Automobile companies enter the leasing market to seek new development models

With the implementation of the purchase restriction policy, the automobile market in Beijing has rapidly “cooled down.” According to the data from Beijing’s Beichen Yayuncun Automobile Exchange Market, in February, 17,000 new cars were sold in Beijing, a year-on-year decrease of 66.85%, which is lower than the national rate of 70%. . After the implementation of the purchase restriction policy in Beijing, many people turned to travel by car.

It is understood that China’s car rental industry began in the 1990s and currently has more than 5,000 car rental companies registered in the country. It provides daily rental for cars, car rentals, roadside assistance, and delivery to individuals, families and enterprises. , off-site return to the car and other services. Since the beginning of this year, the car rental market, which was not concerned about before, has gradually warmed up and the demand for the car rental market has increased. In addition to the popular car rental companies such as China, auto companies have begun to enter the leasing market, seeking new development models and enriching the service system.

High-end companies entering the leasing market Recently, FAW-Volkswagen Audi signed rental orders for 1,500 Audi cars with Xinjiang Automobile Group, an auto dealership, creating a record for the largest single rental order for high-end car brands. It is reported that these Audi rental vehicles cover the Audi A4L, A6L, Q7 and A8L. Besides being distributed to the Guanghui Group's sales and service network throughout the country, they will also be used in the Group’s internal car reform to help reduce the company's processing procedures. Time, reduce operating costs.

According to Zhang Xiaojun, executive deputy general manager of FAW-Volkswagen Audi Sales Division, “With the rapid development of China’s auto market and the increasingly mature Chinese high-end car market, people are more rational in the concept of auto consumption, and car leasing is becoming a vehicle consumption in China. Another big growth point in the field, with great potential."

Unlike the usual auto companies that provide vehicles to leasing companies and consumers rent cars from leasing companies, Audi's way into the high-end car rental market is to directly provide leasing vehicles to customers. According to the relevant person in charge of the Audi Public Relations Department of FAW-Volkswagen, Audi's current leasing project partners are mostly government departments, enterprises and institutions and various conference agencies. Audi has provided long-term rental services to users including China Resources Group. At the 2010 Shanghai World Expo, 140 rental Audi cars also became high-end reception vehicles for the conference.

More professional security than leasing companies China's car rental market has grown geometrically in recent years. However, it lacks industry regulations and supervision from related departments, lacks legal protection, and disputes between leasing companies and consumers continue. Compared with traditional car rental companies, automotive companies' leading advantages in products, brands, services, etc., all provide a stronger guarantee for the leasing business.

The author understands that FAW-VW Audi Rental Business provides consumers with personalized rental customization options, diversified rental forms, flexible payment methods and professional services, while the nationwide rental service network can satisfy users in different regions. The demand also facilitates cross-regional leasing. In addition, Audi also provides professional maintenance for rental vehicles, allowing users to eliminate worries while renting a car, which is more comprehensive and complete than traditional car rental companies.

It is understood that Audi provides its customers with two options, namely, “Lease-to-Buy” and “Easy-to-Lease”. Customers can choose different payment modes and usage forms according to the company’s own capital situation and car demand, and rent vehicles. At the end of the period, you are free to choose to stay or retreat.

Car rental is not yet mature In Western developed countries, car rental business occupies an important position in the overall sales of new cars. In the United States, cars sold by leasing every year reach 35% of sales volume, and Germany and other countries also reach more than 30%. In China, the proportion is still less than 2%. According to the author's understanding, although many car companies already have car rental business, because of their relatively small profit contribution relative to sales and services, they do not have much impact.

According to the 2010 financial report recently released by BMW, the number of financial and leasing contracts signed has increased by 6.6% year-on-year, and the leasing business has increased by 3.2%. In the five-year plan of Geely, it also clearly stated that it is necessary to “innovate and explore car leasing and auto finance. business". Undoubtedly, car leasing has become a new growth point for automotive companies. The author learned from FAW-Volkswagen Audi that car rental is currently only a business category within its sales division and that no counterparty division has been established. It can be seen that car leasing is not yet mature. Industry experts said that with the development of China’s auto market, China’s auto leasing market will also be further improved, and the leasing business of auto companies will be more abundant and comprehensive.