Retail Incentives, New-Vehicle Sales Grow in May
May new-vehicle sales grew by 4.8% from the year-ago period, while average incentive spending per unit grew 6.6% from a year ago to $3,740.

New vehicle sales were up in May, driven in part by bigger incentives. Rising incentive spend could hurt used vehicle values by the end of the year.
Photo by Eric Gandarilla.
MCLEAN, Va. — New-vehicles sales in May grew by 4.8% on a year-over-year basis, according to J.D. Power’s June Used Car and Light Truck Guidelines.
This was a reversal from April’s 4.8% sales decline. Through May, the industry has sold 7.02 million units year to date, a 1.2% increase from the prior-year period. May’s seasonally adjusted annual rate (SAAR) came in at 16.18 million, which is up slightly from May 2017.
Strong Chevrolet and GMC sales helped General Motors reach 264,000 new-vehicle deliveries in May. Overall, year-to-date volume through May is up 4% for the manufacturer.
Hyundai, Jeep, and Mazda also had a strong showing in May, as unit sales for the respective manufacturers grew 11.5%, 28.8%, and 15.1%, respectively.
Incentive spend by manufacturers was also up in May, the 38th straight month of growing incentive spending. Average incentive spending per unit for the month was $3,740, a 6.6% increase from May 2017, according to Autodata.
Most of that incentive spend was focused on light truck and SUV vehicles, as average incentive spending on passenger cars declined 3.8% year over year, while light truck and SUV incentive spending rose by 12.8% over the same period.
While rising incentive spending does help move units at retail, it also has an adverse effect on used vehicle values. J.D. Power noted that one of the biggest factors that could negatively impact used-vehicle values at year end will be growing incentives. As of May 2018, incentives appear to be continuing to grow.
More F&I

Why Your F&I PVR Is Misleading You
Here’s a handy checklist of the numbers to track in 2026 instead.
Read More →
Auto Consumer Anxiety Presents Opportunity
A survey of U.S. drivers found the majority are concerned about finances and the economy, but those fears make many ready to buy vehicle-protection products.
Read More →
Humble and Hungry: 12 Rules for an F&I Life
Dustin Gingerich, with a decade in the F&I business under his belt, shares his thoughts on leadership, building trust with customers, and the importance of learning and innovation.
Read More →
Focus on the Opening
F&I managers must learn as much as possible about their customers, starting before they walk into their offices. The bulk of today’s consumers expect that, and good results will follow.
Read More →
F&I Reaches for the Sky
The increasingly important profit center continued making gains in the first quarter, according to StoneEagle data, ancillary products proving more popular as consumers hold onto their buys longer.
Read More →
Timing the Market Can Hurt Long-Term Program Performance
For dealer-owned reinsurance entities, avoiding volatility entirely can mean falling behind inflation and missing market rebounds that drive long term surplus growth. Missing just a handful of strong market days can materially impact cumulative returns—an important reminder for long horizon trust and investment strategies.
Read More →
The 90/10 Rule
In this video, Ryan Ruff explains the rule that elite sales professionals use to turn ordinary conversations into unforgettable customer experiences.
Read More →
Your Office Is Talking
What’s the atmosphere saying about you to your customers? You can make minor adjustments and additions that transform your space into one that creates trust with the people on the other side of the desk.
Read More →
F&I Training Fundamentals
How can auto dealerships help F&I managers fulfill their vital role in the most effective ways? Industry expert Rick McCormick shares his insights on the best ways to train these professionals and help them maintain good habits.
Read More →
Not Just Any Tire Will Do
More consumers and businesses are opting for all-season options for various reasons as safety, sustainability and convenience push practical change.
Read More →