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Though 2020 was brutal on all automakers, it was especially challenging for top-tier premium brands. Canada’s top three luxury marques a German triumvirate from Ingolstadt, Stuttgart, and Munich combined for a 26 per cent decline valued at 29,000 lost sales in a market that was down only 20 per cent by year’s end.
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Yet the same premium brands that failed to effectively sail through the headwinds last year are now being propelled forward at a rapid rate by market-wide tailwinds. Auto sales in Canada this year are up 33 per cent, indicative of meaningful recovery if not a wholesale return to the normal highs of the last decade. But premium auto brands reported a 47 per cent uptick during the first-half of 2021, a collective increase of more than 33,000 vehicles. Market share is u
The carmaker has made discounts more difficult to see.
It s not unusual for automakers to adjust discounts and incentives throughout the year, but Lincoln has just made a change potential customers really ought to know about. A new bulletin sent to dealerships nationwide has been seen by CarsDirect and, in short, it limits the discounts dealers can advertise. As a result, customers may have a more difficult time finding the best prices. Why? Because Lincoln has changed its minimum allowable advertised price, or MAAP. It s also trying to get dealers not to advertise the exclusive Black Label models under MSRP.
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