Cunning survive

The current advertising car insurance sounds very different than before. "Policies Casco: 4% rate on any machine" - something like that could be heard from the car radio about two years ago. Simply and effectively, but today is not working. Because now the car insurance can not be cheap, and everybody understands this. Before she could. While insurance companies have been taken to assess on an annual premium, while dumping is allowed to increase its customer base with acceleration, while car loans admits manipulating cash flows of insurers, the cheapness of Casco had some economic rationale. It proved to be unsteady. The sharp decline in demand - a fait accompli. "According to our forecasts, there are two versions of events. If the implementation of vehicles reduced by 25% the charges for comprehensive insurance will decrease by 15%. In the second scenario, a possible drop in sales of cars will be 50%, and the hull - 30%," - says the director of the department comprehensive insurance Ingosstrakh Vitaly Knyaginichev. But the loss ratio increases. "The market hull was on the verge of profitability before the crisis. Today, without complying with the weighted tariff policy situation could get worse," - says the product manager of Uralsib Yegor Bald. "Rosno in 2007 was a loss of motor insurance, and a considerable one - $ 40 million, however, in 2008, according to center director of underwriting and product management for individuals and small businesses," Rosno Alexander Gurdus, a company in this direction came in the profits. For the sake of profitability, apparently, had to sacrifice a part of the portfolio. Back in early 2008 production of "Rosno insurance brokers offered without much enthusiasm. "If you want, we, of course, we can calculate, but it is unlikely you will be interested" - about what they said consultants. Now their relationship has changed - use the advertising campaign. Although nothing "magical" in the new avtoprogramme "Rosno not. But an interesting marketing decision. In the "body" product "sewn" deductible (the amount by which decreases the damage paid by the insurer) at a rate of 2% but not less than 25 thousand rubles. Attached calculator. Here is the result of a calculation: Nissan Qashqai, 2008 issue; value-Bridge - $ 19,385; driver's age - 31 year's experience - three years; risks - "Damage", "theft", "fire"; price of the policy - $ 1615. In rubles is approximately 55 thousand introduce similar options in the online calculators closest competitors, say, RESO-Garantia "and" Renaissance Insurance "(the average service pack) comes out 52.6 thousand and 52.4 thousand respectively . And now with the franchise (in the "Reso" - 30 thousand rubles, "Renaissance" - 25 th) - is roughly 50% cheaper. By the way, RESO-Garantia "and" Renaissance Insurance "in April also announced special promotions. The first in January, has raised prices on their helmets. "The revised rates reflect the reality of the market, where 70% of the cost of car repairs is dependent on the prices of spare parts procured for the currency", - said while in the company. Now here are promoting less dependent on inflation and the devaluation of products - insurance against theft, the expansion of the limit on civil-dan-ray of responsibility, support on the road. The trick is that they are relatively inexpensive by themselves and with the discount offered to OSAGO. Thus, in theory, be offset by the high-profitability "Driver". "Renaissance Insurance" through its advertising campaign trying to appeal to customers in the most accurate drivers. Accent right (although a large number of the new shares is it a minus). Other companies also have discounts for breakeven drivers, sometimes very powerful, but they are usually to retain existing policyholders, rather than attracting new ones. But new customers are needed to continue, but anyhow any, and if possible quality. "Renaissance" and "CIT Insurance now learn online space, they joined the pioneers of the Russian market of direct insurance - companies" INTOUCH "and" Contact-insurance. " The idea of ??telephone and Internet sales bypass the agents and brokers in the crisis seems logical. Its operators can offer customers an easily digestible explanation of the cheapness of the policy. "We do not offer dem-pin of the first-rate curves. Our rates are adequate, and below, because we have cut costs and work without intermediaries," - said the head of administration of the actuarial calculations of insurance projects, "Contact-insurance" Faith Gudkov. According to her, all the dumping on the market, now aims to increase its customer base, but "how disbursements will be made and what factors will be offered to policyholders at renewal of contracts concluded by deliberately low rates - no one knows." On the other hand - as well as all new, in turbulent times direct insurance risks to descend on the wall of conservatism. After a little explanation, due to which the discount is much more complicated question - where to draw reliable.