Service Trade-in and the motor trade with a run in the salons of official dealers only gaining momentum in our country, this way of selling cars is taking its first steps on the field of our market. The company "Audi Centre Taganka works with cars with mileage over seven years, and during that time has accumulated a tremendous experience. Questions about the current situation in this part of the automobile department head is responsible for the sale of used cars "Audi Centre Taganka Alexander Smirnov. Avto.ru: In what state is now selling used cars in Russia? AS: At the present moment the motor trade with a run in the dealer networks in its infancy. The ratio between sales of new and used cars Audi is ten to four, with Volvo and Nissan - Ten new one-two cars with mileage. For comparison, according to statistics specialists of the American company Joe Verde Group, the best value in car sales in Britain - on one new machine has three-and-run. Next come the United States, Germany, France, and closes the list of Japan, where one new machine comes with a run. According to the Joe Verde Group, the Russian market behind the U.S. for 25 years, however, our experts have estimated that a difference of 7-8 years. Avto.ru: What are the peculiarities of the Russian Market Trade-in? AS: Our customers have only recently realized that the Trade-in - a convenient, fast and safe transaction. Try to get credit now. And this service allows you to immediately put money in cash in the form of the machine. We see ourselves as the founders in this field. At least among the dealers of Audi. The company "Audi Centre Taganka" since 1998, and in 2001 pioneered the use of Trade-in. In general, Russia is increasingly prevalent selling cars with the hands - the ad or on the automotive market. But it is very costly and dangerous undertaking. To sell the car yourself, you must study the market, add information about the car, and then start to "work" with potential buyers - to answer calls, meet, car show, assess the experts, take off the books in the traffic police, etc. About the Risks criminal plan, even I do not want to say - it's obvious. Perhaps selling the car yourself, the seller will be a little more money than offering an official dealer. But if you calculate how much time and effort he spent on the sale of the car, it usually turns out that the system Trade-in is more profitable. In addition, a car worth more than a million rubles to sell yourself is very difficult. Service Trade-in brings all activity to reset the machine to a simple algorithm: arrived, the car has passed into the hands of experts, designed the new one and left. Everything else we did: remove the machine from the register, perform diagnostics, execute all documents. After this discussion with the client value and options for further cooperation - from the commission to individual circumstances. Price is caused by the market and the actual technical state. The money we pay now. And this is a big plus in circumstances where the market is constantly taking place some changes. Avto.ru: What is important for customers who buy used car? AS: U.S. specialists tell us at his seminars that the client must be sure that it is not cheating. And we adhere to this rule, honestly telling customers about our cars. Mainly we sell cars, which was originally purchased at dealerships in Russia. Their entire history is transparent - we know about the insurance cases, the technical condition of the machine, confident in its legal purity. If the car is non-core (in our case - Audi), drove from Germany or America, we thoroughly check: made inquiries in the SAI, call the forensic experts and conduct diagnostics. There were instances when the cabin drove the "bad" machines: one client came to our salon, but it did not suit the price. As a result, eye on the car in the auto market, but there are known, the goods on credit did not sell. He asked to conduct a transaction through our salon. It was necessary to check the car. When the car drove to the salon, the first thing that caught my eye - it's all glistening. It was obvious that it had just been painted. Immediately the question arose, why was completely repaint a car? Salon was covered with skin, but our experts have determined that it is not branded leather Audi. The audit found that the conveyor manufacturer's vehicle came with fabric interior. Salon usually alter the skin when the machine gets into a major accident with fatalities. Caused by the forensic experts confirmed our doubts - the car was a "Designer" three cars! In addition, under the hood was a sticker on which was written by the oil changed at 134 thousand kilometers, while on the odometer ran up a total of 70 thousand km. We had a client refuse the "tidbits" and he gladly bought a car from us. This example confirms once again that the car is bought on the market - a pig in a poke. When you receive an Audi vehicles we carry their complete diagnosis of the technology recommended by the Russian office of the concern of the manufacturer. Noncore cars we accept only after the diagnosis on the official service station dealers. And not everyone, but only those who trust, who has repeatedly made the qualitative diagnosis. After diagnosis, we decide whether to conduct a full pre-training. If the car is not old and in fairly good condition, presale we do immediately, before the sale. If the cost of remediation technologies on the automaker over or very close to the cost of the car, this car we sell "as is" to inform the client of the diagnostic results. In our country, many more "skillful hands" who out of nothing can restore the car for little money. Cars with a full pre-sale preparation, we note the special orange price tags. This means that the car checked by the technology recommended by Audi Russia, and it eliminated all the comments of experts of our service. I note that the auto market, and many dealerships in Moscow not only restore the cars to complete a technically sound, but do not make diagnoses. Ask someone to purchase order for diagnosis to be sold a car with a mileage of 85 parameters tested! Avto.ru: How did you come in handy the American experience? That can be applied in Russia? AS: I really liked the idea of ??American counterparts in terms of interaction with customers. They correctly build a dialogue with them as in the evaluation and the sale of the car. Market in the U.S. this year, frankly fell. However, some dealers on this background, manage to increase their sales. They train salespeople to communicate with customers. One U.S. dealer of Toyota manages to sell 2400 new cars a month, although in this region there are 72 dealers of the same brand, and the closest - only 5 km (and there is sold only 160 cars per month). Prices at dealers the same model, same, the only difference in approach vendors to customers. American Network of dealers Car Max sells used cars in 2005, they had bought 337,628 vehicles. A thousand cars a day! Away from the salon, they interrogate their customers who have not bought them a car, they would advise their friends go to Car Max. 74% of respondents answered affirmatively. Another idea of ??America - the union of a group, this leads to an increase in sales. Group of companies "AutoSpecCentre", which includes Audi Centre Taganka, this month also begins a campaign to sell used different brands offered at different venues. Information on all cars (both premium and mid and mass segments) is assembled on the same site www.asc-tradein.ru. I am confident that the consolidation of stock-based IT solutions will help to increase sales of used cars. Avto.ru: What can you say about the company Joe Verde? AS: No one knows how to present the car as a car salesman Audi. This technology is taken up by the company Joe Verde. They have our company took over the experiences with customers. In Russia there is always a man who came to the showroom as a potential customer, often commending its solvency in appearance. Americans are taught not to judge the client, and come to perceive as a single client, like other no more. We also have a Joe Verde same view on the development of staff - sellers need to constantly train. In our department three certified manager of Audi Russia and four staff members with certificates of Joe Verde Group. Several workers for the excellent work sent to study in Germany, where they visited the factory Audi and learn from German specialists. Avto.ru: What are the differences between European and American models? What distinguishes our market from the Western countries? AS: In America, used cars for sale than anywhere else in the world - about 16 million units per year. There is a very well developed system of selling cars through the auction. Some clients have owned more than one car. Therefore, market sales of used cars they have the most developed. By the way, in America, we visited the dealer's Toyota, where they showed us two warehouses used cars: one for the Americans (with a full pre-training and a guarantee of up to 7 years), second - for everyone else: broken, broken, never attending services. Machine from the second warehouse went, including in Russia. In Canada, people prefer to operate the vehicles for much longer, and used-car market they are not so developed as in the U.S.. In France, the used car market shows rapid growth, with 50% of the used cars are sold through a network of authorized dealers (the highest in the world). In Germany, a well-developed on-line-promotion vehicles. Research and statistics show that the client does not want to buy a car if he said something about it is not known. When evaluating a car with a run in Germany based on the reference SuperScwacke. And no negotiations with clients: do not want - do not give up. In another dealership will give exactly the same price. (In the U.S., incidentally, also justify the price based on the scoring guides, check on the car to CARFAX. But while Americans are focused on the ability to negotiate with the client on a price convenient for both sides. In conditions of severe competition, ability to negotiate with customers can not only survive, but also to increase sales and earn enough profits.) Russia tries to apply in their practice different approaches to doing business. Increasing proportion of sales used cars through its official dealers in France. More and more Russians use the Internet when choosing a car (in our dealership is 50% of buyers). Auctions in Russia is not yet take root, although there were several attempts to organize them. In my opinion, the reason - lack of development of leasing and the small number of cars per capita. Otherwise, the Russians are more like Americans than the Germans: they take the decision to buy more on emotion than on a cold calculation. Therefore, methods of interaction between sellers and customers take root, most likely those who enable us to obtain trust and long relationship. Avto.ru: What are you going to talk about at the conference "Avtobizon? AS: I am invited to a "Avtobizon" as an expert. Great speech will not say, but plan to comment on and share their experiences.
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