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indagine sul mercato italiano dei dealer automobilistici e motociclistici condotta all'interno del progetto DSDN http://www.new-distribution-skills.eu/
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Report dealer analysis:
Italian speaking market
Baioni, Bartolini, Bizzarri, Carnevalini, Casagrande, Curreli, Ladislao, Merlonghi,
Nardini, Purgatori, Rocchetti, Santolini
Authors:
Cardinali Supervisor:
Table of Contents
DESK RESEARCH Motorcycle Industry
Automotive Industry
Management
Consumers buying behaviour
Key Findings
Motorcycle Industry
Supply
Production trend
Demand
Registrations
Second-hand market
Comparison to new registration
Average age
Second-hand market share «who sells to
whom?»
Motorcycle Industry
Supply: Production Trend of Mopeds and Motorcycles
After 2000 change in the normative context.
Source: ANCMA – Associazione Nazionale Ciclo e Motociclo Accessori
Motorcycle Industry
Demand: Registrations by category
Motorcycle -48,3% Mopeds -41,0%
Source: ANCMA – Associazione Nazionale Ciclo e Motociclo Accessori
Motorcycle Industry
Demand: Registrations by Segment
12 11,7
16,8 15,8
20
23,6
6,4 7,3 7 7
9,4
12
5,4 6,1 6,9 7 8,5 8,4
1,3 1,6 2 2,6 3,9 3,6
0
5
10
15
20
25
30
Travel Custom classic Enduro
16 14,2
9,8
12,2
9 7,6
24,8
27
23
25,2
21,6 20,4
17,6 16,7
15,4
12,3 10,2
8,7
0
5
10
15
20
25
30
Naked Supermotard Superbike
%
%
Motorcycle Industry
Demand: Registrations by Seasonality
Source: ANCMA – Associazione Nazionale Ciclo e Motociclo Accessori
MOTORCYCLES MOPEDS
Motorcycle Industry
Demand: Registrations by Regions
MARKET SHARE MOTO-ORIENTED
Source: ACI – Automobile Club d’Italia
Source: ACI – Automobile Club d’Italia
89%
11%
Private (CtoC) Official or indipendent store (DtoC)
Dto
CtoC
New registrations
2009 2010 diff. %
407.237 308.230 -24,3
Changes in ownership
2009 2010 diff. %
571.259 581.932 +1,9
- price sensitive
- change often.
1990
13 years
9 years
2009
Vehicles’ averege life: Consumer behavior:
Who buy to whom?
Motorcycle Industry
Second-hand Market
Supply
Production trend
Demand
Market share
Second-hand market
Comparison to new registration
Average age
Second-hand market share «who sells to
whom?»
Automotive Industry
Automotive Industry
Supply: Production Trends, 1992-2010
Conjuntural Conjuntural
+
Structural
Source: ACI – Associazione Nazionale Fra Industrie Automobilistiche
Automotive Industry
Demdand: Registrations Trends, 2001-2010
Italian:
•Fiat,
•Lancia,
•Alfa Romeo
Foreign:
•Ford,
•Volkswagen,
•Opel
Source: UNRAE - Unione Nazionale Rappresentanti Autoveicoli Esteri
Top three
ITALIAN VS FOREIGN
Automotive Industry
Second-hand market
54% 46%
Private (CtoC) Official or indipendent store (DtoC)
New registrations (auto)
2009 2010 diff. %
2.177.601 1.972.070 -9.4
Changes in ownership
2009 2010 diff. %
4.506.072 4.598.961 +2.1
CtoC
DtoC
Source: ACI – Automobile Club d’Italia
Vehicles’ averege life:
Generally
9,4 years
7,5 years
Petrols
4,4 years Diesel
Management
Management
Financial sheet
Retail evolution
After-market services
Relationship dealer – parent company
Management
Financial Sheet 2002-2010
-5
0
5
10
15
20
2002 2003 2004 2005 2006 2007 2008 2009 2010
Profitability Analysis, 2002-2010
ROI ROS ROE
%
AUTOMOTIVE
Source: AIDA - Bureau Van Dijk
0
5
10
15
20
25
30
35
2002 2003 2004 2005 2006 2007 2008 2009 2010
Profitability Analysis, 2002-2010 (ROI data availabile oly since 2004)
ROI ROS ROE
Management
Financial Sheet 2002-2010
MOTORCYCLE
Source: AIDA - Bureau Van Dijk
%
Management
Profitability by Business Areas
AFTER-SALES MARKET
Management
After-Sales Services
After-sales
Services
To reach major level of
efficency and flexibility.
Customers’evolution:
•More engaged,
•Knowledge of the
products
•Interactive
•Multimedial
DEMAND
SOFISTICATION
«Customers oriented»
Don’t forget the dealer
satisfaction.
SUPPLY
SOFISTICATION
Post-Sales means greater margins
Customers buying behaviour
Customers buying behaviour
Affecting factors
E-commerce or info-commerce?
Hot topics online
Customers buying behaviour
50%
16% 7%
26%
58%
19% 5%
20%
0%
10%
20%
30%
40%
50%
60%
70%
Internet Referral from Family orFrinds
Newspapers (printed oronline)
All other media (sourcescombined*)
New Vehicle Buyers Used Vehicle Buyers
28 millions of italian people surf the net at least once in a month, in average the16%
more than 2010.
Among European countries Italy has a very high level of smart-phone users (about 15
million of people) and social networks registered profiles.
Starting Point of Purchasing Process
Customers buying behaviour
E-commerce or info-commerce?
e-commerce:
low penetration for product in which
the relationship with the saler is
needed and/or perceived as a value
info-commerce:
ROPO: Research Online-Purchase
Offline
That habit is changing dramatically the
purchasing process mainly in clothes,
electronics and automotive sector
On-line Reputation
Customers buying behaviour
Internet role for customers relationship
Global Public Relations by Text 100 & Statist :
“Automotive Buzz Index” 2011 BRAND PERFORMANCE IN SOCIAL MEDIA
Was developed to reach a better understanding about online automotive customers behavior.
217.000 conversation globally
On: Twitter, Facebook, YouTube and most important blog & forum talking about this industry
METODOLOGY:
• Where? Global (english speaking)
• What? Online conversation about Geneva, Frankfurt and Detroit Auto Shows
• When? June 1st t- September 2011
• Coverage? More than 170 million websites globally
• Question to answer?
- How are the biggest automotive brands discussed in Social Media for the show?
- How are the hot industry topics discussed in Social Media for the show?
Customers buying behaviour
Internet role for customers relationship
“BUZZ INDEX”:
• Dissatisfaction with the brand image online and offline (only BMW was considered able to
consistently manage this perception.
• Hot topic talked about the main motor show by people online
KEY FINDINGS
Changes are not only conjuntural but also structural
The change involves the business areas
Key Findings
Table of Contents
FIELD RESEARCH Aim and Methodology
How is the market changing?
Projections about the future
Human Resource Management
Main Trends
Conclusions
Aim and Methodology
SAMPLE:
56 dealer
15 IN-DEEP:
• 9 auto
• 6 moto
41 CATI:
• 23 auto
• 18 moto
Direct contacts
EICMA Fair
MOTORSHOW Fair
Contacts SKODA and
KTM’s list
This presentation is aimed to show our findings concerning an important issue:
dealers needs and attitudes in facing the italian auto and motorcycle market. We
achieved findings by making direct interviews to a well-established dealers sample.
Aim and Methodology
Who our respondents are?
Automobile Motorcycle
Multi Brand 15 10
Single Brand 3 12
Group Brand 14 2
Number of employees of dealers Number of franchisees interviewed
How is the market changing?
A) External factors Pressure from competitors Seasonality or economic fluctuaction Customer demand B) Internal factors Revenue Cost Pressure Profit Turnover rate
How is the market changing?
External factors (average)
(Strongly decresed) (Strongly incresed)
How is the market changing?
External factors
How is the market changing?
External factors
How is the market changing?
Internal Factors (average)
(Strongly decresed) (Strongly incresed)
How is the market changing?
Internal Factors
How is the market changing?
Internal Factors
Projections about the future
(Least likely) (Most likely)
Both Automobile and Motorcycle
Projections about the future
About Automobile Segment
Projections about the future
About Motorcycle Segment
Projections about the future
About Services for Both Automobile and Motorcycle
(Most likely) (Least likely)
Projections about the future
About Services for Automobile
Projections about the future
About Services for Motorcycle
Future Development Plans
Product portfolio development
Rent development
Increase repair works
Improve financial service
Store enlargment
Move the store in new place
28,13
71,88
AUTOMOBILE
Yes No
16,67
83,33
MOTORCYCLE
Yes No
Human Resource Management
How do companies employ staff?
What the dealers look for?
How to increase sales personnel’s motivation?
How do dealers evaluate their sales personnel?
Issues in adopting softwares
Human Resource Management
How do companies employ staff?
Human Resource Management
What the dealers look for?
Not important Most important
Human Resource Management
What the dealers look for?
Human Resource Management
What the dealers look for?
Human Resource Management
How to increase sales personnel’s motivation?
Human Resource Management
How to increase sales personnel’s motivation?
Human Resource Management
How do dealers evaluate their sales personnel?
(Very low) (Very high)
Human Resource Management
How do automobile dealers evaluate their sales personnel?
Human Resource Management
How do motorcycle dealers evaluate their sales personnel?
Human Resource Management
Issues in adopting softwares
65,63%
21,88%
9,38% 3,13%
From Manufactures
Never Rarely Sometimes Very often
84,38%
12,50%
3,13%
0
Purchased
Never Rarely Sometimes Very often
AUTOMOBILE
Human Resource Management
Issues in adopting softwares
79%
8%
13% 0%
From Manufactures
Never Rarely Sometimes Very often
83%
13% 4%
0%
Purchased
Never Rarely Sometimes Very often
MOTORCYCLE
Main Trends
Most important successfull factors:
TO HAVE A GOOD PRODUCT
LOCAL BRAND
MARKET VISION SHARED WITH HEADQUARTER
FINANCIAL SOLIDITY
SERVICES
Project and Contact Information
Thank you for your kind attention!
Silvio Cardinali / Università Politecnica delle Marche
Valerio Temperini / Università Politecnica delle Marche
Andrea Perna / Università Politecnica delle Marche
Visit the project website: www.new-distribution-skills.eu
