[Introduction: If Highlander is an SUV tree carefully cultivated by GAC Toyota, then so many SUVs derived today are its branches. This releases that GAC Toyota's SUV not only has good genes, but also "spiritual guidance". From the SUV to the spring color of the garden, for GAC Toyota, the time is ripe and just around the corner. 】
Written by | Yan Guangming and edited by | Qian Lei
Today, after nearly two decades of SUV popularity, the consumer market has begun to show fatigue and boredom and weakness in the aesthetics of this category of models. The brands and models that were more active in the past began to show different degrees of pressure and worry, and even looked at it. Of course, public opinion analysis also shows predictions that are not optimistic. However, GAC Toyota's Highlander has a unique scenery, not only the sword is not old, but also sells well, becoming one of the top streams in large SUVs. The price is firm and the reputation is growing. A car is hard to find, how can it not be fire? Some people say that this is a "god car", and some people say that this is a benchmark. In any case, no matter how to discuss, Highlander has been in the country for more than ten years, has always been a flag on the wind, hunting and hunting, and has always been hung, but it has never been surpassed.
Why? The media has never been interrupted to torture, nor has it been interrupted to question, but time has proved that Highlander has not only withstood the test of the market, but also brought out the traffic, transformed the real value into cultural value, changed from the new to the old, and made itself grow into a "lighthouse" in the SUV, rather than a short-lived popularity. This cannot but provoke the observer to think.
In this context, The market performance of Velanda is close behind, with monthly sales of more than 10,000 units, or even approaching 20,000 units, especially the four-wheel drive and performance versions are hot, and they are in the state of rising sales channels. Some people describe this phenomenon, affectionately calling it the "Landa Brothers". In the test drive and evaluation, the professional media also did not skimp on the overflow, especially the hybrid, and thought that this was the most competitive selling point in the SUV. In the words of insiders, not all hybrids can be called "double engines", and Veranda double engines are the best hybrids. In the view of Toyota experts, "hybrid is electric". This means that GAC Toyota has opened up all technical links in the process of automobile transformation, and the future has come.
With such endorsement, there is no objection to the launch of C-HR pure electric. The "cool" and "tide" of the previous oil trucks have set off the wind of young people's favor and made a good preparation. The reason for this is nothing more than that its fashion has an "international standard", the modernity of the product has changed the previous aesthetic taste, overflowing the category of "appearance" appearance, inspiring the willingness to pay for the value of "non-essentials", finding new labels, new experiences, and new product entrances. This is the "new consumption" trend brought by C-HR.
Surveys show that more than 80% of new consumer brands today are "icing on the cake" rather than necessities. Experts believe that this is a concrete manifestation of the upgrading of consumer demand to the modern type. When the C-HR pure electric SUV was displayed in Shanghai's "Century Fair", it became a "new consumption" scenery, touching many exquisite "long-tail people". The C-HR pure electric SUV is not displayed in a different way from traditional cars, it is an experience that integrates coffee and entertainment, participation and interaction, and has a strong sense and interactive immersion. In response to such a scene, some people say that in the electric vehicle into the commodity Maohe large shopping mall, GAC Toyota is warm and thoughtful than the "new forces", has a human touch, and understands users to attract stay.
At this year's Guangzhou Auto Show, GAC Toyota grandly launched the luxury SUV Weisa and the compact Fenglanda, which attracted the attention of the industry. Obviously, this move has a strong strategic move, the pattern is large, not only the "double star model", but in the field of SUV to reproduce the "up and down all-you-take" market intention, aiming to comprehensively improve the SUV's taste, quality, category, with the advantages of clustering to promote the matrix, to achieve the scale of sales varieties, to meet the diversification of demands, the systematization of market competition, the humanization of services.
From this perspective, gagac Toyota's construction of SUV clustering, it is not difficult to see that this is a strategic embodiment, behind which is vision and strength, and is a judgment made on market insight for a long time, not on a whim and follow the trend, but a long-standing bloom. It is worth noting that when everyone is paying attention to Highlander, the horse is the first to look forward, in fact, GAC Toyota has been brewing SUV models in different market segments in the dark. In fact, whether it is the emergence of the "Lanta Brothers", the launch of the "double-star model", and the C-HR of the "oil-electric combination", they have derived "new branches" from the original brand and produced a market shock wave that cannot be underestimated. This is why GAC Toyota was able to leave a strong aura at this year's Guangzhou Auto Show.
Looking back at history, Highlander has fought alone in the fiercely competitive SUV market for nearly a decade, experienced countless times of doubt and suppression, and even been entangled in the "climbing door" incident, was severely beaten, and finally, to find out the truth, but instead stood out in the large SUV, became the most popular model, won word of mouth, and became an invincible SUV "lighthouse". So, what's the secret? Some media have conducted a comprehensive investigation and decryption from the perspective of "three highs and one low" (high value preservation, high retention, high quality, and low maintenance). The conclusion is that Highlander can adhere to the needs and feedback of users, continuously improve, so that each generation of products keep pace with the times, and in manufacturing, quality control, channels, after-sales, car owners exclusive services, etc., do a good job, it is difficult to be picky, and become a model student of "three standards" (sales benchmark, product benchmark, value benchmark).
If Highlander is an SUV tree carefully cultivated by GAC Toyota, then so many SUVs derived today are its branches. Deep roots and leafy, representing iteration and the future. This releases that GAC Toyota's SUVs not only have good genes, but also have "spiritual guidance", and importantly, they have crossed the threshold of the traditional industrial economy and quickly entered the door of the digital economy era. Its characteristic is that the marketing decision has shifted from the traditional "long cycle, slow decision-making, and slow iteration" to "short-cycle, fast decision-making, and fast iteration", indicating that GAC Toyota is ready to sprint to produce and sell 1 million vehicles next year. Selling more than 85,000 units in a single month in November this year is the best stress test. Among them, The Velanda exceeded 18,000 units, an increase of 62.8% year-on-year, and the cumulative sales of four-wheel drive models accounted for 40%. Highlander exceeded 100,000 units, an increase of 11.5% year-on-year, and the new fourth-generation Highlander orders exceeded 52,000 units.
Comments
From the SUV to the spring color of the garden, for GAC Toyota, the time is ripe and just around the corner. Starting from the interests of users, meeting demand, providing services, and then creating value, paying for the value of "icing on the cake", cultivating "new consumption", etc., GAC Toyota has actually advanced the SUV from functional consumption to the interpretation of lifestyle, and then from the product value to the promotion of the SUV family, and from the dual engine popularization to the pure electric "tide play +", you can see that the SUV has regained vitality and vitality.
This provides us with a revelation, "there is no backward product, only backward enterprises". In today's "Z generation", automobile consumption is using iterative aesthetics to promote automobile transformation and upgrading, which requires cultural empowerment, value embodiment, daily fireworks and other multi-dimensional "presence" embodiment to show the charm of products. At this point, the information released by the clustering of SUVs built by GAC Toyota is enough to attract people's attention and thinking.
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