Em uma mudança inovadora, os principais fabricantes de automóveis estão explorando a transição para preços fixos e não negociáveis por meio de vendas diretas. Um estudo do BCG, envolvendo mais de 500 consumidores, revela que a maioria dos compradores de carros está inclinada a pagar uma marcação para evitar a negociação tradicional de preços nas concessionárias. Essas descobertas atraentes, publicadas no estimado Revisão de marketing St. Gallen and conducted in collaboration with the University of Tübingen, indicate that consumers might welcome fixed pricing, slightly below current offers, potentially marking the beginning of a new era in automotive retailing.
Contrary to the long-standing tradition of price negotiations with dealerships, our research uncovers a notable trend: a majority of customers are ready to pay higher prices for the simplicity and transparency that come with fixed, non-negotiable pricing. The study, involving detailed consumer feedback, shows that two-thirds of customers, while accustomed to negotiations and substantial price discounts, are actually willing to pay an average of €900 more on a fixed transaction price to avoid the often-unwelcome process of negotiating.
Insights-chave do estudo destacam atitudes do consumidor:
- Duas em três customers know that they should negotiate the price of a car and that it’s still common practice in the new-car market.
- Customers have substantial discount expectations and expect an average discount of 6% a 7% da negociação do preço com concessionárias. Insights, várias estratégias -chave emergem para os OEMs navegar nessa mudança com sucesso:
- Customers are on average willing to pay €900 more on a fixed transaction price to avoid negotiating the price and for more simplicity and transparency.
From these customer insights, several key strategies emerge for OEMs to navigate this shift successfully:
- Aplicar a consistência do preço. necessidades. Aim to standardize pricing and phase out the negotiation culture.
- Embrace customer centricity. Leverage AI to rapidly and effectively respond to customer needs.
- Gerencie a transição. varejo. Baixe o artigo completo Thoughtfully adjust wholesale to retail prices while keeping customers informed.
- Rethink pricing strategy. Consider customers’ additional willingness to pay for fixed prices.
These findings not only shed light on current consumer preferences but also guide the future of automotive retail.
To explore these groundbreaking insights and their implications for the automotive industry, download the full article featured in the Marketing Review St. Gallen.
