The current situation, which pretended in the country’s automotive market, has not yet given an accurate designation. Some call it «new normality», others — «new reality», but this does not change the essence. Evolutionary changes in VMIG became revolutionary. And this is the main characteristic of the past year. Now the main thing is to comprehend this reality.
Work will add — the park will grow old
The restoration of the automotive market last year happened in Chinese format: when the restrictions were removed, the sales of cars returned to the level of 2019, and in some cases exceeded them. This is exactly what happened in the Chinese market, where the indicators were also recovered by the V-scenario. In the Russian Federation last year sold 1.59 million cars. The car park for such volumes of the market of new cars does not decrease: the loss of the park for the year will be 1.4 million, respectively, the fleet even grew slightly.
The fleet of the country entered the period of very slow growth rates, which can be defined as a stagnation stage. This in the current situation is still not so bad. In the Russian Federation, the park of cars for the future will remain stable in quantity, but its structure will change.
In the age structure, the largest segment that is more than 12 million — cars aged 6-10 years. The share of cars in the age group from 11 to 15 years will also grow. In general, the middle age of the park will increase.
«Why do you need all this information?», «Alexander Gruzdev, an international expert and general director of the company Gruzdev Analyze. When in the past years, the car park increased by a high rate, since sales of new cars were at a high level, then the number of post-sales service operations in the service market also increased. «Many companies and a hundred worked in this favorable environment: the market is growing — my business is growing,» says A. Gruzdev.
Due to the aging of the park, an understanding will come, which maintenance and repair operations will grow, and which decrease. More ageled cars have more breakdowns, respectively, more than technically complex repair. Head of service stations is important to take into account the trends taking place in the city’s fleet, the region.
Economical consumer economy
The second negative trend at the car market concerns the incomes of the population. It is necessary to state: falls solvent demand. Drivers, according to polls, report that there was a decline in income by about 13% (the survey was conducted in the fall of 2020). In the midst of Lokdauna, the fall in income was recorded at 27%. In the future, if the economy continues the trend on recovery, then solvent demand can reach pre-crisis values. But so far, the declined incomes of motorists have become a significant factor determining the behavior of consumers in the automotive market.
Do you think to save on servicing your car? Almost a third of motorists (32%) respond to the affirmative. But usually the answers to such direct questions do not give an exhaustive picture. In this case, it is important to understand which operations are going to save customers of auto service and auto repair shops? Obviously, «will see» tuning, setting some expensive accessories, etc. Also, subject to the limited cash, consumers usually postpone repairs. For example, body problems that do not interfere with the operation of the car.
But at the same time, with the vehicle breakdown, the motorists are not ready today to put the car and take advantage of alternative means of movement: public transport, cutter and even a taxi. Residents of large cities are now especially afraid of public transport — because of the fear of infection. Statistics argue that public transport rides have been significantly reduced, and vice versa, the use of personal transport increased. The car in the pandemic period has become a capsule with protective functions.
How the Internet broke into the car market
Today, in our eyes a new reality of the automotive market is formed. And in this reality there is no place for models of behavior to which the players of the auto parts and car service market are accustomed.
Today, the market has a large number of offline points of sales of spare parts that have lost volumes due to the fact that motorists simply did not reach these auto shops during restrictive events. This led to a grand groove of online sales. The Internet in a short period of time has become the main selling channel of spare parts. This is one of the most important results of 2020, which will affect sales and post-sales car service in the coming years.
The choice of spare parts on the Internet has a number of features. Next to the client there is no sales manager who will tell you who can influence the choice, pay attention to the brand of auto parts, etc. At the same time, on the Internet, the client has many other information that it can easily get. The search engine is always «at hand», and this significantly changes the situation of choice.
Price «All Head»
Today, the majority of distributors and manufacturers of spare parts comes to understand that when selling on the Internet, the primary cause of the choice becomes the price factor. To the question, whether you compared prices for parts, the number of positive responses has grown from 22 to 44%. Approximately similar growth in responses to the question: did you compare service prices in a hundred? Over the past years, the share of answering positively to these questions grew very slowly. Today, this evolutionary trend is violated, «Catchy» crisis has changed the behavior of the audience, which began to compare prices for goods and services. It is also one of the consequences of reducing the solvency of the automotive audience.
Today, managers and managers of car services are important to know that more than a third of customers compare prices. That is, a weighty part of the audience will check how adequate prices will set a hundred, they will compare with the prices of competitors and make the appropriate choice. Moreover, customers compare prices for services in both online and offline — during personal visits to the auto repair shop.
But at the same time, 64% of the client audience do not conduct price comparisons. Accordingly, their choice of a STR depends on other criteria. And the exhibited level of prices for work and spare parts are considered acceptable. It is not embarrassed from their idea how much this service should cost.
However, the price factor has a different weight when choosing products for cars. It illustrates this example. If the avtotovar has a price of up to 1000 rubles, then in the criteria for its choice the price will be only in the 9th place. Only 4% of surveyed drivers will take into account the price of such goods.
In the category of automobiles costing from 1000 to 5,000 rubles per factor of prices, as in the selection criterion, 34% of drivers are indicated. The price is already moving to the first place. Although the gap with a choice factor, which was in second place — only two percentage points.
For spare parts worth more than 5,000 rubles, 58% of motorists already indicate the price as the main selection criterion. And the gap between the first and second criterion is already 15%.
In general, sensitivity to the price of a car audience when choosing spare parts has increased significantly. It also records research. When difference in the price of two similar goods up to 30%, about 81% of drivers will make a choice in favor of a cheaper product. Therefore, for many high-quality spare parts and goods of premium brands will come of difficult times. In the context of reducing the solvency of the population in the coming year and a half will have to work in a new reality. People lost in income, as a result, increased the importance of prices for the consumer. At the same time, the heads of a hundred must take into account a new reality and establish adequate prices due to changed incomes of the population.
It is interesting to illustrate these trends on the example of engine oil. A few years ago, the criterion for choosing an oil was the protection of the engine — it was the «number one» selection factor. The price went to the background. Now the choice factors changed in places.