As the European market continues to contract, automakers are struggling to get any sales they can. Many are resorting to offering their cars at deep discounts.

FordFordUnited States of America, 1903 > present92 models
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is one of the few automakers not trying discounts to increase sales, but its not working. It predicts that it will lose $570 million in Europe in the second quarter. Ford sold 10% fewer cars in Europe in the first half of the year in terms of volume and sales are down 16.1% in June. It lost $190 million in the first quarter. Ford is beginning to see that discounts may be necessary in the current European market, though. In Germany, the Ka is on sale for €7,950, compared to its €9,800 base price. 

If you are buying, there are some amazing deals to be had. A dealer in Britain Jaguar XF SportbrakeJaguar XF Sportbrake 3.0 ...United Kingdom, 2012 > present1 photo
at an 8.5% discount, and the car does not go on sale until November. FiatFiatItaly, 1899 > present159 models
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is giving Italian buyers a card that gets them gas for €1 a liter and gives them a free €1000. In Spain, RenaultRenaultFrance, 1898 > present189 models
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will give you a TwizyRenault TwizyFrance, 2010 > present24 versions
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electric car, if you buy as Espace or LagunaRenault Laguna Gen.3France, 2007 > present125 versions
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. German dealers are offering the GolfVolkswagen Golf Gen.6 [Mk6 - A6/Typ 5K]Germany, 2009 > 2012249 versions
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for €12,990 both due to slow sales and the new generation coming later this year; it usually sells for about €17,000.

"It's an absolute bloodbath. It's very aggressive in the company fleet market and consumer sales at the same time,” said Yves Pasquier-Desvignes, president of GMGMUnited States of America, 1998 > present8 models
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France.

As European auto sales continue to fall, expect to see more discounts as automakers attempt to lure customers. 

Source: Automotive News