The positioning of certified second-hand cars among complete automobile manufacturers is not a profitable business. In the past, the significance of manufacturer-certified used cars was more focused on the brand level. The mission of the manufacturer-certified used car business is to enhance brand value preservation. rate, promote replacement volume and new car sales.

While manufacturers are building a "manufacturer brand certified second-hand car" system, they must also focus on how brand-certified second-hand cars can truly be launched in 4S stores. At this level, it means that manufacturers must help 4S stores build an overall second-hand car business operation system, including certification system standards, testing standards, inventory management, replacement subsidies, retail business, wholesale sales channels, finance, insurance, extended warranty and other derivatives business, as well as the second-hand car training system, talent system, customer service system, and after-sales service system of the 4S store. The figure below shows the number of certified second-hand cars for sale of some brands that we have collected through official channels.

Brand

Most joint venture brand manufacturers have launched their own certified used car brands, such as Audi tasting used cars, BMW certified used cars, Mercedes-Benz Xingrui used cars, SAIC-GM Chengxin second-hand cars, GAC Toyota Xinyue second-hand cars, Volkswagen Sunshine second-hand cars, etc. I think there are many factors why manufacturer-certified used cars have not really developed in more than ten years, but the core factor is still the inconsistent positioning and demands of manufacturers and dealers for brand-certified used cars. For manufacturers, the core purpose of establishing a brand-certified used car system is to enhance brand image, increase brand value retention, and help increase new car sales. However, for dealers, the actual income-generating demands of introducing brand-certified used car business are much higher than the demands of brand image.