Whoever fools the people will be abandoned by the people.
Author: Lu Weijia
In a single month, 2791 units were wholesale, and 932 vehicles were sold at the terminal.
From this set of tepid sales data, it can be seen that Toyota Syna, which was once rumored to increase the price by 70,000 yuan to pick up the car, seems to have somewhat reduced the market heat.
As a Toyota salesman revealed on the social platform, dealers are very confident in toyota Syna's terminal sales, believing that the number of orders in the store will easily exceed 100 units before December 31 last year, so they have already decided to pick up the car before the launch of the car to add 45,000 yuan worth of decoration.
But it backfired, Xena orders in October were less than 10 vehicles, and even if the price increase was reduced to 28,000 yuan in November and 14,000 yuan in December, the number of in-store orders was also one of the few.
According to the author's observation on the car quotation APP, compared with the hot market when the new car was listed, although the recent price increase of Toyota Xena has indeed declined, in fact, the terminal price is still beyond the acceptance range of most consumers. Taking the Guangdong region with the overall high quotation as an example, if the user wants to mention the current car, then it is generally necessary to increase the price by 30,000-40,000 yuan in cash, and the distance from the parity car is still very far.
However, if the user chooses to pick up the car after the third quarter of this year and buys the car in the form of order production, the car will be at parity or close to parity.
As for why toyota syna sales are mediocre, there are views that although Toyota Syna completed the official listing as early as the end of October, in fact, due to the lack of core in the industry, the vehicle production capacity is limited, and many dealers only began to deliver in 2022, so the retail sales volume does not exceed 1,000 vehicles The data does not represent the actual sales of Xena.
Moreover, Toyota Sena's output will not be too high for a long time, and GAC Toyota will give priority to biasing production capacity towards Highlander models, even if the demand for new cars is high, the terminal retail sales in a short period of time cannot reach the level of thousands or tens of thousands of units sold every month.
In addition to objective factors, the reason why toyota xena's current terminal price has declined is that on the one hand, dealers have previously eaten the sweetness of highlander and other cars, and overestimated the demand for Toyota Syna in the MPV market, so the node where the new car has not yet been officially listed has begun to "raise prices".
On the other hand, many consumers cannot accept the excessively high pricing of Xena, so they choose other models with similar functionality, such as Kia Jawa, which was introduced into the domestic market at the same time as Xena, and the current price reduction range is 0.5-1.5 million yuan, and the price of its top model is basically flush with the low match of Xena, which has a great advantage in terms of cost performance.
Therefore, based on the market law of "you don't buy me, tomorrow you can drop by two hundred", Toyota Saina cannot support the "ambition" of 60,000-70,000 yuan cash markup.
Of course, at this time, some people may think that the mark-up behavior of the terminal market belongs to the purchase and sale of your preference, which is a normal market economy, and the media does not need to interfere too much, and allows the market to adjust itself.
At the same time, many people have said that there are countless dealers who sell cars at a higher price, such as the Maybach GLS with a terminal price of 4 million, the Mercedes-Benz G63 with a maximum price increase of 1.2 million, and the Porsche Panamera Executive Edition with a price increase of 100,000.
In this regard, the first thing to be clear is that under the premise of necessity, the mass media will inevitably report on the price increase behavior, and we have reported many times on the Price Increase behavior of the Mercedes-Benz G-class before.
The second is a scarce model with strong particularity, its terminal price is often "uncontrolled", if it is for an ordinary family car that has been introduced into the domestic market and the monthly sales ceiling reaches 10,000 units, these models are not rare, nor are they irreplaceable, and the actual value is difficult to support the high price, which is difficult for ordinary consumers to tolerate.
What is even more frightening is that Toyota dealers have seen the ease of seeking "huge profits" on the Elfa and Highlander models, and now they have eaten the consumer psychology of domestic consumers who are willing to increase the price of the car, so they have launched a larger amount of car purchase programs before the Xena model is officially listed, trying to obtain greater profits from it.
In addition, it should be emphasized that even if the scarcity of models is not put aside, and whether the car is willing to accept the price increase, many authoritative media such as CCTV Finance and CCTV Network have previously made it clear that dealers selling cars at a higher price is a serious illegal act. In particular, the part of the purchase price that is not invoiced must be illegal.
According to the relevant provisions of the Provisions on Administrative Penalties for Price Violations, if a business operator sells goods at a higher price than the price indicated or collects unspecified fees, the competent government pricing department may order corrections, confiscate the illegal gains, and may also impose a fine of up to 5,000 yuan.
Of course, as the saying goes, there are countermeasures under the policy, and as the behavior of selling cars at a higher price becomes more and more common, today's dealers are "smart" to partialize the price increase as a "configuration and installation", so that consumers can exchange high prices for low-value configurations and decorations, and can avoid the constraints of the relevant systems of the "Provisions on Administrative Penalties for Price Violations".
At this time, in addition to the need for consumers to unite and not buy a mark-up car, it is also necessary for the brand to come forward to maintain the normal price order. For example, Tank Car previously punished dealers who sold cars at illegal mark-ups to "permanently cancel the brand operation authorization", which maintained the brand image and was recognized by more potential consumers, which can be described as killing two birds with one stone.
In the future, we hope that Toyota (Lexus), which once asked dealers not to reduce the price of slow-selling models in any form, can also get out of the "road of no return" as soon as possible.
(Image from the Internet)
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