Market Development Of FAW-VW Audi Replacement Car Service

According to a study report from the Specialist Committee of Automobile Industrial Association, P.R.China, the current Chinese automobile market is developing towards the tendency of internationalization, persistent growth, fierce in line competition and the request to the individualized consumption. Replacement Car Service is a result of the demand from the market and the individualized service requests from the customer. It originated from German automobile service market, it is a new born service item in China, which still expects to be improved on the management regulation and service content. The occurrence of the replacement car service is fit for the current development status of automobile market in China. It has been proved by the actual experience from the abroad that the successful operation of the replacement car service together with the rental car and used car business can be a profit growing point for the dealer.Among the big automobile companies in the world, there are 11ones have entered into the Chinese market, most of the top50 spare parts manufacturing enterprises global wise have set up their own factories in China. The domestic automobile market competition in China now has been transformed into an internationalized game, esp. on the area of passenger cars, which enjoy the most rapid development speed, the competition on the premium car segment can be seen among the big automobile giants from the worldwide companies. What enjoys our most concern is the competition not only limited on the vehicle sales market, but also extend to the automobile service and spare parts markets further. As one of the premium European automobile brands whom come to China first, Audi is cultivating on this market without any stop and now Chinese market has become an important strategic market for Audi after the hard efforts we've been doing in the past more than 10years. Audi has been ranked among the Top3 names in China at the J.D.Power SSI and CSI market survey consecutively in the past three years, which is the only one premium automobile brand in China that won Top3 name ranking consecutively in three years at J.D.Power survey. Among these, we can see the contribution of the replacement car service, which play its role as an individualized service, implement by FAW-VW Audi dealer under the support and instruction of the factory.Chinese automobile market developed in an amazing speed in 2002 and 2003 since entering into WTO at the end of 2001, which enabled part of the potential consumption demand being released at an earlier time. The market plunged deeply low in the years of 2004 and 2005, but still higher than the worldwide average growth speed. The growth of domestic passenger cars production and sales volume in 2006 is higher than 25%, which can tell the automobile market in Chinese has entering into an up growing development stage. We shouldn't forget the unstable performance on vehicle sales market which is possible to occur, but the after sales is a very good carrier to ensure a continuous, steady and the guaranteed profit center. For the customer, good service means more dealer visits. A good customer voice awareness and the trustworthy enterprise reputation cannot be realized without a good performance on after sales aspects. It has the same importance on both customer contact processes and the workshop tech. repair aspect.The automobile in line competition turns to be serious more and more, esp. fiercer in recent years at the domestic market because of the overproduction reasons, accompanied with the endless price war, which can not be stopped in the coming years according to the critics of the experts. But the customer in China, has become wiser and more matured, whom paying more attention on the product quality and after sales service, less interests on the price effects. The only thing you can count on to keep the customer, satisfy customer, improve customer loyalty, to realize the 2nd sales to the customer via service is to introduce a service that can satisfy customer's individualized service requests. That is the great effect a good service can bring, so we have reasons to be optimistic to the future of replacement car service and the other service marketing programs which will come soon with more versatile and functional effects.Customers in the current days have more request on the individualized service requests, in order to meet the customer needs, the automobile factories at homeland are introducing new models for sales and new measures at service aspect, even make new service brand and service logo, etc. But all in all, it's only the reliable service quality and the efficient, versatile, functional service products can meet the actual needs of the customers. FAW-VW will strengthen the support and management on replacement car service, realize the target on CSI, help Audi dealer network to develop in a healthy and speedy way, to realize a win-win strategy, make factory, dealer and customer are all become the winner, to realize customer's repeat purchase and improve the brand loyalty of the customer.