Suzuki GB is importing incomplete vehicles into the UK as part of efforts to mitigate against the new car supply shortages brought about by semiconductor supply issues.
As motor retail prepares the prospect of limited new car stocks in a September numberplate change month hampered by the impact of the global shortage of semiconductor microchips, the brand’s director of Automobiles, Dale Wyatt, told AM of the steps being taken to mitigate against the issue.
Speaking ahead of an appearance on yesterday’s (August 17) ‘A General Manager Guide to… Effective Sales Enquiry Management’ webinar, Wyatt said: “Right now we’re importing incomplete cars into the UK to ensure that our retailers have supply.
“They’re coming into the country without stereos and we’re fitting them here in a way to manage the issues we might otherwise have with supply.”
Asked where Suzuki was sourcing its infotainment systems from – in the absence of availability from the Japanese brand’s factories, Wyatt said that he “would not give away all my trade secrets”.
Also commenting on the new car supply constraints, and the resulting extended lead times faced by new car customers, Trustford sales development director Martin Dillow said: “There’s no doubt that we’re experiencing extended lead times but the focus has been placed on order take and customers have been very receptive to that.
“Orders are being placed for new cars and we’re doing our best to keep people informed of the progress of their delivery.”
In an AM guest opinion article published last month Andrew Burn, head of automotive at Interpath Advisory, speculated as to what action car makers might take in an effort to keep new car production flowing as the impact of the global shortage of semiconductors worsened.
Burn said: “OEMs could also de-specify the vehicles they are making, in order to reduce the quantity of chips required for each vehicle.
“As an example, an analogue speedometer may be easier to source than the chips required for a digital display.
“Taking such actions will help the manufacturers keep a flow of new vehicles entering the dealer networks.
“It is then important for the dealers to play their part and sell what’s available – not just what’s on the customer’s wish list.”
AM reported today on data compiled through the What Car? Target Price mystery shopping exercise which showed new car buyers will be able to achieve September discounts of up to 20% on a new car despite stock shortages resulting from the global semiconductor production crisis.
It found that the Volkswagen Passat saloon was the UK’s most discounted car, attracting a 20% cash price cut, as the average new car discount reached 6.4% or £2,694 – down from 7.2% at the beginning of the year.