Lexus Really Does Sell Cars As Christmas Gifts

December 12, 2011

You can't believe everything you see on TV.  The rift between marketing and reality is kind of a foregone conclusion.  However convincing the presentation, we're suspicious of getting the whole truth and nothing but.

Seasonal car commercials are perfect examples.  Shiny happy one-percenters don't really surprise their spouses with new Lexuses adorned with big red bows, do they?

Yes, Virginia, they do.  And as The Detroit News reports, consumers reenacting the sugary sentiment can account for a thick slice of this month's sales--nearly a third, as one metro Detroit Lexus dealer states.

Lexus didn't introduce year-end clearances, but since 1999 it's been presented as a Christmas gift idea by the automaker.  Dealers get in the act from extending by-appointment hours to arranging surprise at-home delivery--complete with car-sized 42-inch wide red ribbon.

In an industry that thrives on the sincerest form of flattery, this is one angle competitors don't imitate to the extent of Lexus.  Buyers need not hold back, though.  Like the article describes and as we reported earlier with analysis from, this is an ideal time for new or used car shopping.  Black Friday may have been the single-best day to deal, but December's remaining days--especially the 24th and the 27th through the 31st--are expected to be the next best.

Shoppers should know that dealer lots will resemble department store shelves this time of year: the longer they wait, the less selection they'll have from dwindling inventory.  But unlike other presents, we imagine cars aren't often returned, with regifting even rarer.

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