A few days ago, we learned from the list of car emperors that GAC Toyota Racing sold only 932 units in December. The sales volume of less than 1,000 units is obviously not proportional to the popularity of its launch.
So what exactly caused the phenomenon of the car not being applauded?
The official guidance price of Xena is 30.98-40.58 million, according to netizens, some 4S stores have formulated a sales strategy of 50,000-70,000 yuan for the car. If this is the case, the terminal sales price of Toyota Syna is 379,800-47.58 million yuan.
This price point is obviously out of the mainstream MPV price range, according to sales feedback, the mainstream price range of MPV is 100,000-300,000.
In addition to the overpricing, there is also an embarrassing situation in which the model cannot be premiumized.
We all know that Toyota has an MPV god car - Alpha, and the official guidance price of this car is 839,000-920,000 yuan. Terminals also need to increase prices, and the peak has increased to more than 400,000, and even so, its sales have not been affected in the slightest.
The reason is that because this car carries a certain social attribute, many rich people buy it out of business needs. Therefore, the actual product strength of Alpha's car has become less important, and it is its main value to show its identity, status and strength.
But Xena has never had this attribute, and in North America, many people/families just use it as a normal MPV.
In addition to the above reasons for poor sales, there are actually two important reasons:
First, many netizens think that the workmanship of Xena is not very good and there is a situation of reduction;
Second, the product strength of competitors has been sufficiently perfect.
It is understood that some netizens on the Internet said that Toyota Sai Na domestically produced a lot of configurations, the most important of which is to reduce the four-wheel drive system.
In addition, some people think that the interior workmanship of Toyota Xena is more general, mainly in the use of hard plastics, and the tailgate also uses plastics.
Xena's main competitors, Odyssey/Alexand, GL8, etc., these models, whether for business trips or family trips, can complete the task very well.
In addition, after the domestic MPV and the Korean MPV model entered the market in the past two years, there are more MPVs that meet the needs of commercial and household use like this. Therefore, today's MPV market is no longer as unselected as in the early years.
As an aside, MPVs like GL8, Odyssey/Alexand, if they do not develop iterative models and deepen the market, are likely to be replaced by other MPVs one day in the future.
Having said all this, it feels like racing this car is useless, but it is not the case.
The advantages of this car are actually not many, such as its low fuel consumption.
As a medium-sized MPV, its fuel consumption per 100 km is only 5.3L (WLTC is 5.89L/100Km). This fuel consumption level is definitely fuel-efficient in a number of MPV.
Secondly, the overall size of Xena is 5165/1995/1765mm in length, width and height, which is significantly larger than the Odyssey/Alexandr household MPV, and the overall size of the Odyssey is 4861/1820/1712mm. Therefore, its loading space is more flexible.
Finally, Xena's active and passive safety equipment is very complete, such as airbags, all of which are equipped with front/rear side airbags, front/rear head airbags, and knee airbags as standard. With the blessing of the latest TNGA concept, these air bags are bound to play a key protective role for the occupants of the car when they encounter traffic accidents.
Ah Chuan commented on the car
If you put aside the price increase, if you talk about the car alone, you will find that it is still a relatively good home MPV.
But why sales can't rise, the reason for this, I think in addition to the aforementioned, in fact, there is another problem that is slowly becoming prominent, that is, consumers from the beginning of the disgust of dealers to increase the price of this behavior, to now there is a large-scale boycott of purchase phenomenon.
It's like a child in adolescence, knowing that some of the things that his relatives and friends around him do are for their own good, and they don't feel that they are bad people or hate them. But sometimes when facing them, it is not a word of temper and disagreement.
I am not saying that "adolescent children" are the majority of consumers, and "relatives and friends" are Toyota Saina, I am just using this metaphor to say this phenomenon and spearhead.
At present, any car brand over-hype and wanton price increase will only lead to more and more people to dislike it.
Finally, returning the product to its own value attributes, I think, is beneficial and positive for both the merchant and the consumer.