“This is the clearest indication yet that consumer motivation is high and that automakers feel little pressure to rely on incentives in order to keep sales churning,” said Edmunds.com Senior Analyst Jessica Caldwell. “We’ll likely see incentives linger at these low levels until auto sales ease off the torrid pace we’ve seen so far in 2012.”
|Manufacturer||12-Apr||12-Mar||11-Apr||Apr 2012 vs Mar 2012||Apr 2012 vs Apr 2011|
The most notable shift in spending among the Big Six automakers came from Nissan, whose spending fell 13.0 percent month over month and even as it rose 16.3 percent year over year. Ford was the only other major manufacturer to drop its incentive spending in April. Its average TCISM per vehicle fell 12.6 percent month to month, but ticked up 0.8 percent year over year.
Even as gas prices started to decline in April, car buyers still found some of the best April deals in less fuel-efficient segments. The large car segment, for example, offered the highest discounts, on average, at 13.2 percent off MSRP, which was up from 12.2 percent off MSRP in March. Dealers, however, kept a tighter incentives grip on smaller fuel-efficient vehicles. The discount on subcompact vehicles was 2.2 percent off MSRP in April ? down from an average of 2.5 percent in March. And the discount off compact cars in April fell to 4.5 percent off MSRP in April, down from 5.2 percent in March.
Shoppers can always find the vehicles with the most compelling deals on Edmunds.com’s True Market Value® Deals of the Month page.
Edmunds.com’s monthly True Cost of Incentives® (TCISM) report takes into account all automakers’ various U.S. incentives programs, including subvented interest rates and lease programs, as well as cash rebates to consumers and dealers. To ensure the greatest possible accuracy, Edmunds.com bases its calculations on sales volume, including the mix of vehicle makes and models for each month, as well as on the proportion of vehicles for which each type of incentive was used.
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