Sell 460,000 without reversing radar! Can you buy a domestic Toyota Prado?

Zhiyi Automobile

2024-07-03 17:50Published in Hunan

Zhizhi Auto / Zhengqi

Toyota is a car brand that many old drivers talk about as "resistant to driving and not bad", among which Prado is loved by many drivers who often walk on bad roads with its high reliability and high off-road performance. However, after Prado was domestically produced, it encountered a cold market situation.

1.4S There is no existing car in the store, and the Prado will not increase the price

The domestically produced Prado, which is produced by the FAW Group, has attracted some attention before its launch. However, after its launch, the sales and discussion of this model were surprisingly low.

This may be related to the "cold attitude" of the FAW Toyota 4S store towards Prado. First of all, the 4S stores do not have many financial preferential policies for Prado. Secondly, the promotion of Prado in various places is not large, and Prado is rarely seen in both local push and local advertising.

There are even cases where there are no Prado cars in some 4S stores. And Prado, which used to be sold at a price increase of hundreds of thousands, now has neither any price increase policy nor any preferential policy.

This spectacle of "dealers lying flat" makes people wonder why the Prado, which sold so well back then, is now uncared for?

2. The entry is not equipped with reversing radar, and no one pays for the configuration of the beggar

In fact, judging from the price and configuration, it is normal for the Prado not sell. First of all, the price of Prado 459,800-549,800 is very close to the entry-level BMW X5, but in terms of configuration and size, Prado is not the opponent of BMW X5 at all.

From the point of view of length, width and height, the Prado of 4925x1940x1910mm can only be barely counted as a large and medium-sized SUV, although the space in the second row is enough, but compared with the BMW X5 with a length of more than 5 meters and a wheelbase of 3.1 meters, the Prado with a wheelbase of only 2.85 meters has no space advantage.

In terms of configuration, the Prado entry-level model priced at 460,000 yuan does not even have a reversing radar. The plastic steering wheel and fabric seats with a price of nearly 500,000 yuan are simply unacceptable.

However, Prado's selling point has never been the configuration and space. The entry-level version of this hardcore off-road bike gets an open front and rear axle differential and a Torsen LSD lockable center differential. Its off-road performance is still guaranteed. But the problem is that today's consumers aren't buying it.

3. The all-round SUV has become the mainstream, and the pure off-road vehicle route is no longer popular

In the current Chinese auto market, "both want and want" seems to have become the mainstream. Once a car company does not do a good job in a certain aspect, it will immediately attract complaints from car friends.

And Prado's "beggar's version" configuration is naturally worth complaining about. And these slots even cover the advantages of Prado's good off-road performance and high reliability.

Moreover, in this era, Prado's brand value and appeal have been somewhat insufficient. Most of the young people don't remember this model, and most of the people who are willing to pay for feelings are people in their 50s and 60s. Young people may be more inclined to the Formula Leopard Leopard 5 and Tank 400Hi4-T, which are models with lower prices and higher configurations.

However, FAW Toyota's positioning for Prado is too traditional, and the current automobile market is no longer the era of Prado more than ten years ago. In an era when there weren't many options, the Prado was able to rely on off-road performance and a low failure rate. But now multi-function and large size are the mainstream needs of car owners. The appearance of such a retro domestic Prado seems to be somewhat out of place.

Write at the end

For the dismal sales of Prado, the "lying flat" attitude of the 4S store is naturally one of the reasons. But we can't be too harsh on these 4S stores, after all, FAW Toyota is facing a sharp decline in sales, and popular models are still selling poorly, and investing too much traffic in models like Prado is not only difficult to achieve results, but also may distract the already tense marketing power of these 4S stores.

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