Hello, thank you for your attention. This is an original article of ours, first published in Mr. Shi Hui's "Yancomb New School". From the perspective of consumers, the real needs behind car damage insurance: imagine the repair of mobile phones, computers and home appliances, and it is not difficult to find that insurance is not the first solution for customers. I would like to use this article in the hope of triggering more ** from car companies and insurance companies.
What the customer really needs
It's when you're not in dangerSafe and reliable car
and low-cost after the accidentRepair solutions
This is an article from the perspective of car owners and the automotive industry, about the difficulty of insuring new energy vehicles.
The title of the article may be a bit "sensational", and whether it can be favored or not may vary for people in different industries and business backgrounds. The origin of the problem is because of a news some time ago, the regulatory authorities issued the "Notice on Effectively Doing a Good Job in the Underwriting of New Energy Vehicle Insurance" for the difficulty of renewing new energy vehicle insurance, requiring "improve the political position, strengthen responsibility, compulsory traffic insurance shall not be denied, and commercial insurance is willing to be insured......It is not allowed to adopt unreasonable restrictions and underwriting measures such as one-size-fits-all for specific new energy vehicles in terms of system control and underwriting policies." Behind the reasonable and correct requirements, it also shows that the above problems do exist. In this regard, the person in charge of the insurance department of a new power car company interacted with the author: What do you think of the four measures? Will the insurance company strictly enforce it? I really don't dare to answer directly. So I asked a question back:It is difficult to renew the insurance of new energy vehicles, and for the needs of customers, insurance companies raise their hands and say, "I can't afford to play, I won't play", will it be a new opportunity for car companies? Following this question, a thought popped into my head:Car owners, why buy commercial car insurance? If you don't buy it, can you? Laws and regulations only require that there is no compulsory insurance. What about commercial insurance? The "Notice" also said "I wish to protect ......"This article is a brain hole for commercial auto insurance, especially car damage insurance. At the same time, the author dares to put forward a point of view: in the era of new energy vehicles, the "twisting and pinching" of insurance companies is not an opportunity for automobile manufacturers to "splash the sky and become rich". Let's go back to why car owners should buy commercial car insurance!
Who prescribes the owner of the car
Commercial insurance is mandatoryWhen it comes to car insurance, compulsory traffic insurance + commercial insurance, commercial insurance includes car damage insurance, three-party insurance, seat insurance, ......It seems that everything falls into place and naturally, and it seems that customers can't afford to go on the road without buying an "all-insurance" car.
Is that really the case? Many things, which are said by many people, seem to be tacitly assumed to be completely correct and reasonable. For example, sitting in a well, everyone said that the sky was round. Until one day, a rope fell from the wellhead ......Compulsory liability insurance has its own laws and regulations, which are not discussed. Commercial insurance, named business, is naturally a commercial behavior. Under the premise of legality, someone is willing to buy and someone is willing to sell, and the transaction is completed. Commercial auto insurance and its sub-insurance, as a service product with financial attributes, seem to have become the standard configuration of cars in the time precipitation of many "vehicles must be insured"! Is that really the case? From the perspective of insurance, customers need insurance because they are at risk. That's half right. Yes, half is that insurance can help customers pass on risks and compensate for losses after an accident. The other half is that it is not necessary to buy insurance because there is a risk. For example, the three-party insurance compensates for the liability accident caused to the third party for personal or property damage. What about cars that rarely move all year round or for a long time? The responsibilities of the three cannot be said to be 100% none, but it is almost impossible to spend thousands of dollars to buy insurance, right?
For example, car damage insurance covers the loss of the vehicle due to accidents or traffic accidents. For older cars, many veteran drivers simply do not purchase car damage insurance because of their grasp of their driving skills and experience, or because they can find cheap self-paid maintenance channels. These cases are inevitably a bit extreme, but at least they show one truth: car owners really don't have to buy insurance. New energy vehicle premiums are expensive, it is difficult to renew insurance, and claims are high, and insurance companies will always feel very innocent from the perspective of insurance companies. It doesn't make sense either, and that doesn't make sense either. In the face of the manufacturer's integrated die-casting and battery damage assessment standards, there is nothing to be done, and in the face of customers, then I'm sorry, I don't play the head office, right? Many times, in the face of crises and challenges, it is always safest and easiest to kick the "ball" to others. Selling is a good management, and not selling is effective risk control. As everyone knows, when the high-risk customers who need insurance the most are difficult to focus, and the low-risk customers who don't need insurance are fighting for costs, there is often a key problem that is overlookedWhy do car owners need to spend money on commercial insurance? What kind of value does the product provide? If personal injuries and the three are somewhat complicated, the following discussion in this article focuses on the most troublesome car damage for new energy vehicle insurance companies.
Car damage insurance is not an end in itself
Low-cost maintenance is
The customer bought an Apple MacBook Pro, although he cherished it very much, it was inevitable that there would be an accident after a long time. I accidentally fell down and couldn't turn on the machine.
I got it to the official repair shop, and I was told that it needed to be replaced xxx, and I got it to see the **single, "it's really black"!
To fix or not to fix? Think about buying a new MacBook Pro for 13000, forget it or fix it! There is no loss insurance, there is no way to bargain, and in front of the maintenance service provider, the vast majority of consumers can only passively accept. The only option is to fix it or not to fix it! After paying 6904, I have to comfort myself that the official maintenance is sure that the parts and quality are the best. When selling second-hand, it won't be discounted too hard! This case is also very common in other household appliances, and if it is broken, consider repairing it first, unless it is high enough to be replaced. It would be nice if anyone could give a low-cost and reliable maintenance plan! Speaking of which, the need for vehicle damage is brought out. If it is not the loss of the vehicle caused by the third-party liability, you can only pay out of your own pocket, and the same as the computer, if you can't replace it with a new one for a while, the first thing is to repair it well, and then consider whether you can reduce the maintenance cost? Originally, there was no car damage insurance!
How did it become a car repair
Do you have to rely on car damage insurance?
Looking back at the history of car insurance, there was no car damage insurance that was first invented. According to the information: in 1895, the first British "legal accident insurance company" to issue motor vehicle insurance, issued a car third party liability insurance policy with an insurance premium of 10 pounds to 100 pounds.
In 1898, the Travelers Insurance Company of America issued the first auto bodily injury liability insurance in U.S. history.
In 1899, the United Kingdom extended car insurance coverage to cover losses caused by collisions with other vehicles.
In 1901, the United Kingdom extended car insurance coverage to losses caused by theft and fire.
In 1902, the first auto loss insurance policy in the United States was introduced.
The principle of car damage insurance is to tell the car owner that your vehicle has a loss and needs to be repaired at your own expense, ** not cheap, so you budget to give me a premium, and I will pay for your possible repair costs within the coverage of the car damage insurance.
Maybe it takes 200,000 yuan to repair, maybe it doesn't happen, but you have to pay me 4,000 yuan in premium. Small expenditure, leverage big leverage, but in my heart I will think that the leverage of 200,000 insurance and 4,000 premiums is 50:1, and there is really a big accident, 200,000 yuan is enough to pay the premium for 50 years. This deal is worth it!
As a result, the customer paid the insurance company 4,000 yuan in car damage insurance premium, and obtained a reduction in repair costs. As for the insurance company, the premium is collected, and the apportioned reimbursement is used to obtain the investment principal of the possible underwriting profit and capital gain. Understandable. It wasn't until later that a third party appeared, the car manufacturer and its authorized dealers. The buyer of the vehicle damage repair, because of the existence of the car damage insurance, is essentially converted from the owner to the insurance company. The difference between users and customers makes customers no longer sensitive to maintenance projects. Since there is no need to pay for the insurance bill, of course, the parts are replaced with the original, replaceable or non-replaceable, and it is best to "take away" some of the damage that is not in this accident to me! The customer's mentality fuels the greed of the repairer. Since the owner can also, the accessories and working hours will rise, and the loss range will be accommodating, so won't the output value and profit of accident maintenance be higher? Of course, the insurance company is not stupid, and it will not watch the cost of compensation too high: so the personal injury is handed over to the hospital, and only the medical statement and the scope of the drug can be recognized. But the damage to the car is not good, I have to go out to investigate and assess the damage or hand it over to the adjuster, how much the loss, can not let the repairer have the final say. As a result, the so-called "disc price" on the automaker is no longer simply implemented, and the loss assessment has to be discounted. So no longer let the cost of compensation cost more money, if you want an accident car, you have to contribute the premium to me. If not, I'm sorry, I'll have to figure out how to get the accident car to a repairman with lower payout costs, whether there are cheap analogues, homogeneous parts, or even refurbished parts......As a result, the insurance company told the car owner that the zero-to-whole ratio of each brand car is different, the maintenance economy is different, and the benchmark risk premium is also different. At the same time, tell the car owner that the insurance premium will rise and the insurance premium will be discounted. It's not cost-effective to go to insurance for a small touch, so pay for it!
Whether it is an insurance company, a customer or a repairer, for a long time, vehicle damage repair is about equal to car damage insurance, and it has been balanced in the interest game of each taking what it needs, and everything seems to be conventional. In the era of fuel vehicles, there is a key factor behind the harmony of car damage insurance, premiums, accident car push, and damage assessment compensationFuel vehicles are purely mechanical manufacturing products, and manufacturers only provide products and accessories。Once the car leaves the factory, in addition to the responsibility of the three guarantees, the manufacturer basically no longer has a natural connection with the customer, and even in many cases, the brand manufacturer may not even have a real customer in his hands. The game between accident car maintenance and insurance company claims is an offline matter between the dealer and the insurance company, and the car owner is just a "bargaining chip" in the premium exchange and repair transaction. The automaker is just to let the dealer sell the original parts in batches, while holding the PPT and the general requirement of the insurance company to "100% original repair of the original parts", while waving carrots and sticks to tell the dealer that it is very important to renew the warranty, you have to improve your ability! Without new energy vehicles, it seems that everything can be business as usual. The problem is that there are no ifs.
New energy vehicles, insurance companies dare not play
Is it a good thing or a bad thing?
There have been too many interpretations and comments on the high premium and difficulty in renewing the insurance of new energy vehicles, most of which include the following perspectives: the insurance rate of new energy vehicles is higher than that of fuel vehicles;
In order to reduce the production cost of new energy vehicles, the proportion of parts integration has increased, and the zero-to-whole ratio is high;
The three electric vehicles of new energy vehicles are subject to authorization, standards and warranties, and small damage and large compensation are paid;
The technical barriers of new energy vehicles are high, and the monopoly of parts and maintenance channels is strong, and the cost of compensation cannot be reduced;
New energy vehicles are engaged in online car-hailing and operation, and the high mileage leads to a high loss ratio;
It is difficult for car owners to renew their insurance, and the automobile industry says that the insurance company is too shrewd and can only make money and not lose; The insurance industry says that the after-sales monopoly of the automobile industry is too ugly. Everyone is watching the excitement and talking about the phenomenon, and no one thinks that most people are car owners themselves and consumers of other products. Why is it reasonable and natural to repair computers, mobile phones, air conditioners, and washing machines when they break down, but when it comes to cars, the contradictions are entangled in the fact that electric vehicle premiums are too expensive and it is too difficult to renew insurance? What is the real need behind car insurance for car owners? Is it a paper insurance policy? No! The main thing is the improvement of safety attributes and the low-cost maintenance program after an accident. How good it is to use the car well, and how good it is to help enhance active and passive safety through scientific and technological progress in case of accidents, and how good it is! If you encounter an accident, which is more preferred, whether it is more secure to repair the car or the cost of repair? At this time, it may vary from person to person and from car to car, but one thing is the same: even if it is not the original channel and original parts, the maintenance quality must be reliable and the product can be used normally. Commercial auto insurance, especially car damage insurance, is just a lever for upfront and postpaid maintenance costs! As car owners, what we want is not car insurance, but reliable maintenance solutions in case of accidents, and it is naturally better to be able to reduce costs. In the era of fuel vehicles, automobile manufacturers, dealers, insurance companies and other parties have reached a balance in the division of labor and resource allocation to a certain extent. The landlord played harmoniously.
Even if an automobile manufacturer wants to "self-insure for car damage" or co-ordinate, it is subject to scale and professional ability, and is far less competitive than insurance company.
When it came to the new energy vehicle, the insurance company on the landlord card table took the lead in saying: I'm sorry, I have strict control at home, so I won't play! The owner of the car looked confused, I obviously didn't do anything wrong! The car company is helpless, and my battery maintenance ratio and zero integer ratio are not as high as BBA! The risk is high, the compensation is high, and for the insurance company, new energy vehicles are a hot potato. However, new energy vehicles are a strategic direction and will not stop because of the difficulty of insurance. "Made in China 2025" puts forward "energy-saving and new energy vehicles" as a key development area, and clarifies that "continue to support the development of electric vehicles and fuel cell vehicles, master the core technologies of low-carbon, informatization and intelligence of automobiles, improve the engineering and industrialization capabilities of core technologies such as power batteries, drive motors, high-efficiency internal combustion engines, advanced transmissions, lightweight materials, and intelligent control, and form a complete industrial system and innovation system from key components to vehicles. Promote the development strategy of self-owned brand energy-saving and new energy vehicles in line with the international advanced level", which points out the direction for the development of China's energy-saving and new energy vehicle industry. The development of new energy vehicles has finally reached a problem, the insurance company feels "hot", and the car companies feel "helpless", and the needs of car owners will not be solved. On the contrary, the expansion of the contradiction between supply and demand often hides opportunities and opportunities for innovation at the same time.
The low-cost maintenance needs of car owners
Who will solve?
In the long run, the insurance industry will have a solution. However, it is necessary for the insurance industry to keep up with the iteration speed of the automotive industry, the model reconstruction of the two industries in the division of labor and resource allocation in the industrial chain, and the need for insurance to find a way to serve the strategic real economy of new energy vehicles. The problem is that customers, existing NEV vehicle owners, can't wait! The insurance company increases the premium, picks customers, adds conditions, and can refuse online car-hailing and discontinued cars. But car owners still need to be on the road and need to drive. The author has a brain hole, if, if there is no car damage insurance, who can provide reliable and low-cost maintenance solutions for car owners, especially online car owners? Of course, it's a car company! In the interactive conversation mentioned at the beginning of the article, the other party asked: This car company is unprofessional and needs actuarial ......I replied that these are technical problems and cost problems, which can be solved by spending money, and if the direct insurance company is not good, there will be a reinsurance company! The key problem is that as a car company, when an insurance company pays for a claim, it can increase the zero-integer ratio to obtain the profit of accessories. The insurance company said that it was too embarrassing to play, will the owner return to the original channel to repair the car? Will even customers choose your brand of car? For example, for a driver engaged in online car-hailing, there are many factors to choose what brand of car, if the premium is expensive or even the insurance company refuses to renew the policy, then he will definitely say a rude greeting to a certain brand of car. It is difficult to renew the warranty and the maintenance cost is expensive, which is the pain point of the customer and the value of the demand. If there is a car company that says, choose me for online car-hailing, I will make up for you if the premium is expensive, and I will solve the problem for you if it is difficult to renew the insurance. In addition to the price of the car, I provide you with low-cost original channel maintenance solutions. This is not just talk on paper, there are already cases of implementation of the original factory channel. For example, the aforementioned Apple Mac repair. The original maintenance cost of 6904 yuan can be reduced to 2299 yuan. How? The customer pays a sum of money for an Apple Care+ service plan, and then the repair is available at a low price. Why can Apple do it? He has product data, authorized maintenance channels, and accessories chain channels. Xiaomi has already copied Micare on the phone, can't it be on the Xiaomi car? The only difference is that the probability of gambling with the customer and the price difference of accessories are collected first, or based on the advantages of the first chain and complete information, through multiple payments, not only to obtain the income to stick to the customer, but also to make the customer feel that the original maintenance is not so expensive! When I talked to a good friend of mine about this topic, his reaction was that for car companies, it was a problem for the insurance company to "not play", which was simply the "wealth and wealth" of new energy car companies! Also, there are direct customers, complete data, authorized channels, and accessories chains, as long as customers are willing to come to the original channel to repair the car, they also need to have car damage insurance? Apple Care+ gives you a realistic version of your homework! Moreover, car companies can also learn from Apple to do one thing at the after-sales end, car owners can not come to the original channel, do not need to repair the original parts. Abundance and thrift! But I can display the key parts information on the phone and the car machine, even if the insurance company is looking for a partner to repair, I will tell you whether to use "** parts" or "unknown parts". It's the age of the Internet of Vehicles, and technology is not a problem.
Some people say that the promise of low-cost maintenance solutions will have a loss on the after-sales profits of car companies, and the era of fuel vehicles may be that the people who pay for the poor purchase and sales of accessories in the era of electric vehicles are no longer playing! Another point is that the insurance industry's car damage insurance, the premium is set, and it is natural to hope that the claim will be as small as possible. And Apple Care+'s Apple and car manufacturers are exactly in line with customer demands, don't be afraid if it's broken, just fix it! Moreover, for car companies, compared with selling cars, other problems are secondary. At the same time, for the insurance company, Xie Yue mentioned in the first lecture of the "Yancomb New School" that "the author has the courage to add that it is impossible for car companies to become professional insurance companies." Even behind Apple Care+, there is the shadow of AIG insurance. The low-cost maintenance solution of the car owner, the insurance company may be able to learn AIG, output professional capabilities and solutions, may also be a kind of "brain hole"! Of course, when it comes to personal injury protection, there is a specialization in the industry, and it is still better to hand it over to a professional insurance company!
Conclusion
Final Word: Does the customer need car damage insurance? No, customers really need safe and reliable vehicles and low-cost maintenance solutions. Musk, who has disrupted the auto industry and also wants to disrupt the insurance industry, said that solving problems requires first principles.