BMW Entices Current Lessees With Special Offer On New Models

October 13, 2012
2012 BMW 328i Sport Left Rear Angle
In an effort to hold on to its title of best-selling luxury brand in the U.S. from 2011, BMW is offering a special incentive to current lessees of 2010 models giving them a waiver of up to three months off the purchase of 2013 models, Bloomberg reports. Year-to-date, German rival Mercedes-Benz has opened a sales lead of more than 5000 units over BMW in the U.S.
Over the past several years, it's been a three-way race between Mercedes-Benz, BMW and Lexus to claim the crown of the best-selling luxury brand in the U.S. Prior to the 2011 tsunami that resulted in supply and manufacturing disruptions, Lexus had been the best-selling luxury brand in the U.S. for more than a decade.
BMW took the title of the best-selling luxury brand in the U.S. in 2011, and doesn't look like it's going to give up the title without a fight, although with only two full months left for the year, it's unlikely it will be able to close the gap with Mercedes-Benz.
All non-M models, 3-series sedans and the X3, X5 and X6 SUVs qualify for the program. 3-series coupes and convertibles are not included in the special offer, which runs through October 31. This is not the first special offer from BMW for 2012, with a Specialty Demo Allowance program offered in July through August, which offered cash-back on $2500 to $7000 depending on the model.
BMW's incentive spending for 2012 is 37 percent above the industry average at $3418 per vehicle, but Mercedes-Benz's incentive spending is even higher, at $3582, 44 percent above the industry average. A November 2011 offer from Mercedes-Benz allowed lessees to get out of their leases up to eight months early to get them into new models.
Source: Bloomberg


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