There is an old stalk in the automobile industry that "100,000 kilometers has just passed the run-in period", which is the old cannon in the off-road industry - FAW Toyota Prado. The reason why it is an old stalk is because today's cars rarely have the concept of a run-in period. This shows the legend of this car even more - the coolest to play and the most reliable.
In this era when Mercedes-Benz big G has begun to release pure electric versions, Prado has not taken a back seat, and has always been a legend in the off-road world. At a time when new energy vehicles or new car-making forces are avoiding the word "value retention rate", Prado generously showed the data - the 2023 China Automobile Retention Rate Ranking shows that the three-year value retention rate of Toyota Prado is 9801%。In other words, three years after a consumer buys a Prado, the used car can be sold at almost the original price, so much so that some people jokingly call the Prado a "financial tool in the car industry".
So where does Prado's ultra-high retention rate come from? From many aspects - products, word of mouth and service.
First of all, there is the product. Quality is an important reason why a car is undefeated in the market.
In the Chinese market, FAW Toyota has fully inherited Toyota's global QDR standards. That is, quality, durability and reliability. In addition, Toyota's global QDR standard also runs through the entire production process of Prado, including R&D, procurement and production. It is based on the QDR standard that FAW Toyota can ensure that every car, including the Prado, has excellent quality and quality, and the reliability is also outstanding.
In addition, it has to be mentioned that Prado is born with the advantage of its product setting in the hard-core off-road category. Although more and more new energy vehicles have begun to lay out the off-road vehicle market segment, the high torque of the motor is also in line with the use scenario of off-road vehicles to a certain extent. However, due to the large size and weight of the off-road vehicle, it will inevitably make the body heavier in the case of pure electric and plug-in hybrid modes, which will bring a series of problems, including handling defects and battery drain too quickly.
Moreover, the delicate battery pack placed at the bottom of the chassis has also become the biggest unstable factor in extreme off-road scenarios. In contrast, the Prado, which adopts the hybrid mode of gasoline-electric mode, has great advantages in terms of performance and safety. The all-new Prado uses 2The 4T super hybrid system, with a maximum power of 243kW and a maximum torque of 630Nm, can burst out the maximum torque at less than 2500 rpm, which has the characteristics of durability and high efficiency, and does not need to be recharged, which is also more in line with the daily driving habits of users.
Toyota's intelligent electric hybrid technology equipped with the all-new Prado is also safer and more reliable, more in line with off-road use scenarios, and is the earliest research and development, the earliest mass production, the largest number of users, and the most advanced and mature electric vehicle technology recognized in the world.
Secondly, word of mouth. I believe everyone has heard the advertising slogan "there must be a road before the car reaches the mountain, and there must be a Toyota car when there is a road", and the Toyota car here is the Land Cruiser, and its LC series is the later Prado. Since its birth in 1951, the Land Cruiser has been sold in about 170 countries and regions around the world in the past 72 years, with a cumulative sales of more than 11.3 million vehicles. Since Prado entered the Chinese market in 2003, it has also achieved sales of more than 340,000 units in China, setting a new sales myth for high-end off-road vehicles.
Based on the advantages of high quality, high durability and high reliability, Prado's footprints are all over the world, and he has served as an exclusive vehicle for the United Nations peacekeeping force, a work vehicle for the world's largest underground mine, a rescue vehicle for the African Red Cross, a scientific research vehicle for the Chinese Academy of Sciences and the Northern Xinjiang Scientific Expedition Team, a support vehicle for the Shenzhou-13 manned spacecraft, and an emergency rescue vehicle for Sichuan and Tibet. In addition, Prado has won several top races in the world.
With huge sales and excellent quality, as well as the endorsement of various institutions and professional groups, and various "myths" circulated among the people, most of the reputation that Pula has precipitated in the past ten years is beyond the reach of the new generation.
And then there's the service. The Prado is not only not broken, but also easier to repair. Under FAW Toyota's perfect service system, Prado provides users with a higher level of service. For example, Toyota's well-known "5Q service" in the industry, a service standard launched by FAW Toyota after-sales in January 2019, includes five sub-projects: QB quick appointment, QM fast maintenance, QR fast maintenance, QP fast sheet metal spray, and QA quick rescue. 5Q service, with the purpose of providing customers with convenient and high-quality services, is committed to reducing the waiting time of customers in the after-sales service process, and improving the quality of service, which has won the praise of users, and has created the myth of "Prado without a road".
More service stations and high-quality service mean that FAW Toyota can provide timely and reliable service to Prado users, even in remote areas. This is an incomparable advantage for many new power brands - they are still in the process of channel expansion, and their coverage needs to be improved.
With the increase of consumers and users' demand for travel, a car must not only have a real price, excellent quality and performance, but also an excellent residual value rate has become a factor that cannot be ignored in their car purchase. With a value retention rate of 98% and the identity of an off-road veteran, the new Prado has attracted the attention of many consumers before it is launched. At present, FAW Toyota is in the critical stage of brand high-end and new energy transformation - the cumulative sales volume in 2023 will exceed 800,000 units, a year-on-year increase of 41% to achieve contrarian growth. After the return of the all-new Prado, FAW Toyota will have a complete product matrix from small SUVs, compact urban SUVs, to medium and large SUVs, and then to luxury hard-core off-road, which will further enhance FAW Toyota's market competitiveness and enter a higher quality development stage. It is believed that with the addition of the all-new Prado, the FAW Toyota brand will continue to rise and accelerate the process of electrification transformation.