By the end of an uneasy for the automobile business in 2009 is increasingly a thought - what will happen to customers and dealers in the coming year? November 27 took Autoforum XI: "The autumn session of 2009 a new coordinate system, in which representatives of proven market car companies have told stories about the collapse of the market, financial hardship over the past year and looking for the answer to the current sharp question:" What? "2005 -2008: furious growth in sales of new cars in Russia, rapid growth in sales of new cars was preceded by the construction of dealerships in 2005-2006, when major Russian cities have begun to actively open up showrooms. And four years ago, they could be Aby where sometimes shared the territory with other firms, and later the producers have increased the requirements for dealers and a couple of years in car sales centers were opened in separate buildings. Rebuilt huge palaces. For the dealer to have the biggest or the most prestigious multi-brand automobile center was. Investing in a Moscow car center is 10-30 million dollars and above. Then the profits of dealers has grown from sales of new cars, while in Europe major money earned on the subsequent maintenance. In 2009, Russia 72% of the profits received from the sale of new cars, and only 20% - from the service, and in Europe, this ratio was respectively 18% and 75%. Vartan Dashtoyan, CEO of the retail unit GC "Rolf:" In 2008 we walked in sales to England, people were standing in line to purchase cars. On Saturday afternoon in our showrooms to work out the seller 64 and around each collected a crowd of buyers. Looking at all this, I was thinking about the future - where I will serve them all? For the construction of the dealer center in Moscow, we took 10-30 million dollars. Then we thought about spending, the main criteria to the sales center was the location and size of the showroom. " 2008-2009: a sharp drop in sales, support to producers in 2009 rolled back the sales of new cars has fallen below the level in 2006 - sold only 1.4 million cars. Currently, more than 70 major players in Russia put their dealerships for sale. Roman Gulyaev, chief editor of the News Aftermarket: "a crisis has forced people to save money at the end of the warranty period, motorists prefer to be served in the" gray "service". Following them and the banks have become much more picky, weak dealers easily proved at risk, loans were given with great difficulty. Dealers also had to minimize losses, mainly by reducing advertising, and someone - and in favor of less qualified staff. Manufacturers have developed programs to support its dealers, and they, in turn, assisted the government. One example of such state support, we are witnessing in our country, in endless attempts to AvtoVAZ patch up their financial hole with money from the budget. Igor Ponomarev, Chairman of the Board of Directors of companies Genser: «AvtoVAZ - the most inefficient work to support the brand during a crisis. Dealers run across to those producers who have an anti-crisis strategy is better - attractive bonuses and discounts. Producers must provide support to dealers, not to be left with nothing when the financial situation normalizes. Destroying the dealer network, the brand may lose market share and reputation, and to restore the good name will take a lot of money. " Many have decided that at this difficult time for car buyers time of the sale of Chinese cars will soar. But it's unlikely to happen, and the cause is an unusual look at the Chinese auto business. Their experiences with Chinese brands shared Eugene Mezhov, managing director of Eastern, a subsidiary group of companies "Autoworld": "The main disadvantages of Chinese products have always been low safety and damage to the environment. Even when Europeans began glancing at the cheaper machines, especially compacts, it is still their view did not stop the machines from China. In Europe, dealers, reshivshiesya do sell these cars, went bankrupt. In 2008, Russia took the lead in sales of Chinese cars, and now these laurels went to Syria, Iraq and Algeria. " "The Chinese are trying to earn popularity by rumors of large transactions with reputable manufacturers. And the chances of such partnerships are small, so a potential participant of the transaction is losing prestige, and the Chinese side will face unfamiliar to her technology and conducting business - said Evgeny Mezhov. - The Chinese have achieved success in other countries only when they believe a local partner and trusting him to maintain their brand in a foreign country. They have a totally different mentality, this naive dream of the perfect buyer. Now their market grew, but the Chinese auto industry will need at least another 3-4 years to reach the world stage. And while they conduct business in its own way, they will only overproduction. " Oleg Husaenov, CEO of International Automobile Holding Atlant-M ":" In 2006-2007, we took a long investment credits, which we will pay in the next two years. In 2009 and 2010, we will work on banks, vyplaichvaya 15-18% of the loan, and for the year will be able to pay about 20 million. Some banks have taken the business debts, but have not been able to sell themselves - that need a professional approach from experienced people. Currently, the most vulnerable small and medium businesses, the corporate is in a stronger position. " 2010: The anti-crisis strategy: how to fight for customers in the near future strong growth of sales on the Russian market is not expected, however, all speakers at the conference came together in one - you need to concentrate forces on maintenance, additional equipment and services. One way out seems to work with "gray" parts, as the original cost is quite high, and car owners after the guarantee period, leaving a lower-cost services. The more "gray" services - is not greasy garage Kulibina, and very serious company with professional staff. But the replacement of spare parts producers would never agree to that and confirmed at the conference Tolga Atmaka representative GM Chevrolet Russia: "We do not see gray dealers as competitors. Our advantages - high-quality parts and trained staff. " Tolga Atmaka also said that even amid crisis, GM is thinking about the future and increases the space for storage. In addition, Moscow was opened a call-center, so that customers were able to quickly resolve their issues. This project has been invested one million dollars. The expected decline in prices for new cars will not be: sold at deep discounts Cars in 2008 ended in 2009, was made a little machine, and released in 2010, cars will cost more. But demand for cars will rise Trade in, and the participation of the sale of arms. Vartan Dashtoyan, CEO of the retail unit GC "Rolf:" We need to retain customers, offering them everything they need when buying a car - warranty extension, the different insurance options, and other additional services at market prices ... We have identified prospective employees and invested in their training. The seller must be able to competently offer the goods and maintain communication with him so that all actions with the car he trusted it to us. " Most dealers are unanimous that it is necessary to revise the package brands, build brands. Alex Leschenko, Chairman of the Board of Directors of Modus, I am sure that multi-brand format would help to stay afloat: "The show-rooms are empty, why not put them in cars of different brands? If before the producers were strongly against such moves, but now they have become more flexible, go towards many issues. " Oleg Moseev, CFO Group AutoSpecCentre: "Some avtoriteylery solve their financial problems at the expense of buyers, for example, do not give cars to customers. It breeds mistrust of the consumer. Sales of new cars will remain at 2009 levels, but will likely fall by 10%, and after-sales service will be reduced by 10-20%. Avoid bankruptcy car dealers will help review your overall business strategy and the transition to new tactics work in a falling market. " Insurance companies have a rather precarious position in the market, they also got. Andrew Melnikov, president of KIT Finance Insurance: "We offer our customers a new insurance products, such as extended warranties, insurance against damage to tires, from depreciation, the loss of keys ... you can extend the warranty as to the specific details, and all at once. These proposals are beneficial and dealers and banks: some get longer life of customer service guarantees, and others - reduce credit risks and increase the size of the average loan. Before the crisis, the main problem for the buyer with the dealers was that one was willing to spend money, but often could not navigate what he needed, while the second would get the money, but do not know how to properly and politely to earn them. Hopefully, from now on staff car centers will be thinking not only about the moment of handing over the keys and documents to the new owner of the car and then could not care less, but that relationship with this person just beginning. Text: Olga Zabelkina.
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