Wen\Wei WuXian
GAC Toyota Sai Na as a "blown to the sky" model, at the beginning of the listing attracted a lot of attention, the terminal not only frequently reported the news of price increases, and even GAC Toyota official also could not wait to announce the news that the pre-sale of Sai Na one month orders exceeded 10,000 shortly after the new car was listed.
However, from the actual performance, Xena's actual performance was not satisfactory. New cars on October 30, 2021, but did not announce the actual sales in November, netizens through the sales report analysis pointed out that the first month of sale or hundreds of units, while in December GAC Toyota announced that the wholesale sales of Xena was 2791 units, but in fact, the number of insurance in the month was only 932, and there was also a big gap with the claimed sales.
In February this year, GAC Toyota announced that the sales volume of Xena in January was 5399 units, while emphasizing that the top 405,800 platinum version sales accounted for 40%, but even such data does not explain the success of Xena, especially with the "GL8" as a competitor, Xena's sales performance is not enough. Some netizens even pointed out that nearly half of the high-end models of Xena may be caused by becoming a test drive for dealers.
In fact, before talking about Sai Na has been named "price increase god car", another toyota's god car Alpha has a very high market recognition, and the terminal is a trend of price increase. In this context, the domestic Sai Na belongs to the model born with a "golden spoon", which is not only high in price, but also needs to be "increased" due to the shortage of existing cars in the early stage of listing.
However, with the cold sales, although Xena was "fried" in the sky, but from the sales performance is not satisfactory, the more mature new generation of consumers are actually not cold to the price increase of Sai Na. This has also led to a slowdown in Xena's markup at the terminal.
According to reports, at the end of December last year, the 4S store also said that it had to add about 60,000-80,000 cash-out cars, and by the end of January, the traditional car pick-up tension period was significantly reduced by 75%, and only about 20,000-30,000 cars could be picked up. At the same time, there are also car friends in the car friend group who said that at the cost of 30,000 yuan higher than the guide price, mentioned the new car, deducted the cost of joining the boutique, and estimated that the price increase was about 20,000 yuan, which is currently able to mention the current car Sai Na market, and for the owner who is unwilling to increase the price, 2-4 months can also mention the car.
In the group of car friends, many car owners also mentioned the new car at a cost of 30,000 yuan higher than the guide price, deducted the cost of joining the boutique, and estimated that the price increase was about 20,000 yuan, which is currently able to mention the current car's Sai Na market, and for owners who are not willing to increase the price, 2-4 months can also mention the car.
Overall, Xena's poor sales are not difficult to understand. On the one hand, the domestic Saina only has 2.5L hybrid models, and the overseas 3.5L V6 power has not been introduced, which in itself makes the Saina lose an important cornerstone of luxury. At the same time, the interior with too strong plastic sense also makes the new car look high-end, which also affects consumers' interest in starting.
On the other hand, although the MPV market is not large, there are not many competitors in the segment of the market where Xena is located, including GL8, Odyssey, Alexand, etc. will cause a diversion of its sales, Xena not only has insufficient sincerity, but also superimposes the "mark-up" behavior to make consumers disgusted, and its sales are naturally inevitable.
Write at the end:
From the overall sales performance, The current performance of Xena can be said to be not excellent, but with the release of production capacity, the wind of terminal price increases has eased, and its sales may have further room for improvement, but in general, its performance is still far from target competitors such as GL8.
(This article is originally produced by the editorial department of [Auto Industry] New Media, the author of this article is Jinling, and the reprint should indicate the source)