dena survey: Car Labelling scheme becoming increasingly popular.
More and more new car dealers use Energy Consumption Labelling in their sales pitches.
One year after the introduction of the new Car Labelling scheme, Energy Consumption Labelling is becoming increasingly important in retail situations. Accordingly, almost 60 percent of car dealers refer to the Car Label in their sales pitch. This is an increase from 50 percent shortly after the scheme was introduced. These are the findings of a survey of car dealers* by the Deutsche Energie-Agentur GmbH (dena) – the German Energy Agency – which were presented today as part of the “Ein Jahr Pkw-Label” (One Year of Car Labelling) symposium in Berlin.
“Even if many car dealers were sceptical initially, they now increasingly appreciate the advantages of the label,” emphasised Andreas Jung, Managing Director of dena, at the presentation of the survey results. “Fuel consumption and costs, as well as the CO2 emissions are growing in importance for decisions by German car buyers. Dealers who advise buyers specifically based on the label can attract customers, boost buyer loyalty and sell efficient technologies.”
Almost 40 percent (previously 33 percent) of car dealers advise customers explicitly to buy vehicles with good efficiency classes A+, A or B. However, some sales professionals still underestimate the importance of the label. For example, 31 percent of the dealers surveyed considered the label irrelevant for purchase decisions – down from the earlier figure of 40 percent.
In total, 70 percent of dealers believe they are very well or well informed on the label. Over half use dena’s online services. The site www.pkw-label.de gives car dealers all important information on the label as well as various online tools they can use to fulfil their labelling obligations: from producing the notice for all cars in the range, to printing the label itself.
The implementation platform is an initiative set up by dena with the support of the German Federal Ministry of Economics and Technology (BMWi).
*The market research company TNS Emnid surveyed 300 dealers of new cars on Car Labelling in telephone interviews in October 2012. It follows a first survey in January 2012. See www.pkw-label.de for further background information on both surveys.
Documents (in German)
Representative survey of dealers.
Car Energy Consumption Labelling: “One Year of Car Labelling”. (In German)(434 K, PDF)