Source of this article: Times Finance Author: Xiao Qian
Recently, a self-proclaimed Anhui Huanfeng Toyota 4S store sales posted on the Internet that its increase in the price of gac Toyota Sai Na, the predetermined amount is not as good as expected, even if the dealer continues to reduce the amount of the markup, it is still unable to boost the order volume.
According to the salesman's description, at the beginning of the listing of Xena, his 4S store judged that the number of new cars booked before December 31 could exceed 100 units, and the so-called decoration fee of 45,000 yuan was added. However, the actual situation is that the store only booked 8 cars in October, so the store reduced the decoration fee to 28,000 yuan, but only 11 units were booked in November, even if the follow-up change only needs to add 14,000 yuan in cash, as of December 24, the number of reservations is only 3. "Seriously, now the Chinese people are rational." The sales exclamated.
Source | Internet
The above-mentioned sales post has also caused heated discussion on the Internet. Some netizens commented, "It's not rational, it's that money is not easy to earn." "Still haven't figured out the target user, the buyer of Alpha doesn't care about the more than one million, but most of the people who consider Xena really care about the three or four hundred thousand, these dealers really want to go crazy for money!" "I have that demand, but I just don't buy it, 200,000 to buy a domestic MPV, the remaining 200,000 refueling or the whole small tram is not fragrant?"
On issues such as the current order volume and terminal price increase of Xena, Times Finance sent an interview to the public relations department of GAC Toyota on December 28, but there was no response as of press time. However, for the price increase of the Xena terminal, Shi Xiangfeng, public relations director of the marketing department of GAC Toyota, told Times Finance on September 24, "We are not aware of it, it may be dealer operation."
Source | Screenshot of GAC Toyota car buying APP
In fact, as Toyota's star MPV model, GAC Toyota Syna has been caught in rumors of price increases since its listing. According to a suspected senati time price list recently exposed on the Internet by a car big V, according to the time of pick-up, the degree of Xena's price increase is different. If you pick up the car from December this year to January next year, you need to add a package upgrade price of 60,000 yuan, if you pick up the car after September next year, you only need to add a package upgrade fee of 3888 yuan.
On December 28, Times Finance saw in the digital mall of GAC Toyota that the official gave a suggested retail price of 309,800 yuan for the pricing of the Xena model, and there was also a note below: "The transaction price is subject to the agreement between you and the dealer."
On the same day, according to the Times Financial Survey, under the cloud of terminal price increases, although the market performance of Xena was not as sluggish as reflected in the aforementioned sales, sales people reported that the price increase was about 50% smaller than before, from the previous price increase of 40,000 and 50,000 to the current 20,000.
"We only have a few new cars a month, but now we have a dozen orders." On December 29, the sales consultant of a Huanfeng Toyota 4S store in a city in Anhui Province told Times Finance. A Guangfeng 4S store in Changsha said, "Now you need to wait until February next year, you need to add about 20,000 gift packages, but the specific can be discussed in the store." The lowest-est-equipped models have few quotas in Hunan, basically medium-sized or high-end. It may be that the manufacturer allocates very little capacity for this part of the model. ”
"It didn't say it sold well, the market response was OK." On the same day, a GAC Toyota dealer in Foshan told Times Finance that there are still some quotas left every month that cannot be sold out, mainly medium and high-end models; other models now only need to wait until February and March next year to pick up the car. "As for whether you need to increase the gift package, this needs to be discussed in detail at the store." In fact, we are not willing to sell at a high price, if no one buys it at that time, what to do if we smash it. In addition, if we don't have a suitable model on hand, if we go to another place to shunt the car, we will definitely need to add money."
According to public information, GAC Toyota Syna was officially launched at the end of October this year, the new car is based on the TNGA architecture, a total of 6 models have been launched, the official guidance price is 30.98-40.58 million, and the whole series is equipped with a 2.5L gasoline-electric hybrid system.
All series are equipped with the fourth-generation enhanced THSII. Toyota Hybrid System, which consists of a 2.5-liter naturally aspirated engine and a generator, and the system has a combined power of 183 kW. In terms of product strength, Xena, as a luxury MPV of 300,000-400,000 levels, has a large overlap with its pricing, including Buick GL8 Luzun, Kia Jawa, Volkswagen Weiran and so on.
From the perspective of product attributes, Xena focuses on household use and caters to the current domestic "multi-child" policy, but the current domestic MPV market demand is still mainly commercial. According to Pacific Auto Network data, in November, Buick GL8 sales reached 21,600 units, with a cumulative sales of 111,600 vehicles during the year, which is the well-deserved sales crown of the MPV market segment, while Trumpchi M8 and Honda Ellison ranked second and third respectively.
"The high-end field of MPV is still dominated by commercial demand, but with the opening up of the national fertility policy, the 'home-based' high-end MPV is becoming a new force impacting the market." Jia Xinguang, executive director of the China Automobile Dealers Association, previously said publicly, "I also have reason to believe that with the high-end products of MPV, there will be more and more high-end products, the automobile consumer market will become more mature, and the MPV market will also enter a new stage."