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Why you should always work with a de-distorted vehicle market

How effective are my sales structures? How loyal are my customers? Where is potential hidden?

These are typical questions for market analyses and network planning. However, these can only be answered with the right basis, or more precisely: with the right database. This is exactly where a market de-distortion comes in. It is essential for the correctness and comparability of your data, because every market is subject to constant changes and influences. In Germany alone, up to 800,000 annual registrations are affected by special influences that have to be taken into account in advance. From greenfield analyses to market share calculations to the consideration of service activities ‒ each analysis only provides you with a sound basis for decision-making with de-distorted market data.

What happens if there are distortions?

Using three fictitious examples, we show you how analyses with and without market distortions come to different results.


Location planning

An example:

You want to optimise the locations in your dealer network and also set new locations depending on the potential. With distorted market data you get a potential distribution distorted by special influences for 7 new locations. De-distorted, the picture is different: Instead of 7 locations, the actual potential is only enough for 5 proposed locations, one of which is even in a completely different place.


Sales target calculation

An example:

You want to calculate sales targets for your dealers. But with one of your dealers, you find that the market in their catchment area is disproportionately large. The analysis shows that a larger vehicle rental company registers its vehicles there. Although their dealer has no share in these sales, this would result in a sales target of 602 units. Only with a market de-distortion can you calculate the realistic potential, which in this case would correspond to 375 vehicles.


Lifting platform requirements

An example:

You want to find out whether you already provide enough lifting platforms in your workshops. To do this, you check how much potential there is for 0-3 year old vehicles in the current parc. With 94 %, City A has a noticeably high share of your brand’s vehicle fleet. A de-distortion of the data on the basis of the vehicle identification numbers shows that only some vehicles are registered in city A, but actually are driven in city B. This means that after the de-distortion, part of the parc shifts to city B ‒ here you need more lifting platforms than initially expected.

This is what you should consider

The basis of all analyses

Without prior market de-distortion, you cannot be sure that you are working with realistic figures. Any further follow-up analysis you do with these numbers may skew your results.

No market without distortion

There are always special influences. You should always keep an eye on these, as they could change and thus distort the data again.

Each market is different

Each market has different special influences. Therefore, a great deal of market-specific knowledge is needed in order to be able to carry out the de-distortion precisely.

Data depth determines effort

A de-distortion is always possible, but the effort varies in each market. In markets with a low level of detail in the data, it is not possible to clean up by filtering, therefore mathematical methods have to be used to a greater extent.

Last updated November 2021

You don’t want to de-distort your data yourself?

We would be happy to carry out a market de-distortion for you ‒ individually and worldwide. 


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