Business, finishes in question

In the late 1990s, the company car has become a real social marker and the brands find other definitions for their models intended for businesses. These have become increasingly important over the years to the point that the vehicle market professionals plays on par with that of individualseven surpasses it in the crisis that thecar industry current. To make a difference, we like to talk about the expectations of professional customers, but in reality it is first and foremost the specialists in the marketing who, together with those responsible for big accountsdefine the versions or finishes Company.

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For example, they are equipped with driver assistance systems (Adas for advanced driver assistance systems) additional functions such as assistance with: parking rear view camera, tire fatigue detector driveractive lane assist, etc. They also emphasize the connectivity with large touchscreen multimedia displays for easy access to infotainment and clearer maps from navigation systems navigation. These finishes Company seem to reject to infinity and all brands trying to differentiate themselves from the competition. We don’t just create a Business finishexplains Olivier Dupont, Head of Corporate Sales at volkswagen. This is for the builder to meet the specific expectations of businesses in terms of equipment and at the same time to maximize resale value through it equipment. These are then stand-alone finishes ».

Common ranges for professionals and individuals

Times change and end Company would no longer be popular. WLTP has been there and has undoubtedly accelerated the transformation we are now seeing. The to achieve have been thoroughly revised with the aim of reducing the weight of the products (emissions of CO2 obligatory), but also to reduce production costs and distribution without sacrificing the quality of the vehicles or their level of equipment. Today at volkswagenall our vehicles are equipped at the best level and for some time we have opened the finishes Company to individuals. We realized that this ends atypically were no longer really a positive element, that their differentiated equipment no longer had an effect on the trade-in values ​​and that the vehicles were therefore marginalized. What counts for us, however, is to offer the right Product to all our customers. In reality, the expectations of individuals have merged with those of professionals and soon there will be no more finishes Company at ‘s house volkswagen. We are working on new product definitions with new names, but always with the desire to provide all types of customers with the latest technology at the best price »continues Olivier Dupont.

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At the other end of the spectrum, some Builders, convinced of the attractiveness of Business finishes, remain and will continue to place them at their prices. For example, on this line we find the German BMW. A few years ago, the Bavarian manufacturer reduced the ends intended for sale to professionals – Business Design. This is still a must and everything is calibrated so that, what the motorization (petrol, diesel, plug-in hybrid), the Series 1, Series 2, Series 3, Series 4 and Series 5, the X1, X2 and X3 or the Series 5 and X5 – top class very popular with professionals – are listed in the catalog in this finish. Offered at attractive prices, all these models should also highlight their differences and this is indeed the case! their design premium differs (slightly) from the other products in the range. They have a metallic paint and are equipped with a equipment the most complete with, for example, the system of navigation with big screen and equipment for a connectivity optimal. The customer benefit, to use a term: marketing, can go up to more than 3,000 euros! Under these circumstances, we understand that the majority of professionals therefore opt for the versions reserved for them. And when we know that this clientele represents 1 in 3 sales, we wonder why, indeed, BMW France would give up the finish Company Design.

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Of course all manufacturers are present at the market The French are thinking about the future of versions or finishes intended exclusively for the market of businesses. Some have already left them or no longer reserve exclusive access to professionals. Which amounts to the same thing. Isn’t this the right time to go down this road when the… car market going through an unprecedented crisis and that theelectrification is done by forced march? Two other arguments go in that direction: on the one hand, the demands of the authorities, especially European ones; and the terms of Euro NCAP to get 5 stars in the crash tests, on the other hand, the Builders to equip their vehicles to a level of safety ever higher … and thus largely meets the expectations hitherto by the professionals.

Find the whole file in the magazine n° 276 of L’Automobile & L’Entreprise

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