Recently, the China Automobile Dealers Association released the January car retention rate report, of which the retention rate data of luxury brands is worth a look. There are bright reasons, one is that almost all luxury brands have declined in the retention rate in January, and the decline is not small; the second is that Tesla was able to rank high, and there is not much gap with the BBA, and the sudden decline in January is serious. Why this situation occurs, let's talk about it.
Compared with December, the retention rate of luxury brands in January was overwhelmingly declining. For example, Porsche, which has always maintained more than 100% of its value, fell to 94.4% in January; the BBA also fell quite largely, Mercedes-Benz fell from 79.5% to 76%, BMW fell from 74% to 71.6%, and Audi fell from 71.1% to 68.9%.
January belongs to the homecoming, holiday of a month, everyone for the car purchasing power will naturally decline, and the operation of the second-hand car business are very important to the flow of funds, so at this time the price of luxury cars, will give a certain discount, promote everyone to buy, to ensure the health of funds.
Interestingly, the retention rates of Land Rover, Lincoln, and Cadillac have all risen, while Infiniti, Acura Volvo, etc. have only fallen slightly. The reason for this situation is actually not difficult to understand, because in contrast, BBA is more well-known, the amount of ownership is also larger, and the price fluctuation will be greater.
This January retention rate data tells us that if you want to buy a second-hand luxury car, it seems that it is best to understand before the festival, if you wait until the time of the festival or after the festival, there is not so much discount.
Let's talk about Tesla. Tesla's performance in January's retention rate was a big surprise, because the 58.9% retention rate put it behind Volvo, and the last place on the list was the long-disappeared DS.
In fact, in December, Tesla's retention rate was only 61.5%, which is not high. But before, Tesla's retention rate was comparable to that of the BBA, and now it is inevitable to think about this situation.
Xiaobian believes that Tesla's retention rate is so low, one is because of electric vehicles, after all, electric vehicles are always no better than the retention rate of fuel vehicles, especially more than 3 years of age, the difference is more obvious. Even if Tesla's brand influence is good, it is difficult to escape such a disaster.
In addition, it may have been affected by some negative news. In the past year, the negative about Tesla has been endless, and consumers can easily exclude Tesla when buying a second-hand car.
Of course, the popularity of Tesla's new car is still very high, which can be described as a world of difference compared with the dismal retention rate. This is like the saying we often say, "The rich can't see it, the poor can't afford it", which eventually leads to a clear difference between Tesla's new car and used car.
Auto network review: Luxury brands still need to pay attention to the creation of images
In general, in addition to knowing at what node is more suitable for buying luxury second-hand cars, which luxury second-hand cars are more worth buying, it is also necessary to know why some retention rates have remained high, why some retention rates have suddenly plummeted, and so on. In the final analysis, luxury brands that know how to shape their image are more likely to get the favor of consumers and go long-term.