In order to attract customers, and as a result of the growth in sales, dealers offer us various bonuses and promotions. Distribution Point Employees vehicles trying to convince us that their offer is the most profitable and unique. The percentages indicating a price reduction at , and the numbers on the advertising posters almost convince us that car dealer works in the interests of the consumer. Analyzing such proposals, we can conclude that the seller works at a loss or, in extreme cases, goes to zero. Is it really? Analysts say it's just a marketing ploy.
Is it possible to save money by buying a car for a New Year's promotion?
The question of savings when buying goods on a promotion remains open. We have tried to comprehensively analyze automotive market the day before new year holidays. Do New Year's discounts on cars affect real savings consumer funds. Qualified specialists are firmly convinced that you will not always have to pay less. How much money can you save by buying a car at a reduced cost? And will it succeed at all? According to automotive market analysts, a discount or a promotion does not always help a client save money on buying a car.
Salons cannot offer significant price reductions due to strict control from the manufacturer
For car buyers the best gift under New Year is a holiday promotion. Distributors offer to purchase a car before December 31 at a significant discount. For a more effective impact on the buyer, a significant emphasis is placed on the fact that the action is limited not only by the time frame, but also by the number of cars offered. Automotive analysts say automakers exercise tight control over their dealerships retail. As a result of this grandiose bonus, it cannot be in principle.
Minor promotions and bonuses from car dealerships
In many cases, distributors enter into agreements with supermarkets and gas stations to increase their influence on potential customers. For example, if a person runs full tank at a gas station that is contractually bound to a car dealership, he automatically becomes a participant in the car raffle campaign. Many distributors do not offer a discounted price, but encourage customers with small gifts in the form of a radio, an alarm, a set of tires, or a 10% discount on spare parts.
Real holiday promotions for buying a car
Significant New Year's discounts for cars, starting from 10%, can be set by the distributor in agreement with the manufacturer for cars of previous years of production that were not sold. The fact is that with the onset of the next year, the vehicle becomes older by one year. Next year there will be an update of the model range, and implement old model it will be much harder. To all this, a place to accommodate new cars in warehouses occupied by old models. Based on this, the car dealership is trying to sell old cars this year, until the demand for them has decreased.
Benefits of buying an older model
Full discounts on cars for the New Year will allow you to buy a car 10-25% cheaper only if the terms of the discount are agreed between the manufacturer and the dealer. A car produced this year will be considered a copy of the old model range next year, so it will be easier for the dealer to sell it before the New Year, and for the client to buy it. Real discounts apply to cars that are not in high demand among buyers. Machine presenting new the lineup, will cost more, so cheaper than the old model, which will be a significant discount.
Cooperation between banks and car dealerships is an additional opportunity to save money on buying a car
Many car dealers provide an opportunity to take a car loan on favorable terms. Preferential conditions available to the consumer as a result of a certain agreement between the bank and the automaker. Bonuses are divided into three types: no fee for using a loan, car loans at a minimum percentage. These bonuses are also real, but in the case of a loan, you must carefully re-read the contract. It may be hidden "pitfalls", because of which in the future there may be problems with the payment of interest on the loan.
Holiday discounts on the purchase of cars still exist
After analyzing the car market during the Christmas holidays, we concluded that discounts still exist, but they are not total. Promotions and bonuses apply to certain groups of vehicles and only with the permission of the manufacturer. The distributor cannot independently reduce the prices for cars. He can encourage buyers of various kinds of small gifts and bonuses. Real discounts exist for cars of the old model range, which are not in great demand among the buyer.
desire to buy something excellent quality at the minimum possible price, and even get a decent discount at the same time, it is quite natural for any normal person. And the more expensive the purchased product, the larger size want to get discounts. Of particular interest to our compatriots, especially recently, are new cars, the prices of which, it seems, are not even going to decrease. Despite the high interest of buyers, all global automakers continue to claim that sales are falling. Therefore, at present it is quite possible to find really advantageous offers in car dealerships, where discounts on new cars can reach many tens of thousands.
Decrease in sales, which is in the hands of buyers
At least in the automotive industry. In fact, as soon as a steady growth in sales begins to be noted, no one will stimulate buyers with promotions and discounts. Since the profit will be sufficient anyway. Accordingly, you don’t even have to think about how to get a bonus at a car dealership - they simply won’t exist.
Most automakers have a specific plan/forecast for the sales of their vehicles. In the event that the forecast by a certain time is not justified, official dealers receive a quite tangible reduction in selling prices, which turn into very nice bonuses for buyers.
When planning to purchase a new car of a certain brand in official car dealership, it makes sense to drive around several of them or visit their official websites, since cars of the same brand and in the same configuration can differ significantly in price. This is due to the fact that different dealers receive a different sales plan, and when it is not fulfilled, the implementation period comes to an end, then promotions in car dealerships for specific models begin.
Quite often, dealers have the opposite situation - the plan is overfulfilled. This leads to a bonus reduction in selling prices for the dealer, and additional bonuses for buyers. But, as a rule, discounts of such a plan are valid for a very short time, mainly at the end of a month or quarter, and with the beginning of each new month, all discounts are simply reset to zero. There are also car dealerships that simply reduce the margin on the car.
Summer and winter are the best time to buy a new car
Many potential buyers often wonder when car dealerships have the biggest discounts. If carried out comparative analysis the largest and most famous car dealerships, we can conclude that the largest number promotions, discounts and bonuses they provide in winter and summer periods. This is again due to the decline in sales, now seasonal. In order to maintain the level of sales at the required level, discounts in car dealerships during these periods can easily reach their maximum values.
But, perhaps, the most grandiose discounts on cars are offered by car dealerships at the end of each year. And this is due not to the New Year holidays, but to the fact that car dealerships are trying to quickly sell the current “stock” of cars in order to make room for new models. In addition, the annual sales plans that each car dealership and car manufacturer have are also important. All this allows buyers to take advantage of a huge set of special offers and bonuses. To find out when New Year's discounts start at car dealerships, it makes sense to visit them and clarify the issue on the spot.
At the same time, the beginning of each year is a time when all is not lost, as car dealerships still continue to sell old collections, and discounts are still present. back side buying a car in a car dealership is the moment that it is almost impossible to purchase new products during this period, and the equipment will most likely be only standard. Of course, if the main point for the purchase is a big discount - there is no better period than this.
How to buy a car with the maximum discount of a car dealership
Having decided to purchase a new car in a car dealership, you should show maximum composure and start choosing a car six months before buying it. During this time, on the official website of the selected car dealership, you can not only choose suitable model and color, but also to complement it according to own will. After the desired result is achieved, and the price of the car becomes acceptable, you can make a purchase.
The Internet provides another option that requires less time. You can send a letter to the e-mail address of the car dealership with a request to inform about all ongoing and planned promotions with bonuses and discounts. So you can be constantly up to date not only about discounts, but also about the arrival of new models. By the way, sometimes it makes sense to postpone the rush and not pick up the car from the salon immediately, but wait until the selected model is brought exactly to order. In this way, you can also save some money.
This happens because the dealer has already invested his money in the car that is already in the cabin, and may have received big discount automaker. In addition, the equipment of a car from the passenger compartment, as a rule, is not the richest, and all the additional “gadgets” will significantly increase the cost of the car. Therefore, you should not succumb to the persuasion of car dealership managers. After all, it is better to wait a bit, but get a car in the best configuration at a lower price.
Another answer to the question of how to get maximum discount in the showroom - choose more expensive models and rich equipment. These are the biggest discounts. In addition, you can save money by purchasing a car in an old body, since the appearance of a new one automatically reduces the cost of the old one. However, it should be understood that the most popular models, for example, crossovers, become cheaper very slightly.
What discounts can you expect from a car dealership
In order not to miscalculate when buying a car, you need to have an idea of what kind of bonuses you can expect from dealers.
- Change of generations. As a rule, the model range is updated every 5-6 years. Accordingly, hardly appears on the market new model, interest in old version decreases. In most cases, car dealerships do not have time to implement previous version, and discounts on such cars in car dealerships can be quite significant. In some cases, it is possible to purchase a car at the selling price of the automaker.
- Corporate discounts. Before going to a car dealership, you can visit its website, namely the section " to corporative clients". If your company is on the list, it is enough to take a certificate from work, on the basis of which the car dealership will provide a discount.
- Discounts for regular customers. Most car dealerships have the current system discount cards issued when buying a car. With each purchase, the discount increases. A number of car dealerships make such discount cards registered, in others the card can be transferred to third parties. If, for example, several relatives or friends buy a car, you can first check at the car dealership which card will be issued so that everyone can use it one by one.
- Another way to get a bonus from a dealer is to go around several of them in search of the same model with the same equipment and compare prices. In each of the car dealerships you will need to take Commercial offer with the cost of the car. As a rule, each of the salons makes a better offer, providing a discount that exceeds that offered by a competitor. At the same time, the more participants of the “marathon”, the more significant discount you can get. How to implement in practice this method says "professional" in this video:
- Anniversary Promotions. When planning to buy a car, it is worth viewing as much as possible more offers car dealerships - the discount can be timed both to the date of its opening (birthday), and to a specific date of the automaker.
- Discounts for defects. Cars arriving at the dealership are sometimes slightly damaged - small scratches, chipped paintwork or dents - in such cases, the car is put up for sale at a discount. Instead of a discount, a car dealership may offer other compensation options - free maintenance for a certain period, tires, optional equipment etc.
Planning such expensive purchase like a car, worth spending a day or two to visit as much as possible more salons to know exactly which of them have the biggest bonuses or the most profitable terms purchase and aftercare. Finally, I would like to advise you to buy cars only in large salons that have been operating for years, since even here no one is immune from deception, which confirms next video:
Every year, shortly before the start of the New Year holidays, the season of New Year discounts begins. Literally every metropolitan car dealership is in a hurry to organize total sales for its existing and future customers in order to ensure the best profit. In addition, thanks to such a step, many residents of Moscow have a real opportunity to acquire the desired vehicles for more reasonable price. So why not take advantage of this offer on the eve of the upcoming event? True, before such a responsible purchase, it would be nice to indicate all upcoming discounts in Moscow car dealerships for the New Year 2017-2018.
Most often, lucrative offers from metropolitan car dealerships affect models of the outgoing or even previous year. Usually we are talking about manufacturers of affordable vehicles: Nissan, VAZ, Ford, Hyundai or Opel. Of course, often the season of New Year's discounts makes it possible to purchase a certain car for more affordable price, although sometimes we are talking about the opportunity to acquire interesting gifts after making a purchase. Such profitable markdowns enable many salons to make good advertising on their own behalf in order to attract new customers. 
Should I buy a car before the New Year?
Today, a car is no longer considered a sign of wealth or an element of luxury. Everyone can afford it, depending on the level of their own income. The current life is impossible without the constant movement of some form of transport, so why not fulfill this need on own car? Most often, choosing the right model with certain operating parameters, future buyers seek advice from specialized car dealerships. This makes it possible to know more information O specific car, try its capabilities in practice, and after the purchase, acquire urban quality guarantees from the manufacturer.
Most modern Muscovites, who do not have impressive amounts in bank accounts, are specifically waiting for such promotions in order to purchase the desired car a little cheaper. Besides New Year promotions in car dealerships they are accompanied by various gifts: sets of tires, a discount on the purchase of fuel, or GPS navigators. Good discounts on vehicles appear at the moment they enter the sales markets - a kind of publicity stunt that allows you to promote the product on the world sales markets. 
No less advantageous offers are received by those customers who wish to become the happy owner of a brand new car through a loan. In this case, most specialists direct the public's attention to the possibility of using state aid for a car loan. True, this applies only to individual cases when the cost of a car does not exceed 750 thousand rubles. Then the desired product can be purchased at a favorable offer - 9.5% per annum.
By the way, very often in the list of goods participating in the New Year's discounts of the capital's car dealerships, completely new models of vehicles appear. Such offers should be treated with a little skepticism, because such cars may get a lower price in the future than the current “best New Year's discount”.
Often, modern Moscow car dealerships offer as a bonus after buying a discounted product the opportunity free service. At the same time, each dealer promises real savings on a certain type of repair work. According to experts, one should not rely on this kind of "bait" - most likely, such proposals have a lot of "pitfalls". For example, the transport repair service itself can really turn out to be completely free, but you will have to pay a tidy sum for all the parts used in the course of work. Therefore, agreeing to any promises, you should definitely find out in advance what exactly is meant by the word “benefit”. 
Upcoming holiday promotions on popular cars
Before you decide on the opportunity to purchase any vehicle during the New Year holidays for some kind of promotion, you should study in advance all the options offered by the capital's dealers. To do this, you can use the following list.
It immediately becomes clear that the discounts offered by the capital's car dealerships are very good, but one should not think that people working in business will work at a loss before the holidays. It is best to carefully weigh all the possible pros and cons on the eve of the proposed purchase, and only then take final decision. After all, sometimes interesting situations turn out when, upon arrival at the salon, a person finds out that the cost of the car they like has become more, not less, as indicated in the advertisement.
Logically and judiciously, not allowing extra emotions. Of course, buying a car before the New Year could be a nice gift for your household, especially if you were going to change your old car for a new one anyway. soon. But let's try to consider this issue from the point of view of reasonableness and benefits for the family budget.
Before New Year dealer centers ready to make buyers good offer for some car models. This is by no means connected with the desire to please customers with New Year's gifts (although in most cases this is exactly how it is presented in advertising), but with the need to urgently sell the cars of the current year before the new year begins. In the new season, cars with the previous year of manufacture in the passport vehicle will sell even harder than at the end of the current one. So, if you are going to buy a car model that is not very running, you can, starting from the beginning of winter, feel free to demand a big discount on the car from the car dealership.
As for running car models, at the end of the year you have a chance to "snatch" out of line a car that was refused by the buyer who ordered it almost six months ago. Especially now it has become a common phenomenon, since when ordering a car in July, a person counted on the thirteenth salary or bonus, which will significantly help the purchase. In the current economically unstable times, premium expectations are often not justified, and as a result, expensive purchases have to be refrained from. Salons give an advance payment without problems, because they know that there will be a lot of people who want to buy a scarce car. In the case of buying such a car, you should not be afraid of the previous year of manufacture in the vehicle passport, since in the coming year you will be able to sell the car almost at the price of a new one (subject to perfect condition), just because of the queues.
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Buying a car at the end of the year has and back side: no one ever gives a discount just like that, and there is an explanation for this: with the onset of the next year in a few weeks, your new car will be one year old. You should not be afraid of this if you plan to operate your car for long period. For example, within four or five years. By this age, the car is already estimated at technical condition than by year, so don't forget to take care of your car.
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Expert opinion Elena Lisovskaya: Vladimir does not touch on an important topic: buying a used car before or after the New Year. In this case, almost the same laws come into force as when buying new car, but additional factors are added. If you buy a car older than three years, then look first of all at its condition, and not at the fact that the calendar year will change soon. True, you can use this as an argument for additional bargaining.
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But if the new year has already arrived, and you still haven’t bought a car, then you can travel around the salons and see which of the cars you are looking for are available. If suddenly there is still a car of the last year of manufacture, now you can feel like a full-fledged master of the situation, and make the most daring discount offers to sellers in the car dealership. Believe me, they will consider them, since these cars are now for them - sore spot: the money of the car dealership is “frozen” in them, and every day there will be fewer and fewer people who want to buy an “old” new car.
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Expert opinion Elena Lisovskaya: As I wrote above, many buyers count on additional premiums, so they make a purchase for the New Year, and wealthy people sometimes buy cars as a gift. For these reasons, car dealerships in the outgoing year are rarely generous with discounts, as they are waiting for a surge in sales, but at the beginning of the new year, you can really “click” on sales consultants with the most daring discount offers on cars of the last year of manufacture.
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If you called all the dealers, but there was no new car of the last year, then buying a new car of the year that has just begun is also not a bad option. This path is worth going if you are a supporter of changing the car, let's say, every year. Then it is unlikely that even a good “New Year's” discount will compensate you for the loss when selling a two-year-old, rather than a one-year-old car in about a year.
Is there some more important point, which should be considered when buying a car during this period. As we all know, every few years all car brands update their models, but buying a car for the New Year, and even at the time of updating the model, is a very unprofitable business. For example, cars of the same year of manufacture, but different models- new and old - can differ in price by 20-30 percent. So do not forget to find out in detail whether the brand you have chosen is going to update the lineup in the very near future. If a new model is already on the way, then you should wait for it.
But once again I emphasize: my reasoning is extremely practical. And if you use emotions, then the keys to the new car look just great under the Christmas tree!
In the Russian car market, it's time for New Year's sales, when the biggest discounts are offered on new cars. The generosity of sellers, of course, has nothing to do with the pre-holiday mood, but has quite prosaic justifications. The fact is that distributors have to report to the headquarters on the implementation of the annual sales plan, and for this they encourage dealers with bonuses (3-10% of the cost of the car, depending on the brand). For dealers, in turn, this is a significant budgeting item, so at the end of the financial year, they strive to clear out warehouses as much as possible in order to show the implementation of or. Best Discounts can be found in car dealerships of large holdings, because the manufacturer's bonus in most cases depends on the sales volume of the dealer.
As Alexey Kuzmich, an analyst at Avtomir Group, notes, the December surge in consumer activity is typical for many industries, and the automotive business is far from an exception. At the same time, during the New Year holidays, there are very few customers to buy new cars in car dealerships. According to Avtomir Group estimates, sales in December are usually 20-30% higher than the average monthly figures, and in January - 30-40% lower.
“Manufacturers, together with dealers, traditionally launch New Year promotions at the end of the year. For dealers, this is important, because in the event of a transition to the coming year with overstocked warehouses during the period of low customer activity in January, a “heavy” warehouse will require significant resources to maintain it. Therefore, it is preferable for a dealer to provide a similar benefit to the client in the form of discounts or gifts, this is especially true for low-turnover models and their modifications,” the expert states.
According to Igor Bader, Sales Director of Terra Auto Group, dealers are also pushed to sell out warehouses by the conditions that apply, as a rule, to cars with the current year’s PTS, so it becomes much more difficult to sell cars with an “expired” passport.
For buyers, the year of manufacture of the car has practically no practical significance, since the warranty on it begins to operate from the moment it is handed over to the client, and not from the date of production. Thus, buying last year's car during the sales season is really very profitable, especially considering that the cars of the new model year will certainly rise in price, and dealers usually do not provide discounts for them. At the same time, it must be borne in mind that the year of manufacture affects the value of the car for its further resale, indirectly providing information on the warranty expiration date, mileage and model line.
“With the change of the calendar year, the car, according to the documents, becomes a year older, and its liquidity decreases. However, when operating the machine for a period of 2 years or more, this indicator does not play a significant role in residual value. The sale price will depend on the mileage and condition of the car,” explains Alexander Zinoviev, Deputy Chairman of the Board of AvtoSpetsCentre Group of Companies.
"Business" is not
During the years of crisis in the Russian car market, manufacturers have become more cautious in their approach to sales. Under these conditions, the growth in demand, which began largely due to state support, did not contribute to the formation of large warehouse stock from dealers that would have to be sold by the end of the year. Moreover, there is a shortage of the most popular models on the market. Therefore, you should not count on significant New Year's discounts this year, and they may not be available at all for hits of sales.
According to Yulia Dytchenkova, director of the Rolf Khimki cluster, each dealer's situation is individual, including with regard to filling warehouses. Of course, large stocks for a particular model will be an additional factor for the dealer to provide a discount. The very same liquid models and demanded configurations rarely stay in warehouses, so it’s more difficult to get a discount here. Meanwhile, many car dealerships are now running special promotions designed to compensate for the early completion of some government programs to stimulate demand.
Thus, Hyundai dealers of the Avtorus Group of Companies are currently offering the most favorable conditions for Hyundai models Elantra and Santa Fe. In car dealerships Lada GC "Terra Auto" the most interesting offers can be obtained by Lada cars xray. At the same time, the company assumes that during the period of pre-New Year sales, the minimum benefit will be observed on budget cars and machines that are enjoyed by buyers.
“Dealers do not currently have brands with overstocked warehouses. Producers are reacting very cautiously to the recovery of consumer activity; rather, there is a local deficit in a number of modifications. The statistics of the last two years show that the size of New Year's discounts and benefits has become much more moderate, and significant discounts can be observed pointwise against the background of a change in the generation of a model, or a sale of overstocked warehouses by a certain dealer or brand,” comments Alexey Kuzmich.
Time to buy
Indeed, the specials launched in recent months show that automakers are moving away from direct discounts on their models and offering discounts exclusively through trade-in schemes or branded car loan programs. In the latter case, the benefit for buyers becomes especially unobvious, given the further overpayment of interest to the bank. But on the models leaving the market, you can find really favorable conditions for the purchase. Today, for example, dealers are selling out, after which the Czechs will have only the older Kodiaq of crossovers in Russia. The pseudo-crossover DFM H30 Cross is also available with savings - it should be replaced by a new model AX3. In addition, Mitsubishi recently announced significant discounts on a batch of 400 L200 pickups.
New items that have just gone on sale are now in high demand, and you can not even dream of pre-New Year discounts on them. Dealers not only have no problems with the implementation of new models - they often line up in queues for months. In the AvtoSpetsCentre Group of Companies, among the scarce models, they name the Porsche 911 GT3, from the mass segment - Hyundai Creta, noting that only new products that have entered the market are sold without discounts or with a symbolic discount. exclusive cars. According to the Terra Auto Group of Companies, among AVTOVAZ models, the largest shortage is observed in new Lada Vesta SW Cross and also Lada Largus Cross for which discounts should not be expected. One of the reasons for the car shortage is the fact that the overall growth Sales Lada exceeded forecasts and not all suppliers were able to quickly increase production. As the leader says Hyundai Sales"Elk Island" Anton Shmelev, most in demand Hyundai Creta and the new Solaris are used, and no significant discounts are planned for them, including due to the lack of support programs from the importer for these models.
In any case, the coming months will be a good time to buy a new car, because 2018 cars will initially be more expensive. As practice shows, cars of the new model year begin to arrive to dealers in December, and the models produced in Russia are the first to arrive. The timing of the appearance of imported foreign cars varies depending on the place of production - for example, they arrive from Japan and the USA only in March-April. Thus, last year's cars can usually be found at dealers until February, and it is best to buy them in December-January, when the maximum possible discounts are offered and there is still a choice of such cars.
New year - new prices
According to Anton Shmelev, the vast majority of dealers will try to sell stock as quickly as possible, attracting buyers with interesting and great deals in order to move into the new financial year 2018 with the least burden. In December, for some models, the discount can reach up to 15-20% of the cost, which, in turn, should further spur the growth of the car market by 3-7%.
“Maximum discounts usually occur in March on the remains of cars from the previous year. On the other hand, as a rule, these are not the most liquid configurations and colors, so buyers will have to compromise between desires and reality,” says Alexander Zinoviev.
As for the prices of cars produced in 2018, in addition to the traditional currency and inflation risks, automakers will include in their cost, which should increase by 15% from next year. So the government intends to compensate for the reduction in customs rates for the import of new cars in the framework of Russia's obligations to the WTO. In September 2017, we recall that they decreased from 23 to 20%, and the target figure for 2019 is 15%. At the same time, some automakers are coming to the end of the industrial assembly agreements next year, which set the rates for the import of auto components to zero. With the termination of the preferential regime, the cost of production in Russia will increase, which, in turn, will certainly affect the price tags. Against this background, the government is systematically reducing the amount of state support for the car market, depriving consumers of guaranteed discounts. For example, next year it has already been decided to abandon the recycling and trade-in program, which is still very popular.
According to Igor Bader, last years there is a steady upward trend in prices in the car market, and there is no reason to believe that in further cars become cheaper. The average increase in the price of Lad for the next year is 2%, which should not particularly affect the brand's sales volumes.
In general, in the market, the adjustment of price lists in the absence of price shocks will be comparable to inflation growth and will not exceed 10% on average in 2018, Alexei Kuzmich believes. “Manufacturers are forced to raise prices, as the current market size and production cost structure do not allow them to receive the expected positive profit. A significant part of the costs is denominated in foreign currency and depends on the exchange rate. It should be understood that during the crisis years of 2015–2016, some manufacturers were guided by strategic goals to retain market share and attract and retain brand-loyal customers. With the recovery of the market and consumer activity, manufacturers, focusing on the elasticity of demand and the competitive environment, will continue to gradually raise prices,” the expert sums up.
Photo: depositphotos.com and manufacturing companies
