Russian consumers differ in their preferences of consumers in the European, North American and Asian markets. Not always an option perpetrated by Russians pragmatic. However, consumer priorities are changing. On the preferences of Russians in choosing a car portal MotorPage.ru said CEO of Subaru Motor, accidents Yoshida.
- How would you characterize the consumer behavior of the Russians? That for the Russian consumer in the first place? And if the latest crisis has made some changes?
- If you compare the situation before and after the crisis, then, of course, certain changes in consumer behavior visible. But I would not talk about changing tastes and attitudes of Russians to the car. Firstly, it is not the first crisis, and if you remember how people behaved in 1998, it becomes clear that during the crisis and immediately after the consumers just beginning to increasingly focus on cost, even at the expense of their own desires. At this time we are seeing exactly the same behavior. When choosing a car people are more focused on price than on their own preferences. But we have already come out of this crisis, and customers return to their normal behavior.
So a crisis is really a change occurs in the structure of sales, but it's not a sign of changing tastes.
Now re-emerging in demand the more expensive complete, buyers are looking at more expensive models, there is a natural process of normalization of demand. Pre-crisis level, we have not yet reached, but the trend is sustained.
If you talk in general about the tastes of the Russians, the Russian market and so unique that the choice is diverse. In Europe, do not recognize the sedans, preferring hatchbacks. In the U.S., on the contrary - not like a hatchback. There are models that are sold in the U.S. market, but absolutely no interest to Europeans. And in Russia and sold it, and more.
For example, in the U.S. like a soft suspension, rigid in Europe. In Russia, there are fans and that, and more.
I think that the Russian market of consumer preferences have not yet fully developed. People try different cars, today the car buyer chooses one brand, another tomorrow, the day after the third ... Maybe with time and formed some kind of special Russian idea of what should be a car, but so far it is not.
Until recently in Russia the greatest demand was for a sedan. Now in the capitals already noticeable increase in the proportion of hatchbacks. If the trend continues, Russia is likely to go on the European path - the predominance of hatchbacks in the segments of "B" and "C" and sedans in the segment of «D» and above.
- Can we say that the main thing for Russian consumers - the price and status that we choose the most prestigious car within the allocated budget for the purchase?
- In Russia, the first person is determined by the price. Further, I think, in any market one of the defining roles in choosing a car is designed. If my car did not like the look, I do not think about it, no matter how much it may cost. Then there is the choice for the intended purpose vehicle - drive, body type, and size.
- What changes in consumer preferences have you observed in the sample range Subaru?
- We always have the greatest demand Forester and Outbask - their position is now even stronger. Legacy before buying is better than now. Consumer preference for off-road vehicles.
In addition, we had a bitter experience with the current generation Impreza. We have released to the market hatchback, and customers wanted a sedan. A year later, we released a sedan like that and wanted to consumers, but customers have come to the salon, looking at the long-awaited sedan and bought as a result of a hatchback. Maybe, of course, the case design, and a sedan just less than enjoyed, but the fact remains.
- You are offered the Impreza with the 1.5 liter engine at a very attractive price. Now from this modification, you refused. Why?
- Of course, in terms of sales, it looks unreasonable. But the fact is that after the crisis has happened is very serious strengthening of the yen to foreign currencies, while the ruble is much more than the dollar or the euro. We were forced to revise prices upwards. Polutoralitrovaya Impreza simply ceased to fit in the allowable price range. It is the market conditions dictated. The modification proved uncompetitive on price. And we decided not to risk it.
In addition, we have released to the market Impreza XV - modification of terrain. Accordingly abandoned conventional sedans and hatchbacks Impreza. This decision was dictated by the experience. We had a model of the Legacy Wagon and its modification terrain Outback. So Russian consumers at 99% of the cases makes the choice in favor of terrain.
Therefore, we have narrowed the range and sell today only Impreza XV.
- The model is justified?
- We had planned to sell 200 cars a month. Early sales were difficult, was great competition from crossovers like Qashqai and Mitsubishi ASX. They have more off-road design than the Impreza XV. But now, a year after sales began, the 200 cars a month are sold.
- Can I somehow affect consumer preferences?
- Here it should be noted that our brand is a specific image in the market. Everyone knows that Subaru is somehow different from other manufacturers. However, when doing a poll, not many respondents are willing to articulate what that difference. But those people who directly bought our cars, it is well understood. Our audience is 95% are people with higher education is dominated by technical specialty. These are people who very consciously make a choice. To influence them is not necessary.
However, when we advertise we have rules, then in advertising can not be tolerated. There should be no hint of a traffic violation. There should not even be association with some disorders. To some extent our advertising contributes to the formation of socially responsible behavior of drivers.
Yet we can never claim in advertising that our all-wheel drive is better than other brands, though they are absolutely convinced of this. But it is a question of ethics. We have no clear scientific evidence that this is so, and therefore we can not say.
Another is our feature. We do not make cars that run drivers. With the help of modern electronic systems can be achieved easier handling - the car will be faster take turns, forgiving driver to think of it. We reject such a path, it leads to a drop in skill and incorrect assessment of the driver's own forces and capabilities.
We also use all the modern safety systems, but we have electronics configured so that it intervened only at the last moment to correct the situation does not humanly possible.
So our car man controls himself.
But we believe that the client himself must make a choice, he can not impose it!
- That is, you just go up with demand?
- To some extent, yes. We are watching with what customers want, and do so that the customer was easier to take the car. When you create a Forester of the last generation, developers have focused on comfort. In the first year of sales customers have to say that the car is too comfortable, he does not feel as sporty. Sportiness always been a hallmark of Subaru. C as long as four years now, we are finalizing the annual car setup, change the suspension settings under the request of Russian consumers. This, incidentally, applies not only to Forester, and Impreza XV, and Outback.
And I must say that Russian suspension settings are very pleased and in other markets. It is with the Russian suspension of our models are sold in all markets except the U.S. and Japan.
- Those customers who have purchased a new Forester the year 2008, can now come to the dealer and reconfigured suspension?
- Unfortunately you can not do it for free. But if you want the client can make changes to the suspension in accordance with the way it is now configured at the factory.
- What are the consumer requests for complete car? That the Russian consumer considers necessary and what is not? Pay attention to whether the Russians have security systems?
- Here it should be noted that the active safety systems we offer are already in the database is very rich equipment combination Horizontally-Opposed Engine, the system symmetrical all-wheel drive, ABS and VDC is the ideal characteristics of active safety. For us it is most important.
Room passive safety system is no less important. In cars Subaru body is designed so that the driver and passengers to remain a maximum of space in the accident. Are mandatory and airbags.
The average consumer, buying a car, of course, looks primarily at the number of pillows. In the complexities of the body structure, he does not understand. Here, by the way, consumers need to explain that not only cushions provide security.
In general, think about the safety of people start following a serious accident. For us to periodically receive letters of thanks for what the car Avarin situation saved the life.
- Most versions of Subaru cars available with automatic transmission. However, statistics in Russia are still very low proportion of machines. At this point you are going against the market?
- We must share the market segment. In recent years, the share of ILAC really grown, but this is due to production of AvtoVAZ and the cost of foreign cars, which are produced domestically. Impact of budget constraints of Russian consumers. People are saving, choose the price, not on convenience and comfort. But among the cars of middle and upper price segments growing proportion of automatic transmissions.
We offer and Forester, and Impreza XV virtually all engines with automatic transmissions as well as with mechanics. In Legacy and Outback approach is somewhat different. Manual transmission is offered only for engines 2.0 and 2.5 liters. Legacy 2.5 GT and Outback 3.6 are presented with an automatic transmission. We believe that this segment of the manual transmission is no longer required.
- Until now, most manufacturers dealer network has been concentrated in European Russia and in the capitals. Now all say they plan to extend it to Siberia and the Far East. And as consumer preferences change from region to region?
- We work in the region was an important area even before the crisis. In 2008, we at Moscow accounted for about 27% of total sales. Everything else is provided regions. In this part of the European countries to approximately 60% of sales. Serious increase in sales was already there has been in Siberia (Tyumen, Surgut, Krasnoyarsk). During the crisis, the largest drop occurred in the regions. But now, once again bucking the trend. Moscow is also growing, but the region recover even faster.
In terms of distribution of demand in our model range, the difference between Moscow and the regions is small. The best-selling Forester, followed by Outback. Such cars as the WRX STI, naturally, are sold more in major cities. But it's not mass models.
Interesting difference in choice of colors. Now in Moscow started buying white cars. Earlier this color in the capital did not in demand. And here in southern Russia and Siberia, customers have long preferred white.
More to the south more demand for sedans, rather than in the central part of Russia.
Differences in the choice of complete sets practically not felt. Although the crisis in the region customers choose, of course, cheaper configuration.
Potentially, we can expect more demand in Siberia on the Subaru at the expense of all-wheel drive. But it and sell cars much heavier. Much depends on the particular dealer. Siberians - sophisticated clients. They are more conservative approach to the choice of car more carefully.
- Can you predict what will change consumer preferences of Russians on the horizon the next few years?
- People will increasingly choose the car as a means of transportation. Already in the SUV segment, many are buying front-modification. You can explain it only cost - monoprivodny car cheaper. But buyers simply believe that in a big city all-wheel drive is not needed. For many, it is important how the car looks, much of his equipment - minor matters. I think this trend will only intensify. And ultimately it must come to the European pragmatism.
But on the greener consumers still do not really think. True, greener than the automobile, the less fuel it consumes. This could be a reason for increased demand, such as hybrids.
We are starting to sell the Forester with a more economical and environmentally friendly engine, prepare all-wheel drive hybrid, we have an electric vehicle development, but this is a very distant prospect for Russia. |
