Seina's value proposition fits perfectly with the family culture, which is also an important proof that it touches the heartstrings of consumers.
What is home?There are many answers to this question, some say it is a family of five, some say it is three generations in the same house, and some people compare home to a haven from the wind, a strong backing when life encounters setbacks and hardships. And all of this invariably points to the core connotation of home, that is, to focus on a sense of community and take emotion as a bond.
As the cultural center of China, Beijing, a land of multicultural integration and symbiosis, not only records the changes in family style, but also has a clearer explanation of family culture. From hutongs to courtyard houses, from large miscellaneous residences to modern residences, the carrier of home has taken on a new meaning in the changing history.
The car, which is now known as the third living space of people, is gradually transforming into a new carrier of home. Among them, the large seven-seater MPV conforms to the characteristics of three generations of the same family and a family of seven, and also has a deeper understanding of family culture, and GAC Toyota Sena is enough to be called one of the most representative models.
With the theme of "Everyone Loves Saina", after Hangzhou and Luoyang, on December 21, Beijing became the final place of GAC Toyota's 2023 "Saina Time" event, which is a perfect fit with the value proposition of "not only a means of transportation, but also a way of life" with the inheritance of Beijing's family culture.
It is worth mentioning that in addition to this event, the "Saina Time" series of activities also created "Saina Time House" and "Sina Time Camp" and other scenes close to the life of the big family, which shortened the distance between the brand and users in communication and exchange, and also gave the product a richer and more diverse connotation.
Adhering to the brand concept of "enjoying everyone's way", Saina has won wide favor among consumers. According to the latest data disclosed by GAC Toyota, in November this year, the three flagship models represented by Sena sold 32,062 units, accounting for 41 of the total sales (76,880 units).7%。
In fact, this is the epitome of GAC Toyota's successful layout of high-end. Following the release of the "comprehensive high-end" strategy in 2021, GAC Toyota adheres to the high-end of quality and creates a pyramid product echelon led by the three flagship models, continuing to consolidate its value advantages, while Sena has set a new benchmark in the high-end MPV market, showing a trend of hot sales of high-end versions.
Nowadays, based on the accurate insight into the high-end lifestyle of the new elite family, GAC Toyota takes the MPV Sena as the carrier of home and home culture, and gradually extends it to diversified life scenes through the IP aggregation circle resource of "Sena Time" to achieve emotional resonance.
As a high-end MPV that has been born for more than 20 years and ranks at the top of the MPV sales list in the North American market all year round, Sena has been launched in the domestic market for more than two years. It is clear that Saina has given a satisfactory answer with practical actions, and in the future, it may be able to do better.