Dealer - Discount - Concept

1.

Dealer-Discount-Concept
Change to global unification & approach
Dealer discount should not be related to sales quantity only, but also
related to qualitative factors!
MARKEN DER KW AUTOMOTIVE GMBH

2.

Dealer-Discount-Concept
TARGET
This discount concept has two goals: By investing into our brands, the retailer should be able to determine for himself
which discount he qualifies for. In addition, consumers should be directed to the best dealers in terms of equipment,
qualifications and appearance, not the most price-aggressive ones
Dealer discount should not be related to sales quantity only, but also related to qualitative factors! Change of discount
system to honor:
the most loyal dealers who support concepts and price stability
the dealers who invest most into our brand(s) (showroom / workshop / democar)
the dealers who have the best education & qualification (KW seminars)
the best tools & equipment (wheel alignment / weight scaling)
the most active dealers in social media who promote our brands
they qualify themselves to get the biggest discount!
All Prices in EUR excl. VAT

3.

Dealer-Discount-Concept
BENEFIT for dealers:
Those dealers should get always an advantage and bigger discount/margin compared to others
Those dealers you/we will route the consumer enquiries & sales leads
Invites to events, shows & incentives & seminars and further qualification options
Involve into global sales actions first in order to be prepared in time
Their car builds will be fired out on KW global social media – so we make them (more) famous!
STOP GIVING THE BIGGEST DEALERS THE BIGGEST DISCOUNT WHO ARE THE CHEAPEST ON THE MARKET OR
NON-LOYAL AND MISSUSE THOSE RECEIVED DISCOUNT
All Prices in EUR excl. VAT

4.

Dealer-Discount-Concept
HOW TO TRANSACT:
Quantitave factors sales QTY per year / per months
Qualitative factors can be categorized into objective and subjective factors.
Objective factors:
• Brand visibility @ POS point of sales (show room & workshop)
• Democar (convincing for consumers = testride/look)
• Special tools
• Qualification & education by our product seminars
All Prices in EUR excl. VAT

5.

Dealer-Discount-Concept
Subjective factors:
Online marketing: If a dealer promotes our products on their website / social media channels, this enables them to
receive further discounts.
Premium showroom or premium workshop: If a dealer stands out “of the crowd” with a high-quality showroom /
workshop, he will be granted a further discount.
Wheel alignment: If a dealer can carry out wheel alignment himself in his workshop, which is necessary after changing
the chassis, this is another factor that can leads to a further discount.
Target = categorize the trade & implement a specialized trade concept with different sales steps
• Sales Point
• Sales & Service Point
• Expert Service & Fitment Point
All Prices in EUR excl. VAT