BANDON, Ore. -

Starting with its latest Retail Automotive Summary, CNW Research is now publishing incentive spending data each quarter. And here is what the firm found when dissecting numbers from the first quarter of 2014, as explained in the report.

“For the industry, the average sticker price in the first quarter was $36,948, with an average transaction price of $32,804,” CNW president Art Spinella. “That resulted from an average $4,144 discount, or 11.22 percent of MSRP.

“The manufacturer picked up $3,398 of the cost, with the dealer (picking up) the remaining $746,” he continued.

CNW also breaks all of this data down by 25 different segments.  According to CNW’s data, the segment with the largest discount (percentage-wise) during the first quarter was the lower midrange vehicle, with an average discount of 14.22 percent.

Twelve other segments had double-digit-percentage discounts, with the second-highest being the lower midrange SUV at 13.94 percent. It was followed by the premium midrange car at 13.75 percent.

The smallest discount was for ultra luxury sport cars at 1.06 percent.

For more information on automaker incentive spending in March, check out our recap.