The luxury car isn’t on life support. It’s not breathing through a mask. The luxury car does not need a puffer.
OK, maybe it needs a puffer, otherwise known as a hefty incentive. Car buyers are increasingly not car buyers – they’re crossover buyers. The BMW 3-Series and 4-Series lost 34,388 sales in 2016, year-over-year. BMW, however, made back 25,664 of those sales with the X1 and X3.
Mercedes-Benz lost 8913 sales via its C-Class nameplate, the best-selling premium brand car in America in 2016. But Mercedes-Benz added 19,970 sales with the GLC-Class.
Lexus lost 24,050 ES, GS, and IS sales in 2016, but added 19,945 NX and RX sales.
Car sales, including luxury cars, were falling fast in 2016. But Americans still bought and leased plenty of them. And in many cases, the customer benefited from a better deal than they would have one or two years prior.
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Healthy discounts intended to move metal made most of these transactions much easier for the customer; more difficult to swallow for the automaker.
You can click any model name in the tables below to find historical monthly and yearly U.S. auto sales data. You can also select a make and model at GCBC’s Sales Stats page.
These tables are sortable, so you can rank luxury brand cars any which way you like. Mobile users can now thumb across tables for full-width access. Suggestions on how GCBC should break down segments can be passed on through the Contact page.