Toyota Syna, the new 2021 price increase god car. The starting price of 309,800 yuan, the terminal at the beginning of the listing even had to increase the price by 100,000 decorations to pick up the car, and even this car was also exposed, in some 4S stores want to buy Sai Na, actually have to give sales plug red envelopes! Such a market situation obviously lacks sufficient rationality and is difficult to last.
Honestly, Chinese consumers are not "fools." Although our contact with cars is relatively short, after almost two decades of precipitation, consumers are fully equipped with the ability to distinguish the value of a car. However, there are models or brands like Toyota Sai na that do not believe in evil, and they have to treat consumers as kindergarten students, and finally they only end up in a situation where no one cares.
It is most appropriate to describe the current situation of Xena with "big ups and downs". If you're following the Sena car and haven't started since it hit the market, you're sure to be "familiar" with the process of changing attitudes in sales. And now, the Xena does not increase the price, but the sales are snapping in the face, the data shows that in December 2021, Toyota Syna sales of only 932 vehicles! This is undoubtedly a huge gap with the capacity plan of 6,000 units sold by Sai Na in the month, so what is the reason why Sai Na even if it is sold at a fair price?
In Lao Wang's view, even if the product power itself is not discussed, this wave of "riot operations" at the beginning of the listing of Xena may be the initiator of its loss of market! Because for Toyota, I'm afraid they themselves have not figured out what kind of people are buying Sai Na? They still want to use Alpha's routine to market consumers, but they don't know that the gap between the group that chooses Xena and the group that chooses Alpha cannot be crossed in any way. Alpha as a luxury MPV, its target group is either stars, or the rich people's nanny car, in short, Alpha serves "rich people". But what kind of consumers are choosing Xena? They may be middle-class, they may be richer, but they are definitely not a group of people who regard money as dung, and they will also compare Highlander, or GL8, Jawa, or Odyssey, which means that Xena is not the only choice in their minds.
But perhaps it is overconfidence, or in order to make enough bicycle profits, Sai Na made a big price increase at the beginning of the listing, and did not shy away from it. In the end, the sales could not rise, the car could not be sold, and had to fight back to the original price of sales, you say that there are still people who will trust GAC Toyota, or Xena?
Speaking of the Xena product itself, as an MPV, XENA is definitely qualified. But that doesn't mean that Xena's product power has reached an irreplaceable level. The starting price of the entry-level model is as high as 309,800 yuan, which not only opens up a huge gap with the North American market, but also is much higher than that of the SUV Highlander, a brother on the same platform. If there is a little demand for the configuration, the top model of Xena is priced at 405,800 yuan, which is quite expensive!
Especially for business consumers, the price of Sai Na is too high, and the configuration of the same price model is not as good as GL8 Lu Zun, and even in terms of vehicle comfort, Sai Na is also a clearly more family attribute, and there is a huge difference with pure business MPV such as GL8. Similarly, for domestic consumers, the biggest problem with Xena, who has North American ancestry, is that it is too large! The adaptability to China's first- and second-tier cities is not excellent. Many years ago, the Chrysler Grand Jaylon, which was similarly positioned by Xena, was a good example, and finally the car also withdrew from the Chinese market. In fact, for home consumers, they may not necessarily use the large space of Therna, correspondingly, the size of the Honda Odyssey can comfortably ride seven people, the same is also a hybrid, the vehicle occupies a smaller footprint, the price is cheaper, is not a more affordable choice?
Write at the end
Honestly speaking, I have been engaged in the automotive industry for so many years, and I have seen a variety of price increases. Some cars raise prices for feelings, and some cars increase prices because of market demand. But models like Sai Na, which did not understand the relationship between market supply and demand and its own product positioning, were blindly confident of price increases before they were really encountered for the first time. Today, when the market returns to rationality and the tide fades, people can naturally see who is swimming naked...