In the recently released MPV market sales ranking in January 2022, GAC Toyota Syna, which had sluggish sales after the listing, ranked fifth in the list with sales of more than 4,000 vehicles. After the cancellation of the markup, Xena's sales gradually climbed.
GAC Toyota Syna has been on the market for nearly half a year since its launch in October 2021, and the most talked about during this time is not the configuration of the new car but the price increase measure. When the GAC Saina was not released, there was news that the domestic Sai na had a price increase of 100,000.
For a long time, it has been common for Toyota's models to increase their prices. Toyota star models such as Highlander, Prado, Elfa, and Land Cruiser have all been sold at a higher price. After the introduction of Xena into domestic production, it also "inherited" toyota's "tradition".
Perhaps in Toyota's view, Toyota Syna, which was born and raised in the United States, has a resounding name in North America. For more than 20 years, The Sena, which has been updated to the fourth generation, has been an important choice for many american families to buy a car. Moreover, the third generation of Xena, which is sold domestically in parallel imports, has always been a hard currency in the "circle", and the retention rate is amazingly high. In the eyes of people who understand, this American Minivan with Toyota logo hanging on it is a rare good thing. Toyota knows that the huge Chinese auto market has never lacked people who understand.
These have become the courage of the domestic race to increase the price. Toyota's estimates, however, are somewhat optimistic. As soon as the news of the price increase came out, the pot was immediately fried:
"The price increase is embarrassing, the marketing means are hyped every day, and the Xena price increase will buy a Buick."
"In what era, will anyone buy it at a higher price?" Isn't that what it means to cut your own iron powder? ”
"Toyota's price difference between the same model in China and North America does not exceed 15,000 yuan, except for Sai You, which is 100,000 yuan different from North America." Good fellow, is your car made of gold or silver? Why don't you sell for 500,000? ”
"I've seen the show car once, and the workmanship and materials are really sorry for the pre-price."
"The high pricing is enough, the four-wheel drive has been cancelled, the car refrigerator has also been canceled, and the ugly batch has been eaten!"
The above comments have shown the attitude of consumers.
You know, in the high-end MPV market where the domestic race is located, Buick GL8 is a well-deserved boss, holding the top position in the sales list for many years. Honda's Alexandre and Odyssey are perennially close behind. And in recent years, Trumpchi M8, Roewe iMAX8, Volkswagen Weiran, Kia Jawa have joined the battle.
In a word, the domestic Xena in the domestic large-scale MPV market is not only not the existence of "this one", but also lags behind competitors such as Buick GL8 in terms of sound volume and market position, and the cost performance is not high.
However, the Prado, Land Cruiser, Alpha and other models that have been sold at a higher price are different from the domestic Syna, which are difficult to find competitors in the same class market, and the price increase is no longer a "commodity".
In this way, the price increase has become the "original sin" of the domestic race that is questioned for selling feelings. In addition, the slow sales of domestic Sai Na have become expected.
In the end, the domestic Syna had to "bow its head and admit its mistakes". Subsequently, consumers gave positive feedback to the domestically produced Syna, which was sold at a fair price.
It can be seen that after the sales of GAC Toyota Xena's price increase came to an end, consumers still gave a certain amount of support, combined with XENA's own advantages, there will be a place in the domestic MPV market.
The rationality and voice of consumers in the GAC Toyota Xena price increase incident can be described as a lesson to Toyota and even domestic car companies, in the context of the era of hundreds of flowers in the domestic automobile market, consumer-centric, gradual development is the way for car companies to win, and the historical story of price increase will eventually come to an end in the domestic automobile market.