Didi to sell cars to tap buying demand
Print Edition
Ride-hailing firm Didi said it will begin selling cars as early as the end of this month in response to car buying demand in the world’s largest auto market.
Didi, now valued at US$16.5 billion for its ride-on-demand, carpooling and other transport services, sold 200 cars in two hours and 10 minutes on its mobile app during a trial sale on December 12.
Didi declined to disclose details of the cars for sale but said that it was already cooperating with leading carmakers and auto dealers on its test drive service launched in October.
It said there have been 1.4 million test driving requests for 93 models across 19 brands, including Mercedes-Benz, BMW, Toyota, Volkswagen, Hyundai and domestic carmaker Changan.
The test drive service helps identify demand and will likely show car offerings on Didi’s auto retail platform. The cars available for test drives cost from 100,000 yuan (US$15,167) to more than 1 million yuan.
Didi said its December 12 car sale correlated with its test drive service. Over 90 percent of its Toyota buyers on that day had used the test drive service.
Didi has accumulated a tremendous amount of data on car use preferences, as well as data on millions of cars performing ride services for passengers thanks to its app.
Didi says this data can help make customized recommendations and make its app appealing to carmarkers for targeted marketing campaigns.
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