
Polk’s Tom Libby takes a penetrating look into the obvious and reveals that American luxury car buyers rarely actually buy their cars, reporting:
Industry-wide, leases comprise about a fifth of all new vehicle registrations, but within the luxury market, lease penetration is more than twice as high at 45%. Three premium makes: BMW, Infiniti and Mercedes-Benz, actually have national lease rates at or above 50%…
These extraordinarily high lease results lead to several conclusions. First, the price of the vehicle is not the be-all and end-all. Rather, the monthly lease payment is a crucial factor. The monthly payment is not completely linked to the price, as the OEM and dealer have several tools by which to manipulate the monthly payment; these include, among other things, artificially raising the forecasted residual amount and increasing/decreasing the up-front lease payment. Second, if your premium make is not in the leasing business, you need to get there right away. Lastly, your lease rates, residuals and drive-away costs need to be competitive.
While there’s a lesson about America’s ceaseless desire to live beyond its means in there somewhere, the real lesson here is this: with sales coming out tomorrow, be sure to remember that not all of them are actual sales. Also, this is the reason you never see those “Don’t Laugh, It’s Paid Off” stickers anymore…
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