With the latest news of Toyota spending thousands of dollars in incentives on the Tundra, and Chevy fighting back and raising incentives on the Silverado it is interesting to find out how much luxury companies spend on incentives. The Bloomberg article is about the possibility that Audi will lose money this year in the US because of a weak dollar and money spent on new dealerships. However, the article also touches on the fact that Audi has reduced its incentive spending, but its German competition has only increased incentive spending this year.
"Audi's average U.S. incentive costs per car in the first half were $2,643, an 11 percent decline from a year earlier, Woodcliff, New Jersey-based Autodata said. By comparison BMW's incentives increased 71 percent to $3,838, while Mercedes rose 29 percent to $3,082, Autodata said in a July 3 report."
Is it worth it for German luxury automakers to shell out pickup-style incentives to "manufacture" sales?
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