Luxury brands try their best to maintain or expand their market share in various market segments through these credit means, and also try to change the means of attracting consumers' attention simply by reducing prices. At the same time, these credit scores are slowly eroding the share of the previous high-end automobile market, forcing the prices of various models to drop step by step, while luxury brands continue to lead the trend of younger consumption by attracting more "rising" consumers. For consumers, by comparing the financial consumption plans of various brands, they can not only maximize their own economic benefits, but also spy on the real sales plans of these brands. We should not only listen to what they are saying, but also understand what they are doing.
Previously, Mercedes-Benz Auto Finance launched an auto finance plan called "Value-preserving Lease Purchase" in China market. This plan combines the traditional loan car purchase and car rental, and has been successful in other markets of Mercedes-Benz before. Compared with traditional auto finance, customers who choose "value-preserving rent and purchase" need to pay lower down payment and monthly payment. They only need to pay 10% of the car payment and 10% of the deposit, and they have to pay a certain rent every month before they can drive away. After the lease expires, consumers can choose to buy existing vehicles, replace them with new ones or return them to dealers. This is the biggest advantage of value-added lease purchase, which is different from the traditional financial policy. Among them, replacing a new car means that consumers and customers can deduct the previously agreed hedging amount as the money for replacing a new car, which is very suitable for consumers who like to change new cars frequently. According to the experience of Mercedes-Benz in foreign markets, after the lease expires, 80%-90% of customers will choose to replace the new car. Meng, President and CEO of Mercedes-Benz Auto Finance Co., Ltd. said: "We found that young customers are more interested in financial solutions than blindly spending all their cash on car purchases, which is equivalent to discovering our potential groups. Value-preserving purchases are helping these people. " Recently, Mercedes-Benz also launched a college student car loan program, mainly involving Mercedes-Benz A-class cars and B-class cars. Loan plans are mainly 50-50 plans and flexible term loan plans.
Luxury car finance is overweight to seek new profit points.
In the past two years, more and more luxury car brands have increased their financial services and vigorously explored the auto finance market in China. On the one hand, due to the need of competition, luxury car brands hope to set more convenient car purchase conditions for consumers through financial means, and lower the threshold for consumers to buy luxury cars through more diversified financial car purchase methods, thus gaining more customers. On the other hand, in recent years, the sales volume of new cars in China auto market is also gradually declining, so luxury brands are also trying to expand the market other than new car sales and seek new profit growth points. In the current automobile after-sales business, the profit of financial car purchase business is relatively high, which is one of the reasons why luxury brands strive to strengthen financial business. It is expected that more and more profits of luxury brands will come from financial business in the future.
At present, luxury brands usually divide the target population according to the vehicle positioning, and then launch different financial policies according to different preferences. For example, Mercedes-Benz A-class cars and B-class cars are not expensive. Mercedes-Benz has launched various loan schemes to attract young people who have little savings but need to buy a car and like luxury brands. For Mercedes-Benz S-Class cars, the price is very high. Even if the loan policy is introduced, young people with less savings will not choose to buy, so there are relatively few loan schemes for Mercedes-Benz S-Class cars.
Million car purchase subsidy