BMW Entices Current Lessees With Special Offer On New Models

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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