Thursday, Mar 05, 2009 at 10:30
Hi Matt
I think that is a good question and one that came up in another thread just recently.
I think the best option for the car manufacturers will be to run down inventories and slow the manufacture of vehicles. There is clearly a large global stock of vehicles and the major companies already have plans in place to slow production and reduce inventories.
However, does this mean a reduction in prices of new vehicles? At the margin there will be discounting at the retailer level, but it isn’t the answer to the problem and it is unlikely there will be major price reductions by manufacturers.
This issue isn’t one of price, but that consumers are simply not willing to buy at present. Will a price change influence that? Again, at the margin there will be those that it will, but for the mainstream consumer it won’t. They are more focussed on paying down debt, saving, and deferring major purchases.
So discounting the price of new motor vehicles may not have a great impact in terms of influencing consumers to buy in the current environment.
Once the crisis passes, and it will in time, consumers will be in a far better shape having paid down debt and spending will eventually bounce back. But before that happens they will want to be confident about the economic outlook and job security.
Mind you, the other part of the equation is commercial buyers of motor vehicles; most companies are also paying down debt and reducing expenditure, so there will be declining support for sales from this group.
In Australia, we are only now beginning to feel the ‘real’ effect of the massive global downturn; the next 3-6 months will be very telling and a challenge to our policy markers.
Good luck….
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