進口汽車品牌在台灣市場經營自家中古車之策略研究-以Lexus為例

Abstract

近5年來台灣汽車新車市場逐步衰退，新車市場年度銷售量由2004年的年銷量35.1萬輛至2008年縮減為16.1萬輛，但中古車市場近10餘年來卻是逐年成長，至2006年時中古車交易量已超過新車成交量兩倍以上，這顯示中古車市場更受消費者重視。 國內中古車市場普遍充斥著資訊不對稱的現象，且車輛品質與市場價格尚未有一個可靠機制供消費者做為購買依循，使得國內消費者對中古車市場交易信心無法提升。因此部分中古車業者開始發展連鎖式經營，建立中古車銷售之品牌；另外原本以新車市場為目標的品牌業者，也有數家投入自家品牌中古車的經營。 知名日系進口車品牌-Lexus，於2004年踏足中古車事業，並為國內第一家以新車模式經營中古車的業者，並創立認證中古車制度( Certified Pre-Owned，CPO)，提供消費者車輛品質保證，四年多來已銷售出超過1,400部原廠認證中古車。本研究以進口車品牌-Lexus汽車為對象，以個案探討方式分析進口車品牌在台灣中古車市場中，經營自家中古車的經營策略及成功因素。本研究提出下列四點結論： 1. 利用新車品牌形象，形成中古車市場優勢， 2. 率先引進原廠認證中古車制度（CPO）， 3. 以新車模式經營中古車市場， 4. 提供車主售車管道，共同提升商品價值。 個案品牌由於充分掌握上述因素，順利的將其品牌拓展到中古車市場，並成功的經營自家中古車事業且吸引了其他車廠投入品牌認證中古車的行列。

In Taiwan, used car market has increased significantly in the past 10 years, and the business turnover has surpassed the new car market doubly since 2006, which demonstrates consumers’ new concern with used car. Consumers always have less trust in used car, due to the asymmetric information in used car market. Thus used car retailers develop chain brand channels and offer quality guarantee for customers, while some automobile brand distributors focused on new car market start to operate the used car businesses. The famous imported automobile brand in Taiwan - “Lexus”, has started to operate the used car business since 2004. It built up the “Certified Pre-Owned” model in Taiwan and had sold more than 1,400 used cars in 4 years. This research chooses “Lexus” as the case to analyze its management strategies and the key successful factors. This study reaches four conclusions: 1. To get advantage in the used car market by the excellent brand image. 2. To introduce the “CPO” model into used car market in Taiwan. 3. To operate used car business as selling new cars. 4. To provide a selling channel and improve the value. “Lexus” used these factors effectively and thus extended the brand into the used car market.