For domestic consumers, the price increase for Toyota, is not a new thing, before the Highlander, Lexus ES are often 20,000-30,000 yuan, and like Elfa, Lexus LM, such models, even to increase the price of hundreds of thousands, and Toyota official for the mark-up behavior has been a blind eye, relying on the trust of the Chinese people for the Toyota brand acquiescence to the price increase, but this time, Toyota finally planted a head.
When Xena was first listed, it was marketed as the terminator of Buick GL8, setting off a new trend of high-end MPV, with global cumulative sales of 2 million vehicles, so the debut of this car was the peak, and some dealers shouted out a price increase of 60,000 to quickly pick up the car, but the face came too quickly. According to the data of the Association of Automobiles, the actual sales of Toyota Syna in December were only 932 vehicles, compared with the Buick GL8 achieved 14,022 units, and the sales of the Saina, which claimed to be the benchmark GL8, were less than 1/10 of it.
Dismal sales also let dealers recognize the reality, dealers in some areas said that Sai Na no longer raise the price can pick up the car, some regions even said that you can discount 10,000 yuan, really can be described as the original price increase is more arrogant, now the sales of how much face!
Although it has been blown to the sky by many car critics, describing Sai Na as a GL8 killer, the king of household MPV, but facts have proved that domestic consumers are becoming more and more rational, recharge a few car critics a ton of blowing can change the public opinion orientation of the era has passed, Sai Na is just an ordinary 7-seat family car, by no means some media in the eyes of the "god car", even in North America, Sai Na's sales are only hovering in three or four.
The main advantage of Xena is that in terms of fuel economy, this hybrid system is indeed more fuel-efficient than the same level of fuel MPV, but don't forget, Odyssey and Alexand also have hybrid versions. And in addition to fuel economy, the performance of Xena in other aspects does not have a significant advantage over the same level of models.
For example, the size of the space, the size of the Xena is not small, its body length, width and height are 5180/1995/1765MM, the wheelbase is 3060MM, but the actual riding space is not as generous as the size reflects, especially the third row of the ride, compared to the GL8 is a little worse.
For example, the interior, Xena's interior materials are not advanced, the use of soft materials is less, whether it is the sense or the touch level still has a certain sense of cheapness, even if the area covered with leather materials is only a thin layer, lack of texture. Compared with the benchmark model GL8 of this level, the gap is obvious.
Another example is the price, the guide price of Xena manufacturers is 309,800-40.58 million yuan, which is obviously benchmarked against GL8 ES Lu Zun 31.79-41.79 million fingers to go, but GL8 in the Chinese market for many years, has a deep market foundation and product appeal, and Xena as a latecomer, must have obvious differentiation advantages in price and configuration to win, but in the lowest model as an example, Xena Xena has a complete set of active safety systems, but in terms of comfort technology configuration is not as comprehensive as GL8. If the price is increased by 60,000, compared with the models at the same price, the configuration performance of Xena can be said to be a complete defeat.
In the final analysis, the sale of Xena's markup is smashed, it is because the car of Xena, in terms of product strength, has not shown far better than the strength of the same level of models, plus Sai Na is just domestic, as soon as it comes up, Lao Tzu is going to overthrow you, Lao Tzu's most bullish B posture, it is easy to be beaten back to the original form, the competition in the domestic automobile market is becoming more and more fierce, and it has long passed an era when a car is in short supply, and it is necessary to adjust the balance between supply and demand by price increases. Sai Na is not the first, nor will it be the last, there will be many cars walking off the altar in the future, let's wait and see.