GAC ToyotaHighlanderOn June 10, 2023, a new brand slogan and summer new product launch conference was held and launchedHighlander Intelligent Electric Hybrid Dual Engine Elite PLUThe S version will be available in three variants, with a price range of 2828-29.980,000 yuan. What is surprising is that the new car listing also comes with a limited-time discount of 20,000 yuan, which is inHighlanderThe history of promotion is unprecedented. HighlanderIt has always been a selling point with feelings, and the golden sentences shown at this press conference have resonated with many people. HighlanderIt not only has practicality, but also knows how to pursue spiritual things, which is also the capital it has as a generation of magic cars. However, from the second half of 2022,HighlanderThe sales volume of 2022 began to decline, showing weakness, and the annual sales in 2022 will be 85,835 units, a year-on-year decrease of 203%。Heading into 2023,Highlandersales fell further, with sales of less than 5,000 units from January to April, and cumulative sales fell by as much as 40 year-on-year6%。In the highly competitive 7 seatssuvmarket,HighlanderOnce a one-of-a-kind existence, it is now challenged by many competing products from home and abroad.
HighlanderIt is the first large 7-seatersuv, the performance in the domestic market has been very good. Since 2009GAC ToyotaStarted domestic productionHighlanderSince then, it has beenGAC ToyotaThe sales pillar andProfitDairy cattle. HighlanderWithin six months of listing, it achieved a market share of more than 50% and became a medium and large enterprisesuvThe champion of the market. The 2015 facelift has been further enhancedHighlanderThe quality and safety performance of the company, and the sales volume also continued to grow. In the three years from 2017 to 2019,HighlanderThe annual sales volume is more than 100,000 units. In the case of a growing number of competitors,HighlanderThe market position has been affected to a certain extent. For example,Ideal oneCrown land releasewithSena siennaand other competing products have been listed, withHighlanderThe positioning and ** overlap to give consumers more choices. Listed this yearIdeal oneWith full configuration and relatively low selling price in new energysuvThe market has achieved good sales resultsCrown land releaseIt also attracted some loveToyotaConsumers of the brand. At the same time,DENZA D9In the mid-to-high-end market also becomesHighlanderof competitors.
HighlanderThere are many challenges to deal with in the face of market competition. Aspects,HighlanderAlthough the firm pricing can be maintained highProfitand value retention, but it may also lead some consumers to wait and see or choose other competing products. In addition, consumers' perceptions and needs are also changing, and more people are beginning to pay attention to intelligence and technology. HighlanderIn this regard, the product strength and configuration may need to be further improved.
Be that as it may,HighlanderThere are still certain advantages. As a full-fledged product,HighlanderIt has always performed well in terms of quality, reliability and value retention, and has a certain loyal user base. In addition,GAC ToyotaThis can be done by adjusting pricing, launching facelifted models, and increasing marketing effortsHighlandercompetitiveness. Despite the fact that the market has entered a sea of blood,HighlanderThere is still an opportunity to stay ahead of the curve through excellent product strength and market strategy.