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Report Finds BMW Used Loaners To Retain First Place
- Automotive News, Friday, February 19, 2016 10 AM
BMW wielded an unlikely tool to hold onto its crown in the U.S. luxury-car market last year: the loaner. The German automaker narrowly outsold Mercedes-Benz and Lexus, and its success hinged partly on some deal-making in the showroom. Its strategy: Pay dealers to buy BMWs for their fleets of loaner vehicles, showing off the latest models to service customers and boosting sales.
