“The mood in the German car market remains very tense.” Highest with 26.3 percent discount to list price determined the center for the Fiat Panda standing before a model change.
Compared with January 2011, the number of sales promotions has increased the automaker more than a fifth (22 percent). These actions include special models, special financing, leasing, used car rebates or overpayments. In addition, trade discounts are not taken into account. The average customer benefit of sales promotions in January was 11.3 percent.
Tactical approvals are not healthy for business
As an indicator of the mood among manufacturers also counts the number of tactical approvals. This new car to car makers and car dealers are first registered, only to be sold with discounts 20 to 25 percent. According to the study in December more than 70,000 new cars were brought into the market as a proper approvals. The share of total registrations had risen slightly to 28.7 percent – the highest percentage in December, the last four years. “The high proportion of tactical approvals shows the pressure in the market,” said Ferdinand Dudenhoeffer. Just recently, Ford CFO Lewis Booth complained that some competitors would give discounts, “which are not healthy for business.”
As in previous months have mainly among German manufacturers of vehicles sold loss-making carmaker Opel as a tactical admission, Dudenhoeffer said: “In December, 51.6 percent of all Opel cars to the manufacturer itself or by the trade agreement have been approved this. is a worrying level. ” Opel announced: “The market environment in Germany is – especially for volume manufacturers such as Opel – currently extremely competitive.”
online discounts of an average of 15.9 percent High car buyers also beckon discounts when buying online. In January, granted Internet intermediaries as specified discounts averaging 15.9 percent to 14.6 percent a year ago. Had risen about the discounts on the discontinued model of the BMW 3 Series or the VW Golf . The Basic Golf was offered in the sample average with nearly 18 percent discount.
