Entering 2022, the pattern of the car market in 2021 is gradually clear. Looking back at 2021, we have ushered in the first year of the products of various car companies, but at the same time, the impact and challenges of all aspects have also followed. In this way, the importance of each family's year-end report card is self-evident.
However, in such a year when challenges and opportunities coexist, there is one car that has a quite eye-catching performance, that is, the GAC Toyota Camry.
More worth seeing than sales is the "gold content"
Looking back at the automotive market in 2021, it is definitely the most topical year. One is the general trend of change in all aspects, electrification and intelligence have followed, which has made a huge change in consumer thinking; the other is the impact of the "lack of core" on the entire automobile market. The most obvious thing is that in this year-end report card, many car companies have declined.
Competition intensifies, pressure increases, challenges under opportunities... These are several key propositions of the auto market in 2021.
However, in this context, some models with excellent performance continue to lay their own market positioning. The GAC Toyota Camry that I want to talk about today is such a person. Directly the most convincing sales to show that in 2021, Camry's annual sales reached 217724, a sharp increase of 17% year-on-year. In general, the Camry has risen steadily for four consecutive years; in detail, the Camry has also exceeded 25,000 units for three consecutive months.
To outperform the market, there is no suspense at all. The eye-catching point is that it exceeded 25,000 units for three consecutive months, and the total annual sales volume of 200,000 vehicles, it can be said that Camry's report card also directly made the fierce competition in the B-class car market in 2021 a foregone conclusion.
The B-class car market has always been a must for all joint venture car companies, after all, it will represent the flagship strength of each car company and the sincerity of mid-to-high-end positioning. From the perspective of market performance from January to November 2021, few models in the same level can break through the monthly sales of 20,000 vehicles, including Volkswagen dual vehicles, Nissan Tianlai and so on. Even if some models can exceed 20,000 in a month, it is difficult to achieve firmness.
Zooming in to the annual sales, the sales mark of 200,000 vehicles also allowed camry to lay the top level without suspense. And even if it is put into the entire car sales list, the Camry is definitely an eye-catching one.
The more "big waves and sand", the more "strength sees the real chapter". In fact, in the face of the impact of 2021, it is not easy to achieve hot sales, so it is often not only the sales volume itself that can reflect the gold content of sales and is more worthy of summarizing than sales.
Behind camry's excellent sales, there are two sets of data that have to be mentioned.
First, the proportion of models with a transaction price of more than 200,000 yuan in Camry's terminal reached 57%. In general, there are two "ways" to increase sales. One is the pressure storage, which is obviously not practical in the "missing core" environment; the second is to reduce prices. In fact, in the same level, many models have given large concessions, but they have not been long-lasting for brand building and word-of-mouth building.
The Camry is not only strong in the market, the retail price is also higher, which can be compared with the fact that the Accord Rui hybrid is sold from 199,800 yuan, and the Volkswagen double car is sold for less than 180,000 yuan after the discount. The Camry dual engine starts at 219,800 yuan.
Second, the sales volume of the Camry 2.5L and dual-engine models accounted for 52%. Compared with the entry-level sales of other models and the low price of the main sales, camry has shown a confidence that is not expected to be compared with the competition.
All of this is enough to show camry's gold content, high value recognition, and true "mid-to-high-level" positioning.
Keeping up with the pace of the market is the user's "just need"
So why can camry out of the circle? Especially standing at the current turning point in the automotive industry.
Indeed, the turning point is a major trend in the market. Among them, it includes the market outlet of rejuvenation, consumption upgrading, electrification, intelligence and so on. There is no doubt that with the development of the market in recent years, there are not a few electrified models and smart cars that we can choose. But very few people can achieve such results at such a price.
The key lies in the interpretation of market trends. I have always believed that every outlet of the market will never "change for the sake of change". On the contrary, every trend is inseparable from the transformation of consumer car demand. How to better fit and solve the user's just needs is the root of change.
We've all heard the saying – "There are only two hybrids in the world, one toyota and one the other". But many people may not know that the Camry hybrid is the pioneer model of the domestic electrification trend.
The latter sentence is enough to show that GAC Toyota has a grasp of market demand and a deep accumulation of technology. In 2010, the Camry hybrid was officially mass-produced, which not only made the internal combustion engine that has been developed for more than a hundred years more possible, but also allowed consumers to experience a new power experience. So even if the original Camry hybrid price is not cheap, it still has a very high degree of heat.
That previous sentence shows that until now, the Camry dual engine is still strong experience and status. In recent years, we have heard many challenges and hybrid systems that surpass Toyota's dual engine, but I still think that the fourth-generation dual engine system equipped by Camry is the strongest hybrid system, especially after the comprehensive experience, NVH, retention rate, fuel consumption and other factors.
Still quantitative data to compare, Camry double engine 100 km fuel consumption is only 4.1L/100KM, is still the lowest in the same level.
As for the intelligence level, there has also been a substantial improvement in the new Camry. The car system is larger, the display is clearer, and the functionality is more powerful, and the online AutoNavi navigation, Tencent navigation, online music, WeChat, OTA and so on are all available. To put it bluntly, it basically covers all of our scenes where we need to use mobile phones to drive, and it is completely difficult to get started.
Compared with the larger screens, fewer and fewer physical keys and more and more complex fancy functions on other smart cars, there is no doubt that Camry is more loved and willing to use. After all, when intelligence is just a gimmick, it will be meaningless.
In fact, if you look at the development history of camry, you will find that it has always been able to keep up with market demand. It is the beginning of the domestic electrification trend, it is the first Toyota model equipped with G-BOOK intelligent system, it is the first model in the same class equipped with a dual appearance, when the competitors are still business and stereotypical, Camry has already given the exclusive answer for young people.
So to ask the first core of Camry's circle, the first thing is to lead the boldness that the market just needs.
Word of mouth, how to shape?
Of course, keeping up with the pace of the market is actually a part of creating user reputation. Therefore, to interpret camry's tough sales in a deeper way, it is actually to explore the reputation of Camry.
How to create word-of-mouth is indeed a difficult indicator to measure, but it is definitely an indispensable factor for a car to sell well. Still using the most intuitive data to show, Camry's global cumulative users have exceeded 20 million, and the cumulative domestic users have already exceeded 2.3 million. So when you choose Camry, backed by, first of all, this large number of user reputation accumulation and protection. This alone is already a height that is difficult for other models on the market to achieve.
And what GAC Toyota has done is not only to create stronger user data. What impressed me quite deeply was that GAC Toyota was holding a different "season" of your car owner activities. In this event, GAC Toyota invited the majority of Camry car owners to a self-driving challenge with different destinations in different seasons, and the destination was voted by the majority of Camry owners.
Until now, the first three stops have passed through Wuyuan, Jiangxi, Qinghai Qaidam Desert and Jiayuguan Poplar Forest. It not only witnesses the quality and joie de vivre of camry with car owners, but more importantly, creates an unusual car owner relationship, that is, the "Camry spirit".
Usually, manufacturers and users are just a buying and selling relationship, but in the view of GAC Toyota, it is a spiritual connection between each other. Let the owner feel a brand, car complex, but also let the Camry has a stronger product charm. The establishment of word of mouth, the creation of praise... In fact, it comes from these big and small details.
What's more, the quality of the Camry has long been obvious to all. From the previous data, camry is firmly at the forefront of the retention rate of mid-size cars; has won the Ward Top Ten Engine Awards many times; a number of excellent results in crash tests; and also won the CACSI double champion and so on.
To create sales is to create word of mouth, never a leap, which requires multi-faceted efforts and sincerity. Therefore, when a car really from word of mouth, experience, and then to demand, to fully implement the consumer's just needs, hot sales are actually a natural success.
The GAC Toyota Camry, which is out of the circle against the trend, is the most powerful interpretation.