Low price into the compact SUV "Red Sea" GAC Toyota listed Fenglanda hit the million vehicle target

Economic Observation Network reporter Pu Zhenyu On the evening of January 6, GAC Toyota Fenglanda was officially listed. The car is positioned as a compact SUV, priced in the range of 125,800 to 169,800 yuan, and a total of 5 models have been launched this time, of which 3 models are priced below 150,000 yuan.

From the perspective of market positioning, the price of Fenglanda is quite low. In the domestic SUV market, less than 150,000 yuan is basically the world of first-line independent brand compact SUV and first-line joint venture brand small SUV, and Fenglanda, as a compact SUV of GAC Toyota, only sells the price of small SUV of similar joint venture brands, even cheaper than its own small SUV C-HR (priced at 141,800-190,800 yuan).

Why does GAC Toyota adopt such a low-price strategy of "fighting small with big"? The official explanation is very clear, that is, to sell sales, in order to sell more than 1 million new cars in 2022 - "The arrival of Fenglanda will further help GAC Toyota penetrate the sinking market, develop base disc customers, and provide a strong impetus for impacting annual production and sales of 1 million units."

According to the data, the cumulative sales of GAC Toyota's full range of models in 2021 will be 840,300 units, an increase of 11% year-on-year, and it is still about 160,000 units away from the annual sales target of one million vehicles. This means that GAC Toyota needs to achieve a year-on-year growth rate of at least 19% in 2022, that is, the growth rate will be faster than in 2021, which is a new challenge for GAC Toyota.

As the latest model of GAC Toyota, the strategy of "playing small with big" gives Fenglanda a certain advantage in terms of power. According to reports, Fenglanda is equipped with ATNGA 2.0L Dynamic Force Engine engine with a maximum power of 126kW, matching a Direct Shift-CVT gearbox that can simulate 10 speeds. This power configuration is superior to most small SUVs on the market, and it is also at the mid-range mainstream level among compact SUVs.

In terms of body size, Fenglanda is 4460mm, 1825mm and 1620mm in length, width and height respectively, and the wheelbase is 2640mm, although the body size is not as good as some joint venture brand compact SUVs, but the more direct competitors of Fenglanda in price are small SUVs such as Guangqi Honda Binzhi and FAW Toyota Yize. Compared with these small SUVs, the Body Size Advantage of The Frontlander is obvious.

In terms of safety and intelligence, GAC Toyota officially said that Fenglanda has reached the level of quasi-L2 automatic driving, which is equipped with Toyota Safety Sense (Toyota Collision Avoidance Assistance Kit), including PCS pre-collision safety system (with forward pedestrian identification), DRCC dynamic radar cruise control system (with full speed domain follow-up function), LTA lane tracking assistance system and AHB automatic adjustment of high beam system.

Although the price is cheap, Fenglanda, like Velanda, is based on Toyota's new TNGA architecture. According to official data, in recent years, the proportion of TNGA structure model sales in GAC Toyota's overall sales has increased rapidly, with 30%, 56%, 71% and 79% respectively from 2018 to 2021.

In order to hit the sales target of 1 million units in 2022, GAC Toyota plans to launch another mid-size SUV with a higher positioning, Weisa, in addition to Fenglanda, which is a sister model of FAW Toyota Lingfang Harrier, which will be officially launched on January 10.

On January 6, GAC Toyota unveiled its TNGA SUV family in Beijing, including new members Weisa and Fenglanda. According to the information disclosed by GAC Toyota on the spot, Wesa will be equipped with two powertrains of 2.0L and 2.5L HEV, both of which are available in two-wheel drive and four-wheel drive versions, which can achieve quasi-L2 level automatic driving.

GAC Toyota relevant people said that with the arrival of Fenglanda and Weisa, GAC Toyota's product matrix has been further improved, and the "pyramid" layout of SUV products led by Highlander as the head, Wilanta and Weisa as the backbone, and Fenglanda and C-HR as the base plate has been developed.