Le processus de commande et d'allocation des voitures est-il défaillant ?

Le processus de commande et d'allocation des voitures est-il défaillant ?

Table of Contents:

1. 🚘 Introduction: The Broken Vehicle Ordering and Allocation System for Dealerships
2. 📋 Understanding Car Allocation and Car Ordering 2.1 Car Allocation: Manufacturer Dictates the Inventory 2.2 Car Ordering: Dealerships Have More Control
3. 🌟Pros and Cons of Car Allocation System 3.1 Pros: Keeping in-demand vehicles in high demand 3.2 Cons: Gap between manufacturer and customer, discounts applied due to overproduction
4. 🌟Pros and Cons of Car Ordering System 4.1 Pros: Customizable inventory, high customer satisfaction 4.2 Cons: Diminished demand over time, potential devaluation of product
5. 🚀 The Tesla Method: Enter Consumer-to-Manufacturer Ordering
6. 📦 Is the Tesla Method Suitable for All Manufacturers? 6.1 Why the Tesla Method Works for Tesla 6.2 Challenges for Average Automakers
7. 🔄 Tailoring the System for Different Manufacturers 7.1 Allocation Method for Standardized Manufacturers 7.2 Ordering Method for Manufacturers with Optional Equipment
8. 💡 Striking a Balance: The Success of Stellantis
9. 🔮 Reaching Equilibrium: The Future of the Car Ordering and Allocation System

🚘 Introduction: The Broken Vehicle Ordering and Allocation System for Dealerships

In today's article, we will delve into the flawed system of ordering and allocating vehicles for dealerships. The current process in the United States is far from efficient, and we will explore the reasons behind its broken state. While Tesla serves as an important reference point in this discussion, we must consider both car allocation and car ordering as the two main approaches used by manufacturers and dealerships. By understanding their pros and cons, we can determine the best method for different types of manufacturers. So, let's dive in and unravel the complexities of the vehicle ordering and allocation system.

📋 Understanding Car Allocation and Car Ordering

2.1 Car Allocation: Manufacturer Dictates the Inventory

Car allocation is a process wherein the manufacturer informs the dealer about the number of vehicles they will receive within a specific timeframe. The manufacturer holds the power in this arrangement, determining the distribution of models and packages. For example, a Toyota dealership might be allocated a certain number of 4Runners, with a specific breakdown of SR5s and TRD Pros. While dealerships can make minor adjustments, such as color changes, they have limited influence over the allocation. Consequently, a significant gap exists between the manufacturer and customers, as customers are indirectly informed of the vehicles they can choose from. Although this method helps manufacturers maintain the demand for certain vehicles over a prolonged period, it restricts dealerships' ability to cater to customers' specific preferences and can lead to excess production, resulting in necessary discounts.

2.2 Car Ordering: Dealerships Have More Control

In contrast to car allocation, the car ordering process empowers dealerships to directly communicate their inventory requirements to the manufacturer. This approach offers more flexibility, as dealerships can specify models, packages, colors, and options tailored to their customers' preferences. This allows for a more streamlined and customer-centric process, as dealerships can gather feedback from their customers and relay it to the manufacturer. Ultimately, this method leads to higher customer satisfaction, as manufacturers and dealerships can meet individual demands. However, one potential downside of car ordering is the risk of devaluing the product. As demand can be fulfilled promptly, the initial excitement and sense of exclusivity may wane over time.

🌟 Pros and Cons of Car Allocation System

3.1 Pros: Keeping in-demand vehicles in high demand

One advantage of the car allocation system is its ability to maintain high demand for specific vehicles. By producing limited quantities of certain models, manufacturers ensure these cars retain their allure, enticing customers to pay a premium. Toyota exemplifies this strategy, particularly with their coveted TRD Pro models, which consistently command impressive prices due to scarcity. Consequently, manufacturers can focus on consistent production without drastic changes to their vehicle lineup, thereby streamlining the manufacturing process.

3.2 Cons: Gap between manufacturer and customer, discounts applied due to overproduction

However, the car allocation system suffers from a considerable gap between the manufacturer, the dealership, and the customer. Customers and dealerships have little influence over the types of vehicles and packages offered, ultimately leading to misjudgments and potential oversupply. To mitigate losses arising from overproduction, manufacturers often apply discounts, undermining the value proposition. While manufacturers employ market research to avoid substantial miscalculations, this system's inherent inflexibility poses challenges in meeting evolving customer demands.

🌟 Pros and Cons of Car Ordering System

4.1 Pros: Customizable inventory, high customer satisfaction

The car ordering system offers a more customer-centric approach, allowing dealerships to customize their inventory based on customer preferences. By directly communicating with manufacturers, dealerships can relay specific requests, including models, packages, colors, and options. This leads to higher customer satisfaction, as individuals feel their needs are prioritized. Additionally, manufacturers can gauge demand accurately, reducing the risk of overproduction and subsequent discounts.

4.2 Cons: Diminished demand over time, potential devaluation of product

One potential drawback of the car ordering system is the possibility of diminished demand over time. As customers can order vehicles whenever they choose, the initial buzz and urgency surrounding owning a particular model may fade. For instance, the accessibility of ordering a Tesla directly from the manufacturer may dampen long-term demand due to diminished exclusivity. Additionally, the value proposition of the product can be watered down when it becomes readily available, potentially impacting pricing.

🚀 The Tesla Method: Enter Consumer-to-Manufacturer Ordering

A notable departure from traditional car ordering and allocation systems is embodied by Tesla. The electric vehicle manufacturer enables consumers to order vehicles directly from their website, establishing a consumer-to-manufacturer ordering approach. Tesla only produces vehicles that customers have ordered, eliminating the need for traditional allocation or excessive manufacturing. Upon completion, the vehicles are delivered to designated centers for customers to collect. This method significantly reduces the involvement of dealerships, streamlining the purchasing experience for customers. While the Tesla method appears enticing from a customer standpoint, we must consider its adaptability for other manufacturers and the challenges it poses.

📦 Is the Tesla Method Suitable for All Manufacturers?

6.1 Why the Tesla Method Works for Tesla

The Tesla method proves successful for the company due to its unique positioning as a luxury car manufacturer. With substantial capital investment and expensive product offerings, Tesla enjoys higher profitability per vehicle, providing the necessary resources to build an infrastructure that supports consumer-to-manufacturer ordering. However, average automakers do not possess the extensive capital or exclusively high-profit products to replicate Tesla's business model.

6.2 Challenges for Average Automakers

Average automakers lack the financial capability to establish extensive consumer-to-manufacturer ordering systems. They rely on dealerships to assume financial risks and promote their products. By utilizing the dealership model, manufacturers delegate the responsibility of inventory management and distribution, as well as customer interactions, to the dealerships. This approach aligns with automakers that produce a wide range of vehicles with various optional equipment, as customization and diversity make traditional allocation methods more suitable.

🔄 Tailoring the System for Different Manufacturers

7.1 Allocation Method for Standardized Manufacturers

For standardized manufacturers like Toyota, the allocation method, despite its limitations, remains a feasible and practical approach. As these manufacturers offer consistent models with minimal changes, the allocation system streamlines production. Although it can result in excess inventory, over time, the demand for these standardized vehicles remains steady. Manufacturers must always strike a balance between production volume and market demand to avoid substantial discounts while still meeting customer requirements smoothly.

7.2 Ordering Method for Manufacturers with Optional Equipment

Manufacturers offering vehicles with significant options and customization, such as American automakers, benefit from adopting the ordering method. By allowing dealerships to communicate their specific inventory needs, these manufacturers can address customer preferences more effectively. Stellantis serves as a prominent example of a manufacturer that has achieved success by employing this approach. The flexibility to tailor vehicles to customers' desires, coupled with streamlined channels, results in improved customer satisfaction and increased sales.

💡 Striking a Balance: The Success of Stellantis

Stellantis has successfully navigated the challenges of the car ordering and allocation system by implementing a more flexible approach. By allowing dealerships to order vehicles with specific options and packages, Stellantis meets customer demands more accurately, resulting in higher customer satisfaction. While some discounts are applied to certain models, the overall sales success demonstrates the effectiveness of this tailored system.

🔮 Reaching Equilibrium: The Future of the Car Ordering and Allocation System

The evolution of the vehicle ordering and allocation system is an ongoing process. While no system is perfect, manufacturers should strive to strike a balance that satisfies both dealerships and customers. As the automotive industry continues to evolve, finding equilibrium in the methods employed will ensure optimal sales, customer satisfaction, and industry growth.

【FAQs】

Q: Why does the car allocation system result in discounts? A: The car allocation system can lead to discounts when manufacturers produce excess vehicles due to misjudgements of customer demand. To mitigate losses and clear inventory, discounts are applied to incentivize customers to purchase.

Q: Does the car ordering system devalue the product over time? A: While the car ordering system allows for customization and high customer satisfaction, the availability of the desired vehicles throughout the year may diminish the initial exclusivity, potentially impacting the perceived value of the product.

Q: How does the Tesla ordering method differ from traditional car ordering? A: The Tesla ordering method involves consumers directly ordering vehicles from the manufacturer's website, bypassing traditional dealership involvement. This consumer-to-manufacturer approach eliminates the need for allocation and allows Tesla to produce only when there is a confirmed order, streamlining the manufacturing and distribution process.

Q: Why do standardized manufacturers benefit from the allocation method? A: Standardized manufacturers, such as Toyota, benefit from the allocation method as their vehicles exhibit minimal changes over time. This allows manufacturers to streamline production and meet consistent demand without the need for extensive customization options.

Q: Why is it challenging for average automakers to adopt the Tesla ordering method? A: Average automakers lack the substantial capital and exclusively high-profit products to support a consumer-to-manufacturer ordering system like Tesla's. They depend on dealerships to assume financial risks and promote their products, making the allocation and traditional dealership model more practical.