21 Months of Rising Incentives, but Oct. Mellows from Q3
The Baltimore Ravens are on the cusp of winning Super Bowl XLVII. President Barack Obama is being sworn into his second term. Most of us (for better or worse) have yet to hear the song “Blurred Lines.”
That was January 2013. It was also the last time that vehicle incentive spending did not show annual growth.
According to the latest Guidelines report from NADA Used Car Guide, October was the 21st straight month of annual gains in incentive spending — and specifically, spending for the month was north of $2,700 per unit, a 5.7-percent year-over-year spike, NADA said, citing Autodata Corp.
Through 10 months of 2014, incentive spending is up 8.4 percent over the year-ago period, NADA indicated in the report.
But here’s an important caveat as it relates to used-car prices, as noted earlier in the report by Jonathan Banks, NADA Used Car Guide senior director of vehicle analysis and analytics.
“Manufacturer incentives likely played less of a role in dampening used prices in October than in the prior three months. On average, spending grew by 5 percent compared to October 2013 according to Autodata data,” Banks said.
“This is down sharply from the 18 percent annual rate of growth recorded in the third quarter,” he continued. “After having risen by an average of 5 percent over the preceding five months, incentives for 2014 models fell by just over 1 percent compared to September, while automakers pulled spending back by an even steeper 8 percent on 2015 models.”
Banks also emphasized that the share of total new-vehicle sales from the 2015 model-year crowd was at 48 percent last month, versus 32 percent in September.