This manuscript is not a new thing, I have sent videos, but backstage found that many people want this text, I will be with some emojis to re-send again.
4S shop is a very magical existence of word of mouth, the jianghu often say that they are the four sons of the store, because of the special pit Laozi.
But no matter what, you can't get around the 4S store, because the brand that takes the lead in not doing 4S stores is really not the fourth son, they directly want to be your father.
Angry and angry, as long as you buy a car, there is a high probability that you still have to fight with the 4S shop.
So today, I want to briefly popularize some possible pits in 4S stores with you, and I hope that you can understand when you are pitted.
Of course, it is only a simple science popularization, it is impossible to cover all the pits, because the pits of the 4S store can not be finished, you can never think of what kind of pit you will be under what circumstances, after all, it is endless fun to fight with people.
And seriously, even if you know a lot of pits, you still have to jump down.
It's like love.
1
The game between the 4S store and the user begins from the time the car is not sold to you.
Before dry users, 4S stores must first have a philosophy with car manufacturers.
The essence of 4S stores is an outsourced sales channel for automobile manufacturers.
After all, buying a car is not buying vegetables, it is a large consumer product, users need to see the car, touch the car, test the car before buying, which requires a huge sales service system to support, many car manufacturers feel that there is no need to build themselves, so they outsource it.
Of course, here is a word to add, there are also manufacturers of their own 4S stores, not all are outsourced.
Unfortunately, their services are no different, and there has never been a middleman to make a difference in the matter of cleaning up consumers.
Since the 4S store as a sales channel, the manufacturer will have requirements for the 4S store, the most straightforward is the sales performance, many manufacturers will have a quota system for sales performance, that is, incremental quota.
This also leads to the fact that in order to complete the performance requirements, the 4S store is a variety of rhetoric to fool everyone into placing an order as soon as possible.
Fight when everyone distributes benefits.
But in the matter of getting consumers, it has never been a heavy blow.
This game is not only about sales, but more exciting is about profit distribution.
The existence of 4S stores must be to make money, and the support coefficient of the car factory to the 4S store is often only about 5%, plus if the performance is done well, the monthly goal is completed beautifully, and then give a 2% to 3% discount or rebate, plus a variety of bonuses, which leads to the 4S shop If you honestly sell naked cars, the money earned is between 8 and 12 percentage points.
This little money, naturally, can not feed the 4S shop, so it has to be a windfall on the hour.
In fact, the manufacturers also acquiesced in this matter, after all, they also know that they cannot force the channel to be urgent.
In addition, from the manufacturer's point of view, 4S stores can also be understood as large customers, stable purchases, bear inventory risks for manufacturers, the common ratio after years of running-in is about 1:1.6, assuming that 100 vehicles can be sold out a month, then at least 160 vehicles of inventory should be maintained, and the extra 60 vehicles are to help manufacturers share the financial pressure.
In such a scenario, there are some large 4S stores, the right to speak is actually very strong, not only manufacturers dare not offend, and even can use scale effects to control the supply and demand relationship in some areas.
If you often pay attention to the news, you will know the scene where 4S stores have joined forces to threaten to retreat from the network and force manufacturers, or manually create a routine of hunger marketing.
To sum up, manufacturers do not give 4S stores enough profit margins to take risks, but at the same time, they will also default to a certain extent that 4S stores do some not too excessive riot operations, so how to pit money from consumers, oh no, how to improve commercial efficiency, it has become something that 4S stores need to empower.
2
Let's start with the first step, which is the price.
Basically, as long as you go to buy a car, most of the 4S store sales staff will tell you that we have recently had an activity, this activity is always there, it is worthy of selling cars, and the piston movement of the car gives them a whole understanding.
As we all know, the price of the car in the 4S store and the guide price are inconsistent, and the guide price does not have much meaning, just like although it is the suggested retail price, you can not accept their suggestions.
This brings us to the first round of the game, the price war.
Any salesman knows what the lowest offer for his car is, but all sales will not directly give you the bottom card, and the sales that directly give you the bottom card should not be in the store, and will be stuffed into the bottom of the car by the boss.
For example, 200,000 cars, you are eager to try, sales also want to become a single early, the biggest discount that sales can give out is 10,000 pieces, but sales will be pondering, I will give you 10,000 discounts at a time, this consumer looks at the monkey essence, in case I repeatedly let me send something, in case I feel that I give in too quickly can I still discount it?
So first give 6,000 yuan of discount, and to give very reluctantly, said that they went upstairs to apply with the manager, at this time if you say I go with you, it is as embarrassing as you have to squat with him, because he is not really squatting, maybe just close the door and put on VR, happy play.
Strike in Gundam form.
Then wait a while to show an expression that has been trained by the manager but has worked hard to win, and then come down, highlighting a sense of atmosphere.
Generally, in the car of about 200,000, as long as it is not a hot sale, on the basis of the sales quotation, it can be cut 5,000 to 10,000.
Of course, it is difficult for you to ask them directly for this offer, and the best way is to look at a few more stores and let them roll up.
In the process of bargaining, the sales will definitely tell you that you can send you a new car package, which enters the second routine.
If you want to place an order, the gift package is a foot in the door, if you want to bargain, the big gift package is a bargaining tool, if you are not happy to leave, the sales can also use the gift package to hook you back.
These gift packages include, basically too expensive mats, film, seat covers, etc., the cost of 500 yuan is said to be 6,000 yuan of accessories, and now a little conscience is also to say that the navigation that can be bought on the Internet is 3,000 yuan of goods, stuffed to you.
I have friends before also encountered such a fantasy scene, the same small black box GPS, when buying about 200,000 cars, it is said that it is worth 3800, when looking at more than 500,000 cars, it is said to be 6800, anyway, the price is indeed Schrödinger's black box.
Dealing with the new car gift package routine is also very simple, bite the death into cash on the line, of course, it is not recommended to directly open the e-commerce to negotiate, because it is likely to be scolded and beaten.
Guess why do I know? My fatness was actually swollen.
3
In addition to the fare, there are other charges.
Some of the more faceless 4S stores will ask for a variety of additional costs, such as outbound fees, common words are to tell you, ah, this is the new car storage and out of the warehouse transportation money.
You think, yes, inventory management and last-mile transportation, this is actually the cost that the manufacturer has included in the price, there is no need for consumers to bear, this money is not much, but enough to invite them to eat hot pot in the whole store, and it is the money made by the information difference.
Another example is the PDI inspection fee, which is the inspection fee before delivery, and the common words are to tell you that this PDI is the project required by the manufacturer, and we collect money and finally give it to the manufacturer, and we can't do it ourselves;
Or tell you that this is the value-added service provided by the 4S store, doing safety in the store, and doing it outside is easy to blow up in the sky.
In fact, this money is the obligation and procedure that the 4S shop should bear in the process of selling cars, which is a fraud.
Car sales also know that this PDI collects money from consumers a phone call to the consumer association or industry and commerce on the line, so you directly say no, the sales will say that I will apply for a free PDI inspection fee, especially the old routine of going upstairs to discount.
Another example is to pay the car service fee, these you are hard to go back on the line, 4S shop is not reasonable nor accountable, do not have to be afraid.
But you think this is the end of it, and the price can avoid the pit dug by the 4S store for you?
The drama has only just begun.
The old ancestors have said countless times that what you buy is not as good as what you sell.
One of the biggest profits of 4S stores is bundled consumption.
In addition to the new car package, the 4S store also prepares a variety of value-added services, basically the same as you go to the barbershop, Director Tony will definitely fool you with a better shampoo.
In the past, it was common to either formaldehyde seriously exceed the standard of the foot pad, smoked car perfume with eye pain, Yiwu produced but was called the original goods of the driving recorder.
And recently more popular is the plating crystal, you are going to buy a new car well, look at the new look must want to do protection, and then sell on the side of a blow, said can protect the original paint, the environment is not good in the city to say acid rain, the city with a good environment is said to block bird droppings, but also said that it can prevent rubbing hanging, and then throw out the black words of the automotive industry, such as German imports, such as 9H hardness, such as nanocrystalline layer, I can't wait to say that satellite ascension to heaven to do a plating.
Then you take out your phone and look at it, and various car forums say that this plating is indeed good, and then you have to wear a condom on your car.
Plating is indeed not a bad thing, but 4S stores often have catnip when quoting.
According to the conventional process, before plating, you must first do masking, that is, to prevent the product splash caused by the follow-up processing problem, and then, the steps in question come, to use polishing agent and de-spinning agent to get the scratches of the paint surface, remove the oxide layer and dirty things on the surface, and restore the paint surface, which often takes 5 hours, and then plating for 2 hours.
You think, you are going to buy a new car, there is no need for the most time-consuming cleaning and restoration steps, but the 4S shop does not care, the working hours must be calculated, the cost of 500 yuan can charge you 6000 yuan.
Anyway, it is bundled to sell, for this, now everyone is generally used to it, the way to deal with it is simple, just a word, I do not.
However, some bundled sales, buried deeper, leek knives are not easy to hide.
4
One thing that everyone often overlooks is the playing of cards.
Many 4S shops will provide license service, and the price given by 4S shops around the world according to the price of the car is certainly different, but it generally costs 500 yuan to 3000 yuan.
This license plate is actually your own to operate the cost is particularly low, the cost of on-line testing to the reflective number plate cost, the temporary license plate those are counted, a set of down full count is also 300, and the process of the card is very simple, go early, if the materials are complete, the vehicle management office can be done in an hour.
However, now the charging of the license service fee has become the unspoken rule of the 4S store, whether you choose to be licensed in the store, some of them will not sell you the car directly.
License plate is still a small matter, you think, pay more money to save time and effort, turn a blind eye to the past, today the whole store can eat hot pot again.
In addition to the listing, bundling commercial insurance is also a place to make money.
The 4S shop helps the insurance company stationed in the store to sell a new car full insurance, and the money is really cool.
Of course, the products sold by others are regular products, but the price is worth studying.
For example, for a car fare of 200,000 yuan, the new car full insurance is about 6,000 yuan or so, and the commission of the 4S shop can often reach about half, that is, a single can earn 3,000 yuan.
Of course, there are floats in this number.
The same new car full insurance, you go to the insurance company direct sales, or directly online insurance, less than 4,000 yuan can be taken down.
Of course, if you don't buy 4S stores bundled insurance, they can have a lot of tricks.
A little stronger, directly tell you not to sell, or that there is no existing car, dragging you;
Softer, then say that the cash discount you applied for before is bound to this, and if you don't buy insurance, you won't be able to discount so much;
If the sales open their eyes and talk nonsense, it will say that you do not buy insurance in the 4S store, and it will be more troublesome when it comes to accident repair.
In fact, the 4S shop also has a major play income that is to make money through accident maintenance, when the time comes to make money from the insurance company, the person who comes does not refuse, there will be no trouble at all, these words are to let you buy insurance in the store.
Of course, this kind of bundled insurance has derivative benefits for 4S stores, that is, the average consumer bought insurance in the store, and then they habitually came to the 4S store to do maintenance, which is another sum of money, let's talk later.
You have Zhang Liangji I have a wall ladder, when you encounter this kind of forced bundling insurance do not panic, there are already many consumers in order to be able to buy a car smoothly, first bought insurance in the store, go out and return, and then go directly to the insurance company to buy commercial insurance, it is also considered to use magic to defeat magic.
There is a little trick here, that is, some insurance companies will say, I have given the commission to the 4S store, so I can only refund part of your premium, at this time, the phone of the Banking and Insurance Regulatory Commission is your favorite home.
However, do you think this can be difficult to live in the 4S store, after all, others are just this bowl of rice, now consumers are smart, bundled sales of insurance is easy to encounter the matter of going out to surrender, then tap a new track.
This new track is auto financial services.
The ultimate in business is usury.
5
At that time, there was an old sister sitting on the hood crying, not involved in the financial service fee routine of the 4S store, originally it was to buy a car in full, and as a result, under the enthusiastic recommendation of the sales staff, she chose a loan to buy a car, and then was charged tens of thousands of yuan in financial service fees without knowing it.
If you encounter such a situation that you will be charged a financial service fee without informing you, call 12315 or go directly to the local industry and commerce department to complain.
Although consumers are savvy, they often ask if there are any financial service fees or handling fees.
But at this time, the auto financial service fee of the 4S store has evolved into a means to cooperate with the previous few routines.
For example, if you want to buy a car in installments or take a loan to buy a car, the sales staff will say that there is a financial service fee, but if you buy a full car insurance, and then buy some gift packages or something, I will give you a waiver.
Otherwise, you will be charged 3,000 yuan to 5,000 yuan, or between 1% and 5% of the total loan, depending on their conscience and whether they think you are a bully or not.
You listen, well, anyway, always have to be stabbed, then jump in front of the pit, anyway insurance always have to buy, anyway, the gift package bought at least a few physical objects.
Now auto financial services have become an important source of income for 4S stores, and even directly give sales indicators, such as at least 60% of the orders to match financial products, otherwise performance will be deducted.
A lot of usury is done by the car companies' own financial companies.
This also leads to the sales staff when they hear that they buy a car in full, and their expressions are always unable to get away.
In the end, the 4S store for profit, sales staff for commission, from the messy interior or accessories, to the brand, to insurance, and finally to financial services, hard sales.
A typical unlucky scene is that you are full of joy to buy a car that tells you that you only need 300,000 online, and it turns out that there is only 280,000 offline, and then you are fooled, pay 100,000 various expenses plus a down payment, and happily carry a debt of 250,000 plus interest.
Here is also a digression, before there are 4S shop routines more commotion, consumers buy a car in full, 4S shop gives additional discounts, let the owner cooperate with the 4S shop to sign a false car loan contract, and then the 4S shop transfers the car loan installment money to the owner every month, and the owner then uses this money to repay the car loan.
And because it is a loan, the 4S store also mortgaged this loan contract to a financial institution, directly cashed out, and then, turning around, ran away, pit many car owners.
When you encounter this situation, don't listen to anything they say, it is best to change stores directly.
As for what to buy a car in full, write less on the car purchase invoice, or some special models require a markup to buy but the price increase part is not invoiced, etc., if you encounter more attention to the position.
Okay, now, the money is out, and you're happy to pick up the car, but the routine isn't over yet.
6
First of all, it is to inspect the car, you must be difficult to see whether the car has a problem with the naked eye, generally that is, to see if there is a scratch in the paint, whether the tire is worn, whether there is an original factory mark on the window glass, use your finger to touch the inside of the exhaust pipe to see if there is obvious stain, and then pull out the oil gauge to see if it is clear, but there is a point that can be noted.
That is you must see if it is a stock car.
Before saying that the 4S shop is in stock, the 4S store has inventory and definitely wants to dispose of this first, the inventory car is not bad, the main fear is that the tires, sealants and other parts of the long-term parking are aging, and the battery, brake oil, transmission oil these need to be replaced for a long time.
So be sure to check the vehicle nameplate, the nameplate is either on the driver's seat door, or in the engine compartment, there will be a vehicle production date on it, generally more than half a year you have to be cautious, at least let the sales to a greater discount.
Then, it's time to pick up the car.
Many friends go to the 4S shop, will encounter the problem of delayed pick-up, the contract is signed, the money is paid, and the car has to wait for more than a month to get it, especially some popular models.
There are many reasons behind this, some want to let consumers increase the price of the car, some are to create a look of short supply to raise the price of the car, and some may want to wait for the manufacturer's subsequent promotion policy, a lot of fish.
These are still routine operations, what are you afraid of?
There is a possibility that the 4S store capital chain is tight, so there is no way to get the goods from the depot in time, which is really not rare, you slightly news to check, the direct capital chain is broken 4S shop is not rare.
The second is that in the past few years, the industry's popular mortgage certificate of conformity to the bank, first put the money out, and then use the money you paid to redeem the previous N car certificate, and then you have to wait for the person who came to buy the car to pay and then redeem your certificate.
It can be understood that the car seller follows the learning of selling the house, and when a local manufacturer announces that it is going to enter the car, I am really trembling and praising them as real dogs.
If there is a problem with the funds of the 4S store, the bank can directly hold the certificate of conformity, and then there is no way to open the car.
Therefore, when you pay, you must determine in advance whether the pick-up time is the time on the contract, otherwise, it will become a risk of helping the 4S shop.
Especially the certificate of conformity, even if the sales say that the certificate of conformity needs time to be sent at the headquarters, you must also ask the 4S store to provide it as soon as possible.
7
Okay, now, the car is safe in your hands, but will the 4S shop routine end when you drive the car away?
Of course not.
Because you don't know whether you are driving away from your son or your father.
Just like keeping pets, big heads do not buy pets, but keep them.
After-sales service accounts for half of the profits of 4S stores.
Drivers know that it is not difficult to buy a car to maintain a car, in addition to the fuel insurance parking fee, there is also the protection of the state of the car.
I have encountered before, buy a car, and then tell me that the maintenance manual is written by foreigners, not in line with our Chinese national conditions, our oil is different from theirs, so this oil, do not believe the above said 10,000 kilometers to change once, 3,000 kilometers to change.
When I drove to the 4S shop when I drove to 3,000 kilometers, I pulled out the oil gauge and said you see, it's all dark, and if you come later, the engine will be destroyed.
I was really scared and paid for it.
Later I checked, the oil you open for a period of time would have turned black, but it doesn't matter, the fight is a poor knowledge, come and go, just change it, was pitted.
However, this simple shortening of the maintenance cycle to make money is too rudimentary and too easy to be recognized.
When you buy a car, there is a high probability that you will encounter sales that will attract you with free maintenance.
This free maintenance, it sounds very good, either send a six times, or send a three years, feel very worry-free.
But the basic logic, just like the restaurant says I give you free boiled beef six times, you can't just hold a pot of boiled beef to eat, but also eat rice, but also with vegetarian dishes, but also order a drink.
Of course, if you really dare to do this.
The next plate of boiled meat may not be beef.
The core of 4S point delivery maintenance is to lock you up within three years and let you all come to the 4S shop for repair and maintenance.
The free maintenance provided by this 4S shop is the most basic routine maintenance, and the cost is very low.
You go to the maintenance, the routine type of words immediately came: our 4S shop free maintenance is to send mineral oil, or do not give you to change into semi-synthetic oil or fully synthetic oil, so that the car is better.
After changing the fully synthetic engine oil, in theory, 10,000 kilometers can be changed, and it will not tell you, and let you come once for 5,000 kilometers.
Then say: Your engine throttle valve is dirty, the cylinder has accumulated carbon, and the oil injector is going to be washed.
Well, another set menu.
Especially the engine oil circuit cleaning, I remember very clearly, at that time said to me that if I don't do it, the carbon deposits and deposits will clog the injector needle valve and valve hole, and finally affect the performance of the precision components of the injection system, a bunch of words to listen to my face is confused, especially affecting the injection system, I listen to the car pain, grasp the money.
The result is to pour a cleaning liquid into it or simply hit a hanging bottle, and then I asked Langlang, he said that people did not lie, but it is not so serious, can only say that this thing is dispensable, really to clean up the carbon deposit is to open the cylinder.
I personally think the most exaggerated one, or I once had a new car for the first time maintenance, actually said that I nibbled the tire seriously, to give me a four-wheel positioning, what is my first reaction is to nibble the tire? The second reaction was who nibbled on my fetus? Did Teacher Niu do it? Why are his teeth so strong? How did the rich old man give him a whetstone?
Then I thought about it again and I said that this is the product quality problem, I want to complain, and then I said, Oh, it may be the problem of the detection line that does not need to be done.
To be honest, unless the car has been hit, or the vehicle has deviated and the tires have unilateral wear, you need to do four-wheel positioning, and other times it is fun to play with your wool.
As for the brake system to do a grinding lubrication, point on the anti-rust oil, it is said that the brake system is deeply maintained, but it is also a show of my scalp tingling, can not say useless, but it is indeed not completely useful.
All I can say is that I paid a lot of tuition here.
In the end, as long as the car goes to the 4S shop for maintenance, gives you a check, the staff talks a stack, you feel that the car is going to explode in situ, so a variety of maintenance packages are on the board.
Then arrange you in a comfortable lounge, play mobile phone drink Coke, after coming out, a meticulous maintenance list in front of you, dense materials cost time and time, anyway, you can not understand, understand you do not know whether to do it, pay money on the line.
Before the reporter secretly visited, maintenance personnel often collect money not to change parts, or the timing belt that could have operated for 50,000 kilometers to 100,000 kilometers was changed for you at 10,000 kilometers, and the money flew up.
Even better, in everyone's words, they often use safety to scare you.
So you just paid for a peace of mind.
8
Seeing this, you may think, what if you really find that the 4S store is not the right person?
I have three suggestions.
The first is a manufacturer complaint.
Although the brand side is often consistent with the interests of the 4S store, but for the obvious pits in the process of buying a car, such as the goods are not sold to you, such as forcibly charging the appearance fee, such as a bad attitude, etc., direct phone calls to the manufacturer, all manufacturers have 400 calls, satisfaction assessment rebates Are deducted by percentage, this alone can make the 4S store honest.
There is also that if you think that the maintenance problem is not accurate, you can also ask the manufacturer directly, and the manufacturer will tell you what kind of maintenance project to choose under what circumstances is the best for the car.
The second is the complaint against the Industrial and Commercial Bureau and the Consumer Association.
For example, the maintenance process overcharges the spare parts fee and the working hour fee, and complains directly through the hotline entrusted by the national industrial and commercial administration at 12315.
Once verified, many times the local industry and commerce bureau will order the 4S store to triple the compensation for losses, as long as the rights protection method is mastered, sometimes the 4S store gives you the next set you can also go to the position and backhand.
The third is to quietly turn on the recording function when you feel weird, and then find various traffic broadcasts to complain, and the anchors especially like to pick up this kind of customer and use magic to fight magic.
In fact, as a consumer, when facing a 4S store, there must be information asymmetry.
Requiring every consumer to become a small expert in the industry is unrealistic and unreasonable.
I've bought a lot of cars and served a lot of cars, but I still have to be fooled when I should be fooled.
I can only say that I will share some of the places where I have paid tuition, and I can help some people.
In fact, doing such video content is also a bit funny in itself, because when consumers have to become experts in position to avoid a pit after another, it is actually quite magical.
I love this magical world.