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Germans will also be able to afford “more” cars in the future



Germans will also be able to afford “more” cars in the future


Despite sharing, at times high fuel prices and declining interest among young people, the car is still the product of the Germans. In 2014, the average price of new cars sold in Germany rose to 27,189 euros. This means that a new car list price of 625 euros or 2.3 percent higher than in 2013 was accepted for each new car last year.

In 1980 the Germans had spent an average of 8,420 euros on a new car, in 2000 it was 20,410 euros. In 2014 the record of 27,189 euros was reached. This means that the list price of the average new car is now more than three times as high as it was in 1980. However, in 1980 VAT was “only” 13% instead of 19%. So the state earns a lot when the Germans buy a new car.

In the period 2005-2014, spending on new cars only increased by 2.4% per year. This is slightly above the annual growth in consumer prices, which have risen by an average of 1.5% per year: in other words, new car buyers have afforded a little more car than inflation.

Mercedes and BMW are significantly higher quality than Audi

With an average price of 42,040 euros for the new car, Mercedes buyers spent 4,344 euros or 11.5% more than the Audi buyers. At BMW, new car buyers spent EUR 41,252, EUR 3,556 or 9.4% more than Audi buyers.

Ford sells more valuable than Opel

It is also interesting that Ford’s average new car in 2014 with a list price of 21,539 euros was 1,441 euros or 7.1% above Opel. So Ford sold better than Opel. Opel is almost on a par with Skoda. The average Opel in 2014 had a list price of 20,098 euros, 313 euros or 1.6% more than the Skoda. In terms of price positioning of the brand, Opel is on the same level as Skoda and Seat. In the case of Seat and Skoda, the price positioning shows that the two brands have very high levels of overlap, i.e. the strategy of using two brands in the same segment is suboptimal. Seat has been making losses for years. In addition, the VW group makes double marketing expenses for the offer in the same price segment.

SUV trend continues

In 2014, the SUV list price of 32,948 euros was an average of 5,759 euros higher than the average new car (27,189 euros). Since the market share of SUVs will continue to rise in 2015 – in our estimation, a 20% market share could be achieved – this development results in a clear trend of increasing spending per new vehicle. A 2% increase in the market share of SUVs to 20% in 2015 means that, according to the 2014 figures, this shift only results in an increase in the average prices of all new vehicles purchased by 115 euros per vehicle.

Conclusion: Germans will also be able to afford “more” cars in the future

The cheap fuel whets the appetite for more horsepower. More horsepower has always been good business for automakers. It is therefore certain that the list prices of the average new car will also rise in 2015. In our estimation, the price increase is even stronger than in 2014. This will bring you close to the price limit of 28,000 euros for the average new car in 2015. The trend towards expensive new cars continues in Germany. In this way, the carmakers manage to sell better in the very competitive German car market, which almost exclusively serves replacement needs. At 27,189 euros, the list price of the average new car in Germany reached a new high in 2014. Cheap petrol, the trend towards more SUVs and higher inflation mean that the list price of the average new car in 2015 will rise by well over 500 euros.