Toyota motor in the past two years in the Chinese market development is smooth, its Corolla, Leiling, Camry and Highlander and other models are the "explosive model" of various market segments, perhaps in the total sales of less than Volkswagen, but the gold content behind Toyota's sales figures is absolutely the highest, Highlander in recent months to bid farewell to the perennial price increase, Camry and Corolla and other models of the concessions are almost the lowest in the same level.
As a first-line car company Toyota model layout is quite perfect, but the Volkswagen Sagittarius monopoly of the 150,000 yuan A+ class compact car market for Toyota has been a blank for Toyota, so Toyota, which tasted the sweetness of the two-model strategy, launched two new cars of Asiatic Lion and Lingshang in one breath last year, the purpose is very clear, that is, to achieve the effect of 1+1>2, in order to seize the Volkswagen Sagittarius market, but the ideal is very full, the reality is very bone, the two models have become the highest price reduction in the Toyota car series in just a few months after the listing. In January this year, Lingshang sold 1550 vehicles, and Asiatic Lion sold only 1306 units, which is less than a fraction of the monthly sales of Sagitar's 27735 units, and there is no doubt that Toyota has failed this time.
This is not the first time that Toyota has been blocked in the 150,000-level market, and the CH-R and Yize, which are mainly boutique small SUVs, have also failed to achieve the expected results, so people can't help but ask, why is it that as strong as Toyota, it always can't play the 150,000-level market? Let's look for the reason from these two cars.
First, do you look at these two cars?
Friends who are not familiar with the car market will definitely think that they are Corolla and Leiling, yes, as a half-level higher Asiatic Lion and Lingshang almost follow the appearance design of the compact car Corolla and Leiling, but in the body length and wheelbase to do the length, the body width of the four cars is the same as 1780mm, which makes the appearance design and atmosphere of the Asiatic Lion and Lingshang have no edge.
Not only the appearance, but also the interior design of the Asiatic Lion and LingShang is not the slightest innovation, coupled with the less advanced materials and dull color combinations, so that they do not look at any sense of luxury, do not forget that the lowest price of the Asiatic lion among them also has a starting price of 142,800 yuan.
It is said that the Volkswagen family-owned interior has no innovation, if you experience Sagittarius and then try Langyi, you will find that sagittarius interior is much better than Langyi, which is what A+ class cars should look like.
Second, the price of the model is inflated
The official guidance price of AsiaTic Lion is 14.28-179,800 yuan, lingshang's guidance price is 148,880-15.88 million yuan, as a comparison, the starting price of Volkswagen Sagittar is only 133,500 yuan, the starting price of Hyundai Sonata and Kia K5 Kaiku is the same 161,800 yuan, the peugeot 508L starting price is 159,700 yuan, both cars are more expensive than competitor Volkswagen Sagittarius, not much cheaper than the second-tier brand mid-level car of Zhenger Bajing, and they cannot afford this price with their size and product strength.
Therefore, within a few months of listing, AsiaTicus and Ling Shang already have a preferential margin of about 20,000 yuan, the shortest time to market, and the highest preferential margin in the Toyota family, which is precisely the embodiment of the inflated pricing of the two models.
Third, it is not up and down, and the internal consumption is serious
If you had a budget of 150,000, would you choose corolla's dual engine version or buy asia lion's 2.0L+ CVT combination? This question can also be asked in another way, do you care about the power system or do you care more about the 5cm more longitudinal space in the car? There is no doubt that most people will choose the former, so the potential users who value Asiatic Lion and Lingshang's fuel saving and durability are greatly diverted by the dual engine version of Corolla and Leiling, and those who want to accelerate the feeling go to buy the 1.4T Volkswagen Sagittarius, the Asiatic Lion and Lingshang high-end models also face the downfall of the mid-level car, the positioning of the two models is very embarrassing, and the market leaves them with little space.
Written in the end: Asiatic Lion and Ling Shang are Toyota's rare failed models in recent years, their appearance has poured cold water on people who blindly worship Toyota, if a car fails to find its own positioning, even if it is as strong as Toyota, it cannot be moved, which is not the embodiment of the maturity of our car market!