We all believed that official networks market share was going to erode due to the last three years sales figures in Spain, with a lack of young cars registration and a drop in the number of potential customers. However, If we look closely to the figures, the end of 2022 shows a market share of 20% compared to 21% the previous year. The resistance to the loss of quota on the part of the official networks is explained by the following effects:
- The increase in the sale of hybrid and electric cars, technologically more advanced, means that the official network retains these drivers in a better way than drivers with traditional combustion cars.
- The guarantees and extensions of guarantees to 3-4-5 years, “anchor” the client to the official network, not only having repercussions in maintenance, but also providing more business in tires, bodywork, etc…
- Private renting, a relatively recent movement in Spain, is making these cars in the renting period rely more on the OE dealers than on the independent channel.
To the direct effects, previously shown, a fourth effect is added, and it is the improvement of OE market share in the car parc from 5 to 9 years, that little by little the OE channel improves its market share, the more time a driver spends in the OE dealers as a client the longer it takes to abandon it.
Contacts
Author: GiPA
