There are many news in the auto market in China, and news of price cuts is the focus of the near future. However, simple price cuts have not become a market force.
While big companies are busy cutting prices, some small and medium-sized auto companies with little ownership have put their eyes on after-sales services. Recently, Chengdu New Land Auto Company, which had just re-entered the domestic SUV market in April this year, launched a service card and launched a service discount campaign called “3×N†for the just-listed World of Warcraft and Earth Power. Consumers are deducting 13% of their maintenance costs and plan to lower their prices. Prior to this, Nanjing Fiat and BYD also drastically lowered the price of accessories, which indicates that more and more auto companies have begun to choose to lower prices for after-sales services that benefit both new and old customers.
Maintenance costs are 1.2 times the car price
It is reported that, in general, the maintenance cost for a car for 15 years is about 120% of the car price. In other words, if you spend 100,000 yuan to buy a car, its cost for maintenance will be 120,000 yuan in 15 years. This fully shows the proportion of maintenance costs in the use of vehicles.
According to market participants, consumers who buy cars for the first time often do not fully understand the cost of the car after the car purchase, and rarely consider the cost of after-sales services. Often only staring at the car price, and neglecting the length of the free maintenance period, the price of common accessories and other after-sales service expenses. This is very uneconomical. Some auto companies have also used the misunderstandings of consumers, only exaggerating the role of the vehicle price itself, and rising and falling in the prices of accessories and maintenance.
In addition, there are reports in Guangdong media that the price difference between parts of the same model is very large, the price of individual parts is actually a difference of 20 times, and most of the company's parts prices are not transparent.
A person in a car company revealed that parts and other maintenance after-sales revenue is a big profit point in the sales process. Therefore, companies are generally reluctant to lower their prices. In this way, manufacturers and special maintenance shops all have certain profit guarantees.
Another sales manager of a large joint-venture company also told reporters that the price of their parts has been established when the new car is listed, and will not be adjusted in the short term.
It is reported that large companies such as Volkswagen and General Motors are reluctant to adjust maintenance costs such as spare parts prices. The reason for this is that they have large holdings. Reducing the price of an accessory means huge loss of profits. Therefore, it prefers to lower the price of new cars and does not want to lower the price of parts and components.
Quality assurance cycle should be extended to 10 years
The introduction of "3 × N" services, said Ma Yue, general manager of Beijing Earth Fast Special Motors Sales Co., Ltd., said that considering that the current auto market price competition has already become hot, as a re-listed company, it is necessary to advocate new after-sales service price standards. . For example, extend free maintenance miles and warranty miles.
It is reported that at present, the general automobile brand's warranty mileage is 2 years 40,000 kilometers, and free maintenance is generally only 2 to 4 times.
Ma Yue believes that many modern models and other models in the developed countries, to provide consumers with the warranty mileage is generally more than 100,000 kilometers, but in the country there are only 40,000, 50,000 kilometers. This has domestic quality issues and more conceptual issues. In order to reverse the factors of consumers and manufacturers “diminishing†after-sales service, Dadi Automotive has launched a number of free maintenance services within 100,000 kilometers, namely “3×N†service.
Ma Yue said that the so-called “3×Nâ€, 3 is three years, and the N service means: free replacement or cleaning of oil, air filter, machine filter, air filter, air-conditioning filter within 100,000 km within 3 years And provide free transmission maintenance, differential maintenance, brake system maintenance, power steering system maintenance, cooling system maintenance and many other services. As long as consumers buy World of Warcraft cars, source power and other models can enjoy different degrees of "N" service.
Service price cuts are more affordable for consumers
Ma Yue calculated a sum of accounts. In general, the failure rate of vehicles in the first three years was relatively low, and most of the maintenance costs were derived from maintenance. Therefore, the “3×N†service launched by Dadi Automotive had saved the first three years. Most of the maintenance costs. This accounts for about 13% of the car price. The price of 85,800 yuan for the earth-sourced power SUV, for example, is equivalent to directly saving 85800 x 13% = 11154 yuan.
In addition, Ma Yue also emphasized that the “3×N†service provided by Dadi Automotive is actually not just a preferential service for after-sales service, but it also conveys to consumers a concept of “cultivation for maintenanceâ€, which is to assist Consumers develop car plans for cars.
According to Ma Yue’s optimistic estimate, a vehicle that has been carefully and professionally maintained in the first three years will have a 40% savings in maintenance costs over 15 years. In this way, after “3×N†professional maintenance service, a land-sourced power SUV with a price of RMB 85,800 can indirectly save 85,800 × 40% = 34,320 yuan in 15 years.
According to industry sources, as a high-end consumer goods vehicle, buying a car is only a one-time investment in economic purchasing power. The service cost during the service period is closely related to the consumer's automobile life. After-sales service should also be an important factor for consumers to consider buying a car. It is hoped that more companies will take the initiative in reducing maintenance costs.
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