In recent years, the consumption upgrade in the automotive industry has been mentioned again and again, when our ears hear the calluses, have we ever thought about what is the "consumption upgrade"?
In the past, automobile consumption emphasized "cost performance" and the utility of the product itself. However, at present, with the continuous economic growth and the rapid development of the new four modernizations of automobiles, people's demand for the quality, configuration and brand value of models is constantly improving. At the same time, the changes in the consumer population, the 80s and 90s who grew up in the information Internet have become the new main force of consumption, and their consumption concepts are more rational and personalized.
It is in this context that the Asian Dragon is given the opportunity to achieve good sales results in such a high-value B+ class! Before the Asian Dragon, the B+ market was considered to be a sales depression, and major mainstream joint venture brands had launched masterpieces in this market, but none of them were silent in the "car sea" of new cars.
In contrast, Asia Dragon has sold 110814 vehicles in 2020 and more than 120,000 vehicles in 2021, achieving sales of 100,000+ for two consecutive years, ranking first in the B-class car market, and becoming the top of the B+ class car.
Why did Asia Dragon, which was listed domestically in March 2019, achieve sales success in just 3 years and break the B-segment car market pattern? The most fundamental thing is that as the new flagship of FAW Toyota, Asia Dragon adapts to the new trend of B-class car consumption, fully meets the new needs of consumers, and achieves the ultimate in high quality and high value pursuit with strong technological precipitation and cutting-edge self-innovation spirit, becoming the user's choice of quality and value.
The platform is positioned at a higher level and has outstanding value advantages
Under the background of consumption upgrading, consumers pay more attention to the balance between high quality and reasonable price. Especially consumers who buy B-class cars, most of them have a certain economic foundation, there are many replacement and additional purchase users, more experienced when buying cars, and are more willing to pay for good products that can bring quality life.
As the global flagship of Toyota's TNGA architecture, the high value of the Asian Dragon has been available since its inception, and it and Lexus ES are based on the TNGA-K platform, sharing 60% of the components, wheelbase, length and consistency, known as ES brothers. The TNGA-K platform gives the Asian Dragon B+ class luxury sedan comprehensive strength, but only sells the price of the B-class car, and the value advantage is unique in the same class.
Compared with the B-class car of the same class, the Asian Dragon has a body length of nearly 5 meters, bringing a comfortable and spacious large space. At the same time, the appearance of the Asian dragon is exquisite and elegant, the front face design is fashionable and avant-garde, and the rich body lines, slip-back design, tail penetration design and so on keep up with the fashion trend. Inside, a large area of leather covering, supplemented by solid wood accents, coupled with advanced quilting technology, has the texture of a luxury car.
Compared with the traditional B-class, the Asian Dragon is more youthful and sporty, stunning but not lagging behind. At the same time, the large space of The Asian Dragon and the interior of the high-end sense provide consumers with a more outstanding product experience and more advantages.
Driving control performance pursues the ultimate, strength all-round breakthrough
As the B-class car market becomes more and more mature, the choice of models is becoming more and more abundant, and consumers' requirements for the driving performance of B-class cars are also upgrading, with the blessing of the TNGA-K platform, Asia Dragon improves product quality from many aspects such as driving, safety and comfort, and responds to user needs with all-round ultimate performance.
Asia Dragon has 2.0L+CVT and 2.5L+8AT, as well as 2.5L+E-CVT dual engine three power options to meet the diversified needs of users. Among them, the 2.5L gasoline version adopts the newly developed Direct Shift-8AT gearbox, which is paired with the newly developed Dynamic Force Engine engine, which accelerates more smoothly and smoothly, and the handling is more sporty.
The twin engine model features a new generation of hybrid system (THS II). In Toyota's more than 20 years of hybrid development history, this newly upgraded Toyota hybrid system has been very mature and reliable, with the characteristics of miniaturization, lightweight, high efficiency, etc., fuel consumption as low as 4.3L/100km, the starting price is only 239,800 yuan, the price is lower than the same level, and the purchase pressure is lower.
Thanks to the efficient power combination, as well as the low center of gravity, low wind resistance of the body design, so that the Asian Dragon such a five-meter long car has a stable and reliable extreme control of the ground. In terms of driving comfort, the front row adopts zero fatigue seats, seat ventilation, seat heating, memory functions are readily available, excellent comfort and retention, bringing a good sense of "human-vehicle integration".
The Asian Dragon's high value is also high-end technology configurations, such as the car equipped with the new Toyota Safety Sense-P, Toyota Safety System. The system integrates pre-collision safety system (PCS), dynamic radar cruise control system (DRCC), lane departure warning system (LDA), and automatic auxiliary switching of high beams (AHB) in one, and is committed to gradually achieving the ultimate goal of "zero traffic accident deaths" with the power of science and technology to protect the safety of drivers and occupants around the clock.
In addition, the BSM parallel blind spot monitoring system, HUD head-up display system, RCAT reversing side rear blind spot warning system, PVM panoramic monitoring system, etc., make the driver more at ease and intelligent driving. In terms of passive safety, the Asian Dragon series is equipped with ten SRS airbags as standard, and has a highly rigid body designed with GOA as the concept to maximize the protection of the occupant compartment driver.
Armed to the teeth of the active and passive safety configuration, so that the safety of the Asian Dragon has been recognized by the world's major safety evaluation agencies, in 2018 won the North American IIHS highest level of safety evaluation of TOP SAFETY PICK+, and in 2019 the top safety evaluation of the two major domestic safety evaluation agencies into the pocket, respectively, won the 2019 C-NCAP five-star safety evaluation and C-IASI crew safety and pedestrian protection G-level (excellent) evaluation.
Good reputation is high in value preservation, and the consumption value of users is returned
With the upgrading of consumption concepts, consumers are more rational and pragmatic in their choice of car purchase. In the chaotic field of B-class cars, The Asian Dragon is a rational and pragmatic value-added choice, which is not only reflected in the ultra-high quality-price ratio of the Asian Dragon products themselves, but also the value feedback brought by reliability, durability and high retention rate, so that consumers feel that every penny is worth it.
Whether it is a good work or a good product, it can only be long-lasting if it is well-known. FAW Toyota has always adhered to the Toyota QDR (Quality Quality, Durability Durability, Reliability) production standards, coupled with the endorsement of the TNGA architecture, so that Asia Dragon has high quality, high durability and reliability since birth, so that car owners can save more time and costs caused by car maintenance and maintenance when using the car. In addition, Asia Dragon also provides a free warranty and basic maintenance policy of 4 years or 100,000 kilometers, and the dual engine version of the power battery enjoys a value-added after-sales service guarantee such as 8 years or 200,000 kilometers of free warranty service.
The value reward of the Asian Dragon is also reflected in the retention rate. According to autohome's "China Automobile Retention Rate Research Report" released in October 2021, toyota brand retention rate ranks second in the three-year retention rate, higher than Honda, Nissan and even "BBA". The FAW Toyota Asia Dragon 3-year retention rate of 77.60% is strong, surpassing many mainstream joint venture B-class cars.
With high quality, excellent reputation and a high retention rate, for consumers, choosing Asia Dragon means paying for "value". Facts have proved that the value recognition of The Asian Dragon is also reflected in the consumption data, from the perspective of product structure, the sales proportion of the Asian Dragon 2.5L gasoline model and the 2.5L hybrid model has been continuously improved, and there has been a market phenomenon of "the higher the match, the hotter the sale"; on the other hand, according to third-party agency data, the average sales price of the Asian Dragon terminal has been 8% higher than that of the most important German competitors. This is enough to see that the majority of consumers are more and more recognized for the "high value" of the Asian Dragon.
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There are no shortcuts, and success is no accident. In summary, under the new trend of B-class car consumption upgrade, the Asian Dragon, which was born in toyota's TNGA architecture and perfectly inherits Toyota's QDR quality genes, from the high-grade exterior interior design to a strong and efficient power system, the leading safety system of the same level fully meets the value needs of consumers, and single-handedly leads the entire new trend of B-class car value consumption, achieves the market position of B-class new benchmark, and helps FAW Toyota achieve total sales of more than 860,000 vehicles in 2021, an increase of 8% year-on-year. The cumulative total sales exceeded 9 million vehicles.
In the future, under the guidance of FAW Toyota's brand slogan of "To the Extreme", Asia Dragon will continue to consolidate the foundation of "stability", accumulate "in" factors, add "new" kinetic energy, and rely on the high-energy strength of its flagship products to promote the FAW Toyota brand to continue to rise.
Source | Crystal Newspaper Speed City
Edit | Li Yifan