When it comes to a car that was extremely popular last year, Sai Na is definitely one. From its disclosure that it wants to be domestically produced, to the exposure of real car spy photos, to the debut at the auto show, and then to the official listing, it has attracted the attention of a large number of car fans and media people.
There is no doubt that Sai Na is indeed a "debut is the top" car, not only because of its heat, but also because of the outrageous price increase of this car. Judging from the official price given by Xena, its starting price is 309,800 yuan, but given the habit of Toyota Elfa to increase prices and the high expectations of the Chinese people for Xena, everyone understands that this will not be the final price of Xena.
Sure enough, when Xena just announced the listing, we can also see from Xena's APP that there is "the transaction price is subject to the agreement reached between the consumer and the dealer" below the retail price, which contains meanings that need not be said, anyway, it gives the dealer the courage to "act arbitrarily". So a car with a selling price of about 300,000 yuan, after various price increases, the final price can reach 400,000.
Selling a family car to the price of a luxury car, no matter how you think, you think that Xena's "eating appearance" is too ugly. So even if the heat of Xena is high, consumers are naturally reluctant to buy it. Just recently, some netizens said on the online platform that Sai Na does not increase the price and has a car. According to the netizen's description, the once arrogant sales have come to him to discuss the car purchase plan. For such a status quo, netizens have said that "leeks have become rational", and some netizens said, "Isn't it the end of death?" ”
In just two months, he pulled Xena off the altar, which Toyota probably didn't expect. However, the most important reason behind Xena's non-price increase is its own unclear sales. You know, in the first month of Sai Na's listing, GAC Toyota did not announce the sales of this car, which seems to be not very reasonable.
How much did Sena sell? According to the total sales announced by GAC Toyota and the sales of other models, the final by subtraction of the Sai Na only sold more than 500 units in November, which is far from the GL8, which is tens of thousands of dollars.
Perhaps also in order to save face, GAC Toyota is no longer so hidden, and a few days ago, it also announced the wholesale volume of Xena in December, which was 2791 vehicles. But the wholesale volume of manufacturers does not represent the actual sales volume, to put it bluntly, it is the wholesale of the main engine factory to the 4S store, whether it can be sold or not depends on the final amount of insurance, so who knows the number of units that Sai Na really delivered to consumers?
Anyway, at present, the performance of this car in the market is not successful. In addition to the outrageous price increase, its competitiveness is also debatable. First of all, in terms of materials, to be reasonable, Toyota Sai's materials in the car are not worthy of the price of more than 300,000 yuan, giving people an intuitive feeling that it may be worse than its own brand.
At the same time, the positioning of Xena is also very awkward, neither as strong business atmosphere and comfort as GL8, nor is it a home MPV with a large volume, and the huge body is not convenient to go anywhere, let alone suitable for daily transportation. Because of this, Xena has never had a suitable positioning, and even if it is a little different, the poor sales volume has become a matter of course.
Write at the end
Obviously, Xena's fate was caused by Toyota's misjudgment of the domestic market environment. After all, Toyota is not a myth, Sai Na is not so powerful, coupled with the chinese people's car purchase consumption is more and more rational, and Sai Na can not see the display clearly, in a vain attempt to achieve the dream of price increases. It can only be said that it was suffering from Highlander's illness, but it did not have Highlander's life.
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