"I got Alpha's illness, but I didn't have Alpha's life", this is the view held by many people in the early stage of GAC Toyota Syna's listing.
The Alpha, which costs more than 800,000 yuan, dares to increase the price by hundreds of thousands, and the people who buy it are still in an endless stream, which is the embodiment of the unique identity and strength of alpha this car. GAC Toyota Saila opened the "mark-up mode" after the listing, for such a new model, it is difficult to do so without being complained about.
The market level reflects this psychology of consumers, and GAC Toyota Syna did not release its sales information in the first full month after its listing at the end of October last year. By December last year, the data showed that the wholesale volume of Sai Na was 2791 vehicles, but the actual sales volume announced by the Association was only 932 vehicles.
This sales volume not only did not meet people's expectations, but it was far from the Buick GL8, which has long been at the top of the sales list of the same level. Of course, officials blamed the low sales on "insufficient capacity", but this obviously does not make sense, after all, the wholesale volume has more than doubled the sales volume.
At that time, there was a voice: Toyota Saina was mostly just a popular MPV that did not win the seat, and another MPV that called the GL8 was "counter-killed".
In March, more than 6,000 units were sold, and The Sai Na soared
I thought that GAC Toyota Would not have a good life, and would only become a MPV with mediocre sales and live, but as soon as the sales results in March this year were announced, many people were shocked and sighed: Shibetsu three days should be treated with astonishment.
GAC Toyota Syna sold 6,444 vehicles in March, and in just three months, sales have multiplied several times, and monthly sales have hit a record high.
In fact, according to the Automobile Dealers Association, in January this year, the sales volume of the Sai Na reached 4329 units, compared with 4120 units in February. Together with sales in March, Xena's cumulative sales in the first quarter of this year have exceeded 15,000 units, and the ranking in the MPV market has risen to the top five positions.
Specific to March, Toyota Xena's ranking in the MPV market has risen to third place, and in the medium and large MPV market, it is in the second place, second only to the Buick GL8, with a gap of only 1395 vehicles. There is no doubt that this gap is the most recent since Xena's listing with GL8.
At the same time, we also see that in the past two years, the sales volume of the Trumpchi M8, which has followed the Buick GL8, although it still achieved sales of more than 4,000 vehicles in March, has been surpassed by the steady growth of sales of Sai Na, and the ranking in the same class has reached the third position.
In this way, GAC Toyota Syna has outlined a rapid upward curve in sales. Especially with the sharp increase in sales in March, Xena has a tendency to catch up with the Buick GL8.
However, in the short term, toyota Xena wants to surpass the Buick GL8 is also quite difficult.
First of all, although the Buick GL8 and Xena are both positioned as medium and large MPVs, the positioning and target population of the two models are not the same.
Buick GL8 has always been the main business market, and has now set a phenomenon-level benchmark in this field, and its status is difficult to shake. Only in the last two or three years has Buick GL8 launched the Ivyana version, focusing on the high-end private market. But overall, the business sector remains the largest market for the Buick GL8.
SIENNA is a home-specific MPV launched by Toyota for the North American market. Nowadays, the introduction of domestic and domestic production is still the main focus on the household market to meet the needs of multi-child families and the needs of consumption upgrading. As for the business field, Xena can be competent, but the business attribute is not as good as the Buick GL8.
Secondly, the monthly sales of the Buick GL8 exceed 10,000 units is the norm. In February and March this year, due to the epidemic and the Spring Festival, the sales of GL8 have declined is reasonable, and it does not represent the true level of GL8.
It can be seen that it is not easy for Toyota Xena to surpass the GL8, but sales have risen steadily, and it is not difficult to sit in the second position in the market for a period of time. At least, in the field of mid-to-high-end household MPV, Toyota Xena has already taken the top spot, in a sense, Toyota Xena has been recognized by many consumers.
Sales are rising rapidly, what kind of "sales code" did Xena find?
GAC Toyota Syna's sales are rising rapidly, forming a huge contrast with the beginning of the listing, which will inevitably arouse people's interest: How did Toyota Syna do it?
In fact, if we look at it from the market level, a new car will often go through a period of wait-and-see after it is listed. Only when the new car is on the market for a few months, it is generally possible to see the true strength and specific direction of this new car.
Therefore, at the beginning of the listing of GAC Toyota Xena, many consumers will hold a wait-and-see attitude. After all, today's consumers have become more rational, and buying a car is also the "top priority" of many families. What's more, the "price increase" in the terminal market has intensified the wait-and-see of many consumers and further limited sales.
In fact, after the listing of Toyota Xena, it has experienced three stages in the terminal market, such as large price increases, small price increases, and now affordable sales. To a certain extent, this released the sales pressure of the Sena car.
More importantly, the mark-up in the end market at the beginning of the listing is, in a sense, part of the marketing strategy. Although the price increase is not what we advocate, it can indeed play a certain added value in enhancing the image of the product, and to a certain extent stimulates the consumer's desire to consume new cars after the sale of parity.
In addition, according to the official wording, there was a problem of insufficient production capacity in the early stage of Xena. With the release of today's production capacity, the pick-up time for consumers to order Saina has been shortened, which also meets the needs of many consumers who urgently need cars, which can promote the growth of sales.
After a wait-and-see period at the beginning of the listing, the sales of a new car can continue to advance, and the most important thing is the product itself.
Before the launch of Xena, it has undergone a long warm-up, and many consumers have already known this car very well. As a popular model in the North American market, the success of the Toyota SIENNA is easily copied to the country. After all, the Toyota Asian Dragon is the most typical example and a good reference.
What's more, before the listing, Xena was also pinned on high hopes, after all, from the perspective of product strength and brand power, it is the MPV that has the most strength to compete with Buick GL8. This high expectation in people's cognition has also promoted the popularity of Xena to a certain extent, further paving the way for sales.
In terms of products, Toyota Xena, as a medium-sized MPV that mainly attacks the home market, is indeed larger than the old guns of the Odyssey and other markets. The larger size in exchange for more space to ride, so that Xena has the comfort of the GL8, catering to the needs of consumers.
At the same time, Toyota Syna is also equipped with a 2.5L hybrid system as standard, and the comprehensive fuel consumption of 100 kilometers is only more than 5L, which is a well-deserved fuel saving king in the same level. At the moment when oil prices are soaring, for such a household MPV, its advantages are infinitely magnified, which will affect the car purchase decisions of many families.
In addition, one of the undeniable advantages of Xena is that it is a Toyota MPV.
Toyota MPV has always been very proud of its image, whether it is the Former Privia who looks like a bullet, or the Alpha/Wilfa that is now regarded as the standard for rich people, people have a good impression of Toyota MPV. Moreover, whether it is reliability, economy, or retention rate, Toyota MPV has great advantages.
Therefore, Xena has also become the first choice for many consumers who pursue brands and have enough budget on hand.
According to official data, the sales volume of Toyota Xena with platinum version accounted for 37%, and the sales of medium and high-end models (priced at more than 350,000 yuan) accounted for 86%. This indicates that Toyota Sai na has become the choice of many middle-class families and has become a phenomenon model in the mid-to-high-end family MPV market.
According to the MPV sales data in March, models with sales of more than 2,000 units can be ranked in the top ten. At the same time, even if the MPV market has more new faces, the actual market level is shrinking.
From this perspective, the MPV market has entered the stage of survival of the fittest, and polarization is becoming more and more obvious. The mid-to-high-end MPV models represented by the Buick GL8 and Toyota Syna have already won the initial battle at the market level, and the share left by the market segment to other models will become smaller and smaller.