- Car dealers lure with high discounts
- Discount index climbs from 100 to 130
- VW Golf on the Internet: 19.3 percent discount
- Smart has the fewest vehicle registrations
- Guilt is the messenger of the message
Car dealers lure with high discounts
The small car Chevrolet Spark is currently the car for which the manufacturer is offering the greatest discount: Anyone who buys this car receives a 43.2 percent discount
43 percent discount – that’s only available at Chevrolet, as the brand is withdrawing in 2016 and starting the sale. Car expert Ferdinand Dudenhoffer also reports high discounts for VW models.
D.he list price of a car is just a rough guide. Month after month, this is the finding of the Center Automotive Research (CAR) at the University of Duisburg-Essen. In January the CAR discount index fell to 130 points (December 2013: 131), but compared to the same month last year it rose by four points.
CAR boss Ferdinand Dudenhoffer blames two developments for the continued very high level of discounts: On the one hand, there are still high discounts on the 30 best-selling car models from internet retailers. On the other hand, the US brand Chevrolet, which plans to withdraw from Europe by the end of 2015, has started selling out.
There are five Chevrolet models in the top ten list of the highest discounts. The Spark microcar is available until the end of March for 5123 euros, 3867 euros or 43 percent below the list price.
Discount index climbs from 100 to 130
There is 42.8 percent on the station wagon of the compact car Cruze, 37.9 percent on the small car Aveo. But other manufacturers also lure with official special offers: 36.5 percent for the Fiat Punto, 35 percent for the Nissan Micra, 34.6 for the Nissan Note – there is a reason why the CAR index is at 130 and no longer at 100 like four years ago.
Even if the high discounts at Chevrolet initially only apply to available vehicles in stock, it is clear that the brand can no longer achieve good prices after the withdrawal announcement: Those who declare their cars to be discontinued models must expect declining demand.
Perhaps more dramatic is the 19.9 percent average discount that customers get for the 30 best-selling cars when they use Internet brokers.
According to CAR, the offer from autohaus24.de, carneoo.de, meinauto.de and price-optimizer.de is being examined; the discounts determined apply to freely configurable cars, the discounts of which are not limited to certain target groups such as novice drivers.
VW Golf on the Internet: 19.3 percent discount
According to this, the average discount level of internet brokers for the top 30 of the German car market is 1.5 percentage points above the December figure. This in turn has its cause in increased discounts at VW, which are based on new bonus programs for dealers.
The average discount for the basic version of the VW Golf CAR puts it at 19.3 percent, and discounts are also high for the Polo (19.0 percent), Tiguan (18.6) and Touran (21.1) models.
According to Dudenhoffer, VW registered exactly 40 percent of its new vehicles for itself or its dealers in December 2013, while Opel was even 49 percent. "Both carmakers therefore went into January with high stocks of daily registrations and demonstration vehicle registrations," says the new CAR report. "This is one of the reasons why, in our opinion, VW had to significantly increase the discounts on new vehicles in January through dealer incentive programs."
The highest discounts among the big brands are still given by Ford. The Focus is offered with an average of 33 percent discount, while the Fiesta small car is 27.2 percent.
Smart has the fewest vehicle registrations
In terms of in-house registrations, Ford is more in the middle: only 27.9 percent of the newly registered Ford models were not sent to a customer in December, but to the manufacturer himself or his dealers.
The best values in this regard are achieved by Smart with only 6.8 percent and Dacia with 9.5 percent of its own registrations, with BMW occupying third place with 12.1 percent. On the other side are Fiat (56.4 percent self-registrations), Honda (53.1 percent) and Seat (52.3 percent).
The CAR and its boss Ferdinand Dudenhoffer are occasionally criticized as driving the discount battle. Dudenhoffer, on the other hand, argues that he is only observing what trade and industry themselves are offering: In January there were 398, in December even 451 campaigns that gave customers price advantages either through particularly cheap financing, free extra equipment or direct discounts.
Guilt is the messenger of the message
A point of contention, however, remains how the activities of internet intermediaries are to be assessed. Manufacturers like VW usually argue that very few cars are actually available at the advertised low prices. The publication of the particularly favorable offers then leads to false expectations of the customers.
It is the eternal argument about who is to blame for a difficult situation – the economic development, the product or the bearer of the message.
“Welt” reporter Stefan Anker regularly tweets spontaneous car news and observations from everyday driving and testing and is pleased if you are here click and follow him. Or check out his Facebook page past.
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