FAW Toyota's first small SUV, Toyota Yize, has been attracting the attention of consumers with its avant-garde appearance, exquisite interior and excellent power since its launch. However, the market performance has not been satisfactory. Entering 2023, Toyota's sales have declined sharply, and in the face of a fiercely competitive market environment, FAW Toyota has to adopt a strategy of substantial discounts in order to "exchange price for volume".
According to statistics, the sales volume of Toyota Yize in 2022 will only be 18,417 units, accounting for only 018% share, ranking 124th overall. Heading into 2023, the situation is not improving. The cumulative sales from January to October were only 5,927 units, and the share of the domestic SUV market fell to 007%, ranking 214th overall. With such sales results, its share of the small SUV market is only 09%, ranking 26th in individual categories.
In the face of such market pressure, FAW Toyota launched the 2023 Toyota Yize in June this year. **The whole model is equipped with the "three intelligences" branch + Toyota Space intelligent cockpit + three platforms intelligent interconnection, and more importantly, the whole system is equipped with T-pilot intelligent driving assistance system as standard, as well as 10 airbags, which are not only safe and reliable, practical and functional, but also create a good sense of science and technology.
In terms of exterior design, the 2023 Toyota Yize adopts a unique "sexy diamond" diamond structure design concept, with the combination of three-dimensional diamond ridges and large-size wheels, showing a unique trendy and dynamic temperament. In terms of power, **FAW Toyota Yize is equipped with 20-liter engine mated to Direct Shift-CVT gearbox. In addition, there are 20L intelligent electric hybrid dual engine version, matched with E-CVT gearbox, comprehensive fuel consumption per 100 kilometers as low as 45L, truly achieve fuel saving and worry-free.
However, despite the improvement of Toyota Yize in terms of product strength, in the face of the increasingly fierce "war" in the auto market and the strong rise of domestic new energy models, FAW Toyota had to take action again. In order to meet the market demand, FAW Toyota has opened a "price for volume" model with substantial discounts.
Take the 2023 model 20L sports sport version of FAW Toyota Yize as an example, the original guidance ** was 16780,000, but now after the discount**130,000. Another 2023 model 20l Yixing version of FAW Toyota Yize, guidance ** is 14980,000, and after comprehensive discounts, it is more than 90,000. For a 2.For joint venture SUVs with 0 displacement, such a ** undoubtedly has a very high overall cost performance.
Selling at a lower price is not FAW Toyota's long-term strategy, but it is the most direct and effective means. However, the market's reaction is not always immediate. Although FAW Toyota has taken price reduction measures, more efforts and strategies are needed to regain a dominant position in the market.
On the one hand, FAW Toyota needs to continue to improve product quality and performance, and improve consumer recognition and satisfaction with products. On the other hand, it is also necessary to strengthen brand marketing and promotion efforts to improve brand awareness and reputation. At the same time, in the face of the rise of the new energy market, FAW Toyota also needs to actively lay out the new energy field and launch more new energy models that meet the market demand.
In general, FAW Toyota Yize's price reduction strategy has achieved certain results, but in order to achieve greater success in the fierce market competition, continuous efforts and innovation are needed.