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Cato: New year, new deals as car makers fight for buyers

2014 Ford Edge


This will surprise you: Hyundai was the best-selling passenger car brand in Canada last year.

Hyundai was No. 1. Not Ford, which was the best-selling light vehicle retailer in 2013. Ford sold 283,451 vehicles in Canada last year, notes DesRosiers Automotive Consultants, adding that 122,325 of them were F-150 pickups.

Hyundai sold 95,825 passenger cars last year. Yes, Ford sold more full-size pickups than Hyundai sold cars. We love our pickups in Canada.

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And in part that is because both Ford and Hyundai spent 2013 offering very good deals. They had no choice. Most of Hyundai's 2013 lineup looked aged compared to the competition. And Ford had to deal with a reinvented Ram from the Chrysler Group and General Motors' blowout sale of outgoing 2013 Chevrolet Silverado/GMC Sierra pickups – followed by the launch of all-new versions of GM's big rigs. Money talks and Hyundai and Ford were shouting in 2013.

So was Mercedes-Benz, which was the No. 1 premium brand in Canada, besting long-time rival BMW. The top executives at both companies insist that they are not driven by winning the premium crown, but don't believe it for a millisecond. Being first matters. Why else would Merc and BMW be so active in the incentive game, right through the year?

For instance, even now in the doldrums of January, when as CEO and co-founder Andrew Tai notes, "consumers start paying holiday shopping bills instead of thinking of a shiny new ride," BMW has a $10,000 sales sweetener on one of the sexiest (and most expensive) cars in its lineup: the 2014 BMW 640i xDrive Gran Coupe hatchback. Savvy shoppers should be able to squeeze out another $4,000 or so. That's up to $14,000 off an $87,900 luxury ride. And you can get all that money even if you take advantage of 2.90 per cent financing for up to five years.

Mercedes, meanwhile, seems intent upon staying on top in luxury cars. Take the C-Class, the brand's most important model by far. Even here in January, Merc has $1,500 on the C300 4MATIC – taking down the sticker substantially from $40,550. Buyers can combine that offer with 0.90 per cent financing for five years.

At Hyundai, well, the plan quite clearly is to stay on top in passenger cars for 2014. A killer buy there in January is the Genesis luxury sedan. A $49,499 Genesis can be had with up to $10,000 in offers for cash buyers. That's rich on a premium ride with the best resale value in Canada's luxury car universe.

And Ford? Unless something very odd happens in 2014, Ford will once again finish on top among auto makers. Incentives will continue, of course. Even here in the January doldrums, Ford has up to $4,250 on the very good 2014 Edge CUV. And buyers can combine that with 0.99 per cent financing for four years.

This sort of money sloshing around shows that each and every car company in Canada is deadly serious about holding onto their piece of the pie – from Ford, to Mercedes, to BMW to Hyundai...

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Deals of the Week consulted with,, and other sources on these offers. As usual, pricing information here is subject to change and dealer discounts vary, so consult your dealer for all the final details, including expiry dates for all offers.

2013 BMW 640i Gran Coupe BMW BMW  

2014 BMW 640i xDrive Gran Coupe Sedan

  • MSRP: $87,900
  • Freight, dealer prep, air conditioning tax: $2,230
  • Dealer discount (estimated): $4,000
  • Factory discount: $10,000 (manufacturer incentive)
  • Taxable subtotal: $76,130
  • Total price with 13% HST: $86,026.90
  • Cash discount available with 2.90% financing for 60 months

2013 Mercedes-Benz C 300 Mercedes-Benz Mercedes-Benz  

2014 Mercedes-Benz C300 4MATIC sedan

  • MSRP: $40,550
  • Freight, dealer prep and air conditioning tax: $1,995
  • Dealer discount (estimated): $2,200
  • Factory discount: $1,500 (Mercedes-Benz Direct Cash Support factory-to-dealer rebate)
  • Taxable subtotal: $38,845
  • Total price with 13% HST: $43,894.85
  • Cash incentive available with 0.90% financing for five years

2013 Hyundai Genesis Hyundai Hyundai  

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2013 Hyundai Genesis V6 Technology

  • MSRP: $49,499
  • Freight, dealer prep, AC tax: $1,860
  • Dealer discount (estimated): $1,800
  • Factory discount: $10,000 (Hyundai Cash Discount factory-to-dealer incentive for cash purchases only)
  • Taxable subtotal: $39,559
  • Final price: $44,701.67

2013 Ford Edge Sport Ford Ford  

2014 Ford Edge Limited FWD

  • MSRP: $38,099
  • Freight, PDI, AC tax: $1,715
  • Dealer discount (estimated): $1,250
  • Factory discount: $2,000 (Ford Delivery Allowance factory-to-dealer rebate)
  • Taxable subtotal: $36,564
  • Total price with 13% HST: $41,317.32
  • Factory rebate: $1,250 (Ford First Four Bi-Weekly Payments on Us Program factory-to-consumer rebate)
  • Factory rebate: $1,000 (Costco rebate)
  • Final price: $39,067.32
  • 0.99% financing for 48 months available with incentives

Pricing information source: and Calculations based on Ontario customers. Please note that while the information above is accurate at the time of publication, incentives are given at the discretion of individual dealers, and may be changed or discontinued at any time. Where noted, "dealer discounts" are negotiated with the customer on a case-by-case basis. Unhaggle Savings are actual discounts received by Unhaggle customers.

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About the Author
Senior writer, Globe Drive

In 25 years of covering the auto industry, Jeremy Cato has won more than two-dozen awards, including three times being named automotive journalist of the year. Jeremy was born in Montreal and grew up in the San Francisco Bay Area. More


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