At the end of October last year, GAC Toyota officially released the MPV Syna, a total of 6 models, with a sales price of 309,800 yuan to 405,800 yuan. Compared with the starting price of the overseas version of 35,000 US dollars, the price of the domestic race is not cheap, but this does not prevent it from going out of the circle quickly. According to the sources of various parties, the 4S store needs to increase the price of ordering Xena, ranging from 20,000 to 30,000 yuan to 70,000 or 80,000 yuan, and needs to queue up to pick up the car. Gac Toyota officially revealed that the pre-sale order of Xena exceeded 10,000 vehicles in one month. However, the sales performance of Xena after its listing did not reach the height expected by everyone.
In December 2021, GAC Toyota Syna's wholesale sales were 2791 units, and the official claim that production capacity is gradually being released. In January 2022, Xena sold only 5,399 units. It is worth mentioning that GAC Toyota also deliberately emphasized that the sales volume of 405,800 top-end models accounted for 40%. But it is an undeniable fact that the total sales of Xena in the three months of listing are only 8190 vehicles, and the market performance is far from reaching the ideal height compared with the pre-sale orders of more than 10,000 orders advertised at the beginning of the period. Xena's strongest competitor, the Buick GL8, sold 42,000 units in the last two months of last year.
The pre-sale order has not been fully delivered in March of the listing, nor has it caused a strong impact on the performance of the competitive product market at the same level, which is of course affected by factors such as production capacity and channels, but from another point of view, the popularity of GAC Toyota Cena, will it be an illusion? Or is it that the price-plus hunger marketing strategy is not good?
Many consumers who hold the currency and wait and see revealed that compared with last year's 70,000 or 80,000 price increases, the 4S store on the eve of the Spring Festival this year reduced the price increase. Putting aside the cost of the decoration package, the actual increase in the purchase price of GAC Toyota Xena is about 20,000 yuan. If you don't want to increase the price, you need to wait about 3 months to pick up the car. Judging from the current market performance, the popularity of Sai Na is not an illusion, and the wind of price increases is still prevalent. But over time, this popularity is bound to fade, because hunger marketing strategies will eventually fail.
The home MPV market is actually a niche market. The Buick GL8 sold a total of 170,000 units last year, of which the "onshore business class" for business receptions accounted for about half of sales. For the household "ES Luzun" and the high-end model "Aivia" with more than 400,000 yuan, the total sales volume is about 85,000 units. The "Honda Brothers" Odyssey and Alexand, which focus on the domestic market, will sell a total of about 100,000 vehicles in 2021. In other words, the market volume of mid-to-high-end household MPV is about 180,000 vehicles a year.
According to the official information of GAC Toyota, Xena plans to have a production capacity of 102,600 units per year. It is obviously not an easy task to grab more than half of the market share, not to mention the competition of rising stars such as Kia Kahua. In addition, Xena's sister car "Wildo" (tentatively named), is scheduled to be mass-produced in the first quarter of this year, with an initial planned annual production capacity of 60,000 units. The two cars are competing in the Chinese market at the same time, and it is inevitable that they will grab each other's business. In addition, the growth trend of the mid-to-high-end home MPV market is not optimistic.
Families willing to have two or three children are relatively wealthy and may be more inclined to buy more cars in their choices, or high-end MPVs at the Level of Wilfa. The current wave of new energy has also made them turn their attention to new energy models. For example, the ideal ONE of the extender benchmark models, which is mainly positioned as a "family daddy car", has now easily exceeded 10,000 monthly sales. From the perspective of the competitive situation and market environment, GAC Toyota Saila's annual production capacity of 100,000 vehicles is likely to be exhausted.
At this stage, the factory is still increasing production capacity, and the limited output price increase is "forgivable". After the production capacity is fully released, it is naturally unlikely that there will be a queue to pick up the car, and the price increase behavior may also disappear, unless Toyota "makes money" to control the production capacity. In the case of abundant production capacity, and then play the hunger marketing strategy, GAC Toyota is to lift the stone and drop it on its own feet.