一汽豐田：殺價之狠堪比大衆，打折促銷都不含糊｜張局探店

張局2024年春節前探店新車行情系列繼續，本期探店對象為往年節前購車都是大熱門的日系品牌代表——一汽豐田。

時間：2024年1月25日；

坐标：價格競争激烈的成都。

很多主力車型折扣已經堪比大衆，對于已經有1年之久沒進過豐田品牌4S店的張局而言，确實是暗暗驚歎了。

【卡羅拉全款優惠3萬】

曾經的A級家轎銷冠卡羅拉首當其沖， 10萬左右的位置是被新能源插混卷得最難受的，現在是全款方式購車現金優惠3萬，按揭購車則優惠能做到3.7萬元。

1.5L車型目錄還裡有，但實際終端沒賣了，現在賣的都是1.2T和1.8L雙擎的車型，優惠幅度一緻。

主推的配置是精英版車型，标配自适應遠近光LED大燈和L2駕駛輔助，有電動天窗且四車窗一鍵升降帶防夾，标配10.25英寸中控屏，車機帶CarPlay和車聯網，支援手機遠端控制空調。除了标配的是塑膠方向盤和織物手動座椅外，真的再挑不出什麼了——猛然間發現卡羅拉的中低配車型配置已經完全能夠入眼，而且優惠還這麼大，我都有點不認識豐田了。

目前1.2T與1.8L雙擎版本同配置的差價在1.7萬元，展廳裡問了一下在看車的大叔，偏向于選1.8L雙擎，覺得低油耗完全可以将差價省回來。

【亞洲龍全款優惠3.8萬】

亞洲龍全系優惠幅度為3.8萬元（全款）和4.5萬元（按揭）。這個幅度也一樣堪比大衆了。而兩年前亞洲龍和凱美瑞都還是出了名的“B級價格堅挺兩兄弟”。

亞洲龍有2.0L自吸、2.5L自吸和2.5L雙擎三個動力版本，進取版工廠沒有排産，能買到的最入門車型就是2.0L自吸臻選版。指導價20.98萬元，優惠後裸車價17.18萬元，購置稅14584元，保險6500元，上牌120元，交車服務1380元，全款落地190384元。如按揭，要求最少貸60%，最多可貸80%，還貸期5年，滿2年可還完。年化費率4.8%，即貸10萬元每年利息4800元。按揭購車會有貸款手續費3000元（能談的是車價，這個手續費談不掉）。

亞洲龍 2.5L雙擎豪華版，指導價23.98萬元，全款購車落地223538元。

亞洲龍的整體配置也比較高，2.0L自吸車型可以滿足原卡羅拉群體的消費更新，開車比較佛系的50歲大叔阿姨，完全可以買個大空間豪華感受；2.5L雙擎則更适合主流家庭購車，作為家庭主力車開得多、油耗低。

【皇冠陸放全款優惠3.5萬】

陸放當初剛上市時比漢蘭達加價加得幹脆，不搞遮遮掩掩，現在和漢蘭達一樣是優惠裸奔了。報全款優惠3.5萬元，按揭優惠4.2萬元。這個優惠來得沒有想象中猛烈，據說漢蘭達和陸放在全國很多市場已經普遍全款優惠4萬+了。

2.5L HEV四驅尊貴版，指導價33.48萬元，這個配置上市之初落地接近40萬元，是一個“壕買”感的配置，現在34萬落地可以拿下。我個人也是六/七座潛在客戶，但還是有點下不去手。

【榮放全款優惠4萬】

RAV4榮放已經從20萬+俯沖到十六七萬了。次低配2.0L CVT兩驅風尚版現在就是落地17萬元出頭，主打一個“自主的價買豐田經典主力車型”。雙擎 2.5L E-CVT兩驅精英版指導價22.58萬元，優惠後落地不到21萬元。

高配的榮放雙擎車型在2024年将越來越難賣，因為觸及新能源SUV群雄混戰在25萬元區間的火力點了。

【格瑞維亞全款優惠2.5萬】

MPV顯然就沒SUV和轎車那麼卷。即便2024款格瑞維亞臨近，2023款車型的優惠也隻有2.5萬元。格瑞維亞+賽那的MPV組合讓豐田真正是悶聲發财，在插混/增程MPV的浪潮席卷下，GL8承受了不小的壓力，反而是格瑞維亞和賽那都沒怎麼耽誤，每個月加起來過萬台。

2024款國産普拉多

需要排号預訂

國産普拉多目前還沒有展車到店，但進度上已經有了消息，預計在今年6月上市。目前4S店已經開始接受訂金排号，先交2萬誠意金排序第一批車，等待顔色、配置等具體資訊出來後4S店會詢問是否轉大定，如果轉大定訂金就不可退了，是以在此之前訂金是可退的。而正式上市後會根據“行情價”來銷售，也就是說2萬“訂金”也好“定金”也罷——都不保證能原價提車。

盡管如此，目前預定還是比較火爆，單店就已經有10個誠意金訂單了。

【進口皇冠全款優惠7萬】

進口皇冠轎車的終端優惠目前已經殺到7萬，其中2.5L SportCross HEV兩驅尊貴版有現車。

探店總結

1、豐田店内人氣并沒有想象中那麼低，周四工作日的下午，在探店的近一個小時内，斷斷續續有四五組客戶進店看車談價。“買穩”心理和慣性消費力還是很強大。

2、車型多，展廳稍顯擁擠，目前一汽豐田的産品覆寫是比較密的，除了從小型到中大型每個細分都有轎車和SUV覆寫以外，高端車型裡皇冠系列、威爾法和格瑞維亞都有展車，對于建店較早的4S店而言，可能當初從未設想過要擺下這麼多産品。

3、打折促銷很直白，銷售對于優惠基本一口報到位，直截了當，不打太極。很多展車上方，更直接擺上了明确折扣力度的KT闆，這在幾年前其實是自主品牌的普遍做法，強勢合資品牌通常看齊豪華品牌不願意把促銷價擺出來顯得跌份兒。

顯然在激烈的競争下，合資品牌4S店現在已經顧不得這麼多了，大衆是這樣，豐田亦如此。

文｜張局

圖｜作者實拍

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and (min-width:1024px){body:not(.pages_skin_pc) .wx-root[data-weui-theme=dark],body:not(.pages_skin_pc) body[data-weui-theme=dark]{--appmsgExtra-BG: #121212}}@media screen and (min-width:1024px){body:not(.pages_skin_pc)body:not(.pages_skin_pc){background:#191919;background:var(--weui-BG-2)}}@media screen and (min-width:1024px) and (prefers-color-scheme:dark){body:not(.pages_skin_pc) .wx-root[data-weui-mode=care]:not([data-weui-theme=light]),body:not(.pages_skin_pc) body[data-weui-mode=care]:not([data-weui-theme=light]){--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .85);--weui-FG-HALF: rgba(255, 255, 255, .65);--weui-FG-1: rgba(255, 255, 255, .55);--weui-FG-2: rgba(255, 255, 255, .35);--weui-FG-3: rgba(255, 255, 255, .1);--weui-FG-4: rgba(255, 255, 255, .15);--weui-FG-5: rgba(255, 255, 255, .1);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;--weui-BRAND: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;--weui-FG: #fff;--weui-BG: #000;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media screen and (min-width:1024px) and (prefers-color-scheme:dark){body:not(.pages_skin_pc) .wx-root:not([data-weui-theme=light]),body:not(.pages_skin_pc) body:not([data-weui-theme=light]){--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .8);--weui-FG-HALF: rgba(255, 255, 255, .6);--weui-FG-1: rgba(255, 255, 255, .5);--weui-FG-2: rgba(255, 255, 255, .3);--weui-FG-3: rgba(255, 255, 255, .1);--weui-FG-4: rgba(255, 255, 255, .15);--weui-FG-5: rgba(255, 255, 255, .1);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;--weui-BRAND: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;--weui-FG: #fff;--weui-BG: #000;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media screen and (min-width:1024px) and (prefers-color-scheme:dark){body:not(.pages_skin_pc) .wx-root:not([data-weui-theme=light]),body:not(.pages_skin_pc) body:not([data-weui-theme=light]){--appmsgExtra-BG: #121212}}@media(prefers-color-scheme:dark){body:not([data-weui-theme=light]).my_comment_empty_data{background-color:#111}}body,.wx-root{--weui-BG-6: rgba(0, 0, 0, .05);--weui-ACTIVE-MASK: rgba(0, 0, 0, .05)}body,.wx-root{--weui-FG-1: rgba(0, 0, 0, .5);--weui-REDORANGE: #ff6146;--weui-BG-0: #ededed;--weui-BG-1: #f7f7f7;--weui-BG-2: #fff;--weui-BG-3: #f7f7f7;--weui-BG-4: #4c4c4c;--weui-BG-5: #fff;--weui-FG-0: rgba(0, 0, 0, .9);--weui-FG-HALF: rgba(0, 0, 0, .9);--weui-FG-1: rgba(0, 0, 0, .55);--weui-FG-2: rgba(0, 0, 0, .3);--weui-FG-3: rgba(0, 0, 0, .1);--weui-FG-4: rgba(0, 0, 0, .15);--weui-FG-5: rgba(0, 0, 0, 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div.autoTypeSetting24psection > p,div.autoTypeSetting24psection > section{margin-bottom: 24px;}