New concept of the rich about luxury cars

Cars with hundreds of thousands of millions of dollars showing their personalities are still popular with rich people, but others want to associate themselves with knowledge and social responsibility.

Luxury car customers are changing over the years, more young people, more female customers, rich people increasingly self-substitute for “warm, covert” he inherited money. In addition, there is another shift – buying eco-friendly cars is a way to show off wealth, exactly wealth, according to the Financial Times when analyzing the wealthy people are making luxury car manufacturers reeling.

Ken Choo, managing director of HR Owen in the UK, an agent that sells more Ferrari, Lamborghini and Bentley than any other dealers in the world, said there are certain customers who only buy electric cars, not want any. other.

Who are they? It could be the new rich from Silicon Valley or from the heavily polluted megacities in China who have the most obvious experience of the environment being destroyed. The car that drives the environment helps its owner to appreciate, that it is the knowledgeable people who really care about social issues, not just enjoy themselves.

So why hybrid, electric car? Keith Schafer, Managing Director of Volvo Asia Pacific, answered VnExpress during his visit to Ho Chi Minh City in late October, because it was “preparation for the future”.

“In Sweden, we have 6 months in the snow, so from summer we have to prepare everything for the winter,” he explained. The world today too, when fossil energy is about to run out, the atmosphere is increasingly polluted, the internal combustion engine gradually takes advantage, electrification is the inevitable path if people want to prepare for moving. forward.

Northern European automaker launched its first fully electric vehicle XC40 Recharge in October. During 2019-2021 it will introduce three electric models from Volvo and two high-performance electric cars under the Polestar sub-brand. . By 2025, electric cars will account for 50% of the company’s global sales.

Other competitors in the luxury segment do not sit and watch. 2019 is a booming year for electric cars. Mercedes in May also unveiled the EQC, the first electric crossover of the “three-pointed star”. EQC will appear next year. Audi has e-Tron ever brought back to display in Vietnam. Porsche has Taycan and BMW has iX3 and beyond is Vision iNext. In particular, Tesla – a thorn in the eyes of traditional car manufacturers – continuously increasing sales, although sales are mainly sold online.

Developing electric power and then using it for cars, automakers gradually reach the goal of educating customers when electric vehicles are gaining attraction with new customer groups. Because automobile manufacturers all reach the pinnacle of design, performance and comfort, the reputation of environmentally friendly products has become the key to attract customers, who are increasingly young.

That’s the “Greta Thunberg” effect, in the view of Michael Perschke, CEO of Automobili Pininfarina. Greta Thunberg, a 16-year-old girl famous all over the world has a great influence on young people. There are conflicting opinions on how the Swedish environmental activist approaches, but “to protect the environment” is unquestionable, from limiting littering to producing electrified cars.

The world currently has about 18 million rich people with an investment of more than US $ 1 million. This number is expected to increase to 30 million by 2030. Many of them are from Vietnam. But the awareness about the environment of the rich Vietnamese is limited, so hybrid as well as electric vehicles cannot develop right in Vietnam.

“It is difficult to convince Vietnamese customers to own electric cars, at least 5 years,” said Luu Bao Huong, Deputy General Director of Volvo Cars Vietnam. With hybrids, with electric cars, what customers see is the risk of repair and maintenance will cost more or “not suitable climatic conditions”. Factors on emissions, fuel consumption, do not make much sense.

Leaders of popular to luxury car companies shared the same opinion. The consequences are shown in the structure of the range of products being sold. The “electric” element appears sporadically in some brands in the form of an integrated electric motor, such as Mercedes EQ-Boost or a hybrid version like Lexus RX. The number is too small, even less than the non-genuine retail showroom, so it is not “worthless” to make sales statistics.

Only 2 hours away from Hanoi and Ho Chi Minh City, similar in customs and climate, in Bangkok the figure is the opposite. Green cars (hybrids, electricity) accounted for 2% (about 12,200 units) in 2018 automobile sales. The country’s goal is to 2025, fully electric cars will account for 10% of the market share, according to Nation Thailand. In China, in 2018, automakers sold nearly 1.2 million vehicles related to electric motors, accounting for 4% of the market share.

Một lý do lớn để các thị trường xung quanh đã bước đầu phát triển được xe hybrid, plug-in hybrid, xe điện hoàn toàn là bởi chính phủ có chiến lược ưu đãi xe xanh tốt hơn Việt Nam. Ví như ở Thái Lan, các hãng sản xuất xe xanh sẽ được miễn thuế nhập khẩu máy móc, thuế thu nhập doanh nghiệp 5-8 năm, tuỳ loại hình. Hàm lượng “xanh” càng cao, ưu đãi càng lớn. Ngay cả xe xanh nhập khẩu, nước này cũng giảm thuế.

Các hãng xe cho rằng hiện Việt Nam chưa có những chính sách đủ nặng để thúc đẩy sản xuất, phân phối xe hybrid, xe điện. Năm 2017 từng nổ ra băn khoăn giữa hãng xe với Bộ Tài chính khi bộ chỉ xác định xe plug-in hybrid (nạp điện ngoài) được ưu đãi, còn hybrid thông thường thì không. Giữa năm đó, Toyota đưa chiếc Prius, mẫu xe hybrid đình đám về Việt Nam, tổ chức chương trình cho giới truyền thông chạy thử, nhưng sau đó không thể bán ra thương mại vì vướng mắc nhiều chính sách liên quan thuế. 

Những trở ngại về chính sách ảnh hưởng tới giá xe sẽ trở thành rào cản khó khăn cho xe hybrid, xe điện phổ thông. Nhưng với xe sang, câu chuyện có thể không chỉ đơn thuần ở giá. Giống như việc được thể hiện là một người suy nghĩ cho môi trường.

“Đó không chỉ là xe điện, mà là ngành di chuyển”, Keith Schafer nói. Khi những chiếc xe chạy điện khiến người giàu ưa thích, có thể cũng là lúc các hãng lên kế hoạch cho những hình thức, phương tiện mới trong tương lai. 

Điều này chỉ làm được, khi khách hàng không còn coi xe hơi là đích phấn đấu hay một phần trong danh sách “must-buy” để chứng minh độ giàu có. Khi đó, người ta dùng xe hơi, vì nghĩ tới những người không quen.