{"id":23844,"date":"2025-05-15T17:32:44","date_gmt":"2025-05-15T15:32:44","guid":{"rendered":"https:\/\/corporate.autobiz.com\/sin-categorizar\/autobizinsights-14\/"},"modified":"2025-05-16T10:12:12","modified_gmt":"2025-05-16T08:12:12","slug":"autobizinsights-14","status":"publish","type":"post","link":"https:\/\/corporate.autobiz.com\/es\/autobiz-insights-es\/autobizinsights-14\/","title":{"rendered":"autobizInsights #14"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"23844\" class=\"elementor elementor-23844 elementor-23788\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-75e9e8ea elementor-hidden-mobile elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"75e9e8ea\" data-element_type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4a2cc282\" data-id=\"4a2cc282\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7da739bb elementor-widget elementor-widget-breadcrumbs\" data-id=\"7da739bb\" data-element_type=\"widget\" data-widget_type=\"breadcrumbs.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<p id=\"breadcrumbs\"><span><span><a href=\"https:\/\/corporate.autobiz.com\/es\/\">Inicio<\/a><\/span><\/span><\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t<div class=\"elementor-element elementor-element-27c5921f e-flex e-con-boxed e-con e-parent\" data-id=\"27c5921f\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;gradient&quot;,&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-3bb3c6c1 e-con-full e-flex e-con e-child\" data-id=\"3bb3c6c1\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-327d4f35 elementor-widget elementor-widget-heading\" data-id=\"327d4f35\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">autobizInsights #14<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-54ddbda8 elementor-widget__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"54ddbda8\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3 class=\"cvGsUA direction-ltr align-center para-style-body\"><span class=\"OYPEnA font-feature-liga-off font-feature-clig-off font-feature-calt-off text-decoration-none text-strikethrough-none\">\u00bfPor qu\u00e9 los fabricantes (OEMs) necesitan hacer un seguimiento del rendimiento de su red de veh\u00edculos de ocasi\u00f3n?<\/span><\/h3>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-510a84e3 e-con-full e-flex e-con e-child\" data-id=\"510a84e3\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-7f4cdc4 e-flex e-con-boxed e-con e-parent\" data-id=\"7f4cdc4\" data-element_type=\"container\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-13e82596 e-con-full e-flex e-con e-child\" data-id=\"13e82596\" data-element_type=\"container\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-4383cadf elementor-widget elementor-widget-heading\" data-id=\"4383cadf\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">En el vol\u00e1til panorama actual del sector de la automoci\u00f3n, los veh\u00edculos de ocasi\u00f3n (VO) han pasado de ser una l\u00ednea de negocio secundaria a convertirse en una palanca estrat\u00e9gica para la rentabilidad de los fabricantes (OEMs). Dado que la producci\u00f3n de veh\u00edculos nuevos (VN) sigue siendo inestable y los m\u00e1rgenes contin\u00faan reduci\u00e9ndose, el mercado de VO representa una oportunidad clave para preservar el valor de marca y apoyar a las redes de concesionarios.  Sin embargo, a pesar de su creciente importancia, el rendimiento del VO sigue siendo un punto ciego para muchos fabricantes.<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5ab5ee93 elementor-widget elementor-widget-heading\" data-id=\"5ab5ee93\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Un punto ciego estrat\u00e9gico<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1ba37d2 elementor-widget elementor-widget-heading\" data-id=\"1ba37d2\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">\u00bfPor qu\u00e9 el rendimiento del VO sigue siendo poco claro para los fabricantes (OEMs)?<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a96f912 elementor-widget elementor-widget-text-editor\" data-id=\"a96f912\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p class=\"cvGsUA direction-ltr align-justify para-style-body\"><span class=\"OYPEnA font-feature-liga-off font-feature-clig-off font-feature-calt-off text-decoration-none text-strikethrough-none\">El rendimiento del VO sigue siendo un punto ciego para muchos fabricantes debido a la naturaleza fragmentada del mercado. A diferencia del mercado de VN, donde las marcas se benefician de sistemas centralizados y una gesti\u00f3n estructurada de los informes, las operaciones de VO suelen gestionarse con herramientas diversas y con una mayor autonom\u00eda por parte de los concesionarios. Esta conexi\u00f3n m\u00e1s d\u00e9bil entre el fabricante y la red de distribuci\u00f3n da lugar a <\/span><span class=\"OYPEnA font-feature-liga-off font-feature-clig-off font-feature-calt-off text-decoration-none text-strikethrough-none\">datos inconsistentes, visibilidad limitada y dificultades para hacer un seguimiento de indicadores clave como los precios, la rotaci\u00f3n de stock o la calidad de los anuncios.<\/span><\/p>\n<p><\/p>\n<p class=\"cvGsUA direction-ltr align-justify para-style-body\"><span class=\"OYPEnA font-feature-liga-off font-feature-clig-off font-feature-calt-off text-decoration-none text-strikethrough-none\">Sin embargo, en un contexto en el que la rentabilidad del VN est\u00e1 bajo presi\u00f3n, el rendimiento del VO debe convertirse en una prioridad estrat\u00e9gica, y eso comienza por entender c\u00f3mo est\u00e1 funcionando la red.<\/span><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2371cd2 elementor-widget elementor-widget-heading\" data-id=\"2371cd2\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">\u00bfQu\u00e9 deber\u00edan monitorizar los fabricantes (OEMs)?<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-38782c8 elementor-widget elementor-widget-text-editor\" data-id=\"38782c8\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p class=\"cvGsUA direction-ltr align-justify para-style-body\"><span class=\"OYPEnA font-feature-liga-off font-feature-clig-off font-feature-calt-off text-decoration-none text-strikethrough-none\">Para desarrollar una estrategia eficaz de veh\u00edculos de ocasi\u00f3n (VO), recomendamos a los fabricantes comenzar con un conjunto coherente de indicadores clave (KPIs) en todos sus mercados. Los indicadores m\u00e1s relevantes y accionables incluyen:<\/span><\/p>\n<ul>\n<li><span class=\"OYPEnA font-feature-liga-off font-feature-clig-off font-feature-calt-off text-decoration-none text-strikethrough-none\">Nivel de stock y antig\u00fcedad del veh\u00edculo:<\/span><span class=\"OYPEnA font-feature-liga-off font-feature-clig-off font-feature-calt-off text-decoration-none text-strikethrough-none\"> para optimizar la rotaci\u00f3n del inventario y la disponibilidad.<\/span><\/li>\n<li><span class=\"OYPEnA font-feature-liga-off font-feature-clig-off font-feature-calt-off text-decoration-none text-strikethrough-none\">Posicionamiento de precio frente al valor de mercado:<\/span><span class=\"OYPEnA font-feature-liga-off font-feature-clig-off font-feature-calt-off text-decoration-none text-strikethrough-none\"> para garantizar la competitividad y evitar la erosi\u00f3n del margen.<\/span><\/li>\n<li><span class=\"OYPEnA font-feature-liga-off font-feature-clig-off font-feature-calt-off text-decoration-none text-strikethrough-none\">Tiempo de venta:<\/span><span class=\"OYPEnA font-feature-liga-off font-feature-clig-off font-feature-calt-off text-decoration-none text-strikethrough-none\"> para supervisar la eficiencia de los procesos comerciales.<\/span><\/li>\n<li><span class=\"OYPEnA font-feature-liga-off font-feature-clig-off font-feature-calt-off text-decoration-none text-strikethrough-none\">Retenci\u00f3n de marca:<\/span><span class=\"OYPEnA font-feature-liga-off font-feature-clig-off font-feature-calt-off text-decoration-none text-strikethrough-none\"> para controlar los precios actuales y los valores residuales de los veh\u00edculos de ocasi\u00f3n.<\/span><\/li>\n<\/ul>\n<p><span class=\"OYPEnA font-feature-liga-off font-feature-clig-off font-feature-calt-off text-decoration-none text-strikethrough-none\">Estas m\u00e9tricas no solo son esenciales para el rendimiento de ventas, sino que tambi\u00e9n desempe\u00f1an un papel crucial en la protecci\u00f3n de los Valores Residuales (RVs): el KPI clave cuando hablamos de la solidez de marca a largo plazo y de la competitividad de los productos financieros.<\/span><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-26c0b0e elementor-widget elementor-widget-heading\" data-id=\"26c0b0e\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Presi\u00f3n continua sobre los precios en toda Europa<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-814b860 e-flex e-con-boxed e-con e-parent\" data-id=\"814b860\" data-element_type=\"container\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-c6e4399 e-con-full e-flex e-con e-child\" data-id=\"c6e4399\" data-element_type=\"container\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-c2b7cf5 elementor-widget elementor-widget-text-editor\" data-id=\"c2b7cf5\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p class=\"cvGsUA direction-ltr align-justify para-style-body\"><span class=\"OYPEnA font-feature-liga-off font-feature-clig-off font-feature-calt-off text-decoration-none text-strikethrough-none\">La brecha de mercado mide la diferencia entre el valor real de mercado de un veh\u00edculo y su precio anunciado, y es un indicador esencial de la estrategia de precios. Una brecha positiva (cuando el precio anunciado supera al valor de mercado) refleja una mayor capacidad de fijaci\u00f3n de precios y un mejor valor de recompra.<\/span><\/p>\n<p><\/p>\n<p class=\"cvGsUA direction-ltr align-justify para-style-body\"><span class=\"OYPEnA font-feature-liga-off font-feature-clig-off font-feature-calt-off text-decoration-none text-strikethrough-none\">En el \u00faltimo a\u00f1o en Espa\u00f1a, una de las tres principales marcas ha demostrado que sus concesionarios oficiales pueden alcanzar una brecha de mercado superior a la de los profesionales independientes. Este patr\u00f3n pone de relieve los beneficios de la retenci\u00f3n de marca: si m\u00e1s veh\u00edculos de ocasi\u00f3n permanecen dentro de la red oficial, la marca podr\u00e1 controlar mejor los precios y proteger sus valores residuales.<\/span><\/p>\n<p><\/p>\n<p class=\"cvGsUA direction-ltr align-justify para-style-body\"><span class=\"OYPEnA font-feature-liga-off font-feature-clig-off font-feature-calt-off text-decoration-none text-strikethrough-none\">En otras palabras, una mayor retenci\u00f3n de marca genera una brecha de mercado m\u00e1s positiva, lo que permite a los concesionarios oficiales mantener m\u00e1rgenes m\u00e1s s\u00f3lidos y reforzar la reputaci\u00f3n de la marca en el mercado de VO.<\/span><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-2e84aed e-con-full e-flex e-con e-child\" data-id=\"2e84aed\" data-element_type=\"container\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-c24da50 elementor-widget__width-initial elementor-widget elementor-widget-image\" data-id=\"c24da50\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"398\" height=\"258\" src=\"https:\/\/corporate.autobiz.com\/wp-content\/uploads\/2025\/05\/autobizInsight-14-Ignacio-CARO-5.png\" class=\"attachment-large size-large wp-image-23862\" alt=\"\" srcset=\"https:\/\/corporate.autobiz.com\/wp-content\/uploads\/2025\/05\/autobizInsight-14-Ignacio-CARO-5.png 398w, https:\/\/corporate.autobiz.com\/wp-content\/uploads\/2025\/05\/autobizInsight-14-Ignacio-CARO-5-300x194.png 300w\" sizes=\"(max-width: 398px) 100vw, 398px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-a3f3a58 e-flex e-con-boxed e-con e-parent\" data-id=\"a3f3a58\" data-element_type=\"container\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-7464632 e-con-full e-flex e-con e-child\" data-id=\"7464632\" data-element_type=\"container\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-e56bf11 elementor-widget elementor-widget-heading\" data-id=\"e56bf11\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">M\u00e1s all\u00e1 del rendimiento: impulsando la visibilidad online<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8dbe5f0 elementor-widget elementor-widget-text-editor\" data-id=\"8dbe5f0\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p class=\"cvGsUA direction-ltr align-justify para-style-body\"><span class=\"OYPEnA font-feature-liga-off font-feature-clig-off font-feature-calt-off text-decoration-none text-strikethrough-none\">El seguimiento de KPIs es solo el primer paso. Para impulsar realmente su negocio de veh\u00edculos de ocasi\u00f3n, los fabricantes deben ir m\u00e1s all\u00e1 y definir directrices de marca claras para sus redes. Esto incluye:<\/span><\/p>\n<ul>\n<li><span class=\"OYPEnA font-feature-liga-off font-feature-clig-off font-feature-calt-off text-decoration-none text-strikethrough-none\">Est\u00e1ndares para los anuncios online<\/span><span class=\"OYPEnA font-feature-liga-off font-feature-clig-off font-feature-calt-off text-decoration-none text-strikethrough-none\"> (por ejemplo, n\u00famero de fotos, descripciones del veh\u00edculo).<\/span><\/li>\n<li><span class=\"OYPEnA font-feature-liga-off font-feature-clig-off font-feature-calt-off text-decoration-none text-strikethrough-none\">KPIs por tipo de veh\u00edculo<\/span><span class=\"OYPEnA font-feature-liga-off font-feature-clig-off font-feature-calt-off text-decoration-none text-strikethrough-none\"> (por ejemplo, veh\u00edculos seminuevos con bajo kilometraje).<\/span><\/li>\n<li><span class=\"OYPEnA font-feature-liga-off font-feature-clig-off font-feature-calt-off text-decoration-none text-strikethrough-none\">Una etiqueta VO<\/span><span class=\"OYPEnA font-feature-liga-off font-feature-clig-off font-feature-calt-off text-decoration-none text-strikethrough-none\"> que aporte coherencia, visibilidad y confianza al consumidor.<\/span><\/li>\n<\/ul>\n<p><\/p>\n<p class=\"cvGsUA direction-ltr align-justify para-style-body\">\n<p><\/p>\n<p class=\"cvGsUA direction-ltr align-justify para-style-body\"><span class=\"OYPEnA font-feature-liga-off font-feature-clig-off font-feature-calt-off text-decoration-none text-strikethrough-none\">Esta etiqueta no solo debe ayudar a estructurar la oferta del mercado, sino tambi\u00e9n ser medible en t\u00e9rminos de cuota de mercado, permitiendo a los fabricantes evaluar c\u00f3mo se comporta su stock etiquetado frente a la competencia.<\/span><\/p>\n<p><\/p>\n<p class=\"cvGsUA direction-ltr align-justify para-style-body\"><span class=\"OYPEnA font-feature-liga-off font-feature-clig-off font-feature-calt-off text-decoration-none text-strikethrough-none\">Los veh\u00edculos el\u00e9ctricos a\u00f1aden a\u00fan m\u00e1s complejidad. La brecha entre el stock de veh\u00edculos el\u00e9ctricos (BEV) en redes oficiales y en operadores independientes pone de relieve c\u00f3mo la madurez del mercado y la presencia digital var\u00edan considerablemente de un pa\u00eds a otro.<\/span><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2fb217a elementor-widget elementor-widget-image\" data-id=\"2fb217a\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"788\" height=\"252\" src=\"https:\/\/corporate.autobiz.com\/wp-content\/uploads\/2025\/05\/autobizInsight-14-Ignacio-CARO-4.png\" class=\"attachment-large size-large wp-image-23853\" alt=\"\" srcset=\"https:\/\/corporate.autobiz.com\/wp-content\/uploads\/2025\/05\/autobizInsight-14-Ignacio-CARO-4.png 788w, https:\/\/corporate.autobiz.com\/wp-content\/uploads\/2025\/05\/autobizInsight-14-Ignacio-CARO-4-300x96.png 300w, https:\/\/corporate.autobiz.com\/wp-content\/uploads\/2025\/05\/autobizInsight-14-Ignacio-CARO-4-768x246.png 768w\" sizes=\"(max-width: 788px) 100vw, 788px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-2231d5a e-flex e-con-boxed e-con e-parent\" data-id=\"2231d5a\" data-element_type=\"container\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5020807 elementor-widget elementor-widget-text-editor\" data-id=\"5020807\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p class=\"cvGsUA direction-ltr align-justify para-style-body\"><span class=\"OYPEnA font-feature-liga-off font-feature-clig-off font-feature-calt-off text-decoration-none text-strikethrough-none\">El mercado espa\u00f1ol de veh\u00edculos de ocasi\u00f3n muestra una distribuci\u00f3n estable<\/span><span class=\"OYPEnA font-feature-liga-off font-feature-clig-off font-feature-calt-off text-decoration-none text-strikethrough-none\"> del stock de veh\u00edculos de combusti\u00f3n (ICE), con las redes de concesionarios manteniendo de forma constante una cuota del 55 %. En cambio, <\/span><span class=\"OYPEnA font-feature-liga-off font-feature-clig-off font-feature-calt-off text-decoration-none text-strikethrough-none\">el stock de veh\u00edculos el\u00e9ctricos de bater\u00eda (BEV) refleja un cambio progresivo hacia los operadores independientes<\/span><span class=\"OYPEnA font-feature-liga-off font-feature-clig-off font-feature-calt-off text-decoration-none text-strikethrough-none\">, que alcanzaron la paridad con las redes oficiales (50 %) en febrero de 2025. Esta tendencia pone de manifiesto la capacidad de adaptaci\u00f3n de los independientes frente a los desaf\u00edos que a\u00fan afrontan los concesionarios oficiales en cuanto a herramientas, conocimiento y procesos necesarios para esta categor\u00eda emergente.<\/span><\/p>\n<p><\/p>\n<p class=\"cvGsUA direction-ltr align-justify para-style-body\"><span class=\"OYPEnA font-feature-liga-off font-feature-clig-off font-feature-calt-off text-decoration-none text-strikethrough-none\">Mientras que los ICE ya est\u00e1n plenamente integrados en la red, los BEV siguen exigiendo nuevos procesos e inversiones, lo que abre espacio para que actores m\u00e1s flexibles lideren la evoluci\u00f3n de este mercado.<\/span><\/p>\n<p><span class=\"OYPEnA font-feature-liga-off font-feature-clig-off font-feature-calt-off text-decoration-none text-strikethrough-none\">La proporci\u00f3n de veh\u00edculos de ocasi\u00f3n anunciados online por concesionarios oficiales es un indicador clave del estado de salud de una marca, especialmente en el caso de los veh\u00edculos con menos de 18 meses. Una alta tasa de retenci\u00f3n de marca contribuye a mantener la coherencia en los precios, refuerza la imagen de marca y protege los valores residuales. Los <\/span><span class=\"OYPEnA font-feature-liga-off font-feature-clig-off font-feature-calt-off text-decoration-none text-strikethrough-none\">veh\u00edculos vendidos a trav\u00e9s de la red oficial suelen alcanzar precios m\u00e1s elevados que los ofrecidos por vendedores independientes<\/span><span class=\"OYPEnA font-feature-liga-off font-feature-clig-off font-feature-calt-off text-decoration-none text-strikethrough-none\">, lo que se traduce en un mayor valor en la recompra. Profundizaremos en este tema en una pr\u00f3xima edici\u00f3n, centr\u00e1ndonos en la notoriedad de marca y su impacto en el ecosistema del veh\u00edculo de ocasi\u00f3n.<\/span><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-33b9d02 elementor-widget elementor-widget-heading\" data-id=\"33b9d02\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">El camino a seguir: la informaci\u00f3n como ventaja competitiva<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5eedb3a elementor-widget elementor-widget-text-editor\" data-id=\"5eedb3a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p class=\"cvGsUA direction-ltr align-justify para-style-body\"><span class=\"OYPEnA font-feature-liga-off font-feature-clig-off font-feature-calt-off text-decoration-none text-strikethrough-none\">Una vez alcanzada la visibilidad, el siguiente paso es la optimizaci\u00f3n estrat\u00e9gica. Comparar el rendimiento de la red con el de sus hom\u00f3logos, analizar por tipo de veh\u00edculo y hacer un seguimiento geogr\u00e1fico de los resultados permite a los fabricantes identificar brechas y actuar con precisi\u00f3n.<\/span><\/p>\n<p><\/p>\n<p class=\"cvGsUA direction-ltr align-justify para-style-body\"><span class=\"OYPEnA font-feature-liga-off font-feature-clig-off font-feature-calt-off text-decoration-none text-strikethrough-none\">Este enfoque convierte el seguimiento del VO en una herramienta poderosa, no solo para mejorar el rendimiento, sino tambi\u00e9n para construir resiliencia y ganar ventaja competitiva en un mercado din\u00e1mico y complejo.<\/span><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-915fec0 elementor-align-center elementor-widget elementor-widget-button\" data-id=\"915fec0\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/zcmp.eu\/K0eU\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\"> Cont\u00e1ctenos<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>\u00bfPor qu\u00e9 los fabricantes (OEMs) necesitan hacer un seguimiento del rendimiento de su red de veh\u00edculos de ocasi\u00f3n? En el vol\u00e1til panorama actual del sector de la automoci\u00f3n, los veh\u00edculos de ocasi\u00f3n (VO) han pasado de ser una l\u00ednea de negocio secundaria a convertirse en una palanca estrat\u00e9gica para la rentabilidad de los fabricantes (OEMs). [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[149],"tags":[],"class_list":["post-23844","post","type-post","status-publish","format-standard","hentry","category-autobiz-insights-es"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>autobizInsights #14 - autobiz Corporate<\/title>\n<meta name=\"description\" content=\"\u00bfPor qu\u00e9 los fabricantes (OEMs) necesitan hacer un seguimiento del rendimiento de su red de veh\u00edculos de ocasi\u00f3n?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/corporate.autobiz.com\/es\/autobiz-insights-es\/autobizinsights-14\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"autobizInsights #14 - autobiz Corporate\" \/>\n<meta property=\"og:description\" content=\"\u00bfPor qu\u00e9 los fabricantes (OEMs) necesitan hacer un seguimiento del rendimiento de su red de veh\u00edculos de ocasi\u00f3n?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/corporate.autobiz.com\/es\/autobiz-insights-es\/autobizinsights-14\/\" \/>\n<meta property=\"og:site_name\" content=\"autobiz Corporate\" \/>\n<meta property=\"article:published_time\" content=\"2025-05-15T15:32:44+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-05-16T08:12:12+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/corporate.autobiz.com\/wp-content\/uploads\/2025\/05\/autobizInsight-14-Ignacio-CARO-5.png\" \/>\n\t<meta property=\"og:image:width\" content=\"398\" \/>\n\t<meta property=\"og:image:height\" content=\"258\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Morgane\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Morgane\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/corporate.autobiz.com\/es\/autobiz-insights-es\/autobizinsights-14\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/corporate.autobiz.com\/es\/autobiz-insights-es\/autobizinsights-14\/\"},\"author\":{\"name\":\"Morgane\",\"@id\":\"https:\/\/corporate.autobiz.com\/es\/#\/schema\/person\/485bc65fd8254553d07edeb3fabc42dd\"},\"headline\":\"autobizInsights #14\",\"datePublished\":\"2025-05-15T15:32:44+00:00\",\"dateModified\":\"2025-05-16T08:12:12+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/corporate.autobiz.com\/es\/autobiz-insights-es\/autobizinsights-14\/\"},\"wordCount\":1185,\"publisher\":{\"@id\":\"https:\/\/corporate.autobiz.com\/es\/#organization\"},\"image\":{\"@id\":\"https:\/\/corporate.autobiz.com\/es\/autobiz-insights-es\/autobizinsights-14\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/corporate.autobiz.com\/wp-content\/uploads\/2025\/05\/autobizInsight-14-Ignacio-CARO-5.png\",\"articleSection\":[\"autobiz insights\"],\"inLanguage\":\"es\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/corporate.autobiz.com\/es\/autobiz-insights-es\/autobizinsights-14\/\",\"url\":\"https:\/\/corporate.autobiz.com\/es\/autobiz-insights-es\/autobizinsights-14\/\",\"name\":\"autobizInsights #14 - 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