Introduction: Nowadays, when it comes to Toyota Xena, everyone may think of the topic of 60,000 price increases. Specifically, the price increase of 60,000 yuan, the pick-up time is also the fastest, in December 21 to January 22 can be picked up; and the price increase of 40,000 yuan, the plus configuration is the same, but it needs to be picked up in February-April next year; the price increase of 30,000 yuan, next year's May-July car; the price increase of 3888 yuan, the configuration is less, and the pick-up time is after September next year. Of course, this offer is for reference only and does not represent the general behavior of the market.
The price increase + queuing for the car also makes consumers mistakenly believe that the popularity of the Xena car has always been in a state of short supply. After the full month of November, The Syna, which was officially launched on October 30, should also be seen in terms of sales. So let's look at the sales level, is Sai Na really that hot?
GAC Toyota released its november sales data, and most car companies' monthly sales reports, the good news is not worried, of which camry, Leiling, Veranda, Highlander these popular models, GAC Toyota for its separate poster for "commendation", and the "hot" Sai Na is not among them. What is even more puzzling is that not only is the sales volume of Xena not in a separate poster, but even the separate sales data is not matched.
Careful netizens found that in addition to the above four hot models, the sales volume of the remaining models of GAC Toyota totaled 8320 units, in addition to the 4624 units of Zhixuan, 2454 units of C-HR, 731 units of Zhixiang that can be queried by the Association of Passengers, and the last remaining 511 units should be the sales of Xena. Of course, some of them are calculated to be 451 units, the gap is dozens of this is not important, the important thing is that the monthly sales of the saina are only about 500 units, and it is difficult to link with the "hot" reflected in the market.
Of course, we can also have many reasons to excuse Xena's sales, such as just one month after the market, consumers have not reacted; chip shortage, affecting production capacity... But it still depends on whether consumers and netizens can accept it.
In the terminal market, the amount of mark-up is gradually decreasing, which also reflects a microcosm of the sales volume of Xena. According to a 4S store of GAC Toyota, from the initial 45,000 decorations, to 28,000, and then to 14,000, with the reduction of the price increase, the order volume of Xena has not rebounded, and it is also a tepid state.
So what is the reason why Xena's sales in November did not meet expectations, or to be precise, it should not meet the expectations of GAC Toyota manufacturers and dealers?
First of all, the culprit I think is caused by the price increase of 60,000, not to mention the later price increase to 12,000, because when potential users hear about the price increase of 60,000, many have already had disgusting emotions and dispelled the idea of this car. Not to mention the news of the subsequent price increase of 12,000.
Another is the comprehensive competitiveness of price and product power, which has not reached the point of being amazing. At the end of the day, Xena sells more of a story and a brand, but in the face of increasingly rational consumers, this set has gradually become unworkable.
Of course, there are also reasons for the gradual fierce market competition, although the market share and demand of MPVs is not as large as that of cars and SUVs, but the competition is still not small, the cake is so big a cake, it depends on how many people to divide, who can share. With many car companies entering the MPV market, it has also caused a situation of more wolves and less meat, the largest cake is still in the hands of GL8, in the short term it is still very stable, the domestic brand model Trumpchi, Roewe, etc., with higher cost performance, also got their own cake. So how does the market grab the market cake, relying on the brand, is it the product force, or the cost performance? Maybe all of the above points must be there, but certainly do not include markups and arrogance.
Ah Chuan commented on the car
Perhaps the defeat of Xena should let Toyota see that domestic consumers are not so confused, as a model with average strength, but hoping for brand influence, through the way of price increases to raise its status to the same level of opponents, it is obviously not a wise behavior. Therefore, in addition, in the future, Toyota Xena can see its own position, return to the consumption mode of normal prices, and bring consumers a better car purchase experience and service.