"It doesn't preserve its value, and it's not a big loss to sell a car in the future?" I believe that many people often hear such a sentence, of course, not most people buy a car and think about selling it later. However, if the vehicle is sufficient to maintain its value, it invisibly becomes a "wealth management product". It can be seen that the car retention rate has become an important indicator for consumers to consider car purchase. At the same time, the car retention rate can also reflect a brand's recognition and product strength. Therefore, the relevant ranking of car retention rate has increasingly become the focus of people's attention.
Recently, the China Automobile Dealers Association released the "2021 China Automobile Retention Rate Report". The report includes the ranking of models of various levels, national brands, national models and new energy vehicle retention rates, which can help consumers have a more comprehensive understanding. The main reference index is the retention rate of 3 years of car age, the list combined with the 2021 used car transaction data, according to the calculation method of "used car transaction price ÷ new car guidance price", the retention rate is ranked.
Specifically, it is well known that most domestic consumers will give priority to joint venture brands when buying cars, in addition to the preconceived impression that some brands will also have a higher retention rate than their own brands. It can be seen from the list that more than half of the joint venture brands have a retention rate of more than 70%, and the "double fields" in the north and south occupy the top four seats. Among them, FAW Toyota leads with other joint venture brands with 80.35%. Saic-Volkswagen is the lowest among the joint venture brands, with a retention rate of 64.66%.
In addition, from the perspective of market segmentation, the retention rate of all major models in 2021 will remain above 60%, of which the retention rate of small cars, medium and large cars, and medium and large SUVs will also exceed 70%, and medium and large SUVs will rank first with a retention rate of 80.87%. Among them, there are also many "god cars" such as Toyota Prado, Land Cruiser, Mercedes-Benz Big G and so on that are loved by off-road enthusiasts. Not only is the price of the new car firm, but it also has to be sold at a higher price at the terminal. Therefore, consumers who buy this part of the model not only have economic strength, but also become "financial experts" if they are not careful.
In the past year, the new energy vehicle market has shown a spurt of development. In the future, there will only be more and more pure electric vehicles in the second-hand car market. Judging from the list of pure electric retention rates, most of them are independent brand models, which also shows the advantages of independent brands in the new energy track. The popular BYD Han EV, Xiaopeng P7, NIO ES6 and other retention rates are more than 70%, and even the Wuling Hongguang MINIEV, which is priced at only 37,600, ranks first with 85.85%.
However, since the one-year retention rate is announced, it is actually of little reference significance. At the same time, it is understood from the offline second-hand car market that even if it is not long after landing, the retention rate of a few quasi-new cars in kilometers is not as ideal as in the list. Moreover, if it is a relatively unpopular and niche pure electric brand model, there are still cases of second-hand car merchants refusing to accept it. However, it is believed that this market situation will gradually improve with the development of new energy vehicles.
It is worth mentioning that compared with "selling cheaply" to second-hand car dealers, the buyback policy officially launched by some brands is much more cost-effective than the market. For car owners who really want to sell pure electric vehicles, it is a good sales channel, and they do not have to worry about the situation that car dealers will reduce prices. At the same time, for the next owner of the purchase, basic information such as vehicle condition and kilometers can also be guaranteed.
Take Tesla's officially certified used cars as an example, even more sought-after than new cars. For example, Tesla buys back low-priced models and adds some configurations, such as FSD. This process does not have too much cost for it, a simple OTA upgrade can be done, and then this part of the configuration of the money is added to sell to the owner. Also for car owners, Tesla, which can only cost less than the new car to have FSD function, is also another option.
Public opinion car: The retention rate reflects the overall comprehensive level of the car, and consumers are often more rigorous than buying new cars when choosing and buying. Not only will the original reliability of the vehicle and the cost of post-maintenance be taken into account, but these are determined by the brand reputation and its product quality, and the retention rate will naturally fluctuate with this part of the factor. On the contrary, even if it is positioned as a high-end, high-priced model, if it is not received by consumers in the market, the circulation rate is not high, then there is no retention rate to speak of. In addition, it can be seen that although some models of independent brands can be comparable to joint venture brands, the overall brand premium is not high, which is also the place where independent brands need to be improved in the future.