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Manufacturers rethink PCP strategies for 2009

Toyota is preparing to put a strong marketing campaign behind Access Toyota, its rebranded PCP programme, ahead of the launch of the iQ in the new year.

Many manufacturers are currently putting PCP programmes through reviews as they work out strategies for 2009. Incentives need to be attractive enough to appeal to buyers, while producing a realistic return.

Subaru UK will focus next year’s PCPs on high residual values for diesel boxer engine derivatives, said International Motors Fin-ance brand manager Joe Vasey. The PCPs are financed through Bank of Scotland.

GM UK denied speculation that Saab is dropping all PCPs from January – it has a 2.9% APR programme on 9-3 TTiD derivatives until December 31. Offers for 2009 Q1 have not been finalised, said a spokeswoman.

PCPs have worked well for most carmakers. In a recession, they offer retail customers the chance to run a car on a strict budget, and to hand it back after three years. 

For dealers PCPs are valuable as a way of persuading buyers to visit showrooms.

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