Mémoire-projet

Abstract

ALD Automotive operates in an environment that is undergoing a major transition. The automotive market has evolved in recent years with the arrival of electric vehicles, known as ‘greener’ vehicles. In the Grand Duchy of Luxembourg, electric mobility is encouraged by the granting of CO2 bonuses. What's more, the taxation of benefits of any kind (ATN) is also changing to favour electric vehicles. Prices are also rising across the car market as a whole. At the same time, this rise in prices has been accompanied by a reduction in the discounts granted on vehicle purchases. In addition, the European Central Bank has raised its key interest rate. This rise in interest rates has had a considerable impact on ALD's business. Vehicle financing is now more expensive. This increase in cost is ultimately passed on to customers in the form of rent. It is becoming difficult for customers wishing to have company cars to find their way around the different types of vehicles, the changing tax environment, the rising cost of vehicles and the various financing options. It is in this economic and commercial context that ALD Automotive is evolving. With competitors becoming ever more present and aggressive, ALD is finding it increasingly difficult to retain customers. The issues addressed in this study are as follows: What are the loyalty factors and action levers available to a car leasing company in Luxembourg?