Closer and closer to the Lunar New Year, every time at this time, the domestic automobile consumer market will usher in a wave of car purchases. This year, FAW Toyota is a little different from the past, it has always been low-key, and it has opened the promotion mode early, which has also made the number of users who went to the store to see the car of the hot-selling model RAV4 soar. Of course, just expanding the discount is not enough to increase sales, after all, at the end of the year, most competitors, including Volkswagen Tuyue, are also promoting. So, why are users more willing to choose RAV4 Rongfang? Today we will combine car purchase discounts, car purchases, and their respective product strengths to talk about this topic.
117 vehicles were sold in the store, and RAV4 accounted for more than 30%
From the sales volume in November this year, Toyota RAV4 Rongfang sold about 19,000 units, and from January to November, it sold about 180,000 units, ranking first among domestic joint venture compact SUVs. Its main competitor, Volkswagen Tuyue sold more than 11,000 vehicles in November this year, and the cumulative sales of more than 100,000 vehicles in January-November, which seems to be performing well, but in fact, the decline is serious, and compared with RAV4 Rongfang, the gap is not small.
Through the investigation of faw Toyota's 4S stores in Beijing, one of the stores sold a total of 117 vehicles last month, and RAV4 Rongfang sold 36 vehicles, accounting for 30% of the total sales in the store, but due to the previous impact on production capacity, its real strength is far more than this.
In the Toyota RAV4 Rongfang product series, the best sales are "2021 2.0L CVT two-wheel drive fashion version", the main reason is that this car as a sub-low-end model, safety configuration, driver assistance system is very complete, although the price is 20,000 yuan more expensive than the lowest model, but the configuration is also more abundant, practical, worthy of the identity of the 200,000 yuan joint venture car. In addition, this car also has more sources than the hybrid version, so the sales volume is also better.
It is 5,000 more preferential than before, and the interest-free policy still exists
At the end of the year, Toyota RAV4 Rongfang ushered in a wave of good market, 12,000 yuan more than the previous discount of the whole series, 5,000 yuan more, and the financial interest-free policy is still there, as follows:
First, buy a car in full
The whole department is discounted by 17,000 yuan, taking the "2021 2.0L CVT two-wheel drive fashion version" as an example, the hard cost includes insurance costs (about 4500 yuan), license fees (about 2000 yuan), purchase tax (about 15282 yuan), and the final landing price is about 200582 yuan.
Second, installment / replacement car purchase
Installment car purchase discount of 17,000 yuan, manufacturers provide a down payment of 60% two years interest-free financial policy, to "2021 2.0L CVT two-wheel drive fashion version" as an example, the minimum down payment of 107280 yuan, 24 monthly payment of 2980 yuan. At the same time, the replacement purchase of RAV4 Rongfang, there is a replacement subsidy of 5,000 yuan. Details can be found in the following table:
In terms of color, Toyota RAV4 Rongfang white sells the best. In terms of vehicle sources, the current RAV4 rong release situation is good, the fuel version of the model basically has a current car, the hybrid version of the model has less cars, but even if you need to book, you can also mention the car years ago, compared with the first half of the year has been quite good.
Reliable / preferential / have a live car, choose Toyota are old users?
According to our understanding, most of the male users who choose Toyota RAV4 Rongfang, most of them have stable incomes, and they are mainly family cars, and they are more concerned about the reliability, safety, quality and fuel consumption of vehicles. In addition, many of the users who purchased toyota RAV4 rongfang were replacement and additional users, and they were all Toyota brand models that were opened before, and they had some feelings for Toyota.
In the minds of most users, Toyota is synonymous with reliability and quality, and choosing Toyota RAV4 Rongfang is also hoping that this car can bring a worry-free, fuel-saving, and quality travel experience, so there is no worry about product strength. More importantly, after learning that the Toyota RAV4 has 5,000 more offers than before, and there are existing cars, users also have more reasons to buy a car in advance.
Compared with the main rival Volkswagen Tuyue, RAV4 Rong has no advantage in terms of price and power, but users do not care too much about these. Moreover, compared with Volkswagen Tuyue, the consumer brand loyalty of buying RAV4 Rongfang is higher, and if it is a replacement/additional purchase, they are also more inclined to buy Toyota products again, in this regard, the Volkswagen brand is incomparable, even if Tuyue has greater discounts or other advantages.
Finally, we summarize the car information of the two cars:
Toyota RAV4 Rongfang maintenance cycle is 10,000 km or 12 months, small maintenance costs of 420 yuan. The maintenance cost of 60,000km for three years is about 3,000 yuan, which is cheaper than most products of the same level.
The maintenance period of Volkswagen Tuyue is 10,000 kilometers or 12 months, the conventional maintenance cost is 764 yuan, and the maintenance cost of 60,000km for three years is about 5,000 yuan, with an average annual maintenance cost of 1667 yuan. It can be seen that the maintenance cost of Volkswagen Tuyue is more expensive than that of RAV4 Rongfang, but the overall level is also at the same level, which has little impact on daily use.
In addition to the problem of using the car, the residual value rate of the vehicle is also of great concern to everyone:
This 2016 model of "Toyota RAV4", 4 and a half years, traveled 44,000 kilometers, and now sells 175,800 yuan, compared with the guidance price of nearly 240,000 yuan at that time, the product has also undergone a major replacement, and the overall retention rate is quite high.
This Volkswagen Tuyue, which was licensed in January 2020, has opened 38,000 kilometers in almost 2 years, and the price of second-hand cars is 148,800 yuan, compared with the guidance price of nearly 210,000 yuan at that time, the discount rate is somewhat high, the main reason is that the current new car preferential range is larger, affecting the second-hand car retention rate.
summary:
Near the end of the year, Toyota RAV4 Rongfang ushered in a wave of car purchase small peak, 4S store as a terminal market, but also very understanding of user psychology, expanded the discount, and in the support of existing cars and product strength, sold a lot of cars. Of course, there are many replacement/additional users among car buyers, but compared with Volkswagen Tuyue, which also has a large preferential margin, old users are more willing to choose RAV4 Rongfang. This also shows that Toyota's good reputation of quality and durability is deeply rooted in the hearts of the people, and it also shows that the current users have not only looked at the discounts, but also considered comprehensively, in this regard, Toyota RAV4 Rongfang showed the "old way", and the harvest at the end of the year was very rich.