The Car and Truck Fleet and Leasing Management Magazine

Dealers Adding $1,400-plus to Manufacturer Incentive Levels; More Downward Pressure on Used Vehicles

July 7, 2003

The fourth-of-July weekend generated the largest-ever discounts from sticker prices and lowest automobile prices in more than a year, according to CNW Marketing Research in Bandon. The typical new-car transaction price between July 1 and July 6 was nearly 20 percent lower than sticker price after manufacturer incentives and dealer discounts. The total of manufacturer incentives was $3,946 per unit, but dealers added another $1,415 for a total discount of $5,361 per car and light truck. This is the largest discount ever recorded by CNW Marketing Research since it began tracking transaction prices in 1989. The transaction price is the amount consumers actually pay for a vehicle rather than the Manufacturer Suggested Retail Price. Compared to July 1 to 7 a year ago, the average MSRP was up 2.9 percent but the true transaction price was down an average of 1.4 percent. Total manufacturer and dealer discounting was up 24.8 percent. Manufacturer new-vehicle retail incentives exert downward pressure on used-vehicle resale values.
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