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중고차 잔존가치 꼴찌 브랜드 바뀌었나

이인영 기자      2011.05.17 18:47    0

중고차 잔존가치 꼴찌 브랜드 바뀌었나

차를 살 때 되팔 때의 가치까지 고려하는 똑똑한 운전자들이 늘면서 수입차를 중심으로 진행됐던 잔존가치 보장 서비스에 국산차 업체도 뛰어들었다. ‘GM대우’ 시절이었던 지난 9월, 현 한국지엠이 ‘알페온’ 출시에 맞춰 ‘라세티 프리미어’와 함께 중고차 가치를 보장하는 할부 프로모션을 진행한 것. 이를 통해 구입한 운전자는 3년 뒤 50~55%의 가치를 보장받고 중고차로 되팔 수 있다.

한국지엠이 앞장서 이 같은 프로모션을 시작한 것은 소비자의 불안함을 해소하기 위한 움직임으로 볼 수 있다. 당시 GM대우 중고차는 제조사 상황이 다소 불안정했던 ‘쌍용차’와 함께 동급 최저가치 자리를 주거니 받거니 하던 상황이었다. 중고차 가치는 신차인기와 차량품질 뿐 아니라 ‘제조사의 환경 및 입지’에도 영향을 받기 때문이다.

그렇다면 파격적이었던 한국지엠의 시도는 브랜드 가치에 영향을 미쳤을까? 중고차 카즈(http://www.carz.co.kr)가 발표한 2009년식 대표모델의 잔존가치를 살펴보면. ‘뉴체어맨’이 62%로 신차대비 가장 낮은 몸값을 보유한 것으로 나타났다. 5월 가장 낮은 중고차가치를 기록한 불명예는 ‘쌍용차’에게 돌아갔지만 GM대우의 ‘윈스톰’과 ‘토스카’도 각 65, 67%로 동급 최저잔존가치를 피하지는 못했다.

하지만 전차종이 최저가치를 기록한 쌍용차와 달리, GM대우 시절의 ‘라세티 프리미어’와 ‘마티즈 크리에이티브’ 등은 80%를 웃도는 잔존가치로 동급모델과 경쟁하고 있는 모습이다. 품질에 대한 호평과 입소문으로 신차시장에서도 상승세를 보이는 모델들이다.

한국지엠은 브랜드 변경, 다방면의 마케팅, 가치보장 프로모션 등을 통해 중고차 시장에서 분명한 입지변화를 나타내고 있다. 하지만 이미지 쇄신이 시급한 쌍용차는 아직 이렇다 할 움직임이 없는 상태. ‘차를 되팔때의 가치’가 해외 시장 뿐 아니라 국산신차의 판매량과 브랜드 가치에 영향을 미치는 만큼, 회복을 위한 대책도 시급해 보인다.

한편, 현대차는 2009년 국내 최초로 아반떼HD 구매고객이 재구매 할 경우 구입차량 최고의 중고가격을 보장해주는 중고차 가격보장 서비스를 시행했다. 아반떼는 현재 풀체인지 신형모델이 출시되었음에도 77%의 중고차 가치를 보유하고 있다.

ⓒ 미디어데일리 (http://mediadaily.co.kr) 무단전재 및 재배포금지


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