The Lemon Principle and Market Failure In The Used Car Industry

Imagine if you are shopping for a used car, and suddenly, someone came up to you on the street and assert a bold claim, “The used car market has only low quality cars for sale!” Would you have agreed with this statement?

Well, there are reasons to believe that this statement has got a ring of truth after all!

According to the seminar paper titled The Market For Lemons: Quality Uncertainty and The Market Mechanism written in 1970 by George Akerlof, Professor for Economics at the University of California at Berkeley, the market failure in the used car industry and hence, the assertion that only ‘bad’ cars can exist in the used car industry, can actually be mathematically proven. This paper even won him the Nobel Prize in 2001!

In this paper, George used the term Lemons to denote used cars of poor quality (Lemon is actually an American slang used to represent a bad car), and the term Peaches to denote used cards of good quality. Sellers who sold used cars to the used car market knows full well the quality of the car he is selling; sellers know whether he is selling a Lemon or a Peach to the used car market because he has driven his car before.

Unfortunately, buyers of these used cars are unable to ascertain the exactly quality of the cars; their knowledge of the quality of these used cars are not as complete as that of the sellers. In other words, there exist an asymmetric information between the buyers and the sellers; the sellers know more about the quality of their car than the buyers.

This difference in knowledge and information with regards to the quality of the cars has huge implications with regards to the pricing of the cars and what kind of cars get transacted. Sellers who know full well that their car is a Peach will want to sell their cars at higher prices, while sellers who know full well that their car is a Lemon will be willing to accept a lower price to sell off their low-quality used car.

But because the buyer is unable to ascertain the quality of the car, he will thus be unwilling to pay the full price commanded by the seller who is selling the Peach, and will end up paying somewhere lower than the reasonable price than the Peach commands.

Let me illustrate this buyer-seller dynamic using a short example.

Imagine if you are a buyer of a used car. You met Patrick who wants to sell you his Peach. Because Patrick knows that he is selling a Peach, he will demand a high price (let’s say $20,000) to sell off his car. But because you, the buyer, is unable to ascertain whether this car is a Peach, you are thus not willing to take the risk of paying him the high price of $20,000 to buy the car. You will tell Patrick that since there is a chance you might end up buying a Lemon, you are only willing to pay a lower fee of $15,000 for the car.

As a result, Patrick will not be willing to accept your $15,000 offer for the Peach he has, and the transaction is unlikely to go through.

But if Patrick knows that he is selling a Lemon, he will be willing to part with his car for $10,000. In this case because you offer $15,000, Patrick will gladly sell you his car and the deal gets concluded.

Note that I have simplified this example to show only the gist of the buyer-seller dynamic. $15,000 is the average price buyers in the used car market will end up paying, and is calculated based on the expected value of a pool of cars, assuming that 50% of the cars sold are Peaches and 50% of the cars sold are Lemons, and that after aggregating all the prices of the Peaches and Lemons, the mean price of the Peaches is $20,000, and the mean price of the Lemons is $10,000. This simplified example can be mathematically proven.

Thus, the used car industry has failed because no owners of Peaches will want to sell their high quality cars if they know that on average, they will receive a fee that is lower than what their Peaches justify. But owners of Lemons will gladly sell their cars because on average, they will receive a higher fee than what their low quality cars can command. The Lemons have effectively crowded out the Peaches, the average quality of cars sold has declined to that of Lemons, and that market failure has occurred in the used car market.

Back to the statement presented to you in the introduction of this article, “The used car market has only low quality cars for sale!” On average, and in general, this statement holds true, at least based on the paper written by George Akerlof. George Akerlof termed this dynamic The Lemon Principle.

Salvage Cars Significance in Automobile Industry

The business of salvage cars and the parts of such cars contribute to a major part of automotive/automobile industry in the US economy. It has provided jobs for thousands of people not only in US but elsewhere in the world. There are uncountable companies today which make their livelihood out of this business. In this article we will see the practical aspects of salvage car business, precautions to be taken while buying such cars and factors that affect the resale value of such cars.

The salvage titled car is one which faces damage in many ways like a natural calamity like flood or earthquake and mainly by a road accident. Such cars are usually rated with a very less value or even of no value by the insurance companies in the US. The factors that affect this value are the current value of the same car in the market. If the expenditure to repair the damaged car is more than half of its current price, it will be declared as salvage motor.

Then how do such cars get buyers? And how did this salvage business flourish?

Over the period of a decade these cars managed to get a good number of buyers, so much so that the business expanded its reign into the internet world. Not only the auto auctions are held in different parts of the country but also conducted in many websites. The resale value of such cars is individually decided by the buyers but generally, the buyers get carried away with the value declared by the insurance companies.

The reason for this is the extent of damage done to the car. Even after the car is repaired and is ready for use, it is viewed with high suspicions regarding the healthy working of the engine. The buyers generally used to prefer used cars over salvage title cars. Overcoming these hurdles, the automobile auctions performed considerably well in terms of specific salvage cars like Ford and Chevrolet. Sometimes the auto auctions even conduct exclusive ford salvage car auctions and Chevrolet salvage car auctions.

The buyers mainly look at the brand names of automobiles in such cases.

The online presence of this business is through certain websites which allow viewers to actively participate in online auctions and online sale and purchase of repaired cars, damaged cars and salvage title cars. There are two ways of doing this business; one is to buy them and have them in the junkyard. They are also called as Salvage Yards. Owners preserve them in a junkyard and buyers just choose a car of their wish and purchase it. Or even take a few parts from salvage cars and pay only for the parts. This type of business is usually termed as You-Pull-It-Yard. The other way of doing is to buy such cars, repair and sell them or even auction them. There are many companies and individual owners doing this work in their websites.

There are websites which sell reasonably cheap and good salvage cars online; which are mostly privately owned. There are also the US government websites which give information of different used cars like http://www.bar.ca.gov and http://www.vehiclehistory.gov. These are maintained by the government so you need not worry about the duplicate content issues.

As much as it is advantageous and profitable business, certain precautions should be taken while purchasing these cars from dealers. Be careful of fraud dealers who fake the authenticity of the repaired cars. Some tips to value the rates are: find out the exact value assigned by the insurance company of that car before purchasing it, compare the value of salvage car with that of a new car of the same model. By doing this, one will clearly know the genuineness of the proposed rates. Some dealers also include the repair cost into the resale cost. Exclude any such repair costs when you buy salvage cars or salvage auto parts; make sure you clearly have an idea of the market rates of all automobiles.

Find out about more dealers and junkyard from the store locator provided in various websites including the two sites mentioned above.