SANTA MONICA, Calif.--Edmunds.com, the premier online resource for automotive information, estimated today that the average automotive manufacturer incentive in the U.S. was $2,257 per vehicle sold in October 2006, down $431, or 16 percent, from September 2006, but up $245, or 12 percent, from October 2005.
Edmunds.com's monthly True Cost of IncentivesSM (TCISM) report takes into account all manufacturers' 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.
The industry's aggregate incentives spending are estimated to have totaled approximately $2.8 billion in October, down from $3.6 billion in September. Chrysler, Ford and General Motors (GM) spent an aggregate of $2 billion, or 72 percent of the total; Japanese manufacturers spent $484 million, or 17 percent; European manufacturers spent $208 million, or eight percent; and Korean manufacturers spent $89 million, or three percent.
According to Edmunds.com, combined incentives spending for domestic manufacturers averaged $3,129 per vehicle sold in October, down from $3,687 in September 2006. Compared with last month, Chrysler's incentives spending was up $3 to $4,214 per vehicle sold; Ford's incentives spending was down $845 to $3,278 per vehicle sold; and General Motors decreased its incentives by $676 to $2,497 per vehicle sold.
"Chrysler is offering generous incentives to move the 2006 inventory off their lots, while Ford and GM continue to reduce incentives and make the most of value pricing," remarked Dr. Jane Liu, Vice President of Data Analysis for Edmunds.com.
From September to October, European automakers decreased incentives spending by $147 to $2,419 per vehicle sold; Japanese automakers decreased incentives spending by $300 to $1,074 per vehicle sold; and Korean automakers decreased incentives spending by $105 to $1,715 per vehicle sold.
Comparing all brands, in October Scion spent the least, $66, followed by Honda at $285 per vehicle sold. At the other end of the spectrum, Jeep spent the most, $5,763, followed by BMW at $4,285 per vehicle sold. Relative to their vehicle prices, Jeep and Dodge spent the most, 20.7 percent and 13.7 percent of sticker price, respectively, while Scion and Porsche spent the least at 0.4 percent and 0.8 percent, respectively.
Among vehicle segments, large SUVs
had the highest average incentives, $4,800 per vehicle sold, followed by large trucks at $4,564. Compact cars had the lowest average incentives per vehicle sold, $584, followed by sports cars at $942. Analysis of incentives expenditures as a percentage of average sticker price for each segment shows large trucks averaged the highest, 14.8 percent, followed by large SUVs at 12.7 percent of sticker price. Luxury sport cars averaged the lowest, 2.2 percent, followed by sports cars at 3.3 percent of sticker price.
“Even though fuel prices have remained relatively low for a number of weeks, most gas-guzzling vehicles require generous rebates to catch the attention of consumers,” observed Dr. Liu.