Toyota Syna has recently become a hot topic in the industry, this time not the problem of the car, nor the price problem, but the sales volume has not risen as expected, even if GAC Toyota said that the Xena sold 5399 vehicles in January.
But what I learned from the local dealer was that the sales in January were mainly from previous orders, and the new additions were not obvious. Although we can't represent the whole country, it is basically a situation on a large scale, because on the whole, the average monthly sales of Toyota Sai Na is more than 1,000 units.
Another phenomenon is that the price increase situation has begun to slow down, and our local cash-out car has dropped from 40,000 yuan to 10,000 yuan, and the order has not even increased the price. "The more people ask and the fewer people buy, most consumers are still more willing to choose Highlander."
This is a common phenomenon that I have calculated after consulting multiple dealers. It is easy to understand that the guidance price of Toyota Highlander is 25.88-34.88 million, and the guidance price of Toyota Senna is 30.98-40.58 million, in other words, how do you choose?
Domestic consumers' acceptance of MPV models is actually not high, and one of the main reasons is that they cannot essentially change the way they use the car. Everyone understands that MPV and the second child are closely linked, how did this concept come about?
In fact, it is the means used by car companies in publicity, deliberately giving people the cognition of buying MPV after the birth of a second child. Let me ask you, a Toyota Highlander or Camry can't meet the actual needs of a second-child family? The answer is no.
According to the current population distribution, there are many cases of parents in city A and children in city B, especially in first- and second-tier cities. The separation of parents and children is now more pronounced, so the probability of "satisfying the whole family" is low.
If you really want to buy an MPV, most of the time is to pick up and drop off children to and from school, and this way of using a car is enough for an A-class sedan. And from the actual car experience, cars and SUVs can not only meet the needs of daily families, but also have the advantages that MPVs cannot reach.
As for taking the whole family on a long trip, traveling is a small probability behavior, and it is not necessary to have an MPV to travel happily. The last one is the official car, from the toyota syna product strength and price synthesis, as a unit of daily use of cars some excess, as a business reception and some deficiencies, and its own positioning is a family car, and does not have obvious business attributes like buick GL8.
Therefore, Toyota Sai na did not achieve the expected opening, in fact, it has little to do with the product strength itself, the key is that it is not suitable for the mainstream needs of the domestic market, nothing more. An MPV that has landed more than 300,000 yuan also has high requirements for consumers' economic ability.
If you have the owners of Xena around you, it is easy to find that their actual spending power may have reached the level of six hundred thousand or even millions, belonging to a very small number of elites in society, and the limited number naturally cannot support the geometric sales increase of Toyota Syna
It is also easy to understand that buying a Toyota Highlander may exhaust all the car budget of the owner, but buying an MPV usually belongs to the family purchase, and the budget does not need to be full, as a car for a specific occasion.
But the problem is, if I also have a Mercedes-Benz GLC and other such medium-sized or medium-sized cars, live separately from my parents, usually pick up children to and from school is more than enough, there is no frequent business reception, even if I occasionally drive around, I can always find a six-person travel plan, such as I rent a medium and large MPV at the destination to play for seven or eight days, is it more effective to use the holiday time, travel can be easier?
Through these three months of observation, I found that the publicity strategy of Toyota Xena, and even all MPV, there is a forced act of finding a point of convergence, in other words, it is to depict scenes that do not exist in reality, or are not important, and then forcibly substitute into daily life, and the importance is artificially described, such as the above Toyota Syna propaganda map, do you really need to get along with your children like this?
The second child is to put it bluntly two children, even if it is 18 years old, how much space can you need? Business reception is not frequent for most private companies, and the price of buying an Audi A6L or Buick GL8 is more noodle; state unit cars are more willing to consider 11 seats and more models.
Toyota Sai na is essentially a high-priced home MPV, pricing and positioning determines that it can only become a niche model, we can find a lot of Toyota's inherent technical advantages, quality advantages, value preservation advantages, but the market demand is the underlying logic that determines product sales, this is not dependent on product advantages can be changed, landing more than 300,000 MPV, not suitable for domestic mainstream consumers, nothing more.