2024 Author: Eric Donovan | [email protected]. Last modified: 2023-12-16 21:13
The discounts for new cars have reached a new record. Due to the debate about the diesel engine, the discounts will not decrease significantly in the coming months.
Despite the good economic situation, the car manufacturers have screwed their discounts for new cars on the German market to a record high. According to the current study by the CAR Research Center of the University of Duisburg-Essen, the discount level in March was 35 percent higher than in January 2010.
If there was an average of 17 percent discount seven years ago, in 2017 there was a 23 percent discount. “With today's average price of a new car of 31,500 euros, the higher discount per vehicle means a margin loss of 1,260 euros. In the German car market, with 3.2 million new car sales per year, this means a margin loss of four billion euros compared to 2010. The discount record is therefore costing the industry dearly,”said CAR director Ferdinand Dudenhöffer.
Diesel discounts arrived in stores
Even premium manufacturers find it difficult and offer high discounts. Mainly because of the debate about diesel engines, the discounts are likely to rise in the next few months, it said. "New car buyers are insecure and insecure customers only buy with even higher discounts," continues Dudenhöffer.
The manufacturers do not offer special discounts for diesel vehicles, but they have already arrived in the shops. When buying a new diesel, Audi dealers offer an additional three-year inspection, repair and connection guarantee free of charge and trade in the old Audi diesel. "The new car buyers are insecure and insecure customers only buy with higher discounts," says the study. "That is an alarming signal."
Private customers in particular shy away from buying a diesel. Only around 26 percent of private households allowed a diesel engine. The rest is accounted for by business customers, for whom the margin for dealers and manufacturers is already lower. According to the Federal Motor Transport Authority, new registrations of diesel cars fell by 2.8 percent in March compared to the same month last year. The diesel share of all cars was only 40.6 percent.
Nissan and Audi lead in self-registrations
In addition to special offers and internet discounts, manufacturers and dealers again worked with their own registrations, according to the study, which made up almost a third of all new registrations in March with a share of 32.6 percent. These cars registered at short notice are then pushed onto the market as daily registrations or at “house prices” with high discounts. In February the rate was even higher at 34.2 percent.
The front runner in terms of in-house registrations is Nissan with 47.9 percent, ahead of Audi with 45.2, Opel 45.1 and Kia 43.3 percent. These four brands are still at the top after the first two months of the year, with Audi slipping from second to fourth place. (AG / TF / dpa)
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