销售商用越野车_对原始设备制造商_经销商和租赁公司的关键见解（英文版）_8页_1020kb

Roland Berger Focus: Selling Commercial Off-Road Vehicles

Core Content

This report by Roland Berger provides an analysis of the current and future trends in the off-road commercial vehicle market, focusing on the United States and Europe. It outlines key insights and recommendations for OEMs, dealers, and leasing companies aiming to improve their competitiveness and process efficiency in a market that is no longer driven by aggressive growth but by sustainable performance.

Market Developments

United States

• Material Handling Vehicles: Expected to grow at 3.4% annually (2016–2020), down from 4.5% (2012–2016).
• Agricultural Equipment: Sales will remain flat due to low crop prices and stagnant farm incomes.
• Construction Equipment: Growth is anticipated due to increased infrastructure investment and US tax reform.

Europe

• Material Handling Vehicles: Expected to grow by more than 3% annually, driven by the expansion of online retailing.
• Agricultural Equipment: Sales may have bottomed out in 2017, with only a slight recovery expected through 2020.
• Construction Equipment: Forecast to remain flat through 2020.

Key Insights from the Study

• Sales: Aftersales support and service are critical for customer loyalty and satisfaction. Salespeople need to develop a personal touch, understand customer needs and technology, and offer tailored solutions.
• Financing: Financing options are a key decision factor for many buyers, especially in construction and material handling. Customers prefer flexible financial products that align with their cash flows.
• Leasing: Leasing companies are well-positioned to offer customized solutions for specialized vehicles. The integration of leasing into OEM and dealer processes is essential for competitiveness.
• Renting: Immediate availability of equipment is crucial. Companies must invest in large fleets and regional service infrastructure to offer competitive rental services.

Recommendations

For OEMs

• Expand product and service offerings to provide a "one-stop shop" for customers.
• Develop regional scale to ensure superior service and support.
• Strengthen key account management (KAM) to meet the needs of larger clients.
• Adopt a vehicle lifetime perspective and use remarketing to drive profits.
• Offer risk-adjusted pricing to increase sales and reduce financing requests.

For Dealers

• Offer full-service solutions to retain customers and operate profitably.
• Consider joint digital rental platforms to enhance rental business.
• Develop consulting services along the value chain to add more value to clients.
• Invest in service infrastructure and regional coverage to support rental and leasing activities.

For Leasing Companies

• Integrate into the sales processes of OEMs and dealers to avoid price competition and maintain direct access to clients.
• Finance complete business solutions by combining assets from different OEMs.
• Develop risk assessment expertise in niche markets to differentiate from competitors.
• Set up white-label online platforms to attract smaller OEMs and expand market share.

Challenges and Opportunities

• IFRS 16: This new accounting standard will impact the leasing market by making leased assets appear on the customer's balance sheet, reducing the attractiveness of leasing.
• Competition: OEMs and dealers are increasingly offering their own financing and leasing options, which can limit the role of external providers.
• Customization: Customers demand highly customized financing and leasing solutions, especially for specialized vehicles.

Conclusion

The off-road commercial vehicle market is undergoing a shift from growth-oriented strategies to efficiency-driven approaches. Companies must adapt by improving sales techniques, offering flexible financing options, and integrating into the broader customer lifecycle. Those who act decisively and strategically in these areas are likely to thrive in this evolving landscape.

Key Success Factors

• Customer Relationship: Building long-term, trusting relationships with customers is essential for sales success.
• Service and Support: Availability of spare parts and aftersales support are critical for customer retention.
• Flexibility and Customization: Tailored financial and leasing solutions are increasingly important to meet customer needs.
• Process Efficiency: Improving internal processes and leveraging technology can lead to better performance and profitability.

Authors

• Dominik Lober – Senior Partner, Frankfurt, Financial Services Competence Center
• Frank Pietras – Principal, Munich, Automotive Competence Center
• Walter Rentzsch – Principal, Detroit, Automotive Competence Center
• Carsten Kust – Project Manager, Munich, Financial Services Competence Center

Publisher

• Roland Berger GmbH
  Sederanger 1
  80538 Munich, Germany
  +49 89 9230-0
  www.rolandberger.com

This report highlights the importance of understanding regional market dynamics and aligning business strategies with evolving customer expectations.