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Page 1 | 2014 | Concept Paper – Batten & Company
The Marketing & Sales Consultants of BBDO Worldwide
New Car Online Sales – Overview
Page 2 | 2014 | Concept Paper – Batten & Company
Common questions around New Car Online Sales.
Is online sales relevant for automotive brands?
What are the relevant business models?
Which kind of USP may threat an OEM?
Is there need for action for car makers and if so, how urgent?
Page 3 | 2014 | Concept Paper – Batten & Company
New Car Sales Online Approaches
OEM direct sales
Special Editions
Only
Focuson Pre-Sales
Focus on Sales
(Conventional) Lead
generating
OEM driven 3rd party drivenDealer driven
Lead generating
A B C
A1 A2 C1 C2 C3
Framework New Car Sales Online.
e.g. e.g. e.g. e.g.
+
e.g. e.g.
Page 4 | 2014 | Concept Paper – Batten & Company
Approaches with different impact on dealers.
Pre-Sales Sales Delivery
DealerOnline(Conventional) Lead generating
DealerOnlineOEM direct sales
DealerOnlineLead generating
DealerOnlineFocuson Pre-Sales
DealerOnlineFocus on Sales
DealerOnlineSpecial Editions Only
A1
A2
B
C1
C2
C3
Page 5 | 2014 | Concept Paper – Batten & Company
Customer is able to configure a new car to be build. Lead will be referred to a car dealer for offline sales. Mercedes-Benz car dealer or “Niederlassung” will than contact the customer and will send the final sales contract.
(Conventional) Lead Generating
OEM conventional lead generating – Example Mercedes-Benz
- Car configurator and image in focus
- Conventional lead generating
Uniqueness
Impressions
Sources: http://www.mercedes-benz.de
Used 1 day permission
Stock cars Build to order
X
X
Type of cars
A1
User Experience
Focus
Page 6 | 2014 | Concept Paper – Batten & Company
Customer can configure a new car to be build. Customer can file a buying request via the homepage of BMW. BMW will then contact the customer and will send over the final sales contract.
OEM direct sales
OEM direct Sales – Example BMW i
- Direct sales of an OEM to the end customer
- Only electric vehicles (i-series)
Uniqueness
Impressions
Sources: http://www.bmw.de
Used 1 day permission
Stock cars Build to order
X
X
X
Type of cars
A2
User Experience
Focus
Page 7 | 2014 | Concept Paper – Batten & Company
New cars that are in stock at car dealers are being offered online at a country specific homepage. Once a car is chosen the customer sends a contact request to the car dealer. The rest of the deal is handled offline.
OEM direct sales
OEM direct Sales – Example Citroen Car Store
Impressions
Sources: http://www.carstore.citroen.es/Entrada
Used 1 day permission
Stock cars Build to order
X
X
X
Type of cars
A2
- High price discounts on the offers
- Delivery within 10 days possible
Uniqueness
User Experience
Focus
Page 8 | 2014 | Concept Paper – Batten & Company
Possibility to buy new cars. Potential customer requests the price for a car via dealer’s homepage and generates a lead for the respective car dealer. Customer is being contacted by sales personnel to handle the deal offline.
Lead generating
Lead Sales through car dealers homepage – Example Capitol Toyota
Impressions
Sources: http://www.capitoltoyota.com/usedspecials.aspx#
Type of cars
Used 1 day permission
Stock cars Build to order
X
X
B
- Hassle-free car quote via E-mail or text message. Stress-free car buying
- Get information if and when chosen car is available
Uniqueness
Price
Focus
Page 9 | 2014 | Concept Paper – Batten & Company
Displays new and used cars from dealers and private persons. Private sellers can advertise for free (all Companies but dealers pay 10 Euros more). Dealers can chose accounts for 53.99 € up to 1,336.98 €. Customer selects a car and gets in touch with the seller via email. mobile.de also generates extra revenue through advertisement on the homepage. Extra options like Top-listing for an extra fee available (3€).
Focuson Pre-Sales
Online marketplace and registered dealerships – Example mobile.de
Impressions
Sources: http://cms.mobile.de/de/haendler_informationen/preisliste.html
Type of cars
Used 1 day permission
Stock cars Build to order
C1
- Possibility to research cars with specific blogs and further information given
- Wide choice
Uniqueness
Choice
Focus
Page 10 | 2014 | Concept Paper – Batten & Company
Possibility to set up preferences for a new car of a specific dealer. TRUECar issues a certificate with a guarantee that the chosen dealer will offer the chosen car for the given price. Customer then meets with the dealer to close the deal offline. TRUECar charges the dealers $299 for each successful new-car transaction.
Focuson Pre-Sales
Online marketplace and registered dealerships – Example TRUECar
Impressions
Sources: http://www.truecar.com/
Type of cars
Used 1 day permission
Stock cars Build to order
X
X
X
C1
- No face-to-face negotiation process
- Easy understandable price analysis
Uniqueness
User Experience
Focus
Page 11 | 2014 | Concept Paper – Batten & Company
Opportunity to buy new or used cars from dealers and private persons. Customer chooses a car and gets in touch with the seller via email. Advertising a car costs between £9.99 and £56.00 for each ad. Earning money through extra advertisement on the homepage.
Focuson Pre-Sales
Online marketplace and registered dealerships – Example Autotrader.co.uk
Impressions
Sources: http://www.autotrader.co.uk/
Type of cars
Used 1 day permission
Stock cars Build to order
X
X
C1
- Possibility to research cars with specific blogs
- 3 ways to sell a car – by yourself, with experts help or to a dealer
Uniqueness
Choice
Focus
Page 12 | 2014 | Concept Paper – Batten & Company
Possibility to configure a new car for leasing or financing with either the option to return it or buy the car at the end of the leasing period. An offer is send to the customer and if he accepts Sixt checks customers solvency. After a positive check Sixt sends the request to the car manufacturer. Direct B2C offer only.
Focuson Sales
New online car dealers – Example Sixt neuwagen
Impressions
Sources: http://www.sixt-neuwagen.de/
Type of cars
Used 1 day permission
Stock cars Build to order
XX
X
C2
- Discounts of up to 56% of the listed price
- No banks or dealers involved
Uniqueness
Price
Focus
Page 13 | 2014 | Concept Paper – Batten & Company
Offers new cars for sale. Either directly refer “ready to buy” customer to dealer or handle the sale in-house. For in-house sales the cars a purchased from Broker4cars before they sell it to the customer. The customer gives preferences while broker4cars searches for the right dealer/offer and contacts the customer afterwards.
Focuson Sales
Impressions
Sources: http://www.broker4cars.co.uk/mercedes/new-mercedes-a-class.htm
Type of cars
Used 1 day permission
Stock cars Build to order
X X
X
C2
- Broker will identify a suitable car option
- Provide trouble free and enjoyable car buying experience
Uniqueness
User Experience
Focus
Car brokers – Example broker4cars.co.uk
Page 14 | 2014 | Concept Paper – Batten & Company
Only new cars are displayed. Customer can choose from configuring a car or buying an in stock car and either leasing or buying it. If the car is configured the details are send to a dealer to settle the rest of the buying procedure offline. Dealers pay a fixed fee for each successful transaction. Extra revenue through advertisement on website.
Focuson Sales
Impressions
Sources: http://www.meinauto.de
Type of cars
Used 1 day permission
Stock cars Build to order
X
C2
- Possibility of a live consultation
- Complete manufacturer’s warranty
Uniqueness
Choice
Focus
Car brokers – Example meinauto.de
Page 15 | 2014 | Concept Paper – Batten & Company
Customer configures a new car or selects an in stock car and is transferred to the cheapest dealer. Buying procedure is then handled offline. Fees for the dealer only arise after a closed deal.
Focuson Sales
Impressions
Sources: http://www.autohaus24.de
Type of cars
Used 1 day permission
Stock cars Build to order
X
C2
- Up to 44% discounts available
- Entire sales talk is handled by autohaus24
Uniqueness
User Experience
Focus
Car brokers – Example autohaus24.de
Page 16 | 2014 | Concept Paper – Batten & Company
Customer can configure or select a new car. Possibility to buy or lease a car. After selecting the car the customer is transferred to a dealer. The buying procedure is handled offline. Dealer can buy a flat rate to advertise their cars and also promote/advertise the configurator on the dealers own website (e.g. Pro-package 119€/6 months).
Focuson Sales
Impressions
Sources: http://www.carneoo-pro.de/
Type of cars
Used 1 day permission
Stock cars Build to order
X
C2
- Only dealers within Germany – no re-imports
- High discounts (up to 40%)
Uniqueness
Price
Focus
Car brokers – Example Carneoo
Page 17 | 2014 | Concept Paper – Batten & Company
Possibility to search for new or used cars (max. 24 months of use). Offers are displayed online with the contact information for the dealer given. Option to email or call the dealer to handle sales offline. Only professional import offers – no private car selling. Additional revenue through advertisement.
Focuson Sales
Impressions
Sources: http://www.eu-neuwagen.de/fahrzeugangebote.html
Type of cars
Used 1 day permission
Stock cars Build to order
C2
- Advertising to have the best prices for re-imports
- Choose from new cars, stock cars, employee’s car or used cars
Uniqueness
Price
Focus
EU Imports - EU-neuwagen.de
Page 18 | 2014 | Concept Paper – Batten & Company
Only offering cars available from five dealers cooperating with Car Shop. Possibility to book/reserve a car. Afterwards customers meet with Car Shop’s dealer to inspect the car and handle the deal offline. Home delivery is an option.
Focuson Sales
Impressions
Sources: http://www.carshop.co.uk/
Type of cars
Used 1 day permission
Stock cars Build to order
XX
C2
- 7 days money back guarantee
- Live video tours- Price Match Promise
Uniqueness
Price
Focus
Car Supermarkets - Car Shop
Page 19 | 2014 | Concept Paper – Batten & Company
Selling cars through multi-media channels such as reward sites (Amex) or Twitter. E.g. a specific BMW model has been offered at American Express for bidding within 24 hours.
Special Editions Only
Impressions
Sources: http://www.forbes.com/sites/hannahelliott/2010/12/15/flash-sales-are-the-new-auto-marketing-stunts/
Type of cars
Used 1 day permission
Stock cars Build to order
X X
C3
- Very high price discounts- Attraction and uncertainty
develop high involvement
Uniqueness
Price
Focus
Special Editions Only – Example Flash sales
Page 20 | 2014 | Concept Paper – Batten & Company
In general: Three kinds of customer strategies.
User Experience Price
Choicemobile.de aimson greatest choice
Hassle-free buying process (personal agent) Best price for a defined car
If a supplier will succeed in bringing „Choice“ and „New User Experience“ together,the process of selling new cars might change significantly.
Page 21 | 2014 | Concept Paper – Batten & Company
A strong player combining Choice and User Experience may be a “game changer”.
User Experience Price
Choice
New players aiming on a new kind of “buying experience” – not longer based on features but on needs!
Hassle-free buying process (personal agent) Best price for a defined car
mobile.de aimson greatest choice
Choice plus UX may threat
premium brands
Page 22 | 2014 | Concept Paper – Batten & Company
Relevance of online sales for an OEM’s digital strategy.
Recent figures indicate that online sales are of less importance to premium sector
3rd party online providers will not necessarily be crucial for worldwide sales within the next 5 years
As today 3rd party online providers are no threat to OEM‘s digital strategies
Current platforms do not offer „game changing“ added value to the customers
These figures are not only unreliable, but could also be subject to quick changes
3rd parties will be very crucial for the success of an OEM’s overall digital strategy (as partner or as competitor)
If 3rd parties are able to combine „Choice“ with „User Experience” striking online players might emerge
If a strong player develops a new kind of buying experience based on needs, this may change (from features to needs)
— On one hand — — On the other hand —
Page 23 | 2014 | Concept Paper – Batten & Company
Batten & Company GmbH, Königsallee 92, 40212 Düsseldorf, T +49.211.1379-8539, F +49.211.1379-8742, www.batten-company.comDüsseldorf • Johannesburg • London • Madrid • Moskau • München • Shanghai • Tel Aviv • Zürich
Christian von ThadenManaging Partner
Batten & Company GmbHKönigsallee 92D-40212 Düsseldorf
Fon +49.211.1379.8748Fax +49.211.1379.91.8748Mobile +49.177.88.17.555
christian.von.thaden@batten-company.com