We no longer have the dubious honor of leading this category. We’ve been down that road before, and we know it’s a dead end.

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Edmunds [via Earth Times] has released its monthly “True Cost of Incentives” list, and GM tops the list, followed closely by Chrysler and Ford. Good thing Sergio Marchionne narrowly avoided “getting pulled into an incentive war.” That Chrysler’s sales couldn’t beat last March’s numbers even with these incentives tells you everything you need to know about the state of play in Auburn Hills. Oh, and how is GM’s incentive “leadership” supposed to jive with marketing boss Susan Docherty’s insistence [via the WSJ [sub]] that GM is reigning in its incentives? Who knows. Meanwhile, Ford’s impressive 2010 numbers have to be taken with a grain of salt in light of the Blue Oval’s continuing dependence on spiffs and fleet sales (speaking of which, fleet numbers are up 64 percent at GM, and Ford had a 30 percent-ish fleet mix in March[ via FT]). In fact, Toyota’s much-vaunted move towards incentives seems to not only have helped its sales, it may have also scared Detroit back into some nasty old habits.

Lavish cash on the hood of Japanese cars may help their U.S. sales (or soften the fall in Toyota’s case). The largess also “will put pressure on earnings,” says The Nikkei [sub].

Toyota, Nissan, Honda raised sales incentives in February to an average of 2,221 dollars per vehicle, up 11 percent from January. (Read More…)

If there are two words that can’t be left out of any discussion of 2010 auto sales numbers, they are “incentives” and “fleet.” With a fleet sales binge well underway, and Toyota recall-triggered incentive wars raging with no end in sight, the spring Truck month rituals have been bounteous. And with sales of full-sized trucks through February trending flat and fragmented, they had to be. But will they make a difference?

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In addition to lowering prices on 2010 models, Saab is introducing $4k-$8k incentives on 2009 models, according to bankrate.com. Will that be enough to make the company’s goal of 100k sales? With only 500 2009 models available in the US, and 2009 sales of 39k units globally last year, the answer is almost certainly a resounding “no.”

The biggest storyline right now for America’s bailed-out automakers is how little they’ve been able to capitalize on Toyota’s stumbles. While Ford and Hyundai made hefty sales gains last month, both GM and Chrysler’s performances were distinctly unimproved by Toyota’s woes. And now that Toyota is launching major incentive packages to recover lost sales momentum, Detroit has no remaining incentive to not revert to the bad old practices of incentive dependence. With GM and Ford diving into the zero-percent war, Global Insight’s George Magliano tells Automotive News [sub]:

Incentives are going to be here into the third quarter. We’re not going to wean consumers off incentives any time soon. We’re stuck with it. They’re all jockeying for position… After clunkers everybody backed off incentives. Now they’re going to the whip again

GM earned some goodwill with dealers in recent weeks by reinstating over 600 dealers, most of them rural Cadillac stores. But as always, as soon as one grating issue in GM’s relations with its dealers is resolved, another one appears. Automotive News [sub] reports that GM is seeking five- and six-figure sums from what it terms “a very small” number of dealers who allegedly violated the terms of its Standards for Excellence Incentive program. This might be a relatively normal occurrence, if it weren’t made more complicated by GM’s recent bankruptcy. Because GM audited its dealers before bankruptcy, but didn’t act on the information until now, GM says that its penalties aren’t debatable, and that the normal audit process will not be available to dealers receiving the bills.
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One of the arguments in favor of GM Chairman/CEO Ed Whitacre’s use of AT&T corporate jets is that “given the role he plays and the decisions that need to be made worldwide, you want this guy to be working 24/7.” But like so many of the “answers” we’re given about GM’s turnaround, this merely raises another question: besides learning such arcane auto-industry jargon as the term “segment,” what exactly is Ed Whitacre doing at GM? Thus far, the answer seems to be “firing executives,” as the last several months have seen a number of executive reshufflings at the RenCen. And though GM’s bailout left a number of GM lifers in positions they had mishandled prior to bankruptcy, the recent firings and re-orgs aren’t simply motivated by the desire to revitalize GM’s corporate culture. A look inside Whitacre’s reign of terror shows a more traditional GM impulse at play: the desire for quick spikes in volume.
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Toyota and GM have both announced 0% financing on 2010 models, reports Automotive News [sub]. GM will offer the 60-month financing deal on 55 percent of its new models, while Toyota will offer the same terms on its Camry, Corolla, Matrix, Avalon, Yaris, Highlander, RAV4 and Tundra (not including hybrids). According to GM’s Susan Docherty, Toyota’s woes had nothing to do with the decision to offer finance deals, telling AN [sub]:

Obviously, with our hot launch products, we don’t need to put 0 percent financing for 60 months on that. That 0-for-60 will be primarily on products like our pickups. That’s completely in line with what our marketing strategy is. We’re going headstrong into truck month for both Chevrolet and GMC, which is a traditional play that we have normally done during March.

And no wonder: GM’s truck sales were flat in February. According to Automotive News [sub], Toyota will also offer several lease and dealer cash deals which vary from region to region.

Chrysler’s long-disfunctional “Five Star Dealer” program may be on its way out, reports Automotive News [sub], as a new Fiat-created dealer rewards program rolls out to a Chrysler dealer body that’s fighting for survival. The new program, which may still be merged with Five Star, addresses several longstanding dealer complaints about Five Star, perhaps the most important of which is third-party verification [to be done by the Swiss audit firm SGS Group]. Given the deep mistrust that exists between Chrysler dealers and the mothership, bringing in outside auditors to perform certification was probably a prerequisite (and brings the Chrysler program in line with Ford’s practice of independent dealer rewards program auditing). But the biggest change also helps explain why Chrysler employees will no longer judge dealerships: instead of a mere star rating system, now there’s money at stake.

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Inventory management woes have played a huge role in the decline of America’s domestic automakers, but according to a lengthy piece in Automotive News [sub], the days of inventory pushing are now officially a thing of the past. Unless they aren’t. At the moment things look good. AutoNation CEO Mike Jackson enthuses:

It’s the most exciting thing we’ve ever seen. I’ve lived for this day to come. The inventories for the industry are the cleanest and in the best shape ever — ever.

AN [sub] says inventory levels are at their most sane levels since they began tracking data in 1992. That gives Detroit executives the opportunity to crow over their discipline and the sustainability of their business models, despite the fact that the Detroit firms still top recent average incentive estimates. And long-term estimates show up to 2m units of overcapacity will be re-accumulated by 2012. “I hope [inventory push] is dead,” says Group 1 CEO Earl Hesterberg. “I doubt it’s completely dead just because of the fixed cost pressure on manufacturers.”

Incentives are a tricky hand to play. On one hand, you can’t be mean in putting cash on hood, because you want to bring customers into your showroom. On the other hand, too much cash on hood, looks bad and in the long term, it’s proven to be bad for business. So, Edmunds’ January 2010 incentive figures for the United States [release via benzinga.com], were a very interesting read.
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Fiat’s Sergio Marchionne looked like a pretty shrewd operator when he was able to snag a bailed-out Chrysler from the US government without paying a penny. Between that and the booming European sales on the back of government-funded scrappage schemes, Fiat pretty much spent 2009 proving that automakers should cater to governments almost as much as consumers. But as 2009 wound down, Fiat’s government affairs winning streak came to a halt as the Italian government started asking for a little quid for its quo, and it’s been going downhill from there. Now that Fiat wants to shut down its Sicilian Termini Imerese plant, and right-size Italian production, the love affair is officially over. “We are examining the possibility of renewing [consumer incentives],” Italian Prime Minister Silvio Berlusconi told reporters from Automotive News [sub]. “But Fiat does not seem interested in them.”

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Back when GM was going through its recent bankruptcy bailout-related unpleasantness, Toyota’s Yasuhiko Ichihashi told the AP that “Toyota was only hoping for an overall recovery for the U.S. auto industry, including GM.” Months later, then-Toyota President Katsuaki Watanabe even suggested that “it’s not something we would bring up on our own, and we don’t know enough about the restructuring plan, [but] if some talk about supporting GM comes up, we would like to consider it earnestly.” Now that Toyota is in a spot of PR trouble over its unintended acceleration woes, you might expect that GM would show the same class and tact that Toyota did just months ago… but you’d be wrong.

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Smart’s new President, former Saturn overseer/undertaker Jill Lajdziak, knows how the dying brand thing works. With Smart sales down a (barely) Chrysler-beating 41 percent on the year, the Penske-owned Smart USA is teaming up with Daimler Financial Services (Smart vehicles are produced by Daimler in Europe) for a good-old captive lease deal right out the old GM playbook. According to Automotive News [sub], Smart is offering

a 36-month lease for $169 a month, $999 down, a $595 acquisition fee and the first month’s payment due at the time of the lease.

That’s a lot more realistic than the the old deal they were offering ($3k down, $200/month) but we’re still talking about a 10k miles-per-year lease. On a car makes a Yaris seem luxurious, overpowered and confidence-inspiring. Incidentally, were you aware that the Smart ForTwo was first introduced way back in 1998? The more you know!