The world of auto companies sales is a secret world of statistics jealously guarded. The exclusivity of the treatment of the gray card file is owned by the auxiliary Association (AAA) automobile, controlled by French manufacturers. Despite the opacity of the figures, we can estimate that on approximately 2 million annual registrations of passenger cars (VP) in France (no plugins or sales areas or those in export processing zones) about 45, or about 900,000 units are for companies. Addition light utility 400,000 and society (VS) cars in 2 places and VAT reduced, almost all used by companies. Slightly more than half of the vehicles sold by France builders, for a total of 1.3 million registrations on 2.4 million, would be so absorbed by companies. This figure must still be corrected the TPE sales, partly recorded in those for individuals.
The bedrock of business sales is double with, on the one hand, direct corporate sales and, on the other, those that pass through the long rental duration. These two channels of distribution are rather smooth and stable flow bases for builders. "Corporations have a less fickle than a particular relationship," explains Antoine du Cluzel, Director of Ford companies. "The renewal of their purchases is almost automatic, especially longstay where it most often three-year", confirms Philippe Peyrard, Director of sales to GM France companies for which individuals may delay the renewal of their car or go to the purchase of an opportunity much more easily.
Besides these two pipes at regular rate, two other channels more fluctuating and opportunistic (yet recorded in overall sales to businesses) blur the numbers. This are two valves of safety opening or closing to regulate the flow of production by far-sighted and adjust, model by model, cursors demand, registrations, the margins of manufacturers and market opportunity (VO). "It remains always difficult to know the true or false registrations to corporations," summarizes a specialist. The first is the sale to short rental period (LCD) representing about 11 of the VP registration for one year renewal periods may vary. For difficult stocks to sell, manufacturers facilitate a more rapid rotation, for example all four months instead of six. Short rental period and manufacturers live arm of almost permanent iron on volumes, prices and discounts.
The second valve is "registrations on parks" conducted on behalf of manufacturers and their dealers (approximately 13 of registrations VP). These so-called demonstration vehicles are in fact very quickly back on the market the opportunity in the hands of intermediaries, or even of supposed agents buy them at abroad. "At this time, with the contraction of demand and chronic overproduction, evacuate the scrap metal, says an expert." I does not take many risks by predicting that registrations will be good in December.
Two-thirds for the French
The other side of the coin is that these two channels of evacuation gridlock contributes to load the VO market pulling prices down. The risk then is stop real sales to corporations and concerned long period rental of the resale value of vehicles at the end of use. Since the decline of this so-called "residual" value penalizes models arriving en masse in VO by back rents and the overall costs for the use of these same models in new versions.
On four channels of sales companies in France, French manufacturers have been able to maintain a predominant market share even though it tends to decline. Overall, this part is about two-thirds or a little more than the market to individuals, their dominance is overwhelming in sales of utilities. The reasons are many. Historically, the French were locked the first this market by providing appropriate business structures, various financing solutions and the range of large vehicles, since direction cars utilities offering comfort of VP. The French builders also have the advantage of providing a denser network providing a reassuring proximity.
Above all, they benefit from a national reflex not always very objective. "In the"cars policies", the standard remains Renault", said Olivier Rigoni, consultant of cabinet Cogecar, who speaks of "cultural weight." Sometimes, some international groups seek to be assimilated to French wheelchair hexagonal. "Where a more commercial approach for importers, because companies do not spontaneously to us", said Philippe Peyrard, of GM France. The specialized consultant Bernard Roland adds to the assets of the French manufacturers better held their schedules maintenance and, in General, a greater ease of resale opportunities. Patrick Chiron, cabinet Euro-staf, believes that "rental customers short and long term are reassured to use a recognized brand rather than a more exotic".
Long, Renault and PSA have also secured a part of the outlet of the longstay by creating their own financial subsidiaries say "captive": Caid with Overlease for the first and Credipar with its declensions Peugeot Park Alliance and CitroÃ«n partner company for the second. They represent to them only 36 of the registrations in the longstay. The characteristic of these captive rental is to be monomarques while other rental give customers the choice of several builders. In these "independent" Builders shares are adjacent to the shares on the market of individuals, and they are considered by manufacturers as of "evaporators of brands", in the form of a specialized consultant. This is why in tenders they found always precisely "Builders captives".
To conquer large fleets through rental or online, Xavier BÃ©nard, head of fleets Aon Auto Manager, says that French manufacturers are unbeatable pricing. "When they want a market, they get it because their interests are first industrial, related to the launch of a plant or a model or food market VO." Patrick Peltier, Director of sales companies Renault, said that the rate of penetration of the mark to the diamond is 50 in large fleets. Similarly, in most small fleets, the French are good because the capillarity of their sales networks while most it down in size, more penetration rate approaching that of individuals.
Yet, in a manner General, when a recent model in the wind, builders are first used the individual market, which leaves them more comfortable margins, and it is then more difficult to find this model on the market, at least with a good level of discounts. When a model no longer works, it is "discountÃ©" companies "sometimes at levels that we can't imagine", says an expert.
In recent years, the aliens the best implanted try assaults in the direction of French companies. Ford, the first, won a tender in 1998 and then was included in the catalogue of the Ugap, the public purchaser. Mainly present in the LCD, he managed a enter the utilities market. The Volkswagen Group also went on the offensive: sales to corporations increased by 40 in 2005 and 25 in 2006. Not only it has expanded and renewed its range, worked the VO market, but has created a Department of 16 people dedicated to these sales in 2003, and bringing together all its brands (VW, Skoda, Seat, Audi). GM (Opel, Saab) multiplied by three numbers of his commercial companies in two years. Fiat returns to the market, Toyota is between and Mercedes and BMW made a hole in the niche of the cars of coaching.
"It is inevitable that the historic overweight Renault and PSA on the French market tends to decrease," said Bart Beckers, President of the rental Lease Plan France, which points out that more and more companies have a base of international suppliers. "With globalization, is indeed not that is the French between French manufacturers that produce abroad or foreigners who produce in France", adds FranÃ§ois Piot, Executive Director of Arval France.