When it comes to Toyota's most expensive domestic car, it is gagac Toyota's newly listed Sai Na, and the top price has gone to more than 400,000. Although it is not only expensive, but also sold at a higher price, Xena rushed to the sixth place in the sales list after its listing. Are the Chinese people really stupid and have a lot of money?
1. Toyota's most expensive domestic car?
As Toyota's flagship MPV for home use, SIENNA has been at the top of the North American MPV sales list for many years, and has many fans in China. Last year, Toyota finally introduced SIENNA into China, the localization of The Syna landed, the price range of the six models was 309,800 to 405,800, plus the price increase of 60,000 or 70,000 yuan at the sales terminal, and the Sai Na became Toyota's most expensive domestic car. Although the price is very expensive, because of the high popularity of Sai Na before, and the difficulty of finding a car in the parallel import market in the past, it has aroused great enthusiasm among consumers. Judging from Toyota's brand power and Xena's product strength, the old pattern of the residential MPV market is bound to be impacted.
2. Rush to the sixth place in the sales list?
In the pre-sale stage, the order exceeded 10,000 units in just one month, which shows the high popularity of Xena. According to Toyota's official data, in the past January, the sales of Xena reached 5399 units. Toyota specifically pointed out in the poster that among the sales in January, the top 405,800 platinum version of Xena accounted for 40% of the overall sales. Although the sales volume is not as good as the Buick GL8, but the first listing of the Sena, it can win 5,000 units of sales, which has far exceeded the average monthly sales of Honda Odyssey and Alexon of about 4,000, and the performance is relatively good.
In the January 2022 MPV sales ranking of the Association, Xena ranked sixth with a record of 4329 units, while Honda Ai Lishen only ranked tenth with only 2291 units. The fifth-ranked odyssey sold 4,852 units, but only about 500 more than that. Such results are already relatively eye-catching for a new car like Sai Na. Although the Buick GL8 sold more, its business attributes were stronger. The prices of both Odyssey and Alexand are not as high as those of Sai. In other words, Xena has become the new king of the family MPV field.
3. Are Chinese people really stupid and have a lot of money?
In fact, because of the many halos and market heat on the body, Xena dealers have long been keenly smelling the taste of "leeks", and once again staged the "Toyota Markup Method" that has been tried and tested in the past. In many 4S stores, the increase in sales of Xena has become a common phenomenon in the industry, with a price increase of up to 60,000 or 70,000 yuan, and some even need to install more than 100,000 decorations. In this way, the landing price of the Xena entry-level model is also as high as more than 400,000, which is really jaw-dropping. Under such circumstances, Xena also rushed into the top six of the sales list, is Chinese really stupid money?
Not really. At the beginning of the listing, the phenomenon of price increases in Xena was indeed common, and there was an "unspoken rule" of price increases below 60,000 and no delivery. But this time, consumers did not "give in", but voted with their feet, and the "Toyota Markup Law" obviously failed. Toyota's official data shows that in December last year, the first month of the market, the wholesale sales of the Syna were only 2791 units, while the number of insured vehicles was only 935. Regardless of the data, this is far from the popularity of the pre-sale stage. This shows that the Chinese people are no longer accustomed to Toyota and no longer accept car sales at a higher price.
After the starter version of Xena increased its price, the landing price was more than 400,000, and Toyota was really too floaty. The Buick GL8, which starts at 200,000 yuan, is not fragrant? There are also about 300,000 Odyssey, Alexand, and trumpchi M8, which is selling more and more popular, and consumers have more and better choices. Later, Toyota realized the seriousness of the matter, and the dealer level began to adjust the sales strategy, reducing the price increase to 20,000 to 30,000, and even selling the non-increased price of Xena. In this way, it saved the sales of Xena, and in January this year, it was able to get sales of 4,000 to 5,000 units, rushing into the top six of the sales list. Toyota has realized that the leeks Chinese are not easy to cut.