Beijing is more like "agreement to sell cars" to promote disputes

With the implementation of the Beijing New Year’s Deal with the Car Yo-Yo, for those citizens whose demand for useful vehicles is not shaken, Beijing dealers have launched a new model of “rent-to-sale” - consumers buy 4S stores that are already well-licensed vehicles. After the consumer shakes the number plate, he transfers the car to the customer's name. This is undoubtedly a frustrating move for consumers and businesses to deal with restrictions. However, it is a controversial topic that the “selling for sale” marketing model, which is very common in foreign countries, itself can be promoted in China.

■ Beijing is more like a “contract selling car”

Beijing's rise to "rent to sell" meets the eager to use the car, but shaken the number of consumers. The 4S shop "rents" new or used cars that have already been branded to the consumers. The two parties sign relevant agreements and wait for the owners to go through the vehicle transfer procedures after the shake-up. The name is "to rent for sale", but before the transfer, the customer does not need to pay rent.

On the surface, the owner can drive a new car without rent. However, on the other hand, consumers use the full amount of money to buy cars, but it is not the owners. When they can transfer, they still have to look at the luck of the Yaohao. This is obviously unacceptable to many consumers. In addition, the purchase of "licensed" vehicles will not enjoy the 10,000 yuan or so car prices, need to guide the car price. If you do not adopt this method, the shop will need to collect a “license management fee” of one or two thousand yuan per month. If you don’t have a good luck, you will not be able to shake it up for a year and a half. This is not a small expense for consumers. .

It seems that Beijing's "rent-to-let-for-sale" model is not a simple model for consumers to pay rent and obtain car use rights. But after the consumer pays the full amount, the car can be used, but only after the shake number is qualified for car purchase can the car be truly owned. The frustration of responding to policies requires both dealers and car owners to take certain risks. It seems more appropriate to call it "agreement to sell cars."

â–  High-end car first try to promote the lease to sell

If the phrase "agreement to sell cars" is an upgraded version of "rent-for-sale" and is not a true one, then some high-end brands are more representative of the "rent-to-sale" approach.

On March 24 this year, FAW-Volkswagen Audi signed a contract with the Guanghui Group leasing project and the first car delivery ceremony was held in Urumqi, Xinjiang, where the headquarters of Guanghui Group was located. The two parties signed 1,500 Audi rental orders on site, which has created a record of the largest single rental order for luxury brands. As early as last year, Beijing Benz jointly built a service platform for renting and selling on joint distributors and international financial leasing specialists. This type of financial service, which is similar to a zero interest rate loan, on the one hand, opens up a marketing channel for enterprises, and on the other provides customers with a new way of buying cars.

With the rapid development of China's auto market and the growing maturity of China's premium car market, people tend to be more rational in terms of auto consumption. For many companies and luxury car owners, it does not exclude the use of loans and other financial models to buy cars, so that more money for commercial capital flows. In addition to Mercedes-Benz, luxury brands such as BMW, Audi, Lexus, and Cadillac are excavating various types of financial services for car purchases. Since car owners are willing to choose loans for car purchases, the “sale-for-sale” that shares the same features also has a market foundation.

In addition, car leasing is becoming another major growth point in China's auto consumption sector and has great potential. With the growth of domestic car ownership, the major cities have successively introduced the policy of limiting the number of cars. The use of rental cars as efficient and flexible vehicles will be increasingly favored by consumers.