2011 Year in Review for Luxury Cars
We can expect the black Friday for the luxury cars to come soon as the year is ending. This year, it seems that Mercedes-Benz USA will safely become the No. 1 selling luxury brand, according to AutoData Corp. And BMW cars has the chances of being the second. The luxury brands offer biggest discounts at the end of the calendar year. The best example of this is the Lexus December to remember promotion and the Mercedes-Benz Winter Event. Thus, the end of the year is the peak sales season for luxury cars.
Luxury car companies tends to bend over backwards to outsell a close rival. Therefore, even after having lead by 13,400 units over BMW in 11 months, Mercedes-Benz cars can’t claim of holding the lead until the final reckoning. The Lexus brand is out of the race as it suffered lot of issues due to March earthquake and tsunami in Japan.
The car companies estimates the sales targets for the next year at the end of the current year. Thus, they try their level best to complete their target in that year, though the targets get revised from time to time depending on the present situations. So, the luxury car companies try to sell almost all the cars as the sales team has already ordered these cars from the factory.
Moreover, the lease system helps the luxury carmakers to get maximum customers at the end of the year. These brands collect the data of the customers to know when their lease is getting over or the lease of the particular brand gets over. Therefore, Luxury brands are truly lease-heavy; this is because the customer gets more cars for the money. Thus, the companies offer lease discounts like December lease discounts beget December lease termination, the time when those leases expire. Therefore, we can expect unusual number of luxury cars’ customers in the market in December, every year. Hence, the year-end is the right time to be called as the black Friday for the luxury brands, or the time for the luxury brands to scale their profit and loss for the current year.