Cars look beautiful with rental sales: The confusion in the prospects of rules

Buying a new car starts at 100,000 yuan, but if you spend just 88 yuan a day, you can rent an exquisite car to ride. Who is more economical between the two? For those white-collar workers who are having trouble getting cars every day, a rental fee of 88 yuan plus a fuel fee of 10-20 yuan seems to be more economical than a taxi, and it is no longer an issue for the peak period.

A few days ago, Dongfeng Nissan Hangzhou Dongfeng South 4S shop, ingenuity to launch a "rent to sell" marketing model, its price of about 7 million hatchback M ARCH car, the daily rental of only 88 yuan.

And this kind of "rent-to-buy" new model is really like eating crabs for Hangzhou 4S stores. Many of the consumers who are most interested in consulting in the store are: The brand-new rent-a-sale model is for those who are currently shy and urgently need a scooter. Guarantee short-term car?

It is understood that the Dongfeng Nissan Hangzhou Dongfeng South 4S shop is just starting to "rent to sell", including hatchback MARCH, Nissan in the sale of the entire series of models can have "to rent for sale."

Among them, MARCH vehicles are special, rent 88 yuan / day, two months from the rental, and basically no external sales. The 4S store explained that because there are several MARCH cars in the store that have been checked, they are in the category of used cars, so they only rent and do not sell. If consumers want to “greet” other models with “rent-to-sale” methods, they must all be new car deliveries. Consumers only pay a small deposit, and then pay a monthly fee for the new car to go home. If the lease is one year, one year later, you can pay for the balance by re-approving the value of the vehicle.

Dongfeng South 4S shop related parties said that the difference between their car rental law and the traditional car rental industry is that their car rental law is a one-to-one correspondence between car owners and vehicles. Consumers sign a lease and the car will always belong to one person. Instead of renting it to others, the consumer decides to buy or not buy until the renewal expires. In a sense, from the day the car was rented, consumers would have bought a new car to go home, but they would not have to withdraw large sums of money to buy a car.

In July, when the automobile market was recognized as an off-season, such an event was launched. Many people in the industry felt that Dongfeng South’s move was due to the fact that the car could not be sold and the sales could not be solved. For such speculation, the relevant person in the 4S store categorically denied that she explained that this was a new and popular new car marketing model in foreign countries. It had a certain development base in big cities such as Beijing. Of course, it was launched in 4S stores in Hangzhou. first.

● Terminology Explanation: The real estate development in Beijing is based on the marketing model of renting, selling, and renting. This year's Beijing auto market can be described as a storm, first shake the number purchase, followed by a variety of governance block New Deal and oil prices. In this series of changes, the pattern of Beijing's auto circulation has also quietly changed. How to do if you want to buy a car if you don't want to shake it? What should I do if I want to drive my car too expensive? A series of market demands have given birth to “rent to sell”.

The 4S shop in Beijing that promotes rent-a-share sales usually provides consumers with two types of service: One is that consumers can use the car rental method to drive the car back. Once the number is available, the rental contract can be converted into a lease contract. Buy the contract, buy the rented vehicle; another option is to purchase the new car from the leasing company, only need to pay a monthly rent of about RMB1,000. After the car is signed, the vehicle will be transferred and the car will be truly owned. Transfer to the owner's name.

Su Hui, chairman of the China Automobile Dealers Association’s tangible automotive market branch, said that in Europe’s mature auto market, rent-selling is a very popular model. Perhaps, after the car is restricted or some kind of restriction purchase, it is used to let the consumers drive on the car first, and then wait until the time is ripe to purchase it. This is not only a reasonable modification to the consumers, but also increases the number of dealers. A new marketing channel to minimize the loss caused by purchase restrictions. However, what kind of market prospects are still unknown in this type of Hangzhou, which has yet to introduce restrictions on purchases and a powerful policy of blocking the New Deal.

What looks like a beautiful lease for sale? What is the cost of vehicle purchase tax, insurance premium, and license fee incurred before leasing? After the leasing of the vehicle maintenance costs, after the accident claims and other matters who will be responsible? This week, the Morning Post conducted an in-depth understanding of this new marketing model.

The price advantage is not as good as paying the deposit in installment, monthly rental, and payment of the final payment after a certain period of time. This sounds like the installment payment for a loan car seems to be the same model. However, Song Jianli, the person in charge of Dongfeng Nissan's Dongfeng South 4S Store, which is the first deputy to rent and sell in Hangzhou, believes that this is two concepts.

She believes that instalments need to pay 30%-50% of the car's selling price for the first time, and then mortgage each month for the period of the installment. However, there is no down payment for renting and selling. Customers can take a small amount of deposit to drive the car away. For example, the 4S shop currently requires only about 1 million yuan for the deposit. After the expiry of the consumer's lease, he has the right to decide whether to buy the car, but the purchase of a loan from the start is equivalent to having bought the car. Therefore, she believes that the greatest advantage of rent-for-sale is that consumers can freely allocate a sum of money that should be used for the down payment for other investments.

According to this argument, it seems that renting and selling are more cost-effective than buying a loan, and the degree of freedom is even greater. Who is more cost-effective in the end, we have calculated an account.

Take Dongfeng Nissan Teana 2011 2.0L comfort edition as an example, the official quotation is 199,800,000 yuan, and the current market price can be about 20,000 yuan less, and we are taking the price of 180,000 yuan. If it is a phased car purchase, the general allowable period, up to 3-5 years, down payment at least 30% or 5.4 million, purchase tax at about 11,500 yuan, insurance costs we have a lower 5,000 yuan.

For the three-year period, the remaining RMB 126,000 yuan will have a mortgage quota of RMB 3,600 per month. In the first year, the owner will have to pay 5.4 1.15 0.36×12 0.5=11.37 million yuan.

Let's calculate it by rent. According to data provided by Song Jianli, the current version of the 2.0L Comfort 2.0L is priced at RMB 180,000, and the monthly rent is astonishing, as high as 9,000-10,000 yuan. We calculated the rent of 9,000 yuan per month. The rent for the first year amounted to 108,000 yuan (not including a deposit of 10,000 yuan). It cost more than half of the vehicle price, and the total amount of the first year of the car was only 5,700 yuan. .

According to the 4S shop, one year later, the leased vehicle can be used for second-hand car evaluation and then transferred. Song Jianli said that the end of the transfer will definitely be lower than the price of the used car market assessment. We roughly calculate that the 180,000 yuan Tianhou car minus the rental cost for this year is 18-10.8=72,000 yuan; but Tianzhu, which has a bare car price of 180,000 yuan, did not experience a major accident in only one year. In the second-hand car market, the price can be reduced to 120,000 yuan. Even if the 4S shop would transfer to the owner at a lower price than the used car in the market, it would not be possible to transfer it at a low price of 72,000 yuan. In this way, it does not save the consumer how much money to rent.

Currently, there is no first single at present. The biggest problem faced by rent-selling is that if a vehicle accident occurs during the lease period, what should be the responsibility and compensation? In this regard, Dongfeng South 4S shop did not give a clear answer, but said: "This can be negotiated in accordance with relevant laws and regulations." Including vehicle purchase tax and other related costs in the initial period of car rental who should bear, the store will only inform " It is up to the parties to negotiate to sign a contract and decide who should pay for it.”

So far, the 4S shop has not given a complete set of specific execution mode for renting and selling, and many details are ambiguous. It is only said that the leasing party and the merchant negotiate according to specific conditions. The 4S store stated that the new model mainly targets companies and companies, such as expatriate executives of enterprises, and rarely faces the customers in the exhibition halls. Because of this, as of now there is no successful signing of customers, to rent and sell so far, there is no one in Hangzhou who dares to "eat crabs."

Electric vehicles are not sold for rent, but the history of rent-selling is not the same. In fact, the earliest car company that was promoted in Hangzhou was Zhongtai Automobile. As early as last January, Zotye started the commercial trial operation of Zotye 2008 EV in Hangzhou in the mode of “lease trial operation”. As of the beginning of this year, less than half of the nearly 100 pure electric vehicles that were put into operation were leased out. Obviously, this type of "rent-to-buy" model that has attracted a lot of attention has still not won wide public recognition for Zhongtai Electric Vehicles.

Today's time, in the year after Zhongtai Automobile took the lead in starting the new energy automobile war, the various honors we can hear about Zhongtai New Energy Vehicles still remained in the middle of last year. In the one-year market competition, Zotye's new energy vehicles have gradually become obscured from the previous rhetoric. In the “rent-to-sale” project that only cost RMB 2,000 per month, pure electric vehicles also encountered Waterloo.

At present, it seems that under the background of relying on the government's strong support and active promotion, Zhongtai has been operating new energy vehicles in such public service areas as public transportation, taxis, public affairs, sanitation, and postal services.

This is undoubtedly the leading cause of new energy vehicles, Zhongtai’s pain, but it also reflects on one side: In China, where most people buy cars as a large-scale consumer product, the mode of rent-selling is still too advanced, or each The supporting facilities and related regulations are incomplete and difficult to promote.

【Looking abroad】

In fact, in foreign countries, the marketing model of car rental and sales is very popular. It has its own obvious advantages to rent and sell. Because of the relatively complete rules of the game, it is especially welcomed by enterprises. "The Morning Reporter" microblogging fan Li Shuo told reporters in the United States that "pre-sale taxes and other expenses have been paid by the merchants, and corporate customers first saved upfront funds and various taxes, insurance and other early-stage expenses. The company’s funding pressure is reduced, and vehicles purchased through this method do not enter the company's assets and liabilities at the same time, and do not occupy the credit line of the company.Compared with loans and car purchases, the pre-purchase procedures for financial leasing are simple. Many large enterprise groups don’t even have to pay a deposit, but only pay rent to drive the car away. Relatively speaking, this kind of long-term leasing is much cheaper than the short-term leasing price in the market.”

Compared with the foreign lease-for-sale model, it is not difficult to see that Nissan Dongfeng South 4S shop has many imperfections in this area. Not only the cost of the previous purchase, insurance, etc. is borne by the public. The rental price is also relatively much higher. The one-month rental fee is converted to each day, which is almost the same as the short-term rental price of the ordinary car rental market. This situation just borrowed the gimmick of "rent-to-buy" and did not really bring benefits to consumers. Coupled with various procedures and risks, it is even more inconvenient than buying a car directly.

[views of parties]

The industry’s opinions on the prospects of rent-for-sale are related to this. According to Wang Zhonghong, general manager of Dongfeng Citroen Futong, “It is indeed more difficult to promote, and domestic consumers are not easy to accept.”

According to Zhang Jianye, general manager of Cadillac Zhejiang Mikadi, the rental car is a means more used by various manufacturers this year. It belongs to the category of sales and large customers of the group, and it is equivalent to buying a certain amount of cars at a time and winning manufacturers' rebates. However, the car is mainly concerned because the rental car has a useful life; if it is not on the rental car, the owner's interest is not lost, otherwise the assessed price of the used car is very low. According to him, it is estimated that the dealership is an impulse and has already been wholesaled to the Tripartite company. Consumers have to ask specifically which party invoiced and the length of the warranty period.

Industry insiders Xiaojun relatively optimistic about this new sales model, he believes that the key to financial support and cost levels, the current silver lending policy tightened, the difficulty of handling car mortgages, to buy a loan can be a good complement to mortgage difficulties Happening. Of course, the domestic rental and purchasing agency market has just started, and it takes a long time for consumers to accept this model.