home Exchange rates Comprehensive research of the car market. Automotive market research

Comprehensive research of the car market. Automotive market research

Research Company "GRIFON-EXPERT" has vast experience in marketing research automotive market in Russia and abroad.

We solve the following tasks:

Study of price elasticity of demand: Analysis of price elasticity of demand. Analysis of cross elasticity (among the Customer's cars and cars of competitive brands).

Information collection method: .

Analysis of market prospects for cars of a particular brand in the Russian market.

Information collection methods:,.

Evaluation of the work of dealerships: the quality of sales in dealerships and after-sales service.

Information collection method: .

Analysis of the cost of ownership of passenger cars, commercial vehicles and cars of competitive brands segments: passenger cars and commercial vehicles.

Information collection method: .

Participation in major events dedicated to the automotive industry

Director of the Research Company "GRIFON-EXPERT" Alexander Petrenko is a regular speaker at the Annual international conference to attract investment in the production of components for the automotive industry.
At the AutoInvest 2016 and AutoInvest 2017 conferences, Alexander Petrenko shared his experience in conducting marketing research on the Russian and foreign automotive markets and spoke to Russian and foreign automakers with reports: "How to enter foreign automotive markets. Workshop for Russian automakers", "Peculiarities of conducting marketing research of foreign automotive market".
In addition, Alexander Petrenko and the company's analysts act as experts in other events and publications dedicated to the automotive industry.

Analysts of "GRIFON-EXPERT" have developed a unique author's Mix-method of conducting marketing research using the Car Clinic method, which is designed to study new and existing models vehicles among different target segments and its comparison with competitive brands. includes both “qualitative” research methods (focus groups, blind testing, natural groups, in-depth interviews) and “quantitative” methods (personal interviews with consumers), in addition, test drives are provided so that participants studies could evaluate the car in dynamics.
The unique research methodology of Car clinic is modified by the analysts of the company "GRIFON-EXPERT" depending on the features and specifics of the cars and the market being studied, as well as your wishes.

The result of the study Car clinic

The author's methodology of IC "GRIFON-EXPERT" is a detailed study of the perception of the car by target consumer groups from all sides ( specifications, design, interior), identifying the advantages and disadvantages of the tested car in comparison with competitors, as well as the opportunity to see with your own eyes the reaction of a new potential consumer to a particular brand of car.
As a result, you receive information that allows you to make successful management decisions in the following difficult questions: how to bring a car to foreign markets, how to increase sales in the Russian market, what needs to be improved in future models, how to promote and position a car, how to choose a favorable pricing policy, how to establish service and maintenance, and many others.

The ability to combine different methods of collecting information, depending on the objectives of the study

Our experience of similar studies

The research company "GRIFON-EXPERT" has the only experience in Russia in conducting marketing research using the Car-clinic method in Russia, the countries of the European Union, the Middle East and Asia.
In total, more than 20 marketing studies were conducted using the Car clinic method. More than 10 new models of various cars were tested among the target audience.

Based on the results of the research conducted, IC "GRIFON-EXPERT" received Thanksgiving letters from leading Russian manufacturers commercial vehicles and

Experience in conducting automotive market research:

November 2018 - January 2019 - testing of the new interior of LADA Vesta.

August 2018 - November 2018 - study of attitude to the GAZ brand.

June 2018 - August 2018 - study of the conversion of consumers of all-wheel drive trucks.

December 2017 - January 2018 – marketing research of the market of special passenger Vehicle(SPTS, shift buses) on all-wheel drive chassis with a wheel arrangement of 4x4, 6x6.

December 2016 – marketing research of trucks in Russia, including following methods gathering information: desk research, expert interviews with managers transport companies, dealers, finishers, a quantitative survey of consumers of trucks.

November 2016 – customer satisfaction survey of a major Russian retail network auto parts and car service.

October 2016 – a study of consumer preferences for all-wheel drive trucks.

July 2016 – marketing research of CASCO consumers: a quantitative survey of more than 1,600 car owners in Russia.

December 2015 - marketing research using the Car clinic method of the new Gazelle NEXT All-Metal Van in Germany and the Czech Republic included focus groups in two cities of each country, including test drives. The study participants were owners of competitive brands of LCVs up to 3.5 tons (individuals and legal entities), permanently residing in the country under study.

September 2015 - marketing research of a new model of a medium-duty vehicle (LDT) "GAZon NEXT" and an All-Metal Van of the LCV class "GAZelle NEXT" in Turkey using the Car clinic method in a competitive environment.

August 2015 - marketing research to study the demand for a new model of the GAZelle NEXT all-metal van in Russia using the Car clinic method. Target audience Owners of light commercial vehicles LCV up to 3.5 tons (individuals and legal entities) in various cities of Russia acted for the study. In addition to focus groups and personal interviews with respondents, test drives were conducted both for the new Gazelle NEXT model and for competing brands.

September 2014 - research company "GRIFON-EXPERT" conducted a marketing research of new cars "Gazelle-NEXT" and all-wheel drive "Gazelle Business" using the Car clinic method in Germany and Poland.
For the first time in recent history a Russian marketing research company conducted marketing research and tested Russian cars abroad. The project took place in various cities in Poland and Germany, the work included a study by the Car clinic method (focus groups, blind testing and personal interviews in the form of a survey of participants, as well as test drives were conducted) and desk market research.
The target audience was German and Polish owners of LCV commercial vehicles (individuals and legal entities) in various cities in Germany and Poland.
applied unique technique research Car clinic was modified by the analysts of the company "GRIFON-EXPERT" taking into account the peculiarities, wishes of the Customer and the specifics of conducting research in Europe.
According to the results of research in Germany and Poland, Alexander Petrenko gave an interview to "Research&trends" -

June 2014 – study of market prospects in Russia for a new model of a passenger car

September 2013 - study of the bus market, study of satisfaction of companies operating the Customer's buses;

July 2013 – study of price elasticity of demand for commercial vehicles: Analysis of price elasticity of demand. Analysis of cross elasticity (among the Customer's cars and cars of competitive brands).

2007-2013 – experience in conducting surveys of car owners of individuals and corporate clients for leading Russian and foreign insurance companies.

2003-2013 - more than 40 marketing researches of cars and commercial vehicles for Russian and foreign manufacturers.

Topic: Comprehensive industry market research

Stages of market research

The following stages are distinguished in the research process:

1. Formulation of the problem and objectives of the study.
2. Determining the need for information and organizing its collection.
3. Information analysis.
4. Preparation of an analytical report.

The formulation of the research problem requires clarification of the main priorities of the organization in the field of marketing. To do this, it is necessary to answer a number of questions that help identify the main guidelines for production and economic activity: what changes have occurred in the market situation? in which direction should the organization develop? how to make a transition to a new state? The exact formulation of the objectives of the study is required to draw up a task for the analysis. It includes: - a general description of the organization and its activities in the market (when research is carried out by an external marketing firm); - information on the degree of knowledge of the market; - a description of the specifics of the problem posed and its relationship with the goals of the organization; - specific aspects of marketing activities that need to be studied; - requirements for the accuracy and reliability of the initial data; - terms and costs of the study. For the development of the task, it is fundamentally important to take into account the limitations that will allow you to avoid incorrect comparisons and increase the specific focus of the analytical work:

a) for comparability of the objects of analysis, the studied goods of competitors (product lines) must belong to the same classification group of the All-Russian classifier products;
b) to specify the objectives of the analysis, the geographical boundary of the analyzed market should be determined, taking into account the specifics of the use of the product, the reasonable alternativeness of its offer, the cost of transportation to the place of use, the frequency of purchases. The geographical boundaries of the market are expanding with an increase in the degree of uniqueness of the product and its complexity. At the same time, they narrow down with weak and expensive communication, a short service life and high degree unification of goods;
c) to take into account the possible seasonality of sales, the time interval of the analysis should include the full cycle of product sales (measured, for example, by the financial year).

The methodological basis for the analysis of marketing information is formed by a bank of methods and models that allows you to most fully reveal the relationship of the studied phenomena and is based on: - general scientific methods of system analysis and integrated approach; - analytical and predictive methods of linear programming, queuing theory, communication theory, probability theory, network planning, economic and mathematical and expert methods; - methodological techniques borrowed from sociology, psychology, anthropology, ecology, aesthetics, design; - models of statistical data processing and related application programs; - marketing research methods. The most commonly used methods of the latter group include measuring the market capacity, assessing the market shares of organizations, measuring the level of competition intensity, and market segmentation.

The results and conclusions of the marketing research are drawn up in the form of an analytical report, which includes the following information: - the name of the group (agency, firm) conducting the research, and the client for whom the research was performed; - the essence of the problem and the objectives of the study, formed in the assignment for the analysis; - the main results of the study presented in the form of reasoned conclusions and recommendations for solving the problem; - groups of analyzed physical and (or) legal entities, criteria for their selection, sampling methods and its type, reliability of the information received; - technology for conducting observations, experiments and surveys; - the period of time during which the study was conducted; -- geographic boundaries of the analyzed market; -- calculations and applications. The report may also include data necessary to illustrate the findings. For example, when analyzing multiple product markets, the findings can be systematized by product segments. opportunistic market commodity automotive

For new fast-growing markets, indicators of the dynamics of supply and demand are considered. In the context of the formation of a new business, it is advisable to include in the report the results of the analysis of marketing methods used in similar product markets abroad, etc. In addition, the report should contain all necessary information to develop a marketing mix aimed at solving the problem. Comprehensive market research.

In Anglo-American literature, such concepts as market research are distinguished, i.e. collection and analysis of information about a particular market, and marketing research, which involves the study of all elements of the marketing mix (commodity policy, pricing policy, product promotion systems, personnel management systems, communication policy). Marketing research is applied research. While market research answers the question of whether there is a market, marketing research provides answers to more practical questions: is there a market for a given product, how to enter it and gain a foothold.

Marketing research collects information about the dynamics of the market, and market research is more static. The British Institute of Marketing believes that marketing research is "the targeted collection, recording and analysis of all facts on problems relating to the exchange and sale of goods and services by the manufacturer to the buyer." According to the definition of F. Kotler, marketing research is a systematic problem analysis, the creation of a model and the definition of a circle of data in order to make the most correct decisions, improve control over the marketing of goods and services. The basis of marketing, of course, is complex marketing research, including both the study of the market and its conjuncture, and the assessment of the capabilities of the enterprise (firm) itself, which builds work on the principles of marketing. Such marketing researches allow planning, i.e. to make a reasonable forecast of the development of the market situation, corresponding to the results of marketing research, and to develop appropriate measures of marketing influence on the market in order to ensure the effectiveness of the production, marketing and scientific and technical activities of the company.

Comprehensive market research involves a thorough study of the economic environment. Marketing, as a concept derived from the market, is both a scientific and practical activity for managing the production and marketing of goods, depending on long-term and short-term trends in the development of the market, the economic situation in general and the commodity market in particular. Market research related to the study of supply and demand in the market and its individual segments, the capacity and nature of the market, the price level and price elasticity of supply and demand, the degree and conditions market competition are necessary for making appropriate decisions at all levels marketing activities- strategic, tactical and operational.

Observation of the current conjuncture and its analysis allow us to solve operational marketing tasks, while the study of long-term trends and the forecast of the conjuncture are tactical and strategic objectives to achieve the set medium and long-term goals. Marketing theory uses the concepts of the marketing environment (market area) and market research (market research), which, in fact, is the study of economic conditions. The concept of conjuncture is applied in all cases when we are talking on the characteristics of the situation in the external economic environment in relation to an economic entity in each this moment or period.

The external economic environment refers to the internal and foreign markets under which the business entity operates. The study of the marketing environment and the market involves the analysis and forecast of various economic, demographic, social, natural, political and other conditions and circumstances. All of them are conjuncture-forming factors. So what is the economic environment?

Economic conjuncture is a form of manifestation on the market of a system of factors and conditions of reproduction in their constant development and interaction, in a concrete historical refraction, expressed in a certain ratio of supply, demand and price dynamics. This definition contains all the essential features of the concept of conjuncture.

First, it singles out the subject of economic conjuncture - the market, since the conjuncture is linked, first of all, with the state of affairs in the sphere of exchange, on the market as such, which is an integral part of commodity-money relations.

Secondly, it is emphasized that the conjuncture is not limited to the sphere of exchange, but embraces and includes the entire process of reproduction (production, distribution, circulation, consumption), which is viewed through the prism of exchange.

Thirdly, the conjuncture is considered in time and space, in dynamic development.

Fourthly, the conjuncture is linked to the specific historical conditions of the reproduction process, because each new stage in the development of the reproduction process is characterized by a certain combination of factors and conditions for the development of the conjuncture.

Fifthly, it is indicated that the main form of conjuncture manifestation is the ratio of demand, supply and price dynamics. Ultimately, it is these factors that determine the state and dynamics of the market that are the central link.

Other factors affect the development of the market situation only indirectly, through supply and demand. In accordance with the fact that in economic science it is customary to use two objects of market research - the economy and the commodity market, in the concept of economic conjuncture, two relatively independent components are distinguished - the general economic conjuncture and the conjuncture of commodity markets.

The general economic situation can be considered as a system that is a structural unity, i.e. a certain set of conjuncture of commodity markets with many relationships between them. However, these parts exist only due to the presence of the whole, i.e. non-commodity conjunctures constitute the general economic conjuncture and, conversely, the general economic conjuncture generates, in its division, elements - the conjuncture of commodity markets. Therefore, the properties of the general economic conjuncture cannot be considered an arithmetic sum of the properties of the commodity conjunctures of its constituents.

Combining commodity market conjunctures as elements into a general economic conjuncture as a whole gives the latter new qualities that the commodity conjunctures that compose it do not have. The conjuncture of the commodity market as an element of the general economic conjuncture is characterized by both specific, only inherent features, and general features inherent in the general economic conjuncture.

Thus, only the interaction and interconnection of these traits and features of the general and parts determine the nature of the formation and development of the general economic and commodity conjuncture.

The general economic and commodity conjuncture has the following characteristic features: - volatility, - volatility and frequent fluctuations, - moreover, some fluctuations reflect the action of forces that have a short-term effect on the conjuncture, - others are the result of factors that have a medium-term or long-term influence on the state of market conditions; - unevenness, which is clearly visible when the direction of the dynamics of various indicators characterizing the conjuncture coincides, but the rates do not match; - exceptional inconsistency, which is expressed in the fact that various indicators of the conjuncture at the same time indicate the presence of opposite tendencies of rise and fall; - the unity of opposites, emerging in the process of reproduction of social capital, despite the exceptional inconsistency.

The study of the economic situation is not limited to the study of only the general patterns of development of the sphere of exchange and its interaction with other stages of the reproduction process. It is aimed at conducting a reasonable analysis and making a forecast of the situation that is developing in a particular commodity market. A commodity market is a system of economic relations, firstly, between producers and consumers of a given product and, secondly, within groups of producers and consumers.

The main form of relations of the first type is the purchase and sale, the second - competition. Commodity markets, interacting through the mechanism of intersectoral competition, form national market generally. During historical development market relations go beyond national borders, and international commodity markets are being formed. They operate in close cooperation with the respective markets of individual countries and regions.

There is a huge variety of national economies and commodity markets with their inherent conditions for the formation and development factors of the economic situation. Each commodity market and each stage of development of its conjuncture is characterized by its own combination of factors that determine the features and parameters of long-term trends, medium-term fluctuations and short-term changes, their relative importance, and the ranking of their interaction with each other.

Automotive Market Research

The automotive market shows stable growth. To date, the volume Russian market estimated at $182 billion. The Russian market is considered the most promising business in the world this year. Stable growth - 15% per year. Today, with used cars, the market capacity is no less than 4.5 million cars. On the marketing market cars can be divided into 3 major segments. They can also be divided into cash flow for each segment in %. 1. Trucks (including micro trucks) - $42 billion

2. Passenger cars (including minibuses) - $100 billion.
3. Buses - $40 billion

As you can see, passenger cars enjoy a big advantage, but do not forget that mostly used cars are sold by private traders, and this money does not enter the market. And trucks and buses are mostly bought new. Imported equipment is in greater demand - this indicates its quality and last years reduced price.

Detailed overview of car market segments

Cars

The volume of the segment market is $100 billion. It is attractive to all players in the automotive market, from private companies to large automakers. The market trend turned out to be a decrease in car prices and favorable loan conditions.

Let's look at the sub-segments: domestic cars - 20%, and foreign cars - 80%. Foreign cars dominate to a large extent, and in the next 5 years their percentage will grow, which will lead to a decrease in the production of domestic cars. The decline in prices for European and domestic cars was also due to the entry of Chinese car models, especially Chery, into the market.

Let's segment the market by car brands, here's what we get:

Others - 20%

Chevrolet has been leading for the third year in a row - 14%, but other brands are also not in bad positions.

truck market

Volume Money valued at $42 billion.

The truck segment can be divided into 4 sub-segments.

1. Asian trucks. Demand from companies that are associated with small everyday transportation.
2. European trucks. Large demand from medium-sized industrial companies.
3. Russian trucks. Great demand mainly from large industrial companies.
4. American trucks. There is a great demand from those companies that work with further and heavy freight transport.

bus market

The capacity is estimated at $40 billion. This segment is divided into 2 sub-segments:

Buses of foreign production.

Buses of domestic production.

There is more demand for a foreign manufacturer, this is again associated with better quality and reasonable prices. In Russia in 2010, 385,000 imported buses and 200,000 Russian-made buses were purchased.

Conclusion

In the coming years, market growth will be between 15% and 17%. It can also be said that domestic market shows an upward trend. His attractiveness to businessmen can be rated above average. Stages of market research.

The automotive market of the Russian Federation belongs to commodity markets RF, which are influenced by various non-linear factors such as the level of cash money supply, the level of monetization and the share of hidden production, a high level of taxation, unemployment.

The capacity of the global automotive market is growing year by year. The past year was no exception. Europe continues to be one of the largest automotive markets in the world. Last year, 18 million cars or 29% of world sales were registered in 25 EU countries. Most of sales of passenger cars, as well as cars in general, falls on the German market. In second place in terms of volume is the United Kingdom, in third - Italy.

Volkswagen is the leader in the European Union among automotive brands. The leader in terms of growth among mass brands in Europe was FIAT (+20.9%), among luxury brands Lexus (+76.3%). The largest market share is still owned by VW, followed by PSA, Ford, GM, Renault.

In recent years, the Russian market has seen a steady growth in sales of new passenger cars. The exception was the “crisis” years of 2008-2009, when, with the increasing influence of the financial crisis on the world automotive markets, the largest automakers began to experience difficulties in selling their products - the liquidity crisis began to affect the real sector of the economy. This is especially noticeable in the case of Western European countries: over the first nine months, total sales of passenger cars decreased by almost 5% compared to the same period last year. The world's largest automakers are no longer seeking funds to promote products and technological innovations, but to continue functioning. The Russian market was no exception - a significant tightening of lending conditions (not only the size of the down payment, but also interest rates increased, requirements for borrowers increased) had a direct impact on the autumn sales of cars.

The developed countries of the Eurozone used car sales incentives back in 2009, so their smooth recovery from the global financial crisis in 2010 coincided with a decline in car sales on the market. According to JATO Dynamics, sales of passenger cars and light commercial vehicles in Europe decreased by 17.4% in July 2010 compared to the same period in 2009. As before, the "people's" Volkswagen remains the sales leader in European countries.

And how are things in the car market in our country? Russia, as usual, has its own way of development. Having dropped to fifth place in 2009 in terms of sales of passenger cars in Europe, in the middle of 2010 it was again in the “top three”.

In 2010, the automotive industry of the Russian Federation gradually began to recover: the production of automotive equipment almost doubled, but did not reach pre-crisis levels. According to the Ministry of Industry and Trade of the Russian Federation, over the past year, production has grown in all major segments: the production of cars - by 102%, trucks - by 68%, buses - by 26%.

Despite high production growth rates, the significance of high growth rates should not be overestimated, since in 2009 both production and sales of automotive vehicles fell sharply, which created the so-called low base effect in 2010. Simply put, it is necessary to compare last year's figures not with 2009, but with 2008, when the car market showed the highest figures over the past ten years. If we compare the total output of automotive vehicles for 2010 and 2008, it turns out that the figure for last year is lower by 22%.

As before, passenger cars provide the bulk of automotive production. In 2010, their share was 86%, which is 3.4 p.p. higher than in 2009. It should be noted that the share of cars in the production of automotive equipment is growing every year, so in 2007 the share was 77%, in 2008 - already 82%. It is the passenger car segment that determines the state of the market and its prospects.

In his speech, Alexei Rakhmanov, Director of the Automobile Industry Department of the Ministry of Industry and Trade of the Russian Federation, noted that in 2010 domestic production of passenger cars increased significantly against the backdrop of continued decline in direct imports. At the same time, the domestic production of foreign cars for the first time exceeded the production of passenger cars of domestic brands. In the medium term, domestic production will continue to increase as consumer demand for passenger cars recovers.

In 2010, passenger car sales increased by 29.9% compared to 2009 results. The state provided tangible support to the automotive market - in 2010, a program for the recycling of old cars began to operate, accelerating the renewal of the Russian fleet of passenger cars. In addition, there is currently a program of concessional lending, which includes many foreign cars that are assembled at Russian factories. New models are often selected precisely with the expectation of falling under the action of this program. In particular, new model Hyundai Solaris, the production of which started in early 2011, is already included in the concessional lending program.

On the background state support and a gradual recovery in consumer demand, the Russian car market will recover relatively quickly. Already in 2011, it is expected that more than 2 million cars will be sold in Russia.

The new conditions for the regime of industrial assembly of cars, which came into force in 2011, will accelerate the growth of the market by increasing domestic production. However, much depends on the state of the automotive component industry, which now determines the development automotive production. Taking into account the more stringent requirements of the new industrial assembly regime in terms of the level of production localization (60% in six years), the development of the automotive component industry through the opening of factories of foreign companies here seems to be the most likely development scenario. In addition, the implementation of the requirement to establish R&D centers will allow automakers to develop their own technological and research base.

According to the Association of European Businesses (AEB), sales of new passenger cars and light commercial vehicles in Russia increased by 30% in 2010. for the whole year, 1,910,573 new cars were sold in our country. In December, 204,586 cars were sold, which is 60% more than in the same month of 2009.

David Thomas, Chairman of the AEB Automobile Manufacturers Committee, said that the forecast for 2011 is 2.24 million vehicles.

Car sales in Russia turned positive compared to the low results of 2009 in April 2010, in the fall, growth rates reached 50% year-on-year, and in November 80% more cars were sold than a year earlier - 189,902. At the same time, the Russian car market was ahead of the forecasts: at the beginning of the year, AEB experts expected that no more than 1.5 million cars would be sold during the year, later the forecast was adjusted to 1.7 million cars, and in December it was announced that the expected sales of cars at the level of 1 .9 million and an increase of 30%.

According to Mark Ovenden, Vice Chairman of the AEB Automobile Manufacturers Committee and Head of the Russian branch of Ford, the results of 2010 are encouraging, and forecasts for 2011 are quite positive, but only if Russian economy and the currency will continue to rise.

At the beginning of 2011, it was announced that it was extending its used car recycling and concessional lending programs. Automakers welcomed this initiative of the Russian government. However, as Ovenden notes, it should be noted that 80% of sales under these programs come from cheap cars from traditional Russian automakers. AvtoVAZ sold the most cars (517,147) in 2010, showing an increase of 48%. At the same time, almost half of them were implemented according to state program recycling: according to the automaker, 221,584 vehicles were sold with a state discount. In the last month of 2010, the car factory sold 49,597 cars, which is 78.3% more than in the same month of 2009, of which 27,160 cars were sold under the recycling program.

In second place in terms of sales in Russia is Chevrolet (116,233 cars for the year and 12,552 in the last month), which increased sales by 11% and 35%, respectively, compared to the same periods last year, followed by Kia, Renault, Ford and Hyundai, sold 104,235, 96,466, 90,166 and 87,081 cars respectively. At the same time, sales of Kia in 2010 increased by 49%, Renault by 33%. Ford sold 10% more vehicles and Hyundai 17%.

Many Japanese brands strengthened their positions by the end of the year. 10,323 Nissans and 575 luxury Infinitis were sold in December, up 108% and 141%, respectively, compared to the same month in 2009. Sales of Mitsubishi increased by 129% in the last month of the year (5314 cars sold), demand for Mazda increased by 85%. Nevertheless, in 2010, Mazda sold 24,926 vehicles - 19% less than a year earlier. Honda sales decreased by 22% (up to 18,159 cars).

Also, 8525 Toyota cars were sold in December, which is 46% more than in the same month last year.

In total, in 2010, the Japanese corporation sold 90,296 Toyota and Lexus cars in Russia, while the demand for luxury cars of the Japanese brand increased by 72%, to 10,981 cars, Toyota sales increased by 15%, to 79,315 cars. Takeshi Isogaya, head of Toyota's Russian representative office, expects that the total Russian car market in 2011 will reach 2.3 million vehicles. Sales of Toyota cars are expected at the level of 115 thousand cars.

“According to our estimates, Toyota's car market share in Russia will amount to about 6% of the total car market in Russia by the end of this year. Sales of Lexus cars in 2011, according to our forecasts, will grow by 45% compared to 2010 - up to 16.1 thousand units. In this scenario, Lexus' market share in the premium segment will be over 13% next year,” he says.

In the luxury segment, most brands finished the year with significant growth. In the Big German Three, Mercedes, which sold 19,724 vehicles (+64%) over 12 months, overtook Audi (18,510 vehicles, +23%), but fell short of BMW (20,584 vehicles and 26% growth). Sales of LandRover increased by 7% (9970 cars per year), while Jaguar (858 cars) went into negative territory by 8%. The performance of the Japanese Infiniti remained practically unchanged (4674 cars in 2010 and 4630 a year earlier), sales of Porsche increased to 1572 units (+24%). Official dealers Volvo sold 10,650 cars in a year. Thus, sales growth amounted to 54.48% compared to 2009 (6,894 vehicles sold).

The recycling program in 2010 revived the demand for the VAZ "classic", which became the most purchased car model. 136,006 Lada 2105 and 2107 were sold during the year, which is 102% more than in 2009.

It is followed by Priora, Kalina and Samara. The best-selling foreign car was the Ford Focus (67,041), which overtook the Moscow RenaultLogan (62,862) by almost 4,000 cars. According to David Thomas, Chairman of the AEB Automobile Manufacturers Committee, the Russian automotive market may return to the pre-crisis level of 2008 by the end of 2012, with the result of 2.8-2.9 million vehicles.

The revival of the automotive industry in Russia is evident. This follows at least from the fact that nine out of ten brands included in the "top ten" most popular in the first half of the year are produced at domestic car factories. The international motor show MIAS-2010 held in August 2010 in Moscow became an indicator of the growing interest of the population in cars. A year ago any exhibition activity in large Russian cities brought only losses, and global manufacturers openly ignored domestic car dealerships, in 2010 things are different. The Moscow Motor Show is again on a par with the largest European auto shows in terms of popularity.

Introduction ___________________________________________________ 3

1. Overview of the car market __________________________________ 4

1.1 general characteristics market ____________________________ 4

1.2 Russian automotive industry ____________________________________ 6

1.3 Imports of passenger cars _____________________ 8

2. Sales analysis ___________________________________________ 9

3. The main sellers in the market______________________________ 11

4. Problems and prospects for the development of the passenger car market _ 13

5. Study of consumer preferences _____________________ 15

Conclusion_________________________________________________ 20

List of sources used ___________________________ 21

Annex_______________________________________________ 22

Introduction

Automobile transport plays a big role in modern society. The development of automotive services today is prerequisite for a fulfilling life for every person.

Road transport is developing qualitatively and quantitatively at a rapid pace. Currently, the annual growth of the world car park is 10-12 million units, and its number is more than 400 million units. Every four out of five cars of the total world fleet are passenger cars.

The rapid pace of development of motor transport has led to certain problems, the solution of which requires a scientific approach and significant material costs. The main ones are: increasing the capacity of streets, building roads and their improvement, organizing parking lots and garages, ensuring traffic safety and security. environment, construction of stations Maintenance cars, warehouses, petrol stations and other enterprises.

The purpose of the study is a comprehensive study of the car market in Novosibirsk.

This goal led to the following tasks:

¾ Give a general description of the market;

¾ Consider trends in the development of the Russian automotive industry and imports of passenger cars;

¾ Analyze car sales volumes;

¾ Identify the main sellers in the market;

¾ Identify problems and prospects for the development of the passenger car market;

¾ Study consumer preferences.

1. Overview of the car market

1.1. General characteristics of the market

However, in general, the first three quarters of this year turned out to be worse for the market in absolute terms of sales than a year ago. In addition, according to the Committee of Automobile Manufacturers of the Association of European Businesses (AEB), for the period January-September 2010, cars were sold 25% less than in the same period last year. It seemed that in 2009, against the background of a deterioration, very much economic crisis and downright general decline in the level of consumption, car companies held on due to the sale of accumulated stocks. Of course, in a growing market, companies sell only fresh cars with minimal volumes of more or less last year's stock.

During the crisis of 2009, indeed main task companies had to adjust efficient operation in conditions of very low sales, get rid of stocks and minimize costs. However, companies that personally invested in the automotive market during this period are now in really good positions. In any case, in today's recovering market, it is very important to have quite starting positions, which in the future will allow capturing a large market share.

The most active policy on the market last year was led by KIA, and today it has a really excellent launch pad for sales growth, while not having an assembly plant in Russia. Perhaps this is one of the few companies whose results in the first quarter have improved significantly compared to the period of 2009. Finally, two-thirds of sales come from models KIA Rio, Sportage and ee'd, which are quietly among the leaders in their segments.

Another Korean company, Hyundai, although completely lost in relation to last year's sales, these losses (-16%) are not as significant as those of the closest competitors. It seems that in April a rather new era in the Russian market will noisily begin for the company: Hyundai opens especially its own full-scale car factory. In 2010, the adjustment of equipment and the production of pilot batches of the C-class car, adapted specifically for the Russian market, will continue. Thus, fully commercial production will start in 2011, then Hyundai will have another “strong” model in our market. Renault is doing well too, with sales growth of +7% in the first quarter of 2010, while the overall market declined.

Very quickly, with the help of a variety of measures, representatives of the premium big German three are recovering from the crisis. By the way, Audi, BMW and especially Daimler's brand Mercedes-Benz (all three companies have an increase in sales compared to sales in the first quarter of last year) feel great. Apparently, their customers have gradually stopped saving on their new cars - a really good sign for the entire economy of the country. Perhaps, however, none of the companies that simply refer to the premium automotive segment have felt a return of money to the sphere of updating top management fleets and corporate fleets. Worse, sales of Infiniti, Cadillac, Jaguar and Saab have been cut by more than half. The overall result for premium brands in Russia is still minus 13%, which, however, is better than the market as a whole.

Chinese brands are making more and more attempts to gain a foothold in the Russian market. In the end, of the old projects, only Chery models modestly remain on the crest of sales. In general, three quarters of 2010 were very successful for Chery - +62%. Probably, the old-timers of the Great Wall and BYD markets are gradually losing their attention to the special Russian market; however, the Russians soon stopped buying Chinese pickups and jeeps in a good way.

Newer Chinese projects are still successful in the local market. In the first quarter of this year, in general, Vortex cars (the same Chery, only originally from Taganrog) and Lifan were in excellent demand. Indeed, the Geely car sales project has stalled. On the whole, however, Chinese brands managed to sell slightly more cars in 2010 than in the same period a year earlier. Indeed, with a general decline in the market, the growth in sales of very Chinese cars should be carefully considered as more or less a small success.

The trend of strong growth in sales at the beginning of the year, associated not only with seasonal fluctuations, but also with the general economic recovery, gives the right to tentatively assume that the market will slowly grow throughout the year and will amount to 1.5 million new cars. Apparently, the scrappage program, on which the government wisely plans to spend 11 billion rubles, will also help the market a little. What's more, in the end, 2010 may avoid quickly becoming the worst year in the recent history of the Russian car market, leaving this unattractive title simply as a crisis year in 2009, when 1.46 million new cars were sold.

1.2 Russian car industry

The production of passenger cars in the Russian Federation at the beginning of 2010, according to statistics, amounted to 1.23 million units. At the same time, qualitative changes have taken place in recent years. Most Russian car factories have abandoned the production of obsolete cars of their own and have begun cooperation with foreign companies. There are several main reasons for this:

· the growth of sales and the availability of car loans provoked an increase in demand for foreign cars with more attractive consumer properties;

· comparable prices for "older" Russian cars and cheap foreign cars: they are actually offered at the same price;

· the low quality of Russian cars, which did not improve during the “respite” of the Russian car industry during the 1998 crisis. Then he was literally saved by a default, thanks to which the prices for Russian cars became several times lower than imported ones. Further, the influx of used foreign cars was stopped by an increase customs duties.

The industrial assembly of the world's leading automotive brands at the enterprises of the Russian automotive industry has become a "winch", pulling the statistical indicators of the Russian industry. Government policy in every possible way contributes to the organization of production in Russia by foreign manufacturers. At the same time, foreign manufacturers are reluctant to comply with localization requirements for assembly plants: the actual level of localization for the Ford Focus is 40% - instead of the standard of 50% in 2009.

main reason The car boom in recent years has been solvent consumer demand: it is quite natural that with the growth of prosperity, consumer preferences are shifting towards better and more expensive goods. Given the favorable market conditions, many foreign manufacturers have opened assembly plants in Russia: Ford, Renault, BMW, KIA, Chery, Hummer, Chevrolet, Cadillac, Hyundai, SsangYong, Fiat, Chevrolet, VW and Toyota.

Toyota opened a car assembly plant in St. Petersburg. Volkswagen opened an assembly plant in Kaluga in 2007. DaimlerChrysler has not ruled out the possibility of organizing an assembly plant in Russia for a long time. New factory Mitsubishi is located near St. Petersburg.

Of course, financial crisis introduced certain changes into the plans of automakers. Some of them announced the freezing of their production projects. And yet, in the long term, most manufacturers do not intend to seriously change their plans for Russia. By Western standards, the degree of penetration of automotive products in Russia is now at a low level.

1.3 Imports of passenger cars

According to customs statistics, 1,445,000 cars were imported in 2010, which is 40% more than in 2009. AT monetary terms imports grew by 49% and amounted to 18,780 million dollars.

Students, graduate students, young scientists who use the knowledge base in their studies and work will be very grateful to you.

Comprehensive research of the car market. Automotive market research

We solve the following tasks:

Study of price elasticity of demand: Analysis of price elasticity of demand. Analysis of cross elasticity (among the Customer's cars and cars of competitive brands).

Analysis of market prospects for cars of a particular brand in the Russian market.

Evaluation of the work of dealerships: the quality of sales in dealerships and after-sales service.

Analysis of the cost of ownership of passenger cars, commercial vehicles and cars of competitive brands segments: passenger cars and commercial vehicles.

The result of the study Car clinic

The ability to combine different methods of collecting information, depending on the objectives of the study

Our experience of similar studies

Similar Documents