Text\Jinling
In the domestic market, Toyota is famous for "daring" to increase the price, such as Alpha often increased the price of hundreds of thousands of dollars has long been famous, no way, although the price increase is disliked, a bit of "forced to buy and sell" suspicion, but who makes it difficult to find a car?
The recentLY produced Sai Na by GAC Toyota has also fallen into a "price increase storm" after the listing, known as a car is difficult to find, the official said that "pre-sale one month orders are broken, debut is the top stream."
However, the paradox is that after the listing at the end of October, GAC Toyota did not announce the specific sales volume of Sai Na in November, but based on its overall sales data and data analysis by model, Sai Na's sales in November may only be hundreds of units. However, guangfeng recently announced the "wholesale volume" of Xena in December, which was 2791 vehicles, of course, this refers to the "wholesale volume" rather than retail volume.
The sales volume of more than 2,000 units is obviously not worth mentioning compared with the previously announced orders of breaking 10,000 units, so is it that The sena is "not fragrant", consumers vote to give it up with their feet, or Guangfeng production capacity is not released or is in "hunger marketing"? For now, both are possible.
Previously, a netizen who claimed to be a 4S sales of Guangfeng commented under the article of "Car Industry" that "I am Huanfeng Toyota sales, coordinates Anhui, which city will not say, I will talk about the Situation of Senna in my store." When the store was just getting ready to go on in October, we had a meeting to study it, and we expected that the number of units would exceed 100 units by December 31st, so we were very confident that we would add 45,000 units to the so-called decoration. In fact, 8 units were ordered in October, 11 units were added to 28,000 units in November, and 3 units were ordered in December with 14,000 units in cash. Seriously, now the Chinese people are rational. ”
In the author's opinion, the comments of netizens reflect two problems, one of which is that there is indeed a price increase, which has been confirmed in the city where the author is located, and the other is that the price increase has been increasingly recognized by domestic consumers, especially in the case of the performance of Sai Na's products is not satisfactory, the fungibility of Sai Na is still very strong, and it does not have a long-term price increase "use value" basis.
For example, in terms of products, there are quite a few slots, first, the interior of the saina plastic sense is very strong, not only can not give people a sense of high-end, but also make people feel cheap, set off a price of 300,000 up in the high-end MPV of the lizi, which is a big taboo in the "business car" environment, and at the same time in terms of technology configuration, the new car's low-end models are not even equipped with 360-degree panoramic images and other technology configurations, which is more difficult to satisfy family car consumers.
Second, Xena is well recognized abroad, an important reason is that it is equipped with 3.5L V6 power, but it is replaced by 2.5L hybrid power after domestic production, and the maximum horsepower of its 2.5L engine is only 192 horsepower, which is far inferior to the 237 horsepower of the 2.0T engine of the Buick GL8, and there is still a gap compared with the GL8.
However, although the product performance is not outstanding, but the problem of Xena's markup still exists, even on GAC Toyota's own APP, the suggested retail price has an extra line of small words: "The transaction price is subject to the agreement you and the dealer reached", from which it can also be seen that GAC Toyota's attitude towards the 4S price increase is ambiguous and secretive.
In the long run, the "mark-up" behavior of GAC Toyota dealers will obviously also affect The brand image and reputation of Guangfeng. On the one hand, the price increase behavior is on the verge of violating laws and regulations, and has been exposed by many media, including CCTV; on the other hand, unlike the imported car Alpha, Sai Na is a model that has impacted the market position of GL8 in the field of commercial MPV, and now the new car has not yet gained a foothold, and frequent price increases will only make consumers feel disgusted, and over time will affect the brand image of GAC Toyota.
Write at the end:
Whatever the reason, in terms of the current performance of Xena, its sales performance is not outstanding, especially at the beginning of The launch of Xena has attracted much attention, but the "price increase" will eventually make it fall into a "thunderous rain and small" result. In particular, this kind of behavior will also cause multiple harms to the brand of GAC Toyota, and even endanger its market position.
(This article is originally produced by the editorial department of [Auto Industry] New Media, the author of this article is Jinling, and the reprint should indicate the source)