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The cost of sales gains

by David Zatz on

TrueCar reported average incentives for each automaker this month to Automotive News. The industry average was a stunning $3,021 per car — up 13% from April 2015.

FCA was one of the leaders in incentives, placing #2 in the industry with an average of $3,967 slapped onto the hood of each car. Only BMW, at $4,713, gave away more per car.


The FCA average incentive rose by 25% from April 2015, according to TrueCar. It’s 2% less than March 2016, while the industry as a whole dropped by 3% from last month.

Daimler and GM were not far behind, at $3,911 and $3,909 respectively. Ford came in at $3,423. For comparison, Ford was 24% above last year and GM was just 14% above last year. Honda and Subaru both cut their incentives.

Generally, Asian imports had the smallest subsidies, with Subaru coming in at $572 — around a third that of the second lowest, Honda, with $1,631 per car. Nissan was the sole Asian exception with a $3,298 discount on each car. The Germans were all above average, and the Korean pair (Hyundai and Nissan) below average.

David Zatz founded Allpar in 1998 (based on a site he had begun in 1993-94), after years of writing reviews for retail trades. He has been quoted by the New York Times, the Daily Telegraph, the Detroit News, and USA Today. Before making Allpar a full-time career, he was a consultant in organizational psychology. You can reach him by using our contact form (much preferred) or by calling (313) 766-2304

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