Bangkok--25 Mar--Aziam Burson-Marsteller
KRUNGSRI Auto expects to lead used car financing segment with KRUNGSRI Cash to Car solution Delivering ongoing new marketing campaigns with anticipated growth of 35% in used auto loans.
KRUNGSRI Auto, a leading automotive financial solutions provider offering comprehensive services to customers, has a strategy to move ahead of its rivals by boldly penetrating the private to private used car loan segment via a new TV commercial, aiming to directly communicate with target consumers who want to buy used cars from private car owners.
According to Mr. Pairote Cheunkrut, Managing Director, Ayudhya Capital Auto Lease plc or KRUNGSRI Auto, “Given last year’s successful launch of KRUNGSRI Cash to Car designed for consumers looking to buy used cars from private car owners, in 2010, we will focus on boosting KRUNGSRI Cash to Car’s image to be the 1st brand of choice in the hearts of Thai consumers. We recently launched a new commercial that features KRUNGSRI Cash to Car with the theme, “If You Want to Buy Used Cars from Private Car Owners, so called “Rod Baan”, No Need to Depend on Your Savings.” The commercial is intended to communicate to target customers, who want to buy Rod Baan, that they can own the cars they want without waiting to save the money for a cash purchase. This will enhance brand awareness and fulfill consumers’ need with this product.”
“Currently, more consumers purchase used cars that are bought directly from private car owners. The most recent consumer insights about the used auto market and its trading channels indicated that consumers wanted to buy second hand autos from the owners who they knew or who were recommended by their friends. As the leading comprehensive auto financing provider, KRUNGSRI Auto sees the positive market opportunity of the Blue Ocean market strategy in which there are no players in the market and launched KRUNGSI Cash to Car that is designed to meet the needs of sellers and buyers’ of privately own used cars. The new commercial will play a leading role in communicating KRUNGSRI Cash to Car to more consumers,” added Pairote.
“The commercial addresses both sellers and buyers. In the past, a buyer who wanted to buy a used car from the owner, had to have enough savings to pay for the car outright. No auto loans were available to him or her. It was also difficult for the seller to sell his or her used car as he or she needed to wait for a buyer who had sufficient funds. But today, KRUNGSRI Cash to Car is a major player that can accommodate the needs of both sellers and buyers’,” said Pairote.
KRUNGSRI Auto will undertake a marketing communication activation to support the new commercial via a diverse range of media and channels. Among the promotional campaigns to be launched, consumers who apply for KRUNGSRI Cash to Car during April 19 — June 15, 2010 will receive a free stuffed ox toy, the commercial mascot worth 900 baht and roadside assistance service for the first year.
“We believe that the new commercial and other supporting marketing campaigns will lead more consumers to decide to use KRUNGSRI Cash to Car which has an easy application process and offers 90% of the amount and convenient installments over 72 months, and drive the growth of KRUNGSRI Cash to Car over 35%,” concluded Pairote.
More information about KRUNGSRI Cash to Car and comprehensive automotive financial services are available at KRUNGSRI Auto Call Center, Tel: 02 740 7400 and www.krungsriauto.com.
About Ayudhya Capital Auto Lease PLC
Ayudhya Capital Auto Lease PLC or KRUNGSRI Auto, is a subsidiary of Bank of Ayudhya. KRUNGSRI Auto is a leading total automotive financial solutions provider offering comprehensive products and services that best suit the needs and requirements of auto and motorcycle manufacturers and dealers, corporate customers and consumers. In 2009-2010, the company has got the A+ from the TRIS Rating. The financial solutions offered include “KRUNGSRI Car for Cash”, the financing for auto owners who want cash with their autos as the collateral; “KRUNGSRI Cash to Car”, a financial product for second hand cars, available to those who want to buy a used car directly from the owner; “KRUNGSRI Motorcycle Credit”, a financial solution for motorcycles; “KRUNGSRI New Car”, a financial solution for new autos; “KRUNGSRI Used Car”, a solution for used cars; KRUNGSRI Fleet & Leasing, a financial offer for autos bought for corporate use and “KRUNGSRI Inventory Finance”, a financial solution for auto dealers. Currently, KRUNGSRI Auto operates through its 34 branches and all 574 Bank of Ayudhya branches nationwide. Interested customers can contact KRUNGSRI Auto Call Center Tel. 0-2740-7400 or www.krungsriauto.com for the home delivery service of auto price appraisal and others.
For further information, please contact:
Ayudhya Capital Auto Lease plc
Thitipa Laxanaphisuth, Tel. 0-2627-8930 Email:
[email protected]
Aziam Burson-Marsteller
Hongsinunt (081 842 0031)/ Jittima (086 907 8340)/ Satida (083 788 5645)
Tel. 0-2252-9871 Email:
[email protected]
Barakorn Petchnoi
Media Manager
Aziam Burson-Marsteller (ABM)
Bangkok, Thailand
Tel: +66 (0) 2252 9871 ext. 444
Fax: +66 (0) 2254 8353