The price is reduced and the allocation is increased! The new Toyota Highlander is on the market, and the counterattack of the joint venture car has begun?

Univision Automobile

2024-05-31 14:29Posted in Hunan Automobile Creators

Although we all know that the joint venture car is having a hard time now, it really makes consumers empathize with them, and I believe that many people will not have such awareness and behavior. Therefore, there is no way for the joint venture car, so it can only be "self-help" and counterattack.

No, on May 31, GAC Toyota officially launched the new Highlander model, the new car not only increased a lot of configurations, but also reduced the price (the highest official dropped 53,000 yuan), and in my opinion, this is a kind of "self-help" embodiment.

Thinking about many years ago, how could Toyota's models take the initiative to reduce prices to cater to the market, as long as they don't increase prices, it's a good thing. But now? Even Toyota has to cater to the consumer market, and the new Highlander is directly "reduced in price and increased". In this way, the counterattack of the joint venture car has officially begun, and it also represents a change in the joint venture brand that we once remembered.

To tell the truth, the official drop of 43,000 (the highest) for the new Highlander Shuangqing model and 53,000 (the highest) for the 380T fuel version model can indeed be regarded as a sincerity given by GAC Toyota in order to promote the growth of new car sales.

2024 Highlander

Not to mention anything else, the actual sales price of the new model is only 229,800 yuan after including the equity, which is nearly 40,000 yuan cheaper than the original old 2023 model.

2023 Highlander

Although the 2023 Highlander also has a discount of nearly 50,000 yuan in the terminal in the later stage, and the dealer has come to more than 210,000 yuan for the reference low, it is after all a last resort adjustment made by the model after adapting to the market competition for a period of time.

In other words, the nature of the manufacturer's direct reduction for the new car and the dealer's "stealing" price reduction for the model at the terminal are completely different. From the side, it can also be reflected that at present, the Japanese joint venture car companies led by Toyota are indeed encountering difficulties and great challenges in China.

Returning to the product level, the new Highlander, as an upgraded model of the era, has been upgraded in three aspects: immersive and luxurious space, multi-dimensional intelligent interaction and ethereal and quiet cockpit.

Among them, in terms of immersive luxury space, the main upgrade is the Rococo style noble and elegant interior, Rococo pattern curve metal brushed trim and high-end perforated NAPPA leather seats, and the president's exclusive seat adjustment buttons, intelligent touch warm light reading lights and other configurations.

In terms of multi-dimensional intelligent interaction, it is upgraded to the new car8155 chip, with HuaweiAIVoar function, and is also equipped with a 12.3-inch full LCD instrument and a 12.3-inch in-vehicle entertainment system (up to the 2K level), and the whole system supports CarPlay, HiCar, CarLife, three mainstream mobile phone interconnection, and at the same time, the car's intelligent interconnection and remote control have also appeared on the new car.

As for the ethereal and quiet cockpit, 17 soundproofing materials have been upgraded in five major parts to further improve the driving experience, including the interior of the instrument panel, the main and passenger floors, the second-row floor, the trunk floor, the central tunnel and other five parts of the soundproof material density has been increased by 80% and the thickness has been increased by 83%.

Through the above description, it is not difficult to see that under the premise of reducing the price, the configuration of the new Highlander has been improved, so why not be a reflection of the counterattack of Highlander and even the entire GAC Toyota in the automobile market?

Looking at the entire joint venture SUV market, the lowest price of the Volkswagen Tiguan L has come to more than 150,000 yuan, you know, the Tiguan L is a German mid-size SUV priced at 200,000 yuan. However, in today's fierce competition, it is also necessary to obtain market share and sales through terminal discounts, and it is conceivable that the living space of joint venture cars has been greatly encroached upon and squeezed.

Therefore, for the new Toyota Highlander's "price reduction and allocation" behavior, I personally think that it is already "ready to be sent". If the joint venture auto brand does not adjust its sales strategy in time and retain as much of its existing market share as possible, it will have less and less initiative in the domestic market in the future. At that time, perhaps the joint venture brand will not be far from withdrawing from the Chinese market. Finally, what do you think of the sincerity of the new Highlander? Leave a message in the comment area. (Text/Youshi Auto Dazhuo)

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