Although BMW AG is leading against rival Mercedes-Benz in global sales, in the U.S. it’s currently the other way around. Mercedes-Benz has taken the lead due to incentives such as its Loyalty Accelerator program, which is designed to make it easier for existing customers to get into a new model. Now in an attempt to catch its archrival, BMW is embarking on a payment waiver strategy.
BMW is currently in the process of mailing out offers to its customers currently driving 2010 model year vehicles, which will allow them to waive as many as three payments if they buy a new or certified pre-owned model through October 31st. Eligible models for the program include the 1-Series, 3-Series sedan, 5-Series, 6-Series and 7-Series passenger cars as well as the X3, X5 and X6 SUVs. M performance models and 3-Series coupe and convertible models are not included in the program.
BMW outsold Mercedes in the U.S. last year but thanks to the introduction of new incentives, the Stuttgart automaker pulled ahead in 2012, boosting its lead by 7 per cent last month. Nevertheless, BMW’s U.S. chief, Ludwig Willisch believes that with new incentive programs, plus the addition of an X-drive AWD 3-Series and its entry-level X1 crossover, BMW will be number one again by the end of the year.
