Dataforce résumé 2021: Historic low of new PC registrations – Opportunities for car dealers

• At 2.62 million passenger car registrations, 2021 closes with -295,546 passenger car registrations compared to the previous year – a historically low figure. Measured against 2019, this is almost one million fewer (-985,126) registrations.
• True Fleet is steadily gaining relevance, with its market share rising to 30%.
• Almost one in three newly registered passenger cars in the private or fleet market has an electric powertrain (BEV/PHEV).
• Targeted approach by car dealers is the key to success – fleets want concentrated expertise and service

Dataforce Résumé 2021 – A special year with positive prospects

How did the year 2021 close and how should it be assessed in the current context? At 2.62 million new passenger car registrations, the level of registrations is lower than it has ever been since reunification. Within two years, the volume differs by just under one million vehicles.

Fleet customers become more and more important

Looking at the facts, this sounds very serious, but the trends also point to opportunities that need to be recognized in order to take advantage of them. At Dataforce, we take a very close look at the individual market segments whose importance is shifting over time.

For the first time, True Fleet, i.e. new commercial registrations excluding Manufacturers, Dealerships and RAC (Rent-A-Car), has now achieved a share of 30%, which further underlines the focus on this target group.

Mobility transformation in Fleet and Private

Our surveys with fleets and company car drivers in Germany show many efforts to open up the mobility mix. The introduction of mobility budgets is leading to a reduction in some fleets. But even if those entitled to a company car are considering whether a vehicle is still an option for them, or whether it would be possible to cover their needs via other forms of mobility, these considerations are just as strong among private consumers. In times of working-from-home without long commuting times, many are reflecting on whether a second car in the household still makes sense.

Company car drivers are enthusiastic about electromobility

However, a contrast to this trend is the fact that the vehicle itself and the more diversified powertrains provide a very strong incentive for company car drivers, and not just for tax reasons. With many new brands outside of Germany and established Manufacturers launching new models, we have seen a strong increase in Plug-In Hybrid and fully electric Vehicles in 2021. In both the Private Market and True Fleet, we have reached an exact share of 31.4%.

Electromobility and holistic concepts offer potential

The motivation to drive a plug-in car continues to prevail among private buyers and company fleets, which is confirmed not least by the fact that at the end of the year the funding pot for privately usable charging stations / wall boxes was once again depleted. We see great potential here to score points with local fleets through comprehensive services, good advice on powertrain types, and holistic mobility concepts. For the mobility change to work in fleet practice, good and tailored concepts are needed.

This approach is an opportunity for both local Dealers and large Dealership groups as well as Manufacturers to address them in a targeted and requirements-based manner. We currently project that these market trends will give total registrations a push forward again and that a volume of around 3 million passenger cars can be expected in 2022.