Asset Finance Pricing Review
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Asset Finance Pricing Review Sponsored by Europe: expanding opportunities Austria, Poland, Hungary, Romania ▼ Car subscription – getting the price right ▼ ExpertEye on the coming RV storm IntroductionIntroduction Fair shares? Welcome to the latest edition of our Asset Finance Pricing Review, Car subscription services have attracted lots of attention – but relatively few Welcome to the sixth edition of Asset Finance Pricing Review, published in users. Hendrick Roosna, CEO of Fairown Finance, analyses how changes publishedcollaboration in associationwith Asset Finance with Asset International Finance and International Professor Colin Tourick. to finance models could give this market the push it needs to change customer attitudes TheAs in one all previous constant issues, in business we again and put political forward lifea host in 2019of articles has frombeen industry change, as leadershipinsiders that elections, serve to illuminate campaigns the morearound challenging climate changeaspects ofand asset Parliamentary finance Subscription has become a hot topic and direction for innovation for many. procedurepricing. The and, purpose of course, is to bring Brexit you negotiationsvaluable insights, have knowledge all combined and examples. to provide That is probably why plenty of car brands and OEMs have launched dailyIn any challenges company, there to how are thingsdifferent are stakeholders usually done. involved in pricing policy and various subscription programs: Volvo has Care; Land Rover has Carpe; Inexpecting the automotive sales and sector, finance we’ve to see been eye-to-eye living onwith every change issue foris the some stuff time. of fantasy. Mercedes offers Flexperience, and the list goes on. All of these programs This is especially true for businesses that operate internationally and have to take are designed with a similar end in mind, namely to discover how many Oneinto accountof the biggest the cultural, is the political, growing financial interest and in regulatorysharing cars, differences rather within than those owningmarkets. a Invehicle Car Wars outright. – reconciling For millennials, divergent views who onare manufacturer used to options auto financesuch customers would be willing to increase their monthly car budget in aspricing Airbnb (pages and 3-5),Netflix, Bryan paying Marcus, for regional an asset director based of VWFSon usage Latin rather America, than exchange for additional services and flexibility. Programs offer an app, ownershipCanada and makes Northern a lot Europe, of sense. offers But an interestingwhile it’s anperspective attractive on idea resolving for pricing related services, and the ability to switch between the manufacturer’s other consumers,disputes – and it’s one harder that doesn’tto see howinvolve auto leather finance gloves funders and a boxing and others ring! can available models. adapt to this new approach. In an article on page 3, our guest columnist There are many ‘levers to profit’ in every asset finance business but the one that While it’s an attractive idea, the concept looks like a hard sell because it’s Hendrickwill have theRoosna greatest takes impact a detailed on the bottom look at line how is changing car subscription your pricing services policy. difficult to imagine a large customer segment being ready to increase their canThis be is thepriced advice so ofas Professor to make Colinmoney, Tourick, as well management as attracting consultant headlines. and editor of monthly car budget. On the contrary, the average customer is seeking ways Asset Finance Pricing Review, in The pricing action plan for profit (pages 6 and 7). Roosna's fintech start-up, Fairown, is based in Estonia, just one of the to reduce costs, taking the pragmatic “I’ll-choose-a-car-subscription-when- emergingThere’s only new one auto topic finance (other than markets pricing in policy) central that and can easternclaim joint Europe. ownership Our of it’s-cheaper” view. If a car brand could design a subscription service at a leadthe most-difficult-aspect-to-get-right-in-asset-finance article (starting on page 6), shines a light on developmentstitle and that is setting in four price point that competed with loan and lease offerings, it would probably countries:Residual Values Austria, (RVs). Hungary, But it’s notPoland just a and matter Romania. for vehicle With leasing Poland and beginningdaily rental go viral. This attractive offer could change customer purchasing habits by tocompanies, challenge states the Big Dean Five Bowkett, who have technical traditionally director andheld chief the dominanteditor at market converting conventional loan and lease purchases to a new type of car share,EurotaxGlass’s. now is a Ingood his article time toSetting assess Residual how trendsValues (pagesare developing 8-10), he examinesin a the subscription. pitfalls and best practices and offers a unique perspective on how it matters for sampleOEMs too. of countries in the region. With new car sales on the slide in mature It’s a challenge, but providing more value for a lower price point should be markets, OEMs and lenders are looking further afield to bolster revenues, possible if we innovate with a leasing product rather more than ever before. particularlyPage 11 presents as these the resultscountries of our start last to Pricing invest Survey, in infrastructure which posed and questions boasts aaround mobile, how young, to pitch workforce pricing at for a level whom that having delivers a the car most is fast new becoming business anda Traditional car financing products such as loans and leasing, designed necessity.highest margins. As ever, the results surprised us. They may surprise you too or decades ago, follow an underlying logic that continues today. An issued perhaps confirm your prior thinking. Either way, get in touch and give us your credit should preferably be lower than the value of the car. The down Asperspective. ever, we also have ExpertEye’s report on residual forecasts and market payment is used to regulate the LTV (loan to value) metric to an acceptable summaries for the main western European market, which faced some Take part in our next survey level. Fees and interest rates used by the lessor for pricing include challenges in the past year and is by no means out of the wood yet. You operational and credit risks and bottom-line profit. Balloon payment size canWe’re read very more grateful details to everyone on page who 19. takes part in our surveys (you can do so at the end of the payment schedule is designed to be lower than the car’s Doanonymously enjoy and if your you like)comments because and they opinions always provide are always us with welcome. valuable expected secondary market value. In the case of an operational lease, the understanding and ideas. This time we’re asking: What is the primary consideration dealership is taking the responsibility of repurchasing the vehicle from the when your asset finance business sets its prices/issues a quote? You can take part here: http://bit.ly/bynxpr5. Gary Jefferies financier on a preliminary agreed price point. Sales and Marketing Director, Bynx By combining these variables, we have a price point that most of us are It’s always interesting to read how suppliers work successfully with leasing used to paying for having a financed car. However, one aspect to keep in companies and Kwik Fit GB is no exception. In an article, Kwik Fit GB fast fits deliver service excellence and financial savings (pages 12 and 13) Peter Lambert, mind is that the customer might consider purchasing insurance and paying fleet director, talks us through how the fast fits concept is delivering tangible results separately for maintenance and repairs. for leasing companies. Car subscription would skyrocket if there were a low price point available, We end this Pricing Review with the latest figures on changes in residual value and if you could have it even if you wanted to exclude services from the forecasts, SMR costs and lease rental rates across Europe (to January 2014) from monthly cost. benchmarking and research specialist Experteye. And don’t forget to share your feedback with us and tell us what you’d like to see in future Pricing Reviews. Gary Jefferies 2 Sales and Marketing Director, Bynx 3 From the risk perspective, the business model would look a little different because the levels of standard metrics for that type of offering would change. The creditor would need to finance a loan with a value that was higher than the collateral secondary market value. Which means that, if the customer defaulted, the expected losses could potentially be higher. Therefore, to fit into the risk models, these offerings should be aimed at customers less likely to default. Bringing the new variable “profit from the future transaction” into the traditional leasing formula would make it possible to define a price point that would change the way customers think about subscription. Thinking this way would also significantly increase customer lifetime value for the brand that is making the offer. Hendrick Roosna is the founder of Estonia-based Fairown Finance, and is a specialist in improving financial services with technology and data science. He describes the company as “a product subscription platform for electronics and other products customer needs and should replace in a planned manner. The secret sauce is a novel approach to residual value management, upfront discount from future purchases and deep integration with vendors. We establish partnerships with financing companies and brands, enabling customers to benefit from subscription services internationally.” Bynx ad 11.18 AFI_Layout 1 28/11/2018 14:09 Page 1 So, what if we designed car subscription using the same components but in a different way? Just as the world’s most valuable brand, Apple, has done! They have created a predictable product renewal cycle. And, through the iPhone upgrade plan, they also motivate users to renew their device in a planned manner.