11th-hour deals come earlier and earlier

Jim Henry is a special correspondent for Automotive News

You may still be raiding your kids’ Halloween bags, but the Big Red Bows signaling year-end deals are already out at luxury-car dealerships.

The bows seem to appear earlier each year. But in the case of Lexus, whose U.S. sales were down 16 percent through October after natural disasters in Japan crimped inventory, the jump-start is understandable.

Lexus will begin its “December to Remember” promotion, with images of cars wrapped up with big red bows like presents, on Friday.

Mercedes-Benz USA and Mercedes-Benz Financial Services have already launched the brand’s annual “Winter Event.” Deals include 1.9 percent financing for some models -- for up to 66 months on the 2012 C300 Luxury 4Matic sedan, according to advertised specials.

Luxury brands prefer lease incentives, cut-rate loans or dealer incentives instead of cash rebates, since cash on the hood cheapens the brand image.

It will be interesting to see how early the bows will pop up next year. By Labor Day perhaps?



ATTENTION COMMENTERS: Over the last few months, Automotive News has monitored a significant increase in the number of personal attacks and abusive comments on our site. We encourage our readers to voice their opinions and argue their points. We expect disagreement. We do not expect our readers to turn on each other. We will be aggressively deleting all comments that personally attack another poster, or an article author, even if the comment is otherwise a well-argued observation. If we see repeated behavior, we will ban the commenter. Please help us maintain a civil level of discourse.