APB: 260,000 Cars AWOL In Germany
Germans bought 211,056 cars in January. It could have been more than twice as many – if automakers would make enough autos. According to a study by PricewaterhouseCoopers, published in the German Newspaper Die Welt, Germans are waiting for 264,000 cars which they had ordered, but which the car companies are unable to deliver. And who do Germans blame? The Automakers?
No, they blame the Americans and Chinese who snap up the cars before the Germans can lay their hands on them.
Felix Kunert, automotive expert of PWC seems to be the only German who expresses sympathy for extending favors to export markets: “A sufficient supply in the world’s largest markets China and USA is essential. In order to gain market share, a preferential treatment of these countries is understandable.”
Apparently, the treatment is not preferential enough. Meanwhile in China, buyers of imported BMWs, Mercedes and Audi pay way over sticker for instant delivery. If Chinese only want to pay MSRP, they have to get ready for a long wait for the slow boat from Germany.
It’s not just a problem of high demand, it’s inadequate supply. PWC comes to the same conclusions as others before them: Automakers and parts suppliers mistrust the health of the worldwide turn-around. “They rather tolerate longer delivery times, than running the risk of investing into new overcapacities,” Kunert said.
Bertel Schmitt comes back to journalism after taking a 35 year break in advertising and marketing. He ran and owned advertising agencies in Duesseldorf, Germany, and New York City. Volkswagen A.G. was Bertel's most important corporate account. Schmitt's advertising and marketing career touched many corners of the industry with a special focus on automotive products and services. Since 2004, he lives in Japan and China with his wife <a href="http://www.tomokoandbertel.com"> Tomoko </a>. Bertel Schmitt is a founding board member of the <a href="http://www.offshoresuperseries.com"> Offshore Super Series </a>, an American offshore powerboat racing organization. He is co-owner of the racing team Typhoon.
More by Bertel Schmitt
Comments
Join the conversation
Thanks for the info, that explains why our local BMW dealers recently raised the lease prices by 20% and don't even bother to return calls, much less offer internet quotes. I too would prefer waiting for a car than have the manufacturer ramp up production and introduce recalls a year down the road, like GM used to do.
You mean automakers don't trust Zero Down Ben and the Easy Cred Fed to print our way to prosperity? Fools!