Edmunds.com: Sept. Incentives Low
The online automotive resource reports that automakers are holding fast to “value pricing” strategy.
Edmunds.com, an online resource for automotive information, recently estimated that the average automotive manufacturer incentive in the U.S. was $2,293 per vehicle sold in September 2007, down $176, or 7.1 percent, from August 2007, and down $267, or 10.4 percent, from September 2006.
According to Edmunds.com, combined incentives spending for domestic manufacturers averaged $3,156 per vehicle sold in September 2007, down from $3,354 in August 2007. From August to September, European automakers decreased incentives spending by $124 to $2,815 per vehicle sold. Japanese automakers decreased incentives spending by $155 to $1,127 per vehicle sold, and Korean automakers decreased incentives spending by $26 to $1,783 per vehicle sold.
In September, the industry's aggregate incentive spending is estimated to have totaled approximately $2.95 billion, down 18.8 percent from August. Chrysler, Ford and General Motors spent an aggregate of $2.06 billion, or 69.4 percent of the total; Japanese manufacturers spent $547 million, or 18.5 percent; European manufacturers spent $248 million, or 8.4 percent; and Korean manufacturers spent $110 million, or 3.7 percent.
Edmunds.com's monthly True Cost of Incentives (TCI) report takes into account automakers' various U.S. incentives programs, including subvented interest rates, lease programs, cash rebates, and consumers and dealers.
More Rental Operations

Palm Beach Airport Code Change Creates Car Rental Distribution Gap
A test of rental searches under the old PBI and new DJT airport codes returned largely different sets of brands and vehicles, highlighting a potential distribution problem for rental operators.
Read More →
U-Save Continues Dominican Republic Expansion with Launch in Punta Cana
The new franchise location builds on U-Save’s existing Santo Domingo operation and will begin taking reservations for October 2026.
Read More →
When AI Books the Rental Car, Who Controls the Sale?
As AI moves from comparing rental rates to completing transactions, operators need to understand how travelers find, interpret, rank, and ultimately see their offers. (Part 2 of 2.)
Read More →
European Booked Car Rental Rates Fell 5%, Results Varied by Country
Ireland, Cyprus, and the United Kingdom saw steep declines, while booked rates rose in Poland and Hungary.
Read More →Is It Time to Rethink Rental Categories?
As traditional economy and compact cars disappear from the market, longtime rental operator Mike DeLorenzo asks whether the industry’s familiar vehicle categories still make sense — and what operators need to rethink along with them.
Read More →
Who Owns the Rate? AI Is Creating a New Distribution Problem for Car Rental
Generative Engine Optimization asks whether AI can find a rental company, but operators also need to know whether the agent inspected enough of the market, compared equivalent offers, and presented a rate the traveler can actually book. (Part 1 of 2)
Read More →
U.S. Business Travel Car Rental Rates Forecast to Rise Up to 2%
Improved fleet supply should limit pricing gains in 2026-27, while insurance, repair costs, and softer residual values continue to pressure rental operations, according to Amex GBT.
Read More →
Sixt Revenue Tops $2.4 Billion in First Half of 2026
Sixt’s first-half revenue surpassed $2.4 billion for the first time as demand outpaced fleet growth, lifting utilization and earnings despite weaker consumer sentiment in North America.
Read More →
In Memoriam: Bobby Klyce, Avis Licensee Legend
The longtime Birmingham Avis operator and 2018 Auto Rental News Impact Award recipient was remembered as an advocate for independent licensees and the broader car rental industry.
Read More →How to Build Custom Fleet Tools With AI and Vibe Coding [Webinar]
A new Automotive Fleet webinar explores how fleet managers are using AI and vibe coding to automate routine work and create simple operational tools without traditional programming skills.
Read More →
