this is interesting to note b/c it shows how much advertising each company has to do to sell a car/truck...so the less the company spends, the more the car/truck sells itself...pretty simple...also shows how difficult it is for some companies to sell their products too, which results in greater play in selling prices (good for average consumer)...so if u were lookin for the Z06, u would have a better shot at getting more play in the price than let's say the S2K

From MOST to LEAST:

GM $2,594
Ford $2,386
Chrysler $2,360
Mazda $2,246
INDUSTRY AVERAGE $1,980
Mitsubishi $1,828
VW $1,194
Nissan $1,154
Hyundai $1,000
Honda $825
Toyota $730

Source: AutoData
Ford doesn't include Jaguar, Land Rover, or Volvo incentives
GM includes all brands except SAAB
Chrysler reflects incentives for domestic only