Standing on the shoulders of giants, shoucheng is the basic requirement, more is to go to a higher level; for GAC Toyota million sales is to be achieved sooner or later, for Wen Dali, whether it can complete the task in 2022 is a huge challenge, because there is not much time left for him.
GAC Toyota's growth slowed down, and Wen Vigorously drew a million-selling pie
On January 1, 2020, Wen Dali succeeded Li Hui as the executive deputy general manager of GAC Toyota, officially starting the "WenDa era". Prior to that, Li Hui worked in this position for six years, during which time GAC Toyota's sales doubled. From 303,100 units in 2013 to 682,000 units in 2019, Li Hui successfully consolidated GAC Toyota's position in the domestic front-line level.
Especially in the period from 2017 to 2019, the sales performance was very eye-catching, with cumulative sales of 440,000 vehicles in 2017, 580,300 vehicles in 2018, and 682,000 vehicles in 2019. In the last year of Li Hui's imminent departure, he still maintained an increase of 100,000 vehicles, which is difficult to achieve for the latecomer Wen Dali.
In the first year of Wen Dali's succession as Li Hui, GAC Toyota still maintained sales growth, but the data was not so eye-catching, with cumulative sales of 765,000 vehicles in 2020, and the growth rate slowed down significantly.
From January to November 2021, the cumulative sales volume was 729,000 units, 85,000 units in November, and 85,000 units were tentatively scheduled for December, and the target of 800,000 units was achieved. Even so, the increase is only about 40,000 vehicles, and the growth rate is only about 6%.
Compared with the growth rate of more than ten percent or even thirty percent during the Li Hui period, the growth rate of GAC Toyota during the WenDa period slowed down significantly, showing fatigue.
Velanda was launched in February 2020, with cumulative sales of 82,000 vehicles for the whole year, which means that the increase of 85,000 units in 2020 is basically contributed by Veranda, and if there is no new Velanda car on the market, Wen Dali's first year in office will not have any achievements.
Veranda sold 107,000 vehicles from January to November 2021, 17,729 units in November, and 120,000 units for the whole year. With Velanda contributing 120,000 units, its expected increase is only about 40,000 units.
From this point of view, without Veranda's strong sales contribution, GAC Toyota has not slowed down its growth rate, but has declined in sales.
It can be said that the listing of Velanda has given GAC Toyota a glamorous surface, covering up Wen Dali's embarrassment. Therefore, Wen Dali, who came from a procurement background, is eager to change this situation, determined to complete the goal of one million sales in 2022, complete the increase of 200,000 vehicles, and reproduce the glory of Li Hui's period. But it's easy to draw bread, it's hard to eat bread.
Wen Dali, who was eager to make achievements, once again bet on the new model
From the current point of view, the sales of CAMRY, Highlander, Willanda and Leiling under GAC Toyota have basically been fixed, and the only models that can achieve incremental growth are Xena, Fenglanda and Weisa. Xena is currently in short supply, even if the price increase does not necessarily have a current car, it is very hot, as for whether sales can shake the Buick GL8, it can only be said to be difficult.
In the field of MPV, in addition to Wuling Hongguang, the market position of GL8 is unmatched, and even Odyssey and Alexand are difficult to match. Gl8's business attributes and family balance are key to its top spot. The second is the pricing of 23.29-533,900 yuan, the price is less than 250,000 yuan, for consumers, it is very tempting.
Coupled with the perennial market cultivation of GL8, 300,000 yuan can buy a GL8 with full business attributes, who will consider the home style of Xena, not to mention the pricing of Xena (30.98-40.58 million yuan) has dissuaded many people. From the sales point of view in November, the GL8 is as high as 21554 units, followed by the GAC Trumpchi M8 with only 7189 units, which shows that GL8 has unshakable dominance in the MPV field.
Xena's attention is indeed very high, usually the situation is that it is difficult to match under the prestige, feedback to sales, Xena in the MPV field is difficult to make the desired results.
In the competition, the attention of Feng Landa and Weisa is not so high, and in the field of small SUVs, GAC Toyota has not had any advantage. The previous C-HR has been in a tepid state, and although the FrontLander has a slight advantage over the C-HR in terms of body size, it does not have any advantage in space (the wheelbase is 2640mm).
And the chassis uses a torsion beam suspension, which is very unfriendly to consumers, in order to save costs and offend consumers, it is destined to be abandoned by consumers. The cost control is strict, the timing of the listing is not well grasped, the materials are cheap, and it is difficult to have excellent sales performance.
Compared with Lingfang HARRIER, Weisa lost in appearance, especially the front face, in the words of netizens, "Weisa is Lingfang HARRIER who did not wake up." The pre-price of Weisa is 220,000-310,000 yuan, and the price of Veranda is 171,800-24.28 million yuan, the same power, the body size is basically similar, and Weisa has no advantage in terms of cost performance.
Judging from the sales performance of Lingfang Harrier, in general, the sales volume in November is less than 4,000, and it is conceivable that after the listing of Wesa, its sales will not have excellent performance.
Fenglanda is more like a supplement to C-HR, but it is too perfunctory in terms of materials, as if it is to produce a new car and a new car, and does not fully consider the needs of consumers and the market. Although Toyota has always had a tradition of selling one car and two sales, the launch of Weisa is more like an attempt to cannibalize Veranda's market share.
Veranda has been listed for two years, with an average monthly sales of more than 10,000, and has basically gained a foothold. At this time, the launch of Weisa will not help the overall sales, but will cause internal friction in the product.
The launch of three new cars in a short period of time, for GAC Toyota, is to enrich the product lineup, to make up for the short board, but the real sense of the short board is only the race that one, Fenglanda sandwiched between C-HR and Veranda, the market positioning is very embarrassing, consumers are also difficult to choose; Weisa sandwiched between The Willanda and Highlander, the two explosive models, it seems to be different.
For the market, the large number of models does not mean that sales are high, but it will be counterproductive.
From the product layout to brand management, it can be seen that Li Hui and Wen Dali have two completely different routes, Li Hui ensures the steady increase in sales under the premise of Ning Que, taking the intensive route, which is not difficult to explain why Li Hui was transferred to Lexus; while Wen Dali is biased towards quantity, with the help of product stacking to complete the growth of sales, taking the extensive route.
Summary: Looking at the market performance of GAC Toyota in the past two years, the pace of growth has been maintained on the surface, in fact, it is only a small step forward on the basis of the original, and it is not difficult to find out in detail that 2020 is a watershed. After the launch of a blockbuster model like the Veranda, it is still not as good as the achievements of Li Hui's time.
The successive launches of Xena, Fenglanda and Weisa are undoubtedly to increase sales, but whether it can complete the market increase of 200,000 vehicles is an unknown for GAC Toyota, and it is a huge challenge for Wen Dali.