For a relatively small sector, coupes encompass a range of cars
that runs from luxury, high value models to more mainstream
examples. Successfully remarketing those top-end niche models calls
for a different approach and while some models slip easily into
dedicated sales for prestige and high value vehicles, others are
more at home in specialist sportscar sections or similar. Many will
end up with the ‘bread and butter’ cars in a fleet and lease
section, but it is worth highlighting them as they are a little
different – perhaps put them at the front of the line-up or make a
feature of them in the catalogue.
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Because of the additional activity required, it is worth consigning
cars early which gives your remarketer time to get the message
across to the buyers. With the specialist higher value vehicles,
pre-sale marketing is critical. This ensures the right mix of
buyers attend – specialised trade buyers and the all-important
non-trade – typically small business owners or professional people
who are often seeking their own prestige ‘company car’ and can
benefit from buying in an offset tax position. This is key: at the
top end of the coupe price curve you have cars valued in excess of
£30,000 and few can afford to spend those sorts of sums on a
whim.
When it comes to values, much will depend on scarcity and
desirability as coupes generally are limited in production.
Expect to see the typical depreciation curve at 36 months, but
remember for top end models in real terms this can represent many
thousands of pounds because of the high initial cost. Of course
this is why these cars seem to represent such good value for money
for the used buyer.
Research from our Pulse report indicates that coupes from fleet and
lease sources come to the market at just over three years old and a
lower than average mileage for fleet stock of around 48,000.
Average quarterly values over the last 18 months have been
reasonably consistent, ranging from a low of £11,105 to a high of
£11,865, while CAP performance ranges from 96.4 to 97.9 percent of
Clean values.
It goes without saying that presentation and condition are vitally
important, and no coupe should be sold without all the correct
paperwork from service history to V5 document. In terms of
specification, the higher the better as used buyers will expect to
see all the best options. A leather interior is much preferable to
cloth and a full range of electronic goodies from satnav to MP3
player will be preferred.
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By GlobalDataDon’t dabble with non-factory fitted body kits or spoilers as they
can spoil the elegant lines of a well-designed coupe body. Most
bold colour schemes work well: bright metallics in reds, silver or
blue are great, and even black works well. White finishes get tired
quickly so try to avoid those.
Low coupe bodywork is prone to stone chips and kerb damage, so
pre-sale repairs could prove a good investment. The used buyer
expects to see high-value cars in as close to showroom condition as
possible, so don’t disappoint them.
Simon Henstock, UK operations director, BCA
