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trailer world Issue One 2013

    Issue One 2013  25 Trading in used commercial vehicles and trailers is facing entirely new challenges. The Internet is changing not only buyers’ but also sellers’ behaviour on a permanent basis, while tougher bureau- cratic hurdles are making life more difficult for German vendors in particular. In order to escape a price war that has been ruinous in some cases, companies such as LKW Lasic GmbH in Munich are increasingly playing the trump card of quality, and hoping in this way to win long-term market share. The industrial premises in the northern part of Munich is well filled: Trucks, trailers and con- struction machinery of various levels of equipment, quality and age are parked in the yard. Customer demand has to be met – and in a completely different way today than even only a few years ago. “The Internet has changed our business completely.” Vladimir Lasic, the boss of the new and used vehicle dealership, regards this develop- ment with mixed feelings. “On the one hand, a potential buyer or dealer such as us will find it much easier than before to locate ve- hicles or trailers, and people nowadays also know fairly precisely where the goods in question are located,” says Lasic. “On the other hand, fly-by-night market players are appearing both amongst pur- chasers and sellers, thereby making it very difficult to set prices in particular, because offers can now no longer be compared straight- forwardly.” For example, highly divergent prices for apparently equivalent or almost equivalent commercial vehicles are being cir- culated. This makes a purchase decision much more difficult. “The Internet and the associated higher level of anonymity that it brings to those involved mean that, in contrast to transactions with regu- lar customers, you never really know precisely with whom you are dealing”, says Lasic in conversation with trailer world. “It has now become very complicated to gauge whether an enquiry is really se- rious, or will be misused for other purposes.” Also, the margin sit- uation for serious vendors has become much more difficult, for ex- ample in the case of used trailer dealers frequently having to face additional costs after the purchase, such for the transfer (toll) or for rectifying defects. It goes without saying that these factors impact the profit margin – above all in the low price segment which is tra- ditionally of interest to export customers. Export customers increasingly want quality All the same, Lasic currently achieves about two thirds of its total sales via Internet marketing. “One way that we deal with the in- creasing loss of transparency is to attempt to classify our customers according to their buying behaviour,” says Lasic. “We differentiate between those purchasers who are motivated above all by price, and those for whom quality and/or service is important, even if it means the purchase price is higher.” This is the case with domestic customers above all else. After all, it is not always a low purchase price that saves most money, if you consider the entire lifecycle of the product. In the case of used trailers, for example, axles from well-known manufactur- ers such as BPW have played and continue to play an important role in the purchase decision, since there are major differences in quality in this area. “BPW enjoys a very good name in the export area in par- ticular,” observes Lasic. “For example, there are customers who spe- cifically ask for BPW drum brakes and for whom it is very impor- tant that these products are fitted in the used trailer.” In order to LKW Lasic currently achieves about two thirds of its overall sales through Internet marketing. Lasic’s range permanently includes about 100 new and used trucks as well as trailers and semitrailers. Photos:mtkang–fotolia.com,LKWLasicGmbh Industry

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