The average automaker incentive in the US last month was US$2,557 per vehicle, up $83, or 3.4%, from August 2009, and down $344, or 11.9%, year on year.
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“After five straight months of decline, incentives are on the rise again,” said Edmunds.com analyst Jessica Caldwell.
“And now that cash for clunkers is over, automakers have to give consumers an incentive to buy – out of their own pockets, not the taxpayers’.”
Combined incentives spending for domestic manufacturers averaged $3,514 per vehicle sold in September 2009, up from $3,232 in August 2009. From August 2009 to September 2009, European automakers decreased incentives spending by $382 to $3,354 per vehicle sold; Japanese automakers decreased incentives spending by $64 to $1,514 per vehicle sold; and Korean automakers decreased incentives spending by $658 to $1,913 per vehicle sold.
In September 2009, the industry’s aggregate incentive spending was at about $1.8bn, down 39.4% from August 2009. Chrysler, Ford and General Motors spent an aggregate of $1.1bn, or 58.6% of the total; Japanese manufacturers spent $471m, or 25.1%; European manufacturers spent $215m, or 11.4%; and Korean manufacturers spent $93million, or 4.9%.
“Ford and Hyundai were able to cut back on spending this month, having gained momentum all year and getting an extra boost during cash for clunkers,” said Edmunds’ AutoObserver.com senior editor Michelle Krebs.
“Each of the other major automakers has its own challenges right now, and we anticipate incentives will continue to climb for most of them throughout the end of the year.”
Premium sport cars had the highest average incentives, $10,128 per vehicle sold, followed by premium luxury cars at $6,551. Subcompact cars had the lowest average incentives per vehicle sold, $1,309, followed by compact cars at $1,477.
Analysis of incentives expenditures as a percentage of average sticker price for each segment showed large cars averaged the highest, 13.5%, followed by large trucks at 12.8% of sticker price. Minivans averaged the lowest with 5.8% and compact SUVs followed with 6.9% of sticker price.
“High-end luxury cars are unpopular right now in part because the segment has lost many of the aspirational buyers who stretched to make the payments when the economy was stronger, and in part because some feel socially insensitive splurging on a flashy vehicle during these challenging economic times,” said Caldwell.
In September, Toyota’s Scion brand spent the least at $311 followed by Honda at $808 per vehicle sold. At the other end of the spectrum, Cadillac spent the most, $9,233, followed by BMW at $6,321 per vehicle sold.
Relative to vehicle prices, Cadillac and Pontiac spent the most, 18.6% and 16.8% of sticker price, respectively, while Scion spent 1.8 and Honda spent 3.3%.
