I'm surprised that there are still people out there (man on the street types) who can afford to buy a car after the worst recession in 70 years.....

I personally know a few.
Jan 10, 2010
Buyers cool to hot deals on wheels Firms slash prices but many cars on the road are new and owners are hobbled by loans
By Christopher Tan, Senior Correspondent A huge poster promoting discounts at Borneo Motors' Toyota showroom in Leng Kee Road. The company explains that the promotion is in response to heightened competition from Korean and European car brands, as well as a weak car market caused by the recession. -- ST PHOTO: DESMOND LIM
A movie screen-sized poster outside Borneo Motors' Toyota showroom advertising a $6,000 discount on the Corolla seems, at first glance, nothing out of the ordinary.
Just another sales promotion car companies are known to launch every now and again.
But it is actually quite telling of the unusual times the motor industry is facing.
In percentage terms, the $6,000 discount works out to be 9 per cent to 11 per cent off each car, effectively shaving profit margins to the bone. It is also Borneo's fiercest price slashing since the Asian financial crisis in 1998.
Toyota is Singapore's top-selling brand, and the Corolla is a best-selling model which is still relatively new.
That Borneo Motors deems it necessary to sacrifice a sizeable slice of its profit to fuel sales of this car - and at the start of the year - is a reflection of the duck in the pond syndrome: Calm and serene on the surface but paddling frantically underneath.
Borneo explains that the promotion - which is extended to the Vios and, in varying degrees, to other models - is in response to heightened competition from the Korean and European brands, as well as a weak market.
There is more to the second reason that meets the eye.
The weakness of the market is pandemic. Worldwide demand for cars took a steep dive last year because of the recession.
Even if it appears now that the economic storm has blown its worst, car markets are not quite where they used to be. The so-called 'cash for clunkers' schemes initiated by governments in several countries to fuel demand for new cars were effective only up to a point. Buyers attracted by the schemes tend to buy smaller, cheaper models.
Toyota Motor, forecasting an operating loss of 350 billion yen (S$5.3 billion) for the year ending March 2010 (its first loss in more than 50 years), has to move cars and move them fast.
In Singapore, the brand still has a standing undiminished by recent recalls in America and Japan. Despite the tough conditions, Toyota maintained its pole position in the sales race for the seventh year running last year.
But going by its aggressive sales blitz, even this market leader is finding it harder these days to sell.
Borneo's campaign, launched on Christmas Eve, has gone largely unchallenged simply because of its sheer audaciousness - until this weekend.
Companies which have joined the fray include Mazda Singapore, which cut prices by between $4,500 and $6,000. Volkswagen Centre Singapore took $4,000 off the Golf 1.4 TSI, selling it for $86,800; and $8,000 off the Beetle, offering it at $73,300.
Will consumers bite? Going by the initial response to Borneo's bait, yes - but with nibbles rather than gulps.
The Sunday Times understands that as sizeable as its discounts were, Borneo experienced a mere 20 per cent increase in orders in the first week of the campaign.
With widespread discounts now making news headlines, sales will cruise along - but at no small cost to profitability of companies offering them.
Like consumers in most other markets, motorists in Singapore have put the brakes on car buying. That is clearly reflected in COE prices. Despite a 27 per cent reduction in supply of certificates last year, premiums have not soared but risen in small measured steps.
The latest tender which ended last Wednesday actually attracted fewer bids than the one on Dec 23, when many Singaporeans were out of town.
Is Singapore's long love affair with the car finally over? It would seem so at this point, at least temporarily. If so, there are two underlying reasons for the doused passion.
One, the massive supply of COEs in the last few years has created a market that is 'oversold'. The cohort of first-time owners has soared. And existing vehicle owners who wanted a new ride had already bought one.
As a result, about 80 per cent of cars here are below four years old, making Singapore's car population possibly the youngest in the world. Hence, replacement demand has fizzled.
Two, many of those who bought in the last two to three years have taken bigger car loans than before. According to industry sources, a sizeable number of these loans will break even only from the seventh year onwards.
That means if the borrower sells his car any earlier, what he owes the bank will likely be more than what his car can fetch - despite slightly better resale values on the back of creeping COE prices.
Citigroup economist Kit Wei Zheng pointed out that while the overall consumer sentiment should improve this year on the back of a better job market, there are other factors that might offset the demand for cars.
'Home prices have been rising faster than income, so people will have less to spend on other big- ticket items,' he said.
And that explains why Borneo Motors is paddling harder than usual, right before the start of a new year. Its $6,000 discount was supposed to have ended last Wednesday, but it has decided to extend it, at least till Jan 20.
[email protected]Lacklustre sales Will consumers bite? Going by the initial response to Borneo's bait, yes - but with nibbles rather than gulps... As sizeable as its discounts were, Borneo experienced a mere 20 per cent increase in orders in the first week of the campaign.