Vehicle remarketing is the controlled disposal of fleet and leasing vehicles that have reached the end of their fixed lease term.
In vehicle leasing, after the lease expires, the lessee either returns the vehicle to the supplier or buys it. The vehicles that are not purchased by the driver become an unwanted asset for the fleet or leasing company because of vehicle depreciation and they look to channel intermediaries to relinquish the stock on their behalf quickly and in high volumes. Remarketing can be done to trade or to consumers.
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Key performance indicators
key performance indicators for vehicle remarketing are the disposal price achieved, usually in reference to a trade guide price (such as CAP Clean in the UK or Black Book in Canada) and the days-to-sell, which is the number of days between end of lease and disposal of the car. Different remarketing routes targeting different customers are available and offer different options regarding these KPI.
Remarketing to trade
End of lease vehicles that are not purchased by the lessee have traditionally been remarketed through wholesale vehicle auctions such as Manheim Auctions or British Car Auctions in the UK. During a car dealer auction, the vehicles are typically sold to car dealerships who in turn will retail them to consumers. In the US, in 2005, 2.7 million fleet vehicles were sold through auctions [1].
Remarketing to drivers and employees
Vehicles nearing their end of lease are made available for purchase to the current driver, and to other employees of the company operating the fleet. The benefits for the fleet and for the leasing company is a reduction in days-to-sell, as vehicles remarketed that way are sold before reaching the end of lease [2].
Remarketing to consumers
There has been a rise in both number and sophistication of used vehicle disposal methods in the past decade partly caused by the growth in the leasing and daily rental sectors. Online vehicle remarketing is an emerging alternative disposal route that has developed with the growth of the internet[3]. Internet vehicle remarketing companies such as Autoquake use e-commerce websites to sell vehicles direct-to-consumers on behalf of the fleet and leasing companies.
References
- ^ "ADESA - Vehicle remarketing industry dynamics". http://wcm.adesa.com/wps/wcm/connect/7f81df004db1aed09865dbb87455dfc5/7_14+VehicleRemarketing.pdf.
- ^ "Automotive Fleet - Fleets reap benefits of employee sales". http://www.automotive-fleet.com/Channel/Remarketing/Article/Story/2009/04/Fleets-Reap-Benefits-of-Employee-Sales.aspx.
- ^ "Business Car - Online remarketing gears up to challenge auction dominance - Business Car magazine". http://www.businesscar.co.uk/story.asp?sectioncode=4&theme=0&storycode=4577.
External links
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