Luxury car sales in US set for Black Friday surge
US luxury carmakers are preparing for a sharp sales boost on Black Friday, with holiday marketing and new models drawing buyers to dealerships at the end of November 2013.
Luxury car sales in the United States are expected to climb sharply on Black Friday, with analysts predicting a 3.6 percent increase over the same day last year. This comes after a strong Black Friday in 2012, which saw a post-Hurricane Sandy rebound on the East Coast. The 2013 sales push is being led by aggressive holiday marketing from premium brands and a wave of new models priced to attract buyers moving up from mass-market cars.
Kelley Blue Book's forecast for Black Friday 2013 points to a notable sales boost, particularly among luxury manufacturers. Lexus is running its annual December to Remember campaign, while BMW has launched the Happier New Year Event. Other premium brands are also pushing end-of-year deals, aiming to close out 2013 with strong results. These campaigns are designed to bring buyers into showrooms during a period when many consumers are focused on retail spending.
November is traditionally a strong month for luxury car sales in the US, with much of the volume concentrated at the end of the month. Analysts note that executive bonuses and year-end incentives play a role, but this year, the introduction of more models priced under $40,000 is broadening the appeal of premium brands. Buyers who might have considered a Toyota or Ford are now being drawn towards entry-level luxury cars, expanding the customer base for brands like Mercedes-Benz, BMW and Lexus.
Holiday marketing and model launches fuel demand
Luxury manufacturers are not alone in targeting Black Friday buyers. General Motors and Ford are also running promotions, including supplier pricing events and special deals across their ranges. However, the focus on luxury is more pronounced this year, with brands seeking to secure their position in a close sales race. According to Autodata, Mercedes-Benz led BMW by just over 5,000 vehicles through October, making the final weeks of the year crucial for both brands.
Wall Street analysts expect the overall November sales rate to reach 15.9 million vehicles, with retail sales at 13.2 million. This would mark a clear increase from the previous two months, driven in part by the Black Friday effect. The combination of holiday promotions, new model launches and broader luxury appeal is setting the stage for a strong finish to the year for premium carmakers.
Entry-level luxury expands the market
A notable trend in 2013 is the rapid growth of luxury models priced below $40,000. These vehicles are helping brands attract buyers who previously shopped in the mainstream segment. As a result, luxury carmakers are capturing a larger share of overall sales, and the end-of-year holiday period is amplifying this effect. The competition for the top spot among US luxury brands remains tight, with final November and December figures likely to decide the winner.
