Why does it make a difference to sell used cars?

Transcription

1 Why does it make a difference to sell used cars? Prof. Dr. Susanne Royer Uwe Stratmann Questions to address today Used car retailing in Europe Sizes, structures and evolution Challenges for the franchised used car channel New approaches in used car retailing Different lifecycles of a car - New Cars Nearly New Ex Demo Various players take part at competition Short cycle - Used Cars - Price Index Age of car

2 Stagnant EU used car markets Millions France Germany Italy Spain UK Poland Source: National sources EU is still a heterogeneous market New and used cars and used to new ratios. Millions UK D F I AUS ES PL NL BE New Used Source: National sources ( Belgium) Used car market design Available used cars on the market.m* No trade-on Private VMs Fleet Franchised IMTs.m.m.m.m.m.m Export.m Import.m Source: ICDP Germany Private Franchised Direct Fleet+VM IMTs.m.m.m.m End-customer market.m *Data for

3 Private versus dealer channel Private market is strong competitor The lemon problem! How to realize the added value delivered by dealer service in the market? PP is setting lower price standards. % of used car registrations % % % % % % % % Private Professional Source: National sources Increasing specialisation by focus on own franchises Proportion of Used Car Sales And increasing focus on young used cars Source: ICDP (UK ICDP estimate) Stock profile in dealerships Customers looking for a real used car are not well served by franchised networks Brand A Brand Supermarket B Brand Crange depends Brand D on its focus Car Supermarket - months - months - months - months - months > months Source: Eurotaxglasses/Autotrader, March

4 The imbalance in supply % % % % Year of manufacturer Supply Demand Data: Cars advertised and detail page viewings on Autotrader, March Source: EurotaxGlasses Little improvement in stock turn Average of physical and financial Dealers' used car stock turn index,,,, France Germany Italy UK Source: ICDP (UK ICDP estimate) Dealer performance and profit Used car profits remain low except in the UK UK France UK is benchmark in dealer Italy Netherlands performance Spain Germany Used New Service Parts Other Source: ICDP and national sources (Spain other includes service and parts)

5 The quality approach: Manufacturer used car programmes Source: ICDP UC programme analysis Dealer activity in used cars Their main entrepreneurial resort? Market T/O m Used sales New sales Used car activities AVAG Holding Intern.... UC brand G Auto Dello Neubauer Fassina Germany France Italy UC brand Auto-Mega Dedicated site in Paris area Sophisticated UC site Spazio Italy.. Sophisticated UC site Source: ICDP dealer group surveys Fassina with Car Village

6 Spazio with Spazio Gallery Scale retail specialists - car supermarkets Large choice and outlets Price, choice, numbers of cars Simple retail process Low price, basic service Benefits of scale Fast stock turn Lower profits per car Based on volume Price competition with quality channels Only real growth and change in the market Service provider, UK Serious competition to dealer network NSC, UK Our focus groups told us that customers don t like to buy the car in that way, and often the experience wasn t pleasant. But they beat us on price, and good choice of cars, sheer numbers of cars Specialist NSC, UK Largest super retailer - CarMax locations in Feb production : < ha nonproduction : < ha markets in states Used car focus new car operations No haggle pricing Separate trade-in valuation Wide selection national stock Quality vehicles Multi brand, < years old, <, miles Customer friendly sales process % recommendation State with CarMax location

7 KPIs for car supermarkets Operating margin % % % % % % % % % % Outlets, units employees Outlets, units employees Outlets, units, employees Motorpoint CarCraft CarMax Stock turn Source: Company accounts and ICDP Other emerging players E.g. Auctions Auktion & Markt Auto- Auktionen- Europa.de Registered dealers Cars sold,,, Autorola.de,, Cars on offer, i.e.: Leasing, Trade-In, insolvency, VM registrations insolvency, leasing, accidents UC (all ages), accidents Costs for dealers %, min (Buyer), (Seller) Online Yes - Yes To sell (Sell) - (Buy) Yes Open for private cust. To sell BCA,, Young UC, leasing, fleet, rental, etc. %, min ebay-motors No registr. needed, All sorts (Seller only) Yes To buy/sell Euro Car Leasing, overproduction, Auction,, (Buyer only) Yes Network insolvency Source: ICDP Germany, Brachat Yes Used cars: what role, what future? Spectrum of offers and channels for customers Across a range of ages and values of cars More reliable, lower real cost, lower risk Multiple information sources Franchises struggle to keep up with market Focused players achieve high KPIs and so RoI Basic practices still not uniformly established Standards approach is high cost, less valued But used cars still critical to market Loyalty, conquest, after-sales