汽车经销商的“以旧换新”业务怎么做？

Core Insights - The implementation of the vehicle trade-in policy has led to over 10 million subsidy applications since its launch in 2024, with 3.225 million applications specifically for 2025, indicating a significant market opportunity for automotive dealers [1] - The number of vehicle replacements is more than double that of scrapped vehicles, highlighting the importance for dealers to capitalize on this trend to boost sales performance [1] Group 1: Factors Influencing Trade-in Business - Companies should design internal policies that reward high-performing teams to stimulate consumer spending and drive new car sales growth [3] - It is essential to clarify the business value and positioning of the trade-in service as a derivative of new car sales [3] - Effective operational management is crucial, including monitoring the planning, goal setting, and execution of the trade-in process [3] Group 2: Customer Interaction and Service - Sales consultants must focus on gathering information from trade-in customers, including vehicle details and customer needs, to inform subsequent service and negotiation strategies [4] - 4S dealerships can provide a one-stop service for trade-in and new car purchase, leveraging brand credibility and certified appraisers [4] - During vehicle assessment, it is important for appraisers to involve customers in the process to build trust and manage expectations [5] Group 3: Pricing and Negotiation Strategies - When evaluating a used vehicle, considerations should include the sales method (wholesale or retail) and the profit margin to determine the acquisition limit [5] - In the negotiation phase, sales staff should present the assessment results clearly and be prepared for price negotiations, collaborating with appraisers and new car sales consultants to facilitate the transaction [5]