Bayerische Motoren Werke 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. He spoke in an interview today in advance of the Los Angeles Auto Show, which opens to the press tomorrow.
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. The Toyota City, Japan-based company’s luxury brand 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.
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