Highlander's price reduction is definitely a novelty.
Time rewinds to June this year, there are faint rumors on the Internet that Highlander began to reduce prices, and the car governor didn't believe it at first, after all, this car is sold at a perennial price, and you have to wait to pick up the car, and suddenly said that there is a discount, which is almost impossible. So I inquired about the sales of 4S stores in Chongqing, and it turned out that there was really such a thing.
As soon as this preferential opening is opened, it must be impossible to go back to the previous pricing, and it is impossible to sell at a higher price. Half a year has passed, and the discount on Highlander is becoming more and more attractive, and the highest discount in some areas is close to 60,000 on the Internet, and it is unknown whether the news is true, but the discount of 35,000 in some areas is real.
That is, this was supposed to sell for 2688-34.The starting price of the 880,000 Highlander has come to more than 230,000 after the discount is now lower, and 2.67 million can land a joint venture car that was once popular in the 7-seat SUV market, which is indeed very attractive to think about. But what about the feedback to the market?
After the discount in June, Highlander's sales in July did increase significantly, selling 7,378 units, an increase of 8% month-on-month, and also setting the best sales performance this year. In August, it rose steadily, reaching 8,000 units, and a return to 10,000 sales seems to be close at hand. You know, Highlander has not achieved monthly sales of more than 10,000 for almost two years, and it is really gratifying to see that the sales in August are really gratifying, but what I didn't expect is that since September, Highlander's sales have declined.
In the past January, Highlander's sales were only 6,400 units, which seemed to be a little lacking in stamina compared with the rise in July and August.
Why did you buy it at a higher price before, but now that there is a discount, consumers are unwilling to take care of it? In fact, it is very simple, a few years ago, there was indeed no particularly good choice in the domestic SUV market, Highlander has Toyota's good reputation support, in the inherent impression of consumers, it is the best value, high value retention, reliable quality SUV model. Coupled with Toyota's hunger marketing, everyone thinks that this car is very powerful, so they are willing to pay more to buy it.
But now, the Highlander car is really not as good as many domestic SUVs and products of new car-making forces from the product level alone, with no configuration, no sense of luxury, no technology, and no comfort enough. Such a decent medium-sized SUV will start at more than 260,000 yuan, and the top configuration will even cost more than 300,000 yuan, why not buy a domestic medium-sized SUV with a better experience, more intelligent, richer and more powerful functional configurations, and higher cost performance? Or the almost** mid-size SUV Tesla Model Y, if these two cars are put together to compare the configuration and experience, it is definitely Highlander being beaten.
Moreover, the current "involution" of the automobile market is extremely serious, in order to stimulate the market is reducing prices, who wants to see a car with a price increase? "Fragrant and sweet" has long been out of fragrance.
Write at the end. Just like Highlander, GAC Toyota used to be one of the top joint venture brands in the domestic auto market, favored by consumers, but now, its appeal and influence continue to decline.
In the past November, GAC Toyota's monthly sales were 76,880 units, both month-on-month and year-on-year, and the sales decline was 85% or more. Highlander's main sales models are going downhill, and it is reasonable that the entire brand is gradually losing the market.
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