Specialists of the Avtostat Analytical Agency told about whether the online showrooms of dealers will be replaced.
At the moment, several automakers have launched their own online platforms for the sale of cars on the Russian market. Avtoexperts surveyed by analysts Avtostat agency told about what advantages and disadvantages there are online users of consumers, and how direct sales pose a threat to dealers.
General Director of AvtoDom Aviation Andrei Olkhovsky believes that there will be no full transition to online sales in the authority. The expert believes that the level of this direction will be determined by automakers. If the company will remove the possibility of individual selection of options, or customers will be able to only select the body color and the cabin, then offline sales will remain in limited volume. For the online online sale segment - the way to offer the final consumer better price. However, if we consider the premium segment, where such details are important as: the color and quality of the skin in the interior decoration, the offline sales will dominate.
According to General Director of the Alarm-Motors GK, Slutsky's Roman: "The prevailing majority buys a car on credit, including the use of trad-in from the dealer. Many by the time of extradition wish to make the car accessories and get it complete with Osago and Casco policies. In short, buying a car in 95% of cases is a comprehensive deal that cannot be fully and fully provided with a distributor. Finally, confidence in online payment of such significant amounts has not yet been formed. Not everyone will risk paying for 1,5 - 2 million rubles through online banking. "
Director of the Development Department of New Details of Business Car GK Pavel Kuleshov suggests that if automakers proceed to direct online sales, it will cause a reduction in dealer enterprises, which may entail a decline in service quality and will have a negative impact on the relationship of buyers to the brand. Autoexpert reminded that with such a scenario, dealers will lose income from the sale of cars, from the sale of additional equipment, and also lose their earnings from additional services. They will lose first contact with customers and will face difficulties in attracting customers to the service. But it is impossible to forget that the manufacturers are not ready to provide 100% of the process not only the sale of the car, but also its further maintenance. At the moment, dealers are a big responsibility for the implementation of the brand sales strategy in its region, as well as communication with the client and complaint with it. When moving to direct sales, automakers must take into account the interests of dealers who have invested huge funds in the construction of dealer centers, brand promotion and creating a good reputation of the represented brand.