Text\Jinling
Sai Na, which is well-known in the North American market, was introduced to China by GAC Toyota this year and officially launched at the end of October. It is worth noting that the new car has also been exposed all the way from pre-sale to listing. First of all, the official said that the pre-sale order broke through 10,000 in one month, and the debut was the top stream. Immediately after that, there was constantly gossip flowing out, Sai Na needed to buy at a higher price, and the terminal car was difficult to find.
However, in the sales rankings announced by the Multiplying Federation and the Mid-term Association in December, the high-profile Sai Na was not seen. According to data from the Federation of Passenger Vehicles, Xena's main competitor, the Buick GL8, achieved sales of 11,214 units in November, ranking second in the MPV sales list, while Xena is not among the top fifteen. In the MPV sales ranking released by the China Automobile Association, there is also no shadow of Xena, which means that the pre-sale order exceeded 10,000+ Xena, and the sales volume in November became a mystery.
However, from the Analysis of GAC Toyota's November production and sales data, it may be possible to explore the real sales of Sai Na, which shows that sales of models such as Zhi Xuan, Zhi Xiang, C-HR and Xena reached 8320 vehicles in November. According to the data of the Association, the sales volume of Zhixuan in November was 4624 units, the C-HR was 2454 units, and the Zhixiang was 731 vehicles, and the sum of the sales of these models was subtracted from the models announced by the Association, which means that Xena may have only sold 511 vehicles in November.
The sales volume of hundreds of units is obviously quite different from the so-called orders that broke through 10,000, which on the one hand shows that Xena's sales are not ideal at least in November, so manufacturers have not hyped up, on the other hand, it also shows that Xena's production capacity may be really limited.
A possible speculation is that due to the impact of the epidemic and the lack of core, gac Toyota's scheduling task for Xena is not high, coupled with the media and the market's pursuit of new cars, resulting in its "one car is difficult to find" and even have to increase the price of the car phenomenon, which may be the necessary stage of Xena is still in the production capacity climbing period, but it may also be that the manufacturer intends to do it, in order to boost the popularity and popularity of Xena.
However, no matter what the reason, the results of selling hundreds of units per month are still somewhat unreasonable. In the author's opinion, GAC Toyota Xena still has a lot of room for improvement in the creation of products.
First, in the interior of the new car plastic sense is too strong, not only can not give people a sense of high-end, but let people feel cheap, completely can not set off a price of 300,000 up in the high-end MPV of the lizi, and in terms of technology configuration, the new car's low-end models are not even equipped with 360-degree panoramic images and other scientific and technological configurations, which is more difficult to accept.
Second, the reason why the overseas version of the Xena is recognized in the North American market, its 3.5L V6 power is an important reason, but after the domestic production, the new car has become a 2.5L hybrid power, although the fuel consumption has been reduced, but the power that a large MPV should have been missing. From the engine data alone, the maximum horsepower of its 2.5L engine is only 192 horsepower, which is far inferior to the 237 horsepower of the 2.0T engine of the Buick GL8, which is also another big slot point of Xena.
In addition, the price increase behavior of Guangfeng dealers to Xena may also impact its product image. Unlike Toyota Alpha, Xena's goal in China is to impact the market position of GL8, which means that Sai Na needs to go.
But the dealer's price increase will undoubtedly make consumers feel disgusted, and even, on GAC Toyota's own APP, there is an extra line of small words under the suggested retail price: "The transaction price is subject to the agreement between you and the dealer", although this looks like a "disclaimer clause". But over time, while losing consumers' mental share, it will also constrain their sales.
In fact, in the current high-end MPV market, Buick GL8 has an absolute monopoly position, which has a very high evaluation in the exterior design, interior materials, technology configuration, power output and consumer reputation, as for the Sales of AliShen and Volkswagen Weiran, the domestic Trumpchi M8 is also eye-catching, which will increase the difficulty of Xena's popularity.
Write at the end:
To be sure, Xena's low configuration and high price make it not dominant, and the news of the price increase will disgust potential consumers, and now the dismal sales seem to confirm this.
(This article is originally produced by the editorial department of [Auto Industry] New Media, the author of this article is Jinling, and the reprint should indicate the source)