Quote:
Originally Posted by DGthe3
Luxury & value don't really go all that well together. And I hardly see how its better to be the 'value' (low MSRP) luxury brand over being the 'discounted' (incentivized) luxury brand. If anything, its better to pile on the incentives because even if the price ends up the same, buyers can claim they got a good deal.
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That's great if you're peddling a Chev, or a Ford, or a Dodge. That's NOT the way to get a Luxury intender.
Audi-BMW-Lexus-MB dealers don't have rolls of Scotch tape handy to fasten fat checks to their hoods. Supporting their large % of lease customers with attractive monthly number$ is the way it's done. Attractive finance rates get attention. A fat check simply tells potential customers that your window sticker is "fiction". After all, these intenders didn't get where they are by being tricked by "smoke 'n mirrors". Just one more thing for de Nysschen to "adjust".
Put a window sticker on them that reflects "reality". They fully understand "value". They may also shop @ Costco, on occasion, but they leave the furs and jewels at home when they go there.
As for production adjustments, they're already afoot.