Buick GL8 has been thriving in the high-end MPV for a long time, but also attracted the envy of other brands, and with the continuous increase of the number of two-child families in the past two years, the potential of this market segment is even greater, so many joint venture brands have also taken the opportunity to join this battlefield and want to share a piece of the pie. First Volkswagen Weiran, then Kia Jawa, Hyundai Kustur, Toyota Xena, are all new entrants in the past two years.
Among these models, the most optimistic and highly anticipated before is nothing more than Toyota Xena, in the past Toyota Sienna has been imported into the Chinese market, has a high degree of praise, and Toyota's position in the hearts of Chinese consumers is self-evident, and in the early stage of listing, Sai Na did enough marketing, it is said that the pre-sale order before the listing exceeded 10,000 vehicles, in short, no matter from which point of view, Toyota seems to have the confidence to make it a hit.
But with the release of the sales data in December, Toyota seems to have been beaten in the face, in December the car sales of only 932, absolutely not hot sales, although it is not easy to grab food from the Buick GL8 mouth, but the number of 932 vehicles and the previous creation of the hot selling atmosphere Gap is really a bit large, even hyundai Kustu sales have reached 2174 vehicles, and this is the first time since the end of October to announce sales results, So 932 units may even be the combined sales of November and December. So, why is it that the model that is considered to be the "king" as soon as it is born is actually a "slag"?
1 Overconfidence markup
The word markup is not unfamiliar to Toyota's product line, there is alpha on the top, there is a Highlander on the bottom, and there is a long history of markup in the market. Alpha's markup has its own uniqueness: the star effect, the rich effect. But it is indeed amazing that highlander as an ordinary family SUV model can continue to increase prices for many years, and Toyota wants to make highlander's success re-enacted in Xena, which is also a mid-range MPV model for ordinary families who pursue quality, but it seems that not every car can have the same good life as Highlander. And if you trace the history of Highlander's markup, you can find that in fact, it is also not reproducible. Highlander entered the Chinese market earlier, in the original deserted mid-size SUV market can almost be called the existence of no opponent, product strength balance, outstanding reliability, but also in the minds of consumers to establish a good reputation foundation.
But Xena doesn't have the same time opportunities as Highlander, although compared to SUVs or cars, the MPV market is still not very competitive. But before Xena was listed, the Buick GL8 had dominated this segment for a long time, similar to Highlander's position in the mid-size SUV market, and it was not an easy task to knock down such a powerful opponent, and it was even more difficult to increase sales.
2 Marketing "disgusting"
For Toyota, one is to harvest higher profits, on the other hand, it is actually a means of marketing, creating a tense atmosphere of short supply and demand through price increases, thereby stimulating consumers to place orders. Maybe at the beginning consumers do believe in this set, but either Toyota is too greedy, the price itself is not cheap, the starting price has reached 309,800 yuan, some 4S stores shouted out about sixty or seventy thousand markups, the entry-level landing has also reached 400,000 +, the top match is more than 500,000 +, the price is really a bit outrageous, this price is directly on the GL8 Ivyana four-seat version or Mercedes-Benz V-class is not better? At least the former interior is really luxurious, while the latter is also a Mercedes.
3 Is it still saved to change what is wrong?
Under the dismal sales, the sales terminal may have already realized the embarrassing situation of Xena, and the price increase has been repeatedly reduced, and the price increase target ordered by a 4S store is 45,000 yuan, but because it cannot be sold, it can only be repeatedly concessions, from a price increase of 28,000 yuan to 14,000 yuan, the sales volume is still very bleak. And recently some netizens even broke the news that the current Sai Na can also pick up the car without a price increase, see here I want to ask the owner of the car who bought the Sai Na at the original price increase, I don't know if there is any regret?
And it also led to a reflection, if the sales of sai na, which is not increased, are still not optimistic, then whether the follow-up will launch offers at the terminal.
In short, as netizens said, in the face of this Xena price increase marketing, Chinese consumers really do it, not blindly follow the trend of purchase, but maintain rational thinking, which is a good phenomenon.