DoNews Auto January 17 news (Shao Zhichao) Speaking of the Toyota brand, the deepest impression of ordinary domestic consumers on it can be summarized into two keywords: one is reliable, and the other is the price increase. Today's Toyota brand model reliability is not so strong, but the tradition of price increases is still very good, and Toyota in the domestic market price increase is famous, Alpha often increase the price of hundreds of thousands is not a new thing, on the behavior of cutting leeks, Tesla can only be a younger brother.
Terminal mark-up for many people is actually not unfamiliar, in the past many popular models due to insufficient production capacity, the same level of market segments have no decent competitors and other factors, resulting in many brands of buyers in the terminal implementation of the price increase car routine, the logic is very simple, the high bidder gives priority to pick up the car, in addition to Toyota, including Volkswagen, Ford, Honda and other joint venture brands have been in the terminal have been price increased.
Sai Na has been one of Toyota's most proud global models, by GAC Toyota domestic has been sold in the domestic market as an import, the popularity in the country is very high, at the end of October last year GAC Toyota announced the domestic Sai Na 30.98-40.58 million yuan manufacturer suggestion guidance price, but GAC Toyota dealers in the first time said: "do not accept the proposal", the most outrageous is that GAC Toyota official also marked in the official booking APP: "The price is only for reference, the specific price of the dealer on the ground shall prevail", The dealer's price increase was acquiesced.
So Toyota Xena after the listing of the terminal began to increase the price wildly, dealers in some areas of the price increase has even reached 100,000 yuan, according to this price increase, Toyota Sai Na top model landing price has exceeded 500,000 yuan, this price can even buy Mercedes-Benz brand MPV models, so that the direct competitor Buick GL8 trembling.
If the consumer buys a car according to the manufacturer's recommended guide price, the time to pick up the car is 9 months to a year. Nowadays, although the price increase has been reduced compared with the beginning of the listing, the price increase in the overall terminal market still exists, so the result is that the actual terminal sales of Toyota Xena in December were only 932 vehicles, and how fierce the price increase was at the beginning, how fierce it is now to hit the face.
In the past, the main reason for domestic consumers to acquiesce in dealer price increases is the following points, some models are indeed very popular limited by factors such as production capacity, and domestic consumers buying cars is like buying stocks, specifically chasing popular cars to buy, which is also understandable. In fact, in the domestic auto market, the 1999 Honda Accord was the originator of the price increase, and there were almost no models to compete with it in that era.
There is also a kind of person, buying a mark-up car is not a conspicuous material consumption, more for style and honor, as well as the potential "commercial value" brought, such as buying Mercedes-Benz G-Class and Toyota Alpha at a mark-up, etc., but you Toyota Xena as a 300,000-level household MPV, the overall product strength and the same level of competitors have no advantages, so where is the bottom of the price increase?
epilogue:
Now the times have changed, the current ordinary consumers for the price sensitivity is much higher than in previous years, Wuling Hongguang MINI EV with facts to tell us, no matter how bad your product force, as long as you can give a price enough sincere domestic consumers are still willing to pay, many brands of popular models also have a relatively large discount on the terminal to increase sales.
Not only that, the car purchase experience is also one of the important criteria for ordinary consumers to consider car purchase, especially the direct sales model brought by many new car-making brands, both in terms of service experience and convenience, which is far better than the traditional dealer sales model, and the set of hungry marketing in today's era has been unable to play.