Whether you want to admit it or not, Toyota has won again this time. The listing of Xena, which has a high degree of attention, has more than 10,000 units of pre-sale orders in a month, and the sales volume of 5399 units in january just past the past year has become the new king of the MPV market, and there are three reasons why it is critical.
1. Sold more than 5,000 units?
In the past, Toyota did not have too strong models in the domestic MPV market, Alpha was too high-end, and Xena has always been an imported way. Therefore, when the localization of Xena landed, it naturally triggered great enthusiasm from potential consumers. In the pre-sale stage, the order of one month exceeded 10,000 units, and the popularity can be seen. In the past January, The Xena sold 5,399 units, far exceeding the average monthly sales of about 4,000 units of Honda Odyssey and Alexand. It should be pointed out that the top 405,800 platinum version of Xena accounted for 40% of the overall sales.
2. Senna becomes the new king?
As Honda's main model in the MPV market, Odyssey and Alexand have been working hard for a long time, but they have lost to the new car Sena in terms of sales. On the other hand, buick GL8 business attributes are more intense, Trumpchi M8 product power and brand power, and Toyota Xena there is still a big gap. Therefore, Xena has become the new king of the home MPV market. In fact, Xena SIENNA is very famous internationally, it was born in North America, has a history of more than 20 years, and has been at the top of the North American MPV sales list for many years. Previously, the SIENNA was the only MPV model in China's top 10 parallel imports list.
The localization of Xena belongs to the fourth generation of SIENNA. The exterior design of the new car takes the young and fashionable route, the front face family-style large-area banner grille design, the body waist line is sharp and textured, highlighting the posture of healthy sports. Built by TNGA architecture, equipped with a hybrid system composed of 2.5L engine + electric motor, the ministry of industry and information technology has a comprehensive fuel consumption of 5.3 liters per 100 kilometers, which is simply the best fuel consumption performance of MPV models. The 2+2+3 space layout in the car meets the travel needs of many people in the family. It can also adjust the seat form according to the size of the object and the needs of the use, which is practical and convenient.
3. Did Toyota win again this time?
Toyota has won again this time, and Xena has become the new king of the home MPV market, and there are three reasons why it is crucial. First of all, very good value for money. In the era of parallel imports, the previous generation of SIENNA, the market price of 400,000 yuan, even if the landing price sometimes went to more than 500,000, still has a very good sales performance. In contrast, the domestic Xena price range is 309,800 to 405,800. Although the loss of imports, workmanship or decline, the use of materials may shrink, but the price of a large reduction, will still attract a large number of consumers to rush to buy.
Second, fill the gap in the market. Among the powerful competitors, Honda Odyssey and Alexon can only reach the early 300,000 because of the size, positioning and other reasons; the strength of the MPV king Buick GL8 is of course very strong, but it is mainly based on business and is not suitable for family use. There is also the autonomous model Trumpchi M8, the main market has not yet reached the 300,000 level. In fact, in the market of 300,000-400,000, there is basically no home comfort MPV, and the emergence of Xena fills this gap, and naturally becomes the middle-class dad who pursues the quality of life and the first choice when buying a high-end MPV for home.
Finally, the markup problem is alleviated. At the beginning of the listing, stemming from the many halos on the body, Xena in the terminal sales, there is a general phenomenon of mark-up, and the price increase is higher, the market unified mark-up market is about 60,000 yuan, or even to 70,000. The entry-level version of Xena, the landing price must also reach the 400,000 range. This led to market reaction, causing public opinion to complain. Fortunately, later toyota sales terminal adjusted its strategy, the price increase was reduced to 20,000 to 30,000, and 4S stores began to sell saina without price increases in the way of "providing limited places". In this way, Xena has finally won the hearts of many consumers.