Two months after the listing, GAC Toyota finally released the sales data of its high-end flagship MPV XENA. This MPV, which was very confident in the manufacturer at the beginning, only sold a pitiful 2791 units per month, which made people's glasses shattered.
When Sai Na pre-sold and listed last year, all kinds of noise and applause rose and fell, and then there were various rumors of price increases, which made Sai Na a hard-to-find explosive image, and it seemed that there was a momentum of soaring and knocking down competitors.
But the reality of bone feeling still makes GAC Toyota Sai Na appear in its original form, and its sales in December are far from the competitor GL's August average of more than 10,000.
In fact, as early as the release of November data by major automobile manufacturers and the Association of Automobile Manufacturers last year, people began to perceive that there was something abnormal in the sales of Sai Na. Because The Sai Na, which was listed at the end of October last year, should have a complete monthly sales data in the second month, and as a result, the sales data of Sai Na in November was missing. As a result, some people began to suspect that The so-called popularity of Sai Na was unexpected, but the sales data for December clearly confirmed that Sai Na and the word "hot selling" were not related at all.
Could it be that consumers are intimidated by the rumors of price increases and simply choose to abandon them? Or is the so-called hot, which is originally a figment of the imagination and deliberately created?
Perhaps worried that the contrast between December's sales data and the previous hot image is too large, and the face is somewhat hanging, GAC Toyota seems to be implying that this sales data is related to the manufacturer's production capacity when releasing the sales poster. The poster not only clearly states that 2791 units are wholesale sales for manufacturers, but also deliberately indicates that "production capacity is gradually released, and new cars are in hot delivery.". The implication is that the capacity problem has led to the emergence of this sales volume.
Some insiders said that the lack of production capacity of manufacturers may lead to restrictions on wholesale sales, but this is only a situation. In addition, if the market demand is insufficient, consumer purchase is not active, it will also affect and limit the production and wholesale volume of manufacturers, resulting in a large number of production capacity can not be released, otherwise, it may bring serious inventory and pressure risks, increase the burden on dealers.
It seems that only GAC Toyota itself knows best which kind of situation saina belongs to.
As the saying goes, soldiers and horses do not move grain and grass first. Before a new car is launched, manufacturers will generally be fully prepared in terms of production capacity. Could it be that GAC Toyota did not have production ready, began to pre-sell and launch Sena, and did not start production and wholesale until December, a month later?
If you look at the situation of other models of GAC Toyota, Lingshang, which was also listed for the first time last year, had sales in July after its listing in June, and there is no situation in which the vehicle cannot produce and release production capacity after it is listed.
It can be seen from this that the so-called market explosion previously reported by GAC Toyota Saina is very questionable, and there is a suspicion of deliberately releasing smoke screen bombs to encourage consumers to quickly place orders. How much market competitiveness Xena has and how much Chinese consumers can like it remains to be tested.
Some analysts believe that GAC Toyota Saina set the entry price at 309,800 yuan, which is a bit inflated in itself, and this price can almost buy two entry-level Beijing Hyundai Kusitu, which is more than 70,000 more expensive than the GL8 entry-level model. Some media also believe that the interior of Xena has a strong sense of plastic, which cannot give people a high-end feeling, but makes people feel cheap, and cannot afford a high-end MPV priced at 300,000 yuan.
Once the sales of Xena are blocked, it is not excluded that GAC Toyota may face price reduction pressure, or continue to launch low-grade models to lower prices and increase price competitiveness. Therefore, consumers who intend to buy large-scale MPV of joint venture brands may wish to observe more and compare more, and strive to buy a car that is both cost-effective and pleasant.
The article is reproduced from the "Hot Review of the Automotive Industry" and is authorized.