The Xena and Supra, one american MPV and the other JDM sports car, have nothing to do with each other from a car buying point of view. But they have two things in common, the first is that Xena and Supra are both Toyota, and the second is that if you want to buy them, you need to raise the price.
And what is even more coincidental is that the mark-up range of Xena and Supra in the early stage of listing is basically the same, both at about 70,000 yuan.
That is to say, an official price of 400,000 top matching saina, the landing price may go to 520,000 yuan, plus 50,000 can buy Lincoln Aviator. The 3.0T Supra, which is officially priced at 646,000 yuan, landed nearly 800,000 yuan, which is nearly 150,000 more expensive than the same brother BMW Z4.
However, such a "hot selling" scene is only an illusion, and with everyone's criticism and resistance to the unreasonable phenomenon of "price increase", Toyota seems to be unable to resist. Although Xena and Supra still need to raise prices to pick up the car as soon as possible, the amplitude has dropped significantly.
I asked about the Toyota 4S store in Shanghai and got the following reply:
If you want to buy a Sai Na, if you want a car or can pick up the car within 3 months, the price increase is between 10,000 and 30,000. If the markup is not accepted, the pick-up cycle will be between 10 and 12 months.
Buy Supra, the price increase is between 30,000 and 50,000, and there are current car resources.
So compared to the initial price increase of 70,000, Xena and Supra have indeed seen a significant price drop. And with the ramp-up of domestic Xena's production capacity and the increase in Supra vehicle sources in 2022, the price increase will definitely fall further. If you are not in a hurry to buy a car, you can choose to wait again.
You don't buy, I don't buy, affordable car is not a dream!
Toyota of "up the price"
However, Toyota is really a very magical brand, you can take highlander as the boundary, most of the models priced lower than highlander can be purchased at an affordable price, and even have certain discounts. Models with a price higher than Highlander basically have to be raised in price to pick up the car, and the price increase is based on the model as the unit of measurement.
Starting with the Alpha with a price increase of 200,000, it is necessary to add an Elfa Lexus LM, and then to the next generation of Land Cruiser that can add an LM. Nowadays, Toyota's brand premium and product strength are indeed beyond everyone's imagination.
However, the root cause of the "price increase" is obviously in short supply, but the two models of Xena and Supra have basically confirmed the price increase before the listing, and have not reached the step of "supply".
Moreover, as a domestic model, GAC Toyota's planned production capacity not only exceeds 100,000 units per year, but FAW Toyota will also launch a sister model this year to further increase the production capacity of Xena. Therefore, for the domestic version of Xena, there will be no capacity problem at all.
As for the Toyota Supra, although it is an imported model, as a brother of the BMW Z4, even if it is produced at the Magna plant in Austria, it will basically not encounter production capacity problems.
And Toyota's quota for the Chinese market is 300 units per year, plus parallel imports of cars, which does not seem to be in short supply for the Supra, which is already a niche sports car. After all, now that car dealers have already seen the existing car resources in their hands, it can be fully explained that Supra's "mark-up" is completely for the purpose of "mark-up" and is increasing the price, which has nothing to do with market supply and demand.
How much is the "god car" and "feeling" worth?
In fact, Xena and Supra can increase the price, mostly because of the "god car" and "feelings".
The Saina is one of the most popular MPV models for American consumers, and the parallel imported version of the new generation sold in China can be priced at up to nearly 700,000. Therefore, after the announcement of domestic production, Chinese consumers' expectations for this model have reached an unprecedented height.
I think that the Toyota Race is the most suitable choice for home MPV, and it is the god car in this class.
The Supra is the four gods in the hearts of JDM fans, but the other three models are no longer sold in the Chinese market or there are no successor models at all. This makes the fifth generation of Supra, which has only been "resurrected" after nearly 20 years, full of topics.
Even if in the eyes of most people, it is a "shell change" of bmw Z4, but this does not hinder Supra's feelings in the hearts of JDM fans. Even this sentiment has continued to the new generation of Toyota 86 and Subaru BRZ, how can there be no National Six B, which does not prevent the 86 and BRZ from needing a price increase to pick up the car.
But as two unlimited Toyotas, how much is the "god car" attribute and "feeling" of Xena and Supra worth?
Anyway, for me, I can accept a markup on a model like the Mercedes-Benz G-Class. After all, in the global market, the G-class needs to increase the price, it is really in short supply, and there is really no positioning similar model to it. But models like Xena and Supra, which are rich in production capacity and have competitors, the price increase is really unnecessary.