Sales came at a cost Industry-wide, February’s US sales came at a steep cost in incentives — an average of over $3,400 per car, up 14% from last February. GM led the pack, paying around $4,550 per car, but BMW and Daimler weren’t far behind, at over $4,400, according to ALG. For GM, that was a 13% hike over February 2016. FCA and Ford were the next biggest spenders, at $4,187 and $4,096, respectively. That’s a 24% jump for Ford, and a 7% hike for FCA. But even the imports were laying down cash on the hood: Nissan pumped up incentives to nearly $4,000, and both Toyota and formerly-incentive-resistant Honda went to over $2,100 per car. Volkswagen/Audi continued to buy customers at over $3,400 per sale. While customers paid more, overall, for their cars this month, incentives increased at an even higher rate, accounting for over 10% the cost of each car or truck sold.