed to an average of $4,218 per vehicle in May. The company pared discounts on SUVs by 9.4 percent from a year earlier to an average of $2,286. According to Jeff Gerken, general manager of BMW South County near San Diego, BMW has approached its incentive strategy "scientifically and strategically." So-called loyalty offers that give current BMW owners $1,500 to $2,000 rebates have "done a lot to help us sell cars," he said. "They're not just putting thousands of dollars in the trunks," Gerken said. "You almost need your ouija board to put a car deal together today. They're pulling all the strings that they possibly can." Audi Where is Audi in this discussion? Audi is not in the sales battle picture as its goal is just 200,000 cars annually in the U.S. by 2018. It sold just 117,561 cars in the U.S. last year. But, like BMW and Mercedes, it has also increased incentives on its cars by 18 percent - to $3,553 per car and $2,261 per SUV in May. Source: Automotive News
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06-19-2012, 05:34 PM	#2
Doctor///M Brigadier General 1831 Rep 4,219 Posts Drives: 2023 AUDI RS6 Join Date: Feb 2012 Location: USA iTrader: (14) Garage List 2023 Audi RS6 Avant [0.00] BMW M2 Competition [10.00] 2009 BMW 335i [0.00] 2015 M3 [9.52]	wow. great news for future buyers! __________________ 2020 F87 M2 Competition /l\ LBB /i\ Executive Package 2013 E70 X5M /l\ Space Grey /i\ Full Silverstone Leather /l\ LED Headlights /i\ Comfort Access /l\ HUD /i\ Ventilated Seats /l\ 22" BBS SV BMW CCA Member
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06-19-2012, 05:47 PM	#3
cmhsam Major 105 Rep 1,312 Posts Drives: 2018 F90 M5 Join Date: Mar 2012 Location: USA iTrader: (0)	Let's hope they extend aggressive lease rates for the m5
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06-19-2012, 05:59 PM	#4
Er3k Second Lieutenant 41 Rep 249 Posts Drives: 328Xi Join Date: Jul 2011 Location: Kalamazoo, Mi iTrader: (0)	Audi is a great brand, but they just seem so temper-mental. I can go hard in my 3 Series and that's why I choose to stick with BMW. __________________ Erek J. __________________________________________________ ____________ 2007 328XI - Jet Black - Tan Leather - 35% Tint All Around Beyern Mesh 19x8.5/19x9.5 (ET30 F/R) - Black Line Tails Hancook Venus V12 Evo Tires - Cold Weather Package
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06-19-2012, 06:00 PM	#5
misterbeemer First Lieutenant 40 Rep 309 Posts Drives: E92, E46 M3, E39 M5, 750Li Join Date: Oct 2011 Location: USA iTrader: (0)	I hope they do good deals on the M5 later on. Might be my next car in 2013.
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06-19-2012, 07:13 PM	#8
LemonOne Major 730 Rep 1,088 Posts Drives: ///Most Powerful Letter Join Date: Oct 2009 Location: East Coast iTrader: (0)	Compare BMW E9x M3 payments to Audi S4 payments. It says it all.
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06-19-2012, 07:38 PM	#9
727jbh Lieutenant 16 Rep 593 Posts Drives: 2020 M8 GC Donington Grey Join Date: Oct 2008 Location: North Florida iTrader: (0)	I hope the 650i GC will have the discounts late summer or early fall.
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06-19-2012, 08:06 PM	#11
Curt2000 Brigadier General 1040 Rep 3,159 Posts Drives: '10 E93 M3 Join Date: Jun 2007 Location: KY iTrader: (25)	similar MSRP E350 vs 535 is still about $100/m cheaper even with all the incentives...USAA discount counts for 4k off the benz while its a flat $1000 for leases on BMWs... __________________ Former Car: '16 SUNBURST GOLD F80 ///M3--6MT/Carbon Cloth (ED Thread) Former Car:'13 SANTORINI BLUE E92///M3--6MT/Speed Cloth/ZCP(ED Thread) INSTAGRAM:@C2KMotorsports
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06-19-2012, 08:53 PM	#12
amdmaxx My gift Registry: M2 122 Rep 1,432 Posts Drives: Future Mowner of Monster Join Date: Nov 2005 Location: USA iTrader: (0)	I like discounts!
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06-19-2012, 09:37 PM	#13
GIANITALY Private First Class 39 Rep 159 Posts Drives: 2016 X6 M/MPPK Join Date: May 2012 Location: SPAIN iTrader: (0) Garage List [0.00]	I have over 5k off for my 2012 535i M PACK. Good deal... __________________ 2016 X6 M PACK/MPPK RACECHIP BLACK GTS RACECHIP XLR
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06-19-2012, 10:51 PM	#17
ORIGIN M. Banned 3160 Rep 9,134 Posts Drives: ///M Join Date: Oct 2007 Location: Northern Hemisphere iTrader: (0)	Good, because I need a serious discount to get everything I want on my next car.
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06-20-2012, 12:45 AM	#20
Beyu Lieutenant 13 Rep 579 Posts Drives: 135i Join Date: Feb 2011 Location: WA iTrader: (0)	Audi makes some awesome cars but sometimes it just feels like they don't want to be competitive. It's rare to see S models around with the exception of the S4 and even then it's completely overshadowed by the amount of 35i models on the road. I have yet to see a RS model of any kind in person where I live yet Ms and AMGs are fairly common place.
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06-20-2012, 12:48 AM	#22
M12Power Private First Class 6 Rep 118 Posts Drives: 2015 Scion FR-S 6MT Join Date: May 2011 Location: USA iTrader: (0)	After missing out on the 1M last year, I think I may go ahead and pick up a MY2013 M3 Coupe in the next few months. I plan on doing Euro Delivery as well, so with these incentives/discounts, is it possible to get one below Euro Delivery invoice? Or is the M3 not part of this program (not sure how these incentives/discounts work)?
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