Wen\Wei WuXian
In recent years, under the guidance of Toyota's dual-vehicle strategy, GAC Toyota has also laid out many SUV models, and after The Veranda, the more compact Fenglanda was officially launched in January.
Now that the new car has been on the market for more than 1 month, from its sales performance, the performance of Fenglanda can be said to be not hot, and even some people are "disappointed". According to data from the Association of Passenger Vehicles, the retail sales of Fenglanda in February this year were only 2734 vehicles, and the sales performance can be described as very sluggish.
So why doesn't Feng Lanta have fire? I think it is mainly related to The performance of Fenglanda's own products and changes in the market environment.
On the one hand, as far as Feng Landa itself is concerned, its product performance is not outstanding. Fenglanda is priced at 125,800-16.98 million, using a 2.0L + CVT gearbox combination, the vehicle length of 4485mm, wheelbase 1565mm, belongs to the compact SUV category, while standard with ESP, 8-inch LCD screen and other technology configurations. In addition, such as rear parking radar, openable panoramic sunroof, leather steering wheel, 7-inch instrument panel, automatic air conditioning, etc. are only available in top-of-the-top models.
It is worth noting that the chassis of the Front Landa also uses the suspension structure of the lower-cost front McPherson rear torsion beam, similar to the structure of the small SUV Binzhi and XR-V, while the same compact Qashqai uses multi-link rear suspension, and the front Landa is obviously not strong enough in the chassis structure.
On the other hand, Fenglanda has many competitors, and consumers face a variety of choices. At present, the domestic SUV market in the 120,000-170,000 selling price range can be described as very rich in selectivity. As far as the joint venture competitors are concerned, including Qashqa, XR-V, Binzhi and other models can have a certain impact on Fenglanda, and these models have a profit margin of about 20,000 yuan in the terminal, which is undoubtedly more attractive than the rare profits on the listed terminal of Fenglanda's new car.
At the same time, with the rise of independent brands, including Haval H6, Changan CS75PLUS, Geely Boyue PRO and other models also belong to the same price of heavy players, in terms of configuration, space, power and other aspects have a good performance, in terms of product performance and cost performance, has not lost to Landa at all.
In addition, as far as the general environment is concerned, today's new generation of consumers are becoming more mature, and they will pay more attention to the product itself when buying a car, and the changes in the market environment will also increase the competitive pressure of Fenglanda, which will constrain the growth of its mental share. Of course, affected by the epidemic, the overall lack of core in the automobile market has also had a certain impact on Fenglanda, which cannot be ignored.
Write at the end:
Gac Toyota sold 53,094 units in February, an increase of 4.3% year-on-year, and the overall sales performance was still very good. However, its sales are mainly contributed by Highlander, Camry and Xena, although Fenglanda claims to have exceeded 10,000 orders, but the cumulative sales in January and February are only 5,000 up and down, and the overall performance is not outstanding.
(This article is originally produced by the editorial department of [Auto Industry] New Media, the author of this article is Wei Wuxian, and the reprint should indicate the source)