Jaime Scott, Retail Marketing Manager de Euromaster, red especialista en neumáticos y mantenimiento del automóvil, contesta a ésta y a otras preguntas sobre el futuro de los talleres en una colaboración especial elaborada para Posventa.com:»El coronavirus ha supuesto un cambio radical para el estilo de vida de las personas, teniendo consecuencias directas a nivel laboral y social. Por ello, no es de extrañar que la movilidad, un aspecto muy presente en el día a día de las personas, se haya visto también afectada por las consecuencias de una enfermedad a la que nadie parece ser inmune.
La puesta en marcha del estado de alarma por parte del Gobierno supuso un terremoto para el sector, obligando a la paralización de los fabricantes y al cierre de los puntos de venta físicos de los concesionarios, entre otras consecuencias, que en estas próximas semanas irán retomando el ritmo. Para los talleres también supuso un terremoto, pues, aunque son considerados servicios esenciales para garantizar la movilidad, tan necesaria en el caso de los servicios de emergencia y transporte de mercancías, los movimientos por carretera se han reducido alrededor del 90%, según datos de la DGT, por lo que la facturación de la posventa se verá mermada en casi un 20% en su conjunto, según Solera.
Sin embargo, una vez las compañías han asumido la coyuntura actual, la clave en muchos casos está en qué nos deparará el fin de la cuarentena en sectores ya mencionados como el de la posventa. Para Euromaster, especialista en el cuidado y mantenimiento del vehículo, se van a dar dos casuísticas de aquí a apenas tres meses que definirán las nuevas reglas del juego de la movilidad tras el confinamiento.
Para Euromaster, muchos usuarios habituales del transporte público cambiarán sus hábitos para evitar las tan comunes aglomeraciones que se producen en las horas punta, aquellas que coinciden con el comienzo y el fin de las jornadas laborales. Esto provocará, inevitablemente, un aumento de la movilidad particular, tal y como está recomendando ya el Gobierno en sus planes de vuelta al trabajo, que desembocará en un mayor uso de los coches, lo que supone un mayor desgaste de los vehículos y la necesidad de revisarlos con mayor frecuencia.
Sin embargo, para Euromaster está la otra cara de la moneda. Y es que, muchos pequeños y medianos talleres no conseguirán salir airosos de esta crisis. En este sentido es de esperar que se reduzca el tejido de talleres. Además, una vez superada la crisis sanitaria no llegaremos a los volúmenes de negocio habituales previos al COVID-19, aunque habrá un repunte de los ingresos en los tres primeros meses debido a las reparaciones y mantenimiento que se han pospuesto por la cuarentena.
En este sentido, la coyuntura descrita apunta a una ecuación clara: una menor superficie de talleres y, por tanto, un aumento de la cuota de mercado por parte de aquellos que sobrevivan a la crisis. La pregunta es ¿a qué precio? Desde Euromaster no son partidarios de entrar en una política agresiva de precios que tan flaco favor hace al sector, tal y como la experiencia ha demostrado. El especialista en el cuidado y mantenimiento del vehículo prefiere apostar por mantener bien altos sus estándares de calidad antes que entrar en una guerra de precios.
No obstante, en Euromaster también alcanzan a ver brotes verdes. La idea de que tras la cuarentena repunte el interés por el coche articular no es casualidad, pues en China ya está sucediendo. El primer país que está empezando a salir del confinamiento está mostrando datos interesantes de mayor interés por adquirir y usar un coche, en muchos casos por la seguridad frente a posibles contagios que proporciona el vehículo particular. Así lo demuestran datos de ciudades como Wuhan, una de las más afectadas por el coronavirus pero que ya ha reabierto casi todos sus concesionarios y las matriculaciones de coches están por encima de las cifras pre-COVID-19, según datos de la Asociación de Concesionarios de Automóviles de China, que cubre 8.393 concesionarios franquiciados del país asiático.
Por otro lado, aquellas pequeñas y medianas empresas que más sufrirán las consecuencias de la crisis económica no tienen que darlo todo por perdido. Para ellas existe la posibilidad de no continuar la batalla por su cuenta y unirse a un gran grupo para así juntar fuerzas y juntos crecer. Euromaster cuenta actualmente con 170 franquiciados, los cuales suelen ser centros de referencia de poblaciones estratégicas para el mantenimiento del vehículo para clientes y flotas en sus zonas de influencia, trabajando para todo tipo de vehículos como son turismos, furgones, camión, maquinaria agrícola, ingeniería civil, etc. De esta manera las pymes tendrán la oportunidad de pasar a formar parte de una cadena líder con un ‘know how’ probado, que cuenta además con el respaldo de Michelin y acuerdos con grandes compañías de renting como Arval o Leaseplan.
Por ello, en este contexto económicamente sensible pero también de aumento de la movilidad particular, con un mayor rodaje por carretera, los talleres deben estar preparados, también para asumir la cuota de mercado que dejarán aquellos que no sobrevivan a causa de la crisis derivada de la pandemia o para incorporar a nuevos miembros a su red de talleres. Ante ello, la clave está en ofrecer un servicio Premium y de máxima calidad que asegure una continuidad en el tiempo de los clientes tradicionales y todos aquellos nuevos que lleguen a los talleres.
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