Car brands are making discounts and promotions higher than those carried out during the extinct purchase promotion program Plan 2000E, but sales continue to fall. But not all brands have made the same price reductions in Spain.
According to the Balance of the Automotive Sector of the TNS market auditor, Honda was the generalist brand that made the greatest promotional effort in Spain during the past year, with 4,705 euros per car, while the second position fell to Renault, with 3,630 euros. , followed by Opel, with 3,530 euros.
Behind were Alfa Romeo, with 3,350 euros, Fiat, with 3,185 euros, as well as Peugeot, with 3,115 euros, Seat, with 3,000 euros, Citroën, with 2,900 euros, Kia Motors, with 2,885 euros, and Ford, with 2,800 euros. .
In the premium car segment, Jaguar was the firm that made the greatest promotional effort in 2011, with around 8,500 euros per vehicle, although these reductions were extended to almost all of the high-end brands, except for Volvo.
Greater discounts than in the rest of Europe
The director of the promotional activity monitor for the automobile sector PromoCAR, Jaime Vicent, assures that car brands are currently making discounts and promotions higher than those carried out during the extinct Plan 2000E, but sales continue to fall, something he considers “paradoxical”.
Vicent stressed that historically the implementation of these incentive plans has had a dynamic effect on the market, although the price of a vehicle with these possible subsidies may not go down, but he stressed that this situation is due to a confidence effect.
Thus, the TNS data show that during the past year Spanish motorists obtained an average discount of 2,875 euros on the purchase of a new car, which represents a figure 40% higher than the European average.
The least polluting
On the other hand, the study shows that last year one of every two cars sold in the Spanish market had carbon dioxide (CO2) emissions below 130 grams, which represents an increase of 11 points compared to 2010.
Thus, Seat was the brand that sold the most vehicles misnamed “green” in Spain in 2011, with 51,112 units, followed by Volkswagen, with 38,729 units, and Ford, with 37,639 units, while the model with less than 130 grams of The best-selling CO2 in Spain was the Seat Ibiza, with 27,735 units, ahead of the Opel Corsa, with 17,699 units, and the Volkswagen Golf, with 16,382 units.
In the Spanish market, a total of 11 brands closed 2011 with average CO2 emissions below 130 grams, while in the European market as a whole this figure stands at 14 car manufacturers.
Advertising
As for advertising in the automobile sector, the investment made by car companies in this area in Spain last year fell by 13% and the brands with the greatest advertising notoriety in the sector were Renault, Mercedes-Benz and Seat.
However, Volkswagen-Audi Spain was the group that made the greatest investment in advertising last year, with 65 million euros, followed by Renault, with 34 million euros, and PSA Peugeot-Citroën, with a figure “slightly lower”. The forecast is that in 2012 investment will drop by up to 2%.
The data handled by TNS indicate that investment in almost all advertising media fell last year among car manufacturers, except for that made on the Internet, which grew by 8%.
Facebook Comments
Disqus