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What car dealer do you call ideal? The one who works like a clock and concentrates all his attention on your person. Here, sellers will support your choice as unconditionally correct, tell you how to save money, and never say no. In turn, the ideal customer for the dealer is the one who asks the only question: “Where is your cash register here?” Such a buyer is in love with the dealer’s profile brand and, being an optimistic and well-to-do fun guy, turns a blind eye to any “shoals”. And then he comes back and brings friends with him.
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Reality, as usual, is far from dreams and is woven from compromises that force one of the parties to concede more. The dealer is inferior in the retail auto business: for him, one transaction does not carry big risks, while the client gives a significant part of personal savings or falls into bondage with the bank. The buyer feeds the dealer, so he expects not only a normal relationship and basic professionalism, but also financial indulgences. And this is fair. Fortunately, today it has become easier to bargain and negotiate - the market has entered a stage of stagnation, and dealers are forced to consider each visitor. Informed means armed. Therefore, we start with the basics of the economy of the dealer business. Dealer margin, that is, the difference between the purchase price from the importer and the retail price, ranges from 5 to 11%. For different brands and different models, these figures are different, but on average 6-7% is obtained in the market. To keep the enterprise on the verge of return on investment, a margin of 2–4% is required. So consider: at a selling price of a car of 1 million rubles. for a discount of 30-40 thousand rubles. a dealer represented by a sales manager is likely to go without hesitation. They are motivated by the belief that he will not lose anything, but, most likely, will get even more! Let’s explain.
How much is the policy?
The sales department makes money not only on the machines themselves. The income is brought by registration, “beautiful” numbers, additional (not factory) equipment. When you issue a bank loan and CASCO policy, the dealer receives considerable commissions from partner banks and insurance companies, reaching 20% of the cost of the policy. In other words, if you place a CASCO policy on the spot, in the cabin, with a notional value of 50 thousand rubles, the dealer later receives a commission of 5–10 thousand rubles from the insurance company. However, do not hope to get such a discount by coming to the office of the insurance company: insurers pay the dealer for the "flow". But buying a car from a dealer for 1 million rubles. and CASCO policy to it, you can safely claim a discount in those very 5-10 thousand rubles.
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Offering customers credit and insurance services, dealers receive good commissions from banks and insurance companies Offering customers credit and insurance services, dealers receive good commissions from banks and insurance Offering customers credit and insurance dealers receive good commissions from banks and insurance companies
However, it is most often profitable for a buyer to get a loan and insurance from a dealer. Firstly, time saving. Secondly, the terms of lending and insurance can be really interesting - especially when the bank and the insurance company are “courtiers” for the importer. Like, for example, BNP Paribas Vostok for Ford Motor or PSA Bank Finance RUS for Peugeot Citroen RUS. Rates on a loan "from the importer" may amount to only a few percent, while the average market figures range from 10 to 19%. However, low interest rates on loans and hull insurance are “sewn up” in the price of the car, and if you have used such financial services, you can’t get a significant discount on the car from the dealer. Thirdly, it makes sense to insure a new car on the spot also because you will be offered the company with which the dealer has established close cooperation (in particular, an agreement on remote settlement of losses has been concluded). In the event of an accident, this again will save a lot of time and nerves.
When are dealers accommodating?
A lot depends on whether you intend to hand over your old car to offset the new one. If you are ready to get rid of your current car without much regard for the price - and this situation is very common in the premium segment - then, by forecasting future profits, the dealer can sell you a new car with a minimal mark-up. And even "to zero." Such transactions are classified as complex, but today they are becoming more widespread. They provide the client with the widest opportunities for bargaining. Suppose you are holding a three-year Focus with a range of 50 thousand km, and you have put your eye on the new Focus at a price of 700 thousand rubles. Theoretically, you can sell your car for 450 thousand rubles, spending enough time and risking running into an inadequate buyer. A dealer in the trade-in system will offer you no more than 400 thousand rubles for it, but by agreeing to this obviously unattractive offer, you can discuss an additional discount for a new car in the amount of 20-30 thousand rubles.
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By taking your old car according to the “trade-in” scheme, the dealer will subsequently earn on it, therefore it will give you cheaper a new car By taking your old car according to the “trade-in” scheme, the dealer will subsequently earn on it, therefore it will give you a cheaper car Taking your old car according to the “trade-in” scheme, the dealer will subsequently earn on it, so it will give you a cheaper car
In what other cases can the dealer afford to completely abandon the margin? Most often, when he is desperate to chase sales in pieces. The fact is that for the implementation of sales plans, many importers reward their dealers on a quarterly and annual basis with the payment of bonuses. In addition to the number of cars sold, the bonus size is influenced by other factors - the fulfillment of dealer standards, the quality of customer service, etc. If all the requirements are met, the bonus amount can amount to many millions of rubles. As a result, in the last two weeks of each quarter and before the New Year, dealers are more compliant. In such periods, the discount on the car can reach 6–8%, and in some cases 10–11%. It is impossible to predict the exact figure for the buyer, but you have to bargain. And to increase your chances of success, before going to the salon, find out on the Internet the names and addresses of other dealers of the brand you are interested in. And in a conversation with the seller, hint that his competitor is ready to make you a better offer. Acts!
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But not only plans spur sellers. To give you as a customer a choice of a large number of machines in stock, the dealer has to keep a decent warehouse - as a rule, based on a two-month sales volume. But today, when the market is falling, dealers have stockpiled for many months. For the first 1-3 months, the car shipped by the importer is at the dealer for safekeeping or consignment, after which the dealer is obliged to redeem it. And he pays the car not with his own funds, but with borrowed money, on which interest immediately starts to run. That is, every day the cost of the car is growing. In such a situation, it is easier to give a potential buyer a discount of 2-3%, or even 5-6%, than to allow the car to “freeze” in the warehouse. Find out if the car you are interested in is bought out by the dealer, and the probability of a good deal will increase. How to do it? It is enough to ask if the dealer has a TCP for the car you like. And ask him to present.
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Today, dealers ’commodity platforms are clogged with new cars, many of which are purchased from importers on borrowed funds Today dealers’ commodity platforms are clogged with new cars, many of which are purchased from importers on borrowed funds Today, dealers ’commodity platforms are clogged with new cars, many of which were purchased from importers facilities
But there is something to beware of. For the sake of receiving a bonus, dealers are ready to drive their importer by the nose and enter fictitious sales into its electronic database. In professional jargon, this is called "yellowing." The car remains in the warehouse with a clean TCP, and the trap lies in the fact that the importer counts the beginning of the warranty period from the date of sale to the “virtual buyer”. If you will be serviced by the same dealer who purchased the car, there will be no problems. They may occur when you go for warranty repairs to another dealer of the same brand. Such incidents are not very common, but if you are in doubt, contact the importer. This can be done through the site (for example, www.renault.ru, www.mazda.ru, etc.), where the link “contacts” or “feedback” is placed on the cover page. From there, you can write an email indicating the VIN number of the car and the dealership where it is located, with a request to confirm the fact that the car is available for sale. The same can be done orally by calling customer support if its number is listed on the importer’s website.
Discount instead of a gift
Since we touched on the topic of importers - or, as they are also called, representative offices - it must be said that they have a decisive influence on your prospect of getting a favorable price. After all, cars “hang up” not only at dealers, this also happens regularly with importers. Some of these cars are accumulated in the warehouses of Russian factories of foreign companies, and some are in Finland, which allows us not to customs clearance ahead of schedule. Importers begin to intensively sell off unwanted stocks towards the end of the reporting periods, which may be a quarter, a half year, or a year (note that for Japanese brands the fiscal year ends March 31). However, you will certainly find out about this, since such actions are actively advertised in the press, on television and radio, as well as through billboards and banners. They take the form of not only discounts, but also a variety of gifts.
Offers from the importer are easy to identify, as they most often relate to factory equipment - air conditioners, climate controls, “automatic machines”. Dealers are not so rich and give all sorts of trinkets, less often - something sensible like a CASCO policy or a set of winter tires. You can safely “monetize” dealership bounties by refusing a gift and demanding an equivalent discount.
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You do not need another set of wheels with wheels as a gift? Speak directly to the seller about this and suggest lowering the price of the car. Don't you need another set of wheels with wheels as a gift? Speak directly to the seller about this and suggest lowering the price of the car. Don't you need another set of wheels with wheels as a gift? Speak directly to the seller about this and offer to lower the price of the car
For example, the dealer announces that he gives each customer a trip to Prague - but you don’t have time to go or you don’t like Prague. In this case, we call any tour operator, find out the approximate cost of such a ticket, take into account 70% of its price and require an equal discount for the car from the dealer.
