Lei Jun once told us that the essence of making money is to go. As the digital flagship Xiaomi 12 series released at the beginning of the year, the starting price was reduced from 3999 yuan of the 11 series to 3699 yuan, which was improved compared to the previous generation model in several links that users care about at the moment, such as feel, heat dissipation, endurance, camera, fast charging, etc., and the corresponding places such as IP68 waterproof and periscope lenses, which are not strongly perceived by consumers, have been castrated.
Catering to the general public's products to buy and buy point, more friendly prices, the first sales of the new machine omni-channel exceeded 1.8 billion yuan in 5 minutes, which also made the title of 12 series "bucket machine" more worthy of its name.
In the usual sense, the potential groups targeted by "price-moving" and "volume- products" are not the same, but it needs to be recognized that price-moving products cannot attract a large base of mass consumers, stabilize brand sales and market volume, otherwise it is impossible to explain that in the context of the current car manufacturers shouting brand image and price increase, there are still a large number of civilian models pouring into the market.
The significance of Corolla's sharp release in Yize lies in this.
The first thing to explain is that in addition to the RAV4 Rongfang, at present, faw Toyota's entire SUV family has not had a stable monthly sales of more than 10,000 vehicles, and in the past six months, the highest monthly sales of Crown Road Release were 0.73 million units and Yize was 0.52 million vehicles.
Although the RAV4 Rongfang market has sold more than 20,000 vehicles per month, there is still a big gap in the mainstream SUV market of 150,000-180,000 yuan in which Yize is located, which is also limited by its poor practicality and is not enough to meet the car needs of a wide range of family consumers.
For example, its personality appearance and hatchback shape sacrifice rear space and storage space, while the small rear window also makes the rear seat feel quite depressing.
In addition to poor practicality, high prices are also another drawback that affects the volume of Yize.
Taking the fuel version as an example (the hybrid version is about 20,000 yuan more expensive), Yize is equipped with a 2.0L naturally aspirated engine + CVT power system, and the guiding price range is 145,800-165,800 yuan. From the same level, this price point can buy a better power experience, more expandable space equipped with 1.5T Earth Dream engine Honda Binzhi / XR-V, and the current Binzhi also has 20,000-30,000 yuan of terminal discounts, Yize's cost performance is too low.
If you jump out of the category of small SUVs, in the joint venture camp, there are compact SUVs with good looks, power and configurations such as Nissan Qashqai and Buick Encore GX, the former has been deeply rooted in household and comfort, and the latter is more advantageous in terminal price and configuration.
If you take a step back and don't consider the brand, you can also buy independent brand products like Geely Xingyue L and Changan UNI-K that have no shortcomings in size, configuration and safety.
Before that, I had talked to Toyota staff about the actual car buying group of Yize, and the results were very surprising. About 80% of users are middle-aged women aged 40-50 years old, not the trendy young people mentioned in product positioning. It is very important that the budget of this middle-aged female user is sufficient, and the children are studying outside (the space demand is not large), but it is only used for daily transportation, coupled with the small and stylish appearance of Yize, it is easy to capture the pursuit of refinement and quality.
For young people, those with low budgets will directly pass away Yize, and those with high budgets will consider higher-level products, as well as home users, of course, the most important thing is that the practicality is too poor.
Therefore, from practicality to price, from the same level of joint venture competitors to the same price SUV market, Yize can only choose the "small and beautiful" product route, which is destined not to shoulder the product of "heavy burden".
On the other hand, sharp release is obviously much more balanced, and it has the product conditions and foundation of the volume.
First positioning the compact SUV it has many advantages over Yi Ze in terms of size, the length of the car has increased by 70mm, the width of the car has increased by 30mm, the height has increased by 55mm, although the wheelbase remains unchanged, but the sharp wider and higher body shape ensures that the second row of seating space and vision will be improved.
In terms of storage space, the volume of the sharply placed luggage reaches 438L, and the luggage is designed with a reduced ground height, so that even female users can easily carry and store luggage.
In addition, it has rear seats that support 4/6 ratio reclining and have an adjustable reclining angle in 2 positions. The height of the rear door opening has also been optimized to be 787mm, which makes it easier to get into the car if you have children at home.
Key, the price route of Ruifang is also more people-friendly, starting at 129,800 yuan, which is about 15,000 yuan lower than the entry-level model of Yize fuel version.
In terms of power and safety specifications, it is difficult to distinguish between the two, which uses the same 2.0L+ CVT powertrain as Yize, and the whole series is equipped with 7 SRS airbags and TSS II intelligent travel safety system, which includes pre-collision safety system, dynamic radar cruise control system, lane tracking assistance system and automatic adjustment of high beam system and other functions, active and passive safety two-pronged approach, but also shows strong sincerity.
Returning to the question raised by the title, although Ruifang does not have the vitality and exquisite attributes of Yize, it has shown a strong "sense of family" in its current state: the existence of a security configuration that crosses the level, and the detail setting that allows home users to use as comfortable as possible (the tailgate and trunk are lowered from the ground), can make the family consumer group believe that it is the most suitable "ideal" option at the same price.