There’s an eerie thread of optimism weaving through a number of post-bailout, post-December bloodbath stories lately. Sure, hope dies last and all that, but as Studs Terkel put it, “hope has never trickled down, it has always sprung up.” And most of this fresh-faced optimism seems to have trickled down directly from GM PR. Take the headline “‘Happy Days’ Return For Domestic Car Dealers” over at Dealersedge.com, for example. If the use of scare quotes in the headline isn’t enough to set your PR-friendly hackery alarm ringing, well, that’s why we’re here. The entire piece is based on quotes from employees and owners of three dealerships, two in New Hampshire, one in Michigan. These ecstatic, old-timey song-referencing folks spout anecdotal evidence of a new influx of floor traffic, offering no dissent from the opinion that “happy days” are indeed here again. And why wouldn’t they say that zero percent terms on Trailblazers and Saabs have Americans flooding the showrooms?
Category: Incentives
Automotive News [sub] reports that, thanks to you the taxpayer, GM is offering 0 percent financing through Monday, Jan. 5, on the discontinued Chevrolet TrailBlazer, GMC Envoy and Saab 9-7X, 9-3 and 9-5. “We’ve been trying to hold onto market share with one arm tied behind our back,” says GM Marketing individual Mark LaNeve. “Any tool they can get to make credit available and put deals together is a good thing.” Especially when taxpayers pick up the bill. But Mr LaNeve, what do you say to critics who argue that artificially low rates and subprime lending is what got this country and your firm into trouble in the first place? “Six hundred twenty (FICO) is not a subprime score,” argues LaNeve. “That’s a very creditworthy buyer. Hopefully, we’ll have access to more of the market that is out there.” Meanwhile, Saab dealers aren’t exactly thrilling over the decision. “We need product, and we need a clear decision made” on Saab’s future, one Saab dealer tells AN. Either “we’re going to continue to be a part of General Motors’ family, or we have a buyer lined up, and here’s the buyer.” And though that decision doesn’t seem to be immediately forthcoming, at least everyone can pretend like it’s the nineties for another week. Trailblazer at zero percent interest? If that doesn’t get the nostalgia flowing, I don’t know what will.
An eye-watering death scent surrounds Chrysler going into this week. With a last-ditch bailout likely to focus on GM, and even the hometown cheerleaders kicking around the idea of throwing ChryCo in the volcano, Auburn Hills has all but given up on trying to staunch the flow of bad news. Of all the Chrysler-related bad news, nothing jumps out like the persistent rumors of Pentastar dealers offering two-for-one deals on Auburn Hills Iron. We first heard of this happening in the UK with overstock Avengers, but the phenomenon is spreading to the states. Automotive News [sub] reports that If you buy a 2008 Dakota for $27,590 at Bettenhausen Dodge in Tinley Park, Ill, Mr Bettenhausen will throw in a lightly-used 08 PT Cruiser for your trouble. “The automotive business is no longer about how much money you can make,” says the Bettenhausen. “It’s about minimizing losses. We need to get ourselves to a breakeven point in this challenging market.” Especially when Chrysler’s right there to twist the knife. Automotive News [sub] reveals that the Chrysler Sales Bank is back to plague dealers with yet more inventory they can’t sell and don’t want.
Just a few weeks ago I wrote about the Pontiac G8, one of my favorite cars, and how the prices for lightly used examples are getting rather low. Back in November, a V6 model with around 10,000 miles was $20,000. Cars with the big V8 were landing around $24,000. Now they’re even cheaper. The V8 models have hit the $20,000 mark on several have been offered below it. A Cuyahoga Falls, OH Pontiac dealer offered a 12,000 mile car for $19,994 (didn’t sell). That same dealer was, however, able to move a 361 hp G8 GT with 11,000 miles for $18,994. AutoTrader, too, is jam packed with 8-cylinder Pontiac G8s for just under $20,000 and some even have under 10,000 miles on the clock. If you are willing to get the V6 version with some 260 horsepower (though with the V8s so cheap, I’m not sure it makes sense even now), a Houston reseller was offering a 10,500 mile G8 V6 for a hair under $16,000. If the G8 is your cup of tea (and I realize that for many folks it’s not), these are stonking good deals. The question is where they will bottom out. Assuming the warranties stay intact (whether GM stays around or the government does an FDIC-style arrangement), I would think about $16,000-$17,000 is the absolute lowest a low-mileage 8-cylinder G8 could cost. That would be 50% of the original MSRP, but it remains to be seen.
We thought things were bad when General Motors announced it was delaying incentive payments to dealers by two weeks (ten more days, hang tight guys). As usual, it gets worse. We now hear from Automotive News [sub] that GM is using its November Re-Consensus Dealer Cash Program to dump more inventory on its hapless dealers. An undisclosed formula determines eligibility for GM’s dealer incentive program, the gist of which is the less inventory you have, the more you have to order to receive incentive cash. Seems fair, right? Don’t worry, it’s not. Forbes reports that Detroit dealers are actually carrying historically low inventories, but that “days on hand” is what’s killing them. And now those (relatively) low inventory numbers are what GM is using to foist their cars on the dealers. A Montana dealer with a 365-day supply was asked to take only one Malibu sedan and one Silverado to get $3,000 dealer cash on his 2008 and 2009 models of the Traverse crossover, Tahoe and Suburban SUVs, and Impala sedan and $2,000 on Cobalt compact cars. But if you have less than 365 days worth of inventory (and in this market, who knows how long it will take to actually work through that much) you are going to be ordering more cars to get the cash… or watch your sales go to another dealer who does.
Detroit’s slow-mo meltdown has been rife with tipping points for years now. As bad decisions piled upon bad luck, we’ve seen the signs become increasingly ominous. The light at the end of the tunnel has become so faint now that each new misstep comes hard on the heels of the previous one, each taking on ever more existential significance. Perhaps though, we have reached a new low in the news coming out of GM today, as Automotive News [sub] reports that GM will delay incentive payments of $302.4m to its dealers for two weeks. If this decision was made based on GM’s liquidity crisis, it means that GM can’t come up with $300m until December 11: A stuffed stocking of not good. On the other hand, if it’s another twisted ploy to generate political support for a bailout, it’s some inspired stuff. Based on the letter (after the jump) sent by GM VP of Marketing Mark LaNeve, it’s looking like a little of both. After all, blackmail has always been a crime of desperation. Read More >
If you’re planning on buying a Ford this week, you might want to hold off a bit. Reuters reports that Ford will introduce Employee Pricing and cash incentives next week in an effort to turn around flagging sales. The incentive program will be available on most 2008 and 2009 Ford vehicles, with the notable exception of the all-new F150. But Ford isn’t the only struggling automaker trying to boost year-end sales and clear inventories through profit-munching incentives. GM’s “Year End Red Tag Sale” is also trying to squeeze sales from the dried-up American market, although added sales do little to prevent either automakers’ arterial spray of red ink. Toyota and Mazda are both trying aggressively drive sales as well, offering zero-percent financing on many models at a time when a lack of auto financing is dragging sales downwards. Ford’s offer will begin next Wednesday and will run through January 5, according to Reuters’ unnamed sources. If sales stay down, it won’t be a very merry Christmas at all this year.
We need not review the litany of bad news to remind you the Motown’s money’s too tight to mention. But amidst all of the plant closings, layoffs and rumors of bankruptcy, one song remains the same: management perks. The Detroit News reports that even as executives descend on DC begging for bailout billions, Ford, GM and Chrysler refuse to eliminate programs which subsidize car leases for management, often with insurance, maintenance and gasoline included. And this isn’t going over well with workers. “We’re taking concessions,” says UAW worker Jim Willington of Ford’s Woodhaven Stamping Plant. “They should level the playing field. They ought to be willing to buy the products. They can afford it.” A little perspective after the jump..
Though GM’s new Cruze is likely to qualify for taxpayer funded “efficiency retooling” money, its predecessor the Cobalt is finally coming into its own. Automotive News reports that transaction prices and profitability are headed up for the Cobalt. Average transaction prices for the Cobalt rose $775 since mid-April, thanks to surging interest in one of GM’s most fuel-efficient cars. And the upswing in Cobalt-generated revenue is turning Detroit’s argument that it can’t make money on small cars on its head. GM’s marketing manager for small cars and crossovers, Brian Brown, says profits on the Cobalt are up six percent since 2007. “I don’t think anyone thought this shift of moving into smaller, more fuel-efficient vehicles would be as dramatic and happen as quickly as it did,” Brown tells AN. “I have to laugh: In the last 90 days, one of the top five trade-in vehicles for a Cobalt is an F-series pickup.” Please note that Brown is laughing about getting trade-ins from a competitor’s truck rather than his company’s total inability to see this one coming. GM added an extra Cobalt shift in August, to keep up with the 9.6 percent (supply limited) increase in Cobalt sales on the year, which still lag behind booming sales of Ford’s Focus. Sales are doubtless being helped by the addition of the fuel-efficient (25/36 mpg) Cobalt XFE model, while sales of fully-loaded models are helping profitability. Taken together, the trend is clear: well-equipped, fuel-efficient small cars can sell in volume and turn a decent profit. If only Detroit had realized this a decade ago. Everybody else did.
My time writing for TTAC is strictly limited. Farago asked me to pinch hit while he's otherwise engaged. As soon as this site's founder returns from his light bulb changing duties, I'm going back to my regular, better-paying job. So while I've got the floor, I'd just like to share a revelation…. I heard a radio ad today for "Cadillac employee pricing." Prior to that moment, I hadn't really given much thought to the concept of Caddy opting-in to GM's overall firesale. Not until the pitchman assured me "you pay what Cadillac employees pay." And then it hit me. Why would a Cadillac buyer want to buy a car that the people who build them can buy? I mean, if a Cadillac employee can afford a Cadillac, where's the status in that? At the risk of having my foul-mouth censored yet again, that brand is so screwed. Upmarket my ass. And why in God's name do they have to tell everyone about it?
Not content to simply rebadge a Chrysler minivan, Volkswagen has putting on a brand-destruction clinic by pairing its Routan with a brand new marketing gimmick incentive. If you inexplicably want to pay extra to have a VW badge on your Dodge Caravan and put a down payment on a Routan, VW will give you $1,500 back. Except that it won't. The Wall Street Journal explains: "The money — held by Upromise Inc., a subsidiary of SLM Corp., which also owns Sallie Mae Bank and is the largest maker of college-funding contributions– can then be moved into a college savings fund known as a Section 529." This would be bad enough if VW were simply admitting (via cashback) that its cynical Chrysler rebadge is DOA, but instead it's offering an incentive that makes Chrysler's "$2.99 gas" gimmick look reasonable. The weirdest part? VW claims that 6k buyers have already signed up for the offer. But with analysts projecting Routan sales capacity of 20k to 40k, Volkswagen has lots of suckers still to round up. Let's just hope that claiming a single-digit-percentage slice of the shrinking minivan market is worth the epic brand dilution that the Routan– and its ridiculous incentive– are sure to cause VW.
GM dealers are catching it from all directions. The General cutting back on leasing (with a very sharp knife) even as the troops wait for central command to fix the mix, And now the corporate mothership's gutting the dealers' GM Mark of Excellence 2008 Recognition Programs. A message to dealers outlined the "difficult" changes that resulted in canceling "select rewards" but added new cheaper incentives. Travel rewards are toast. In their stead: prepaid $1k debit cards and "exclusively yours®" reward points. "GM PerQs" are also gone, whatever the Hell they are. On the positive side, GM's cut the dealers' monthly enrollment fee by 50 percent. However, any refunds for prepaid feeds will "be applied to the Dealer's Open Account." Click here for a PDF of the complete communique. If a GM dealer or an industry-savvy member of our Best and Brightest can parse this for us, we'd be much obliged.
Never mind what they said before. GM is joining Chrysler on the huge-incentives-for-2008-trucks bandwagon. Starting today, they'll bump the rebates on GMC Yukons, Yukon XLs, Chevy Tahoes and Suburbans from $2k up to $6k. And get this– the Hybrid models are included. Envoys and Trailblazers will get the same $6k discount, with another $2k tossed in as a lease "pull-ahead" bonus. Avalanches and crew cab/extended cab trucks have $5k cash on the hood. In lieu of the rebates (or in addition to, in some cases), they're also offering low-to-no-percent-interest financing. On the car side, Chevy's offering 0 percent financing for 48 or 60 months on Corvette coupes (including Z06) and convertibles, respectively. Pontiac is bribing offering buyers a $1k bonus on the G8 sedan. Other GM models offer varying interest rate and/or nominal cash back offers. However, according to Automotive News [sub], GM spokesman Pete Ternes warns these figures could change "after GM releases its [Q2] earnings." If anything, you can probably expect them to sweeten the deal in a last ditch, damn-the-profits attempt to clear the '08s from dealer lots.
How can Dodge dealers offer trucks for 50 percent off of sticker price, as several have done in the past month? Money from the mother ship. Right now, Chrysler is offering up to $5k – $6k rebates to customers buying a Ram 1500. At the same time, ChryCo's kicking-in up to an additional $9.5k in "dealer incentives." The extra cash is a desperate move to clear th decks before the new Ram arrives; helping dealers to do what's got to be done to sell their moribund Rams without going out of business (ostensibly). So when you see a $35K Ram for $17.5K, Chrysler's subsidizing the bulk of the difference to the dealer. Great for generating dealership traffic, great for bargain hunters. Not so great for Chrysler's finances or future.
Last week, I pointed out that there are a lot of brand new trucks sitting on U.S. dealer's lots gathering dust. I illustrated the fact with an ad from a Dodge dealer selling Ram Quad Cabs for 50 percent off manufacturer's suggested retail price (MSRP). As bad off as Dodge is with their 160-day supply of Dodge Ram full-size pickup trucks, they didn't hold a candle to Nissan's 489-day supply of Titans. An email from Cleek tells us that a Nissan dealer in Rock Hills, SC took matters into his own hands this past weekend. He's advertised 45 percent off MSRP sale of pickups, vans and SUVs. It looks like massively discounted truck clearance sales may be the wave of the immediate future. So far, the biggest discount we've see is 50 percent. How low do you think they'll have to go to clear inventory as the model year winds down and inventory piles up? How long before we see brand new pickups for under $10k? (God help light truck residuals.) Have you seen any dealers in your area offering huge discounts like these on trucks, vans and/or SUVs?
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