David Lucas Market Quotations

With money spent on incentives, you can see results immediately. Advertising effectiveness is a much bigger question mark. I think you have seen a marketing budget realignment, with more money going toward incentives rather than advertising.

I do think we're still going to experience higher incentives in upcoming months, especially as the 2003 model year comes to a close. Inventories are pretty high at this point. Even with strong incentives, there's a few too many vehicles in the market for the number of consumers buying.