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What Happens To The Demand For Cars In The Regions Where They Are Allowed To Be Sold

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What Happens To The Demand For Cars In The Regions Where They Are Allowed To Be Sold
What Happens To The Demand For Cars In The Regions Where They Are Allowed To Be Sold
Video: What Happens To The Demand For Cars In The Regions Where They Are Allowed To Be Sold
Video: What happens to the new cars that don't sell ? 2023, February
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Since March 30, many Russian companies have suspended their activities and went on forced "holidays": such restrictions were introduced by the authorities in order to reduce the rate of spread of coronavirus infection. But by mid-April, the authorities of some regions had allowed the work of certain organizations, including dealerships.

Auto.ru analysts have studied the April Internet activity of users in six regions of the country, in which, at the time of the study, dealers have already returned to work (according to ROAD): Novosibirsk, Orenburg, Samara, Sakhalin, Tambov and Tver regions. It turned out that buyers are still looking for cars and planning to buy, despite the rise in currency rates and the coronavirus. But now they are increasingly doing it without leaving home.

How demand has changed

In the first week of April, when most of the companies were practically not working, the interest of users in choosing a car dropped by almost 20% (compared to the previous week). But after a few more days, demand began to recover, and in the studied regions it turned out to be even slightly higher than at the end of March.

The best growth during this period was noted in the Samara and Orenburg regions - plus 6% in each region. A week later, peak activity was recorded in the Novosibirsk region, where dealers also received a “green light” - plus 7%. Compared to the week of "vacation", the April activity of Avto.ru users in the selected regions increased by an average of 15%, and in the country as a whole - by 6%.

Another trend: as restrictions ease, user activity continues to grow. This suggests that buyers want to fulfill the deferred demand. If the automotive industry receives massive government support, production and sales have every chance of a quick recovery.

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Over the last decade of April, the audience in the studied regions decreased by only 4% compared to the indicators of the first week of March. At the same time, in regions where there are still strict restrictions on the work of trade organizations and the movement of citizens, user activity remains 21% lower than usual.

Tatiana Shvetsova, Deputy General Director of the Globus Group of Companies, Tambov

All our salons were completely closed from March 30 to April 5, and returned to full-fledged work only after permission from the regional authorities. Dealerships are now operating as usual, in compliance with the required safety standards. For example, bottles with antiseptics were installed in car dealerships, and by phone, we recommend that customers visit the auto center wearing personal protective equipment - a medical mask and gloves. If there is no one of our own, we issue it in the salon. In addition, we disinfect cars before handing them over to the client - both new and after service. Incoming traffic and the number of calls decreased by 35–40% compared to March. The biggest drop was in the first week after the "vacation". In the second half of the month, the number of requests is growing, and online traffic remained at its usual level even in the first week of the self-isolation regime. The contracting and sales of cars are and are carried out in a regular mode. However, we are committed to offering customers new online services.

Arkady Biryukov, Director of Hyundai and Suzuki DCs, Avtomir Group of Companies, Novosibirsk

The auto dealerships of the Avtomir Group of Companies were closed until April 11, before the release of the decree of the government of the Novosibirsk region, allowing the operation of dealerships. Now we are working as usual. It is expected that in the first week of the month we received a 4-fold drop in online traffic and incoming calls compared to March indicators.But by the end of April, the number of applications increased. The result of the month is a 50% decrease in traffic. We now carry out contracting and sales offline, but we have introduced a number of online services, for example, accepting payments. They also began to practice a new service - ozonation of the car, and, of course, all dealerships are taking the necessary measures for the safety of customers and employees.

Daria Kadaeva, Head of Marketing Department, Lexus-Togliatti

The car dealership was completely closed until April 6, after which the service center started working in full-scale mode. Today, the insurance department also operates offline. The auto center complies with the requirements for sanitary and epidemiological standards: employees work in masks and gloves, the same set is offered to visitors, the client areas were placed further from each other in order to distance customers. To minimize the number of visitors to the salon, the sales department works remotely: the buyer sends an online application for the car, the manager advises him remotely, most of the purchase process takes place online. We have launched a full-fledged online store for car delivery. In addition, on the websites of dealerships, it became possible to apply for a loan, as well as make an advance payment for a car. Total traffic in April decreased by 40% compared to April 2019. The strongest drawdown is due to the lack of visitors. Calls and internet traffic decreased by 15%. The volume of issue in comparison with last year's figure has decreased by only a quarter. The preservation of advertising activities, as well as the introduction of online services, contributed largely to the good result.

Alena Dyomina, marketer, Toyota Center Samara North

In the first week of April, the dealership was closed, but the on-duty manager took calls and conducted online customer consultations. The service was the first to return to work, and in the middle of the month - the entire dealership, but with a number of restrictions. For example, the opening hours have been reduced, and visits are only available by appointment at a designated time in order to limit the number of people in the car dealership. At the same time, we try to adhere to the instructions of the authorities: personal protective equipment, disinfectants, minimal contact between people, sanitizing cars before dispensing. The company's management adheres to the call to “stay at home” and tries to comply with all safety measures and be loyal: for example, if the client, for objective reasons, could not come to the scheduled maintenance, the car will not be removed from the warranty. Online traffic, calls and purchase orders remained at a fairly high level, there is no “horrific” drop. An expectedly strong decline is observed in the number of visitors, but this is natural: in the first week, the auto center was completely closed, and now the doors "open" only for a small number of visitors. Nevertheless, the number of calls is gradually growing, and Internet traffic has remained at the last year's level.

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