Brief introduction of the actual automobile sales figures in the United States: Jack.M. Reilly Zhong Xu Culture Network invited foreign teachers, the father of contemporary automobile marketing, a professor at Rensselaer Institute of Technology in the United States, a well-known American automobile marketing expert, a senior master of American "4s" store management, and Traffic Management Design Co., Ltd. has been the senior manager of Traffic Management Design Co., Ltd. since 2005. Albany Transportation Bureau, new york: 1997-2005 Deputy Executive Officer of Development Department 1979-654. 38+0997 Director of Planning and Development Department 1976- 1979 Senior Planner RRC International Co., Ltd. (Latham, new york)1973-1976 Senior Planner Degree, Ph.D. from Rensselaer University, German Marshall Fund Award, Eno Foundation Transportation Award, Operation and Sales of American Automobile Market since 6543. Great changes have taken place since the 1920s, when Henry Ford, the pioneer of American automobile manufacturing, announced to the American people that unlike black cars, Americans can own Ford cars of any color. With the rapid expansion of the number of motor vehicles in 1950s and 1960s, the most important marketing strategy of automobile manufacturers is to produce multi-brand cars with different prices, so that consumers (especially men) can buy more expensive cars from the same manufacturer in their lifetime. At this time, "product loyalty" (that is, consumers will still choose the same brand when choosing a new car to replace the previous car), resulting in a certain degree of product preference (between cars). At that time, there were three major trends that strongly influenced American car purchases: (1) a considerable number of European cars and Asian cars were introduced; (2) People's concern about low fuel consumption; And (3) the ability of consumers to choose between manufacturers and sellers by using the Internet. In 1960s, European cars and Asian cars appeared in special markets, such as luxury cars (Mercedes-Benz). Mercedes-Benz) or sports car (Ferrari). The sharp rise of crude oil in the 65438+early 1970s changed the buying habits of American consumers. Because American automakers can't quickly adapt to consumers' preference for energy-efficient cars, those cars that have been comprehensively improved in countries with high oil prices are deeply loved by the American people. At first, American consumers thought that Asian cars were inferior to American cars. However, with the passage of time, the quality awareness of Asian cars has improved, and it shows high competitiveness to American cars. Just as the American automobile manufacturing industry has done for several years, foreign manufacturers have also designed a series of cars to cater to American consumers with different tastes, including family cars, small cars or single sports cars. This trend has continued to this day, and the success of Asian manufacturers and American manufacturers in launching minivans at the same time is a reflection. Another major change is that internet vehicle trading is applied to motor vehicle sales. When consumers use the Internet to buy cars, there are two main components. One is the choice of model, not the choice of seller. There are many car websites in the United States that list cars and compare them (kbb.com and edmunds.com). When the main way of car sales is still authorized dealers, a considerable number of consumers can refer to the prices from different vendors without visiting the showroom of the vendors. In addition, consumers can also entrust economic agents such as banks to negotiate prices with dealers. Americans no longer like to buy cars directly from dealers because merchants use misleading business methods to maximize profits. Dealers often try to arrange non-competitive ratio financial management, or spend huge costs to increase the distribution function of dealers. At present, American automobile sales have shown its typical low profit space. Merchants will get higher profits in automobile after-sales service. In an emerging market like China, automobile sales are facing many challenges. The family car ownership rate in the United States is above 90%, and it is relatively low in other countries. So a considerable number of consumers will buy a car for the first time. So we should not only persuade them to buy a certain kind of car, but also try to make this kind of car their first choice. This requires more extra time to contact with customers. Secondly, "early acceptance" (and people who buy such goods for the first time) will greatly affect the buying behavior of other consumers. This is why dealers realize that the customer experience in the car showroom is as important as the image of the car brand.