In today's increasingly prosperous second-hand car market, how to let consumers buy and use second-hand cars with confidence has become the focus of attention of major automobile brands. Recently, Mr. Li Jingye of Volvo Cars was interviewed, and he explained in detail the connotation and characteristics of Volvo's official standard used car service. This service is based on the core concept of "repairing the old as new, providing new car-level service", and is committed to creating a high-quality used car service experience. Below, let's listen to Mr. Li Jingye's in-depth interpretation of this.
2021 can be described as a "year of attack" for Volvo Cars, which was successfully listed on the Stockholm** Exchange in Sweden at the end of October, and the annual sales were also bright, Volvo Cars sold 14,622 units in Chinese mainland in December, an increase of 9% month-on-month05%, with total sales of 171,393 units, up 31%。Sales of Recharge models have been soaring, with a year-on-year increase of 639%, accounting for 27% of global sales for the full year, a record high. Under the dual predicament of the epidemic and the shortage of chips this year, this wave of achievements is enough to show the momentum and good prospects of the Volvo Cars brand in the new era of electrification.
Thinking of driving, the user's intimate choice.
ThinkJoy Drive is an auto finance and leasing service launched by Volvo Cars. Different from traditional auto finance, Sixiangjia is more through the development of a variety of auto finance and leasing products to obtain customers, combined with follow-up services, retain customers, deepen customer needs, and complete the business closed loop. Specifically, there are these advantages:
First, integrate business processes and leave discounts to customers. By integrating car skills, after-sales and second-hand car services, the manufacturer can unify the internal resources and leave more discounts to customers. Second, to provide customers with a personalized service model. Enhance the understanding of customers through products, and provide personalized service content for different customers in a more targeted manner.
Official standard used cars, so that users have more peace of mind.
Volvo Cars not only attaches importance to the sale of new cars, but also attaches importance to the consumption of used cars, and has launched an official standard used car service. This is quite rare in traditional car manufacturers, after all, second-hand cars are more "losing money to do services", but this has a lot of user needs, especially those who are on a tight budget but are not compromised, Volvo's official standard second-hand car service has become a reassuring experience.
Unlike traditional brand-certified used cars, Volvo Cars has a complete maintenance workshop to "repair the old as new".In addition, there is a strict set of vehicle source selection criteria. The most important point is that these Volvo official standard used cars are entitled to the "aligned new car class" service terms, and the service you enjoy when you buy these standard used cars is the same as that of a new car.
In addition, the official standard used car will also provide seven days for no reason to return or exchange. Li Jingye introduced that at present, 40% of the second-hand cars that are traded are ordered by customers without seeing the actual car, which shows that consumers trust the manufacturer's endorsement. Consumers can watch the car online, pay a deposit for car transportation, and then take it away if they are satisfied, and if they are not satisfied, they can return the car anytime and anywhere within 7 days, without spending a penny, so that consumers can feel more at ease in the purchase process.
T8 direct sales model, out of the first quagmire
For consumers, when buying a car, traditional 4S stores often have unclear charges and one price for one store, and it takes time to compare multiple stores. In order to change this situation, Volvo has piloted the T8 direct sales model in Shanghai, with unified pricing of vehicles, and consumers pay more attention to the service links of all front-end processes, saving time and improving the experience.
With this model, Volvo Cars optimizes the client as well as the sales side. For car buyers, unification allows them to run more, save time and cost, and do not need to shop around. For the sales side, this can optimize the service structure and grasp more accurate user information, so as to better serve consumers. According to Volvo Cars' plan, the T8 direct sales model will continue to be promoted in Shenzhen and Guangzhou in the future.
Official boutique, hard to gain trust
Car boutiques, now more of a "plus" on the sales side as a car purchase discount, seem to have become "dispensable", Li Jingye believes that this goes against the original intention of making boutiques. Volvo wants to generate more interaction with customers and convey brand values through high-frequency transactions, so these official boutique designs are strictly in line with the brand spirit. For example, the crayons in the official boutique will strictly examine the size for safety hazards, and the material is also edible.
Through boutique transactions, Volvo conveys the health value of environmental protection to users, deepens trust in the Volvo brand, and extends to clothing, food, housing and transportation, reflecting the quality of life, which is also a kind of "subtle" education.
Through the detailed introduction of Mr. Li Jingye of Volvo, we can see that Volvo's official standard used car service provides consumers with a safe, transparent and high-quality second-hand car purchase channel with the concept of "repairing the old as new and providing new car-level services". This model not only changes the sales model of the traditional used car market, but also brings a new car buying experience to consumers.