I don't accept the logic here. It's the same car whether they supply it as PCP or contract hire.
Maybe this is the point that needed explaining better??
It is of course the same car, however it is all about control, being able to have a handle on what happens to the product price wise.
If you look back at Mercedes last spring, spring 2009 I mean, Mercedes were upside down by £9m on residual values, and they had nearly 10,000 new C and E classes sat in fields.
Now what where Mercedes to do? What were their options with all those cars??
They could have offered them out to car supermarkets at a loss to get some money back in the coffers, they could have sold them onto dealers with a massive reduction too, however, this then devalues the cars already out there and sat on dealers forecourts overnight with huge fianancial consequences for the dealers, and annoying the customers who have just paid full whack.
It also means that come resale time in 2 or 3 years the dealers will have control and again could give poor buy backs base on the extremely low original purchase price.
So, Mercedes started to offer contract hire deals that were bordering on silly, not through Mercedes themselves but through third party brokers, I got 3 people into a C180k Estate for £599 deposit and £199 a month and 4 people into E220cdi's for £699 deposit and £229 a month.
There was over 1500 C180K's showing available in April and by May they were all gone, so this worked, they cleared those 10,000 cars sat in fields, they have money coming in over 2 and 3 years for them and at the end of teh term they have them back to do what they want with, they will be in control of the used market value and thus they won't be upsetting owners who are trading their 3 year old E220cdi that they bought.
Put it like this, the price of £229 a month for a new E220cdi was based on Mercedes needing to get £18k for that car, a new E220cdi was what? £30k, so a saving of £12k or 40%, if a dealer had sold that for £18k new what would he be offering after 3 years? £8-9k tops, why would he pay any more for the same car that someone had bought for £30k, or even £25k with a discount? He wouldn't he would be offering them the same and seriously pissing them off.
So, a lot of it is to do with keeping control.