When buying a new car, few people will generally pay attention to the retention rate, especially when buying the first car in life, manufacturers, public relations, media, and 4S stores usually do not mention the retention rate. Among them, some may feel that users do not care and do not mention, and some know that their car retention rate is relatively poor, so it is inconvenient to mention.
It was not until the user resold his car that he found that there was still a term such as "used car retention rate".
So, what is the used car retention rate? The following figure is the definition given by Baidu Encyclopedia:
At the same time, Baidu Encyclopedia also gave such a paragraph:
As a former used car practitioner, although I know the meaning of the used car retention rate, I think the official explanation may be more convincing, so I quoted it.
8 years ago, I may be like everyone else, buying a car does not pay attention to the retention rate, and I do not know what the retention rate is. I just remember that at that time, before buying a car, I would look for some relevant videos on the Internet, and then turn over the parameter configuration table, so I ran to the provincial city to buy it. There was no test drive during the negotiation period, to be honest, I didn't know that such a link existed, and the sales were not mentioned.
2012 Skoda Octavia current market conditions
The current market situation of the 2012 Honda Civic
Now, compared with some cars with a higher retention rate at the same price, such as the Civic, when I sold again, the price of the Civic was 20,000-40,000 yuan higher than my Skoda Octavia. To know this level of car, the price of new cars is also more than 100,000 yuan.
So, reality made me realize what is the retention rate of used cars and its importance.
Nowadays, with the gradual popularization of electric vehicles, some vehicles have entered the second-hand car market, and a cruel fact has surfaced: compared with the retention rate of fuel vehicles, electric vehicles are called a miserable.
Let's look at a set of data:
This set of data is a research report on the top 12 new energy vehicle retention rates released by the China Automobile Dealers Association jointly with Jingzhen Estimate (third-party automobile data service application) in October 2019.
The data shows that the brand with a higher retention rate is Tesla, followed by Weilai; while the brand with a lower retention rate is Roewe and Geely. Pay attention to the percentage behind each model, tesla model X, which has the highest retention rate, has a retention rate of 67.46% in the first year, while the Roewe Ei5 car, which ranks at the bottom, has a retention rate of 35.61% in the first year, only about one-third of the price of the new car.
Some friends may have no concept of the retention rate percentage, it doesn't matter, let's look at the percentage of other fuel vehicles in the same month:
In terms of cars
In the A-class car, the first place in the retention rate is the Honda Civic, which is 77.68% in the first year and 65.84% in the third year, while the Mazda 3 Axela sedan at the bottom of the ranking is 69.57% in the first year and 58.31% in the third year.
In the B-class car, the first place in the retention rate is the Honda Accord, which is 77.88% in the first year and 65.02% in the third year, while the bottom of the ranking is the Volkswagen Passat, which is 69.67% in the first year and 58.09% in the third year.
SUV/BUGG aspect
Compact SUV, the first place in the retention rate is the Honda CR-V, which is 75.50% in the first year and 65.15% in the third year, while the bottom of the ranking is kia Lionscar, with no data in the first year and 54.08% in the third year.
For medium-sized SUVs, the first place in the retention rate is Toyota Highlander, which is 85.46% in the first year and 74.73% in the third year, while the bottom is subaru Auhoo, with 67.63% in the first year and 51.31% in the third year.
For medium and large SUVs, the first to retain value is the Toyota Prado, with 82.06% in the first year and 73.12% in the third year, while the bottom is the Mercedes-Benz GLE, which is 66.35% in the first year and 54.41% in the third year.
analyse:
1. It is not difficult to see from the data of fuel vehicles that the retention rate of the first model at all levels is generally relatively high in the first year, reaching more than 75%. Among them, the retention rate of the medium-sized SUV Highlander has even reached a staggering 85.46%. Of course, the new car markup has made some positive contributions to its high retention rate. By the third year, the retention rate was also above 65%.
2. Even for models at the bottom of each level, the retention rate in the first year is generally above 65%.
3. Overall, the retention rate of Japanese car brands is much higher than that of other countries.
conclusion:
By comparing the data of fuel vehicles, after analysis, we can conclude that the retention rate of pure electric vehicles is far less than that of fuel vehicles.
So how can the retention rate of pure electric vehicles increase?
To understand this problem, we must first understand what are the factors that determine the retention rate of a used car? Combining market and personal experience, I have combed through the following five points:
1. Word of mouth
2. Quality
3. Market share
4. New car price
5. Use and maintenance costs
The establishment of word of mouth requires a long-term process, and it cannot be achieved overnight. When users praise your product, you need to smile to show gratitude; when users express problems with your product, you need to face it positively and solve it properly;
The quality is completely in your hands, and you need to rely on your exquisite design and production skills and three high experiments that meet the industry specifications, so that your battery can not decline too quickly for a long time in the future. And when the product is officially put on the market, you still need to take the initiative to find problems, according to the situation in a timely recall or remote upgrade to make up for the loophole, even if you treat it as a daughter who marries out, you must also care about greetings from time to time;
If you want to have a good market share, you need to come up with accurate pricing strategies, perfect marketing systems and a series of comprehensive services as a guarantee to win the market;
The price of new cars here refers to: do not frequently and cliff-like downwards the price of products, because the price of used cars is greatly affected by the price fluctuations of new cars, and you need to give users, used car dealers and product confidence;
Use and maintenance costs refer to:
1. Electric vehicles are subject to the inherent deficiency in energy replenishment (compared to fuel vehicles), you need to actively cooperate with the residential property to solve the charging problem for users, that is, install private charging piles. If you really don't want to install, you need to consider combining background user data or user research to understand the distribution of the user's place of residence, choose the location independently or actively propose to the power supply company to build a charging station;
2. The maintenance cost of trams is theoretically lower than that of fuel vehicles, but recently there is news that some electric vehicle brands have sky-high maintenance, so in this regard, you should not treat customers as fools, do not turn your advantages into disadvantages, which is not good. When it is time to maintain, warmly remind the customer, clearly mark the price, and let the customer think that you are really for his good, in consideration for him. Rest assured, the general repair shop outside can't take your job, the customer won't run, and he can't run.
If electric vehicle companies can weigh the above five important factors that affect the retention rate of second-hand cars when making products, then when your products are flowed into the market again, when compared with other brand models of the same year, the same mileage, the same car condition and the same price of new cars, they may sell a better price, and form a virtuous circle. (Text/Vigorous)