Author: Gao Hao
For young people who don't like to sleep and have extra energy, Changsha is simply paradise. Friendly house prices, comparable to the midnight bustle of Ginza, Tokyo, and the diverse food + entertainment culture make driving Feng landa through such a vibrant city a unique and interesting thing.
Newborn calves can fight, the SUV market to change the day?
In January this year, the localized model of the Japanese Corolla Cross, Fenglanda, was launched, and at a price of 125,800 yuan to 169,800 yuan, it directly entered the joint venture compact SUV market , a field dominated by XR-V and Binzhi.
The popularity of SUV models in China is not to be discussed, among which compact SUVs account for 50% of sales almost every month. The most popular consumer attention also means that the competition is fierce enough, and in January this year, the first echelon of Qashqai, Binzhi and XR-V sold 19,225, 19,182 and 18,801 vehicles respectively.
Such a huge volume, the absence of Toyota is always a bit unreasonable. Although GAC Toyota laid out the C-HR, it is obviously a bit difficult to make such a personalized model to make money to support the family, and C-HR still plays the role of endorsing the rejuvenation of the Toyota brand in more cases.
Fenglanda came into being, compared to C-HR, Fenglanda's household attributes have improved significantly, whether it is the longest body size of the same level (2285 mm long, wheelbase 2640 mm), or 775 mm head space, or adjustable angle of the rear seats, everyone can see, the prepared FengLanda can not only reduce the burden on C-HR, but also announced that GAC Toyota has completed the last piece of the puzzle of the mainstream home SUV market, stabilizing the confidence of the basic disk of the entry home market.
Compared with competitors, Fenglanda has more prominent advantages, the whole series is equipped with a 2.0L Dynamic Force Engine engine developed based on the TNGA architecture, with a maximum power of 126 kilowatts, a thermal efficiency of 40%, matching the mature CVT gearbox, NEDC comprehensive fuel consumption of 5.7 liters.
The "Fengyun Yuexiang" interconnection service can realize the remote control of the vehicle and improve the daily useability; in terms of safety configuration, Fenglanda is generously equipped with 7 airbags (9 high-end models).
What impressed the author the most was the outstanding driving texture displayed by Fenglanda under the TNGA architecture.
My first contact with TNGA was an accident, 3 years ago, when I was renting a car, due to the reasons of the car rental line, the original 7th generation golf was replaced by a new Leiling. In the following days of driving, TNGA Leiling changed the author's previous lazy perception of the old Leiling "driving the boat", the resilient chassis can be transmitted back to a certain sense of the road after filtering out the trivial and annoying vibrations, the texture is very advanced, for the author who loves to drive, this sense of communication is not contrary to the daily driving scene, but very matched.
Although the center of gravity has shifted upward compared to Leiling, in this driving in Changsha, Fenglanda still continues the good feeling that TNGA brings to the author. In congested urban conditions, as long as you are decisive enough, the smooth engine transmission and the tight chassis can give confidence while performing the overtaking request well, which is a rare and valuable home entry-level SUV.
GAC Toyota has been introducing the TNGA architecture for four years, the cumulative sales of the family has exceeded 1.83 million vehicles, Toyota's reputation for "durability" and "value preservation" is still there, and what cannot be ignored is that the label of "good opening" is also being recognized by more people.
The current young people's demand for a car is not only the eye-catching appearance, easy-to-use configuration, the driving sense of the basic attributes of the car requirements are also gradually rising, if the dull driving sense as a fig leaf for the lack of household attributes, it is obviously impossible to be recognized.
As the third model of the Lanta family, Fenglanda walks the road crossed by the elderly Highlander and Veranda, with a lower starting price and more confidence into the most brutal market segment, needless to say, the purpose and strength of the shuffle are particularly eye-catching.
Not only the improvement of quantity, but also the upgrading of brand
After the listing of Fenglanda, GAC Toyota's product line has been basically complete, each level of models to perform their duties, Fengland, Leiling and other models will further stabilize the rigid base plate, Willanda, Weisa, Lingshang is responsible for developing a sustained growth of the mid-end market, Xena, Highlander and other flagship models in the high-end market to fight, explore the high-value growth of the brand.
From the initial only one Camry, to now almost cover all market segments of MPV, SUVs, and cars, while the powertrain covers fuel, hybrid, plug-in, pure electric, 18-year-old GAC Toyota has gone through the inevitable road of volume change, which will hit the annual sales target of 1 million vehicles (840,000 vehicles sold last year), which means that GAC Toyota will reach a growth ratio of more than 19% this year.
Supporting the ambition to achieve the million sales target in such a critical year is the three major strategies formulated by GAC Toyota: "comprehensive high-end", "all-round electrification" and "all-field technology".
"Comprehensive high-end" that is, the sales of the three flagship models of Camry, Highlander and Xena accounted for more than 40%, and the product structure made a breakthrough, while deepening the high-quality reputation. "All-round electrification" refers to the further popularization of hybridization, accounting for more than 50% of sales by 2020, and at the same time investing in the bZ pure electric series of the first model bZ4X in the middle of this year, and introducing five models by 2025.
In January this year, GAC Toyota sold 99,900 vehicles, an increase of 11.2% year-on-year, which has shown good momentum, and the million target does not seem too difficult. In addition, the hybrid model, which nearly doubled sales last year, will be a key factor in achieving the million target. Back to Fenglanda, the launch of the hybrid version is also sooner or later, and it can be said that the energy that such an entry car can bring is immeasurable.
For GAC Toyota, the rise in volume is only a performance, and the rise in brand value is the ultimate goal. Behind the pursuit of sales is GAC Toyota's transition from "brand evolution" to "brand upgrading", which is the upgrading of corporate system capabilities.
2022, for the 18-year-old GAC Toyota is a crucial strategic year, continue to provide high-value products, high-quality services, high-grade experience, promote service upgrading, for every friend who aims to compete for the champion of the market segment, every step of GAC Toyota is worthy of attention and inspiration.