FI showroom red and grey logo
MenuMENU
SearchSEARCH

Sales and Incentives Increase for Japanese Automakers

Japanese automotive manufacturers have seen an increase in sales this April, but not without increasing their spending on incentive programs.

by Staff
May 13, 2005
2 min to read


Japanese automotive manufacturers have seen an increase in sales this April, but not without increasing their spending on incentive programs.


Toyota Motor Corp., Nissan Motor Corp., and Honda Motor Corp., all raised incentives last month to put pressure on domestic manufacturers General Motors Corp., Ford Motor Co., and DaimlerChrysler AG.

Ad Loading...


Toyota spent $1,048 per vehicle on incentives in the U.S. market, up 18.8% from last year, according to Autodata Corp. Auto analyst Jesse Toprak of Edmunds.com told the Detroit Free Press that this is a record amount of spending on incentives for Toyota. But the incentives helped boost sales by more than 21.3% over last April, another record for the company.


Nissan spent the most on incentives of any Japanese manufacturer, averaging $1,878 per vehicle. That number is up 19.8% from a year ago, but Nissan's sales rose 27% over last year's. Honda, which typically spends the least on incentives of the Japanese automakers, averaged $1,125 on incentives per vehicle, up 6.6% from 2004. Honda's sales rose by 13.5%.


Japanese brands have continually avoided spending as much on buyer incentives as domestic brands. This year Asian companies have spent an average of $1,572 per vehicle on incentives, compared to $3,473 per vehicle spent by GM, Ford, and DaimlerChrylser. This is a 14.4% increase in spending by the Asian brands and a 7.6% decrease in spending by the domestic brands.


"By stepping up incentives just as the Big Three are trying to ease back, the foreign automakers are successfully stealing away precious market share," Merrill Lynch analyst John Casesa told the Detroit Free Press.

Topics:F&I

More F&I

Photo of external keyboard on office deak next to window
F&IApril 7, 2026

The Limited Warranty Game

Bringing it in-house benefits the dealership and its customers.

Read More →
Woman in casual clothing sitting at a desk
F&Iby Rick McCormickMarch 31, 2026

Curb The Confusion

Talk to F&I customers like you’d talk to a friend, without industry lingo or sales-like questions, and use hard proof to show, not tell, them about a need.

Read More →
Photo of man's hand on laptop computer keyboard with blank screen
F&IMarch 16, 2026

There Is Always one More Product

Helping F&I customers understand complementary offerings is likely to lead to more sales, based on the success of a high-performing practitioner of the philosophy.

Read More →
Ad Loading...
REGISTER FOR EFI 2026
F&Iby Kate SpataforaMarch 16, 2026

EFI Conference Extends Early Bird Discount as Room Block Nears Capacity

Ethical F&I Manager's Conference will take place at The Cosmopolitan Las Vegas on April 13–15, 2026.

Read More →
Industryby StaffMarch 6, 2026

Explore the 12 Rules for an F&I Life at EFI

EFI 2026 will take place April 13–15 at The Cosmopolitan Las Vegas.

Read More →
F&IMarch 4, 2026

Creating Your Own Economy

In this video, Reese Dailey explains how effective follow-up drives better results across the dealership, including increased sales, higher F&I penetration, and stronger customer retention.

Read More →
Ad Loading...
Industryby StaffMarch 2, 2026

Prove You Can Do F&I at EFI

‘So You Think You Can Do F&I’ is a live role-play contest taking place at the 2026 Ethical F&I Managers Conference.

Read More →
Image of two human hands, one holding the word yes, the other the word no
F&Iby Hannah MitchellMarch 1, 2026

Expect Yes in the F&I Office

It may be human nature to back off when a customer seems to say no to a product or service. But experts say F&I managers should operate as though the answer will be the opposite.

Read More →
Industryby Lauren LawrenceFebruary 25, 2026

Report Finds Year-End F&I Strength

Deal volume ebbed and flowed throughout 2025, but product performance remained steady, according to automotive technology and data intelligence solutions provider StoneEagle.

Read More →
Ad Loading...
Industryby Hannah MitchellFebruary 23, 2026

Some Auto Brands Cheaper to Insure

A new top 10 list ranks the least expensive for average full insurance coverage on a clean driving record and high driver credit scores.

Read More →