Company, finishes in question

In the late 1990s, the company car has become a real social marker and the brands have to find other definitions for their models intended for companies. These have become increasingly important over the years to the point that the market for vehicles professionals plays on par with that of individualseven manage to overcome it in the crisis than to cross theautomobile industry current. To make the difference, we gladly talk about the expectations of professional customers, but in reality it is first and foremost the specialists in the marketing who, in conjunction with those responsible for large accountsmaking versions or finishes Company.

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This is how they incorporate driver assistance systems (Adas for Advanced Driver Assistance Systems) additional features such as assistance with parking rear with reversing camera, a tire fatigue detector driveractive lane keeping assistance, etc. connectivity with large touch-screen multimedia displays for easy access to infotainment and clearer mapping of navigation systems navigation. These finishes Company seems to decline ad infinitum and all the brands seek to differentiate themselves from the competition. We do not create a Business finish by chanceexplains Olivier Dupont, head of corporate sales at volkswagen. This is for the constructor to meet the specific expectations of companies in terms of equipment and, at the same time, to maximize the sales values ​​through these equipment. These are then finishes in their own right ».

Ranges common to professionals and individuals

Times change and finishes Company would no longer have the coast. WLTP has been there and has undoubtedly accelerated the transformation we are witnessing. The ranges have been thoroughly reviewed with the aim of reducing the weight of the products (emissions of CO2 obliging), but also to reduce production costs and Distribution while not renouncing either the quality of the vehicles or their level of equipment. Today, at volkswagenall our vehicles are equipped to the highest standard and for some time now we have opened the finishes Company to individuals. We realized that these finishes atypical were no longer indicated as a positive element, that their differentiated equipment no longer had an effect on the trade-in values ​​and that the vehicles were thus marginalized. Or, what matters to us is offering the right product to all of our customers. In reality, the expectations of individuals have joined those of professionals and there will soon be no more finishes Company at the house of volkswagen. We are working on new product definitions with new denominations, but always with the desire to offer all types of customers the latest technologies at the fairest price »continues Olivier Dupont.

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At the other end of the spectrum, some builders, convinced of the attractiveness of Business finishes, will continue and will continue to put them at their prices. On this line we find, for example, the German BMW. A few years ago, the Bavarian manufacturer reduced the finishes intended for sales to professionals – Business Design. This is still a must and everything has been calibrated so that, whatever the motorization (gasoline, 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 of the range very popular with professionals – be in the catalog in this finish. Offered at attractive prices, all these models must also mark their differences and this is indeed the case! Their design prime is (slightly) different from the other products in the range. They benefit from a metallic paint and are returned from a equipment most complete with, for example, the system of navigation with large screen and equipment for a connectivity optimal. The customer advantage, to use a term marketing, can go up to more than 3,000 euros! Under these conditions, we understand that the majority of advantages 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 abstain from finishing Company Design.

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Obviously all the manufacturers present on the market english leads a reflection on the future of versions or finishes intended solely for the market of companies. Some have already abandoned them or no longer reserve exclusive access to professionals. Which amounts to the same. Isn’t this the right time to embark on this path when the automotive market going through an unprecedented crisis and that theelectrification is done by forced march? Two other arguments go in this direction: the requirements of the authorities, European in particular, on the one hand; and the conditions issued by EuroNCAP to obtain 5 stars in the crash-tests, on the other hand, obliging the builders to equip their vehicles to levels of security increasingly high…thus largely responding to the events reported so far by the professionals.

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

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