Recently, rumors about the price reduction of GAC Toyota Highlander have attracted widespread attention in the market. The implementation of this price reduction policy seems to be a huge shift from the previous sales strategy. What exactly caused this once-sought-after SUV to change its pricing strategy?
Looking back on the past six months, since the news of Highlander's price cut, there have been obvious fluctuations in the market. Highlander, which has been mainly sold at a higher price for a long time, has suddenly adopted a more affordable price reduction policy.
At the same time, the preferential ranges on the Internet are also varied, and some are even as high as 60,000 yuan. This undoubtedly made the consumers who were originally attracted by ** feel a burst of light, and the starting price of Highlander after the price reduction of 26-340,000 yuan has been as low as about 230,000 yuan, becoming a competitive choice in the market.
In the early days, the effect of the price reduction policy was quite obvious in terms of sales. In July, Highlander sales reached 7,378 units, an increase of 8% month-on-month, once again setting a new sales record for this year. In August, sales reached 8,000 units, and it is optimistic that sales will exceed 10,000 units again. However, unexpectedly, from September onwards, Highlander's sales began to decline.
Perhaps, we can look for the reason in the product itself. Highlander, which used to be a selling point for reliability and high value retention, seems to be gradually losing some of its attractiveness in the current highly competitive market. Compared with domestic SUVs and products of emerging car brands, Highlander lags behind in terms of configuration, luxury, technology and comfort.
Consumers' demand for automobiles is no longer limited to traditional word-of-mouth and value retention rate, but pays more attention to the practicality and advancement of the product itself. With this as the background, the Highlander seems to be a bit "old", and in the case of ** similarity, consumers are more willing to choose a domestic SUV with a better experience and richer configurations, or even a Tesla Model Y.
In addition, the current "involution" phenomenon in the automobile market has also had a certain impact on Highlander's sales. In order to stimulate the market, major brands have launched price reduction** activities, resulting in the market abound with discounted models. In this case, Highlander, which was originally in the spotlight because of the price increase, seems to have lost some of its "fragrant" aura. Consumers' attitudes towards buying cars have changed, they are more rational towards **, and their acceptance of ** is not as good as before.
Not only Highlander, but also GAC Toyota's overall sales have also shown a downward trend. In the past November, GAC Toyota's monthly sales were 76,880 units, a year-on-year decrease of 85% or more. This may be a larger problem, and the appeal and influence of the GAC Toyota brand are gradually weakening.
On the whole, although Highlander's price reduction has brought an increase in sales in the early stage, the attractiveness of the product itself is particularly important in the context of fierce market competition and changing consumer demand. Highlander may need to focus more on product innovation and competitiveness to adapt to the changes in the current automotive market.
At the same time, brands also need to re-examine their marketing to enhance brand recognition and attractiveness. Only under the two-wheel drive of products and brands can Highlander maintain its competitiveness in the fierce market competition and attract more consumer choices. In the highly competitive automotive market, although Highlander's price reduction has achieved initial results, it is important to match product innovation with market demand. Brands need to evolve to resonate with consumers at all times in order to remain invincible in the fierce competition.