Se disparan ventas de autos Alta Gama

  Luego de años en el freezer, el segmento Premium comenzó a moverse y las ventas se multiplicaron. Con reglas más claras, la demanda aumenta y las marcas renuevan su oferta y compiten en una gama más amplia. Las ventas cayeron tanto entre 2014 y 2015, que algunos operadores pensaron […]

 

Luego de años en el freezer, el segmento Premium comenzó a moverse y las ventas se multiplicaron. Con reglas más claras, la demanda aumenta y las marcas renuevan su oferta y compiten en una gama más amplia.

Las ventas cayeron tanto entre 2014 y 2015, que algunos operadores pensaron en retirarse de Argentina. Pero las marcas Premium de autos resucitaron ya desde el año pasado. Sin duda, las razones principales de esta recuperación estuvieron en la anulación de las famosas DJAI y su reemplazo por un régimen que agilizó mucho las importaciones.

Por supuesto influyó la liberación del mercado cambiario y también tuvo algo que ver el blanqueo de capitales.

Lo cierto es que este año el mercado de autos de lujo viene creciendo al doble que el mercado total automotor, que en los primeros ocho meses se incrementó en un 30%.

La venta de autos de alta gama tendrá un aumento estimado a fin de año de un 60%. Así,de las 3.500 unidades vendidas en 2015 se pasó a 7.500 en 2016, mientras que en el corriente año se esperan patentar unas 12.000 unidades.

Es cierto que hubo una demanda reprimida durante largo tiempo, que ahora se expresa, sin embargo, en la visión de los importadores, el mercado argentino tiene todavía un potencial bastante mayor.

La participación actual del segmento en el mercado total es  de 1,5%, mientras que tres años atrás apenas arañaba el 0,5%.  De todos modos, los representantes de las marcas de lujo están convencidos de que todavía hay mucho espacio para crecer, ya que es una penetración baja no solo en relación a los países desarrollados, sino también respecto a la región.

En Alemania el mercado de los autos Premium puede representar el 30% del total y en Estados Unidos este segmento suele ubicarse en el 10%, cifras inalcanzables localmente. Pero sí puede aspirarse a una participación similar a la de países como Chile o Colombia, donde reúnen entre el 3 y el 3,5%.

En esa línea, se espera que en los próximos años, el crecimiento de la demanda de autos de alta gama supere ampliamente al del mercado total.                                                                          Mientras la demanda se pone al día, la oferta de las marcas también se amplía tratando de satisfacer a un cliente siempre ávido de novedades.  La mayoría de los oferentes sumaron varias opciones, junto con la actualización de los modelos presentes en el mercado.             

FACTOR DÓLAR

     Desde ya, el contexto económico estuvo este año jugando a favor y las expectativas son que lo siga haciendo el año que viene.  La evolución del dólar, por supuesto tiene una incidencia muy importante en este mercado.  Cuando baja el tipo de cambio, la demanda se retrae a la espera de que baje más, pero si sube en forma abrupta también puede ocasionar una actitud más cautelosa por parte de los compradores.  En definitiva, lo que más perjudica el desempeño comercial de este segmento es la volatilidad del valor de la divisa. En tal sentido, la relativa estabilidad que se está observando en el mercado cambiario está operando a favor de una continuidad en la buena performance del segmento automotriz de alta gama.

Hay confianza en el sector respecto a la estabilidad de las reglas de juego, aunque se mira con atención lo relacionado con el impuesto interno para los vehículos. En diciembre vencerá la prórroga que se hizo en junio del régimen que confirmó los $ 380.000 como piso a partir del cual los vehículos comienzan a pagar el impuesto lo cual, de hecho, incluye prácticamente a toda la gama del sector. La gran mayoría abonan el 10%, hasta los $800.000 de precio de venta, cuando comienzan a pagar el 20%.

La expectativa de los importadores está puesta en cuál será la actitud de las autoridades: si se actualizarán estos valores o se prorrogarán nuevamente, con lo cual algunos modelos comenzarán a traspasar la barrera de los $ 800.000 de precio y duplicarían el impuesto.

2016 Mercedes-Maybach S600.

NUEVA OFERTA

Mientras tanto, las grandes marcas refuerzan la oferta con nuevos lanzamientos que en 2017 fueron numerosos. En el caso del Grupo BMW -que incluye a Mini– este año esperan superar cómodamente las 3.500 unidades en la Argentina.  A favor de ello estuvieron muy activos este año  en lo que se refiere a presentación de nuevos modelos: no solamente presentaron los nuevos Series 1, Serie 2 Cabrio, M2 Coupé, Cbrio y  Gran Coupé, sino también las X5M y X6M y los nuevos Serie 5 y Serie 7.  Por su parte, Mini puso en venta el nuevo Countryman.

Mini Countryman

Desde ya, BMW se anota claramente como líder del sector, acompañada por Audi y Mercedes Benz. Pero el resurgir del mercado hizo que algunas marcas que estaban muy apagadas y que casi se  habían retirado, volvieran con brío a desplegar su oferta. Tales los casos de Volvo, Land Rover, Porsche, Jaguar, entre otras.

COMPETENCIA POR EL LIDERAZGO

   Por otra parte, hay un movimiento en las marcas Premium tendiente a reforzar su propuesta comercial en lo que se denomina “entry level”, es decir modelos más accesibles en cuanto a precio, por cuando aun manteniendo el nivel de calidad cuentan con menor cantidad de equipamiento. Esto les permite competir con otros vehículos que si bien son del mismo segmento, pertenecen a marcas masivas.

Volvo V40 Cross Country

La amplitud de la gama es una de las cualidades que buscan los importadores. Por ejemplo Volvo arranca con el V40 a US$ 40.000 y llega hasta los US$ 125.000 con el SUVXC90. Recientemente la compañía sumó el V40Cross Country y en estos días está presentando el S90, un producto destinado a competir en un nicho en el que ya se encuentran el Mercedes Benz Clase E y el BMW Serie 7.

Volvo Argentina más que duplicó las ventas en relación al año pasado y espera volver a duplicarlas de aquí a 2019.

Otra compañía que hizo un esfuerzo este año para entrar en nuevos segmentos en el mercado local es Jaguar. Así hoy ofrece modelos de entrada de gama interesantes con precios más accesibles, como es el caso de su sedán mediano a US$ 60.000. E inclusive la compañía lanzó el primer SUV de su historia, como es el caso del F-Pace.

Y LOS “ULTRA LUJO”

Porsche 918 Spyder

También Porsche ha renovado ampliamente la gama de vehículos ofrecidos localmente, con lo cual logró multiplicar varias veces las ventas del año pasado. Entre las novedades se encuentran el 911 Turbo y 911 Turbo S (Coupé y Cabrio), el 718 Boxster y 718 Cayman; el 911 Carrera 4S Coupé y Cabrio, las cuales se suman a nuevas versiones del SUV Cayenne y la última generación del Macan.

Una marca cuya especialidad es la de todoterrenos, como Land Rover, también presentó un abanico de posibilidades, que parten de un precio muy competitivo, como es el caso del Discovery Sport, con US$ 69.000. Mientras que por un Range Rover, en el otro extremo de la lista, puede pagarse hasta US$ 180.000.

Ferrari 488 Spider

Las marcas de “ultralujo” también comenzaron a reanimarse, como lo muestran Ferrari y Maserati.  El primero presentó este año el California y el 488 GTB, mientras que por su parte Maserati tiene en oferta el SUV Levante; el Ghibli, sedan para el segmento E y la renovación de la coupé Gran Turismo Sport.

Lotus, finalmente, está en vías de hacer su ingreso en el mercado local y lo hará con tres modelos cuyos precios oscilarán entre los 90.000 y los 240.000 dólares.

 

 

 

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Se disparan ventas de autos Alta Gama

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