Business, end of questions

In the late 1990s was Company car has become a true social marker and brands must 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 at the level of individualseven manages to surpass it in the crisis that itthe automotive industry present. To make the difference, we like to talk about the expectations of the professional customers, but in reality it is first and foremost the specialists in marketing who in collaboration with those responsible for large accountsdefine versions or finishes Business.

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How they integrate driver assistance systems (Adas for Advanced Driver Assistance Systems) additional functions such as help for parking rear with reversing camera, a tire wear detector driver, active lane assistant, etc. They also emphasize connection with large touch-sensitive multimedia screens for easy access to infotainment and clearer mapping of navigation systems navigation. These finishes Business seems to fall into infinity and all brands seek to differentiate themselves from the competition. We do not create a Business End randomlyexplains Olivier Dupont, head of corporate sales at volkswagen. This is for constructor to meet the specific expectations of companies in terms of equipment while maximizing resale values ​​through these equipment. These are then complete in their own right ».

Common to professionals and individuals

Times change and end Business would no longer be popular. WLTP has been there and has undoubtedly accelerated the transformation we are witnessing. That intervals has been thoroughly reviewed with the aim of reducing the weight of the products (emissions of CO2 commit) but also to reduce production costs and distribution without renouncing either 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 now we have opened the finishers Business to individuals. We realized that these be terminated atypical was no longer a positive element that their differentiated equipment no longer had an effect on exchange values ​​and that vehicles was thus marginalized. What counts for us, however, is offering the dish product to all our customers. In reality, the expectations of individuals have joined the professionals and soon there will be no more finishes Business in the house of volkswagen. We work on new product definitions with new designations, but always with the desire to offer all types of customers the latest technology at the most reasonable price »continues Olivier Dupont.

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At the other end of the spectrum, some builders, convinced of the attractiveness of the Business finish, continues and will continue to put them at their prices. On this line we find e.g. the German BMW. A few years ago, the Bavarian manufacturer practically cut back be terminated intended for sale to professionals – Business Design. This is still a must and everything has been calibrated so that no matter what motorisation (petrol, diesel, plug-in hybrid), 1 Series, 2 Series, 3 Series, 4 Series and 5 Series, X1, X2 and X3 or even 5 and X5 Series – advanced products highly valued by professionals – is in the catalog in this finish. Offered at attractive prices, all this models must also mark their differences, and indeed this is the case! Your design premium is (slightly) different from the other products in the range. They benefit from a metallic paint and are equipped with a equipment most complete with, for example, the system of navigation with large screen and equipment for one connection optimal. The customer’s advantage, to use an expression marketing, can go up to more than 3,000 euros! Under these conditions, we understand that the majority of professionals therefore choose the versions reserved for them. And knowing that this clientele represents 1 in 3 sales, we wonder why, BMW France would give up the endings Business Design.

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It is clear that all the producers are present on market French thinks about the future of versions or finishes intended exclusively for the market of companies. Some have already left them or no longer reserve exclusive access to professionals. Which amounts to the same thing. Isn’t it the right time to embark on this path, when the car market is going through an unprecedented crisis and thatelectrification happens at forced march? Two other arguments go in this direction: the demands of the authorities, especially European ones, on the one hand; and the conditions issued by Euro NCAP to achieve 5 stars in the crash tests, which on the other hand obliges builders to equip their vehicles to levels of security more and more high … and thus largely lives up to the expectations that have so far been expressed by professionals.

Find this entire file in magazine No. 276 of L’Automobile & L’Entreprise

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