In 2021, under the impact of repeated epidemics and chip shortages, the domestic auto industry is facing severe challenges, with an increase of only 4.4% *1 year-on-year. In this context, GAC Toyota overcame many difficulties and relied on the charm of the TNGA architecture and the high QDR quality gene to escort the sales of 840396 units in 2021, an increase of 11% year-on-year, a record high, and achieved positive sales growth for 9 consecutive years.
Typography Ju Yishu
Among them, the cumulative sales of TNGA models in the whole year 665345 units, an increase of 23% year-on-year, and the Leiling family, as the entry-level model of TNGA, has achieved more outstanding results: the annual sales volume of 229859 units, exceeding 200,000 units for 4 consecutive years, ranking the mainstream lineup of the mid-level car market.
In the Leiling family, accounting for 34% of the Leiling dual engine, leiling double engine, continues to maintain a leading position in the hybrid market, the annual sales of 78827 units, an increase of 56% year-on-year, for two consecutive years in the Chinese market of all hybrid models, ranked first in sales.
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 of annual sales 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%, the user base has been continuously expanded, showing the rare "Leiling speed" in the market.
Behind the "Leiling Speed", it is inseparable from the Leiling family's forward-looking insight into the young user market, through the "standard" TNGA intelligent configuration, continuous expansion of model versions, the addition of diversified user communication channels and other unique charms, so that the Leiling family has become one of the most popular middle-level cars among young people.
"Standard" intelligent configuration, 120,000 yuan to enjoy the intelligent travel experience
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.
Continuous expansion of model versions, 13 models can be selected to meet the individual needs of users
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 TNGA1.5L, 185T, 1.8L dual engine, etc., to meet the more diverse collocation preferences of young consumer groups.
Add multiple user communication channels to build a "Leiling family circle of friends" with users
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" products 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".
At present, GAC Toyota continues to promote brand evolution and strives to build a system capability for production and sales of millions of units. In the future, the Leiling family will continue to consolidate the "pyramid" of GAC Toyota's product matrix with smarter and more comfortable product strength, and consolidate the status of "smart home car value benchmark". With a diversified car experience that exceeds consumer expectations, we will continue to "mass-produce happiness" for users.