For the automotive industry, 2021 is a year of ill-fated fortunes for the automotive industry. Repeated epidemic + chip shortage, exposed the shortcomings of many manufacturers, the annual 4.4% industrial growth also highlighted the decline of the domestic automobile industry. Despite the difficulties, GAC Toyota, with the strong charm of the TNGA architecture and the high QDR quality gene, achieved a sales performance of 840396 units in 2021, an increase of 11% year-on-year, and achieved positive sales growth for nine consecutive years. I would like to ask, why can GAC Toyota maintain steady progress in such a difficult situation?
From the perspective of specific sales, the cumulative sales of TNGA models in the whole year 665345 units, an increase of 23% year-on-year, as the Leiling family of TNGA entry-level models, the results are more prominent: the annual sales of 229859 units, exceeding 200,000 for 4 consecutive years, ranking the mainstream lineup of the mid-level car market.
The Leiling double engine, which accounts for 34% of the Leiling family, continues to maintain a leading position in the hybrid market, with annual sales of 78,827 units, an increase of 56% year-on-year, ranking first in sales of all hybrid models in the Chinese market for two consecutive years.
Since its listing, in the past 7 years, according to the changing needs of young consumers, Ralink has continued to strengthen its products and established the image of "TNGA smart home car benchmarking at your fingertips", which has been loved by more and more young users, and has accumulated more than 1.36 million Leiling users so far. From 38,674 units sold annually in 2014, to the first breakthrough of 200,000 units in 2018, and then to the 229859 units in 2021, with a compound annual growth rate of 29%, it shows the market what is "Leiling speed".
Behind the "Leiling Speed", it is inseparable from the Forward-looking Insight of the Leiling Family on the Young User Market, and through the unique charm of "standard" TNGA intelligent configuration, continuous expansion of model versions, and diversification of user communication channels, the Leiling Family has become one of the most popular mid-level cars among young people.
The happiness of intelligent configuration "standard" can be enjoyed by 120,000 yuan
Under the new development pattern of "double circulation", the Leiling family continues to increase the intelligent configuration and reduce the entry threshold, so that more users can experience the intelligent car life at their fingertips and meet people's beautiful yearning for the leap in the quality of life.
2022 Leiling all series of car networking rate of 100%, of which in some models version has CarPlay and CarLife function, through the vehicle and mobile phone interconnection, so that users in the car process operation more convenient, more entertainment more abundant; in addition, according to the needs of users intelligent driving, further reduce the entry threshold of intelligent configuration, 118,800 and above versions are equipped with the latest generation of TSS intelligent safety system, to achieve quasi-L2 level automatic driving assistance, to help users more intelligent, Drive the vehicle more safely; and in the 127,800 and above versions, the remote start air conditioning function is added, and users can easily realize remote air conditioning control through the Fengyun Xing APP on the mobile phone.
The model territory continues to expand, and 13 models are "chosen by the king"
In the face of the changing car needs of different types of users, the Leiling family continues to expand the model level version to meet consumers' car purchase preferences for different power and different shapes, and to give back to consumers' love and recognition with more diversified and personalized choices.
The 2022 Leiling model expands the optional power of the sports version of the model, so that young consumers who pursue "cost performance" can get the double satisfaction of "intelligent" car and "sporty" modeling. In addition, in terms of body color, the Skyline White Car color, which is widely loved by young people, has been added as a full range of optional.
At present, the Leiling family has a rich choice of 13 models such as 2 styles, 9 body colors, and TNGA 1.5L, 185T, 1.8L dual engine, etc., to meet the more diverse collocation preferences of young consumer groups.
Diversified communication channels, enjoy the "Leiling Family Circle of Friends"
"Love Leiling!" This is not only a slogan of the Leiling family, but also represents the Leiling family's hope to convey the concept of "love of life" to users through "cost-effective" product strength and various interactive channels. Let this group of like-minded car owners become friends, interact with them, listen to their voices, and make them the most loyal fans of GAC Toyota.
Online, Leiling relies on the official community "Enjoy Club" forum to normalize user interaction and continue to carry out a variety of car owner topic interaction. Offline, Leiling organizes various interesting exchange activities according to the recent trend and the preferences of car owners. For example, the recent linkage local auto show, the "Love Leiling, Wisdom Fun Party" series of car owners camping activities carried out in 6 major cities across the country, through the recently popular Glamping (exquisite camping) form, in a pleasant activity atmosphere, together with car owners and prospective car owners to personally exchange Leiling's maintenance experience and share life anecdotes. Adhering to the concept of "one day Leiling, lifelong friend", with a cooler and smarter car experience, through Leiling, young users with common hobbies will be linked together to build a "Leiling family circle of friends".
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Of course, GAC Toyota is still evolving, after all, the establishment of a million production and marketing system cannot be completed overnight. For Leiling, only by showing a stronger product force can we consolidate the "moat" of the GAC Toyota brand. After all, by providing a car experience that exceeds consumer expectations, consumers will be more loyal to the brand.