Market Differentiation Through Vending Machines
Market launch capital expenditures for a delivery-only auto sale e-commerce program costs $500,000 while the cost for a vending-machine launch averages $5 million. Carvana’s decision to use vending machines is motivated in part by an effort to attract millennials and to differentiate itself in a highly fragmented and generally unpopular market – a market where 81 percent of consumers don’t enjoy the car-buying process and the largest dealer brand accounts for only 1.8 percent of U.S. market share. The top 100 dealerships in the $764 billion U.S. used-car sales market account for 7 percent of sales, according to The Motley Fool.
Carvana’s retail sales in the third quarter of 2018 were higher than all of 2015 and 2016 combined. Currently operating in 85 markets, the company opened in 40 markets during 2018 compared with 23 openings in 2017, according to the report.
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Last Updated on January 20, 2019 by Ramin Seddiq