How long has it been since you've seen a Teana on the road? Teana once stood shoulder to neck with the Accord and Camry to form the three strongest Japanese car brands. However, at present, although the Accord has undergone many upgrades, many people have said that its appearance is slightly inferior; The Camry, on the other hand, received public attention two years ago due to the oil emulsification incident, but that did not stop them from selling more than 20,000 units a month. In contrast, Teana, which does not seem to have suffered any scandals, has consistently failed in its sales performance. So what is the reason for the current predicament of Tian Lai Car?
First, let's talk about the ** factor. The main sales products of Tian Lai Car are 20L is equipped with the Joy Edition and the Premium Edition, and the price range is 18880,000 to 19RMB 980,000, plus purchase tax and insurance costs, its landing price is about 160,000 to 170,000 RMB. Although this price point is modest, in fact, its competitors are also implementing a large price reduction strategy.
For example, it is equipped with 1Accord with 5t engine as well as 2The landing price of the 0L engine Camry is only between 17 and 80,000 yuan. If you had to choose, would you choose the relatively high nature or find another choice? As for 2.The 0-ton engine Tian Lai sedan, even its entry-level entry version of the model, its landing price will reach 18 to 90,000 yuan, as for whether its performance improvement can bring more recognition is debatable. It is true that consumers who buy mid-size luxury cars are not only concerned with the dynamic performance of the vehicle, but also pay more attention to aspects such as comfortable driving, diverse configurations and smooth naturally aspirated engines. Therefore, in the face of the battle for departure, if Teana wants to win the favor of consumers, it really needs to find a unique differentiated competitive advantage.
In fact, the poor market performance of the Teana sedan did not begin in recent years. As early as more than ten years ago, Teana car won the love of the majority of users with its excellent quality, and its market share reached an unprecedented level, and the achievement of selling more than 10,000 units per month demonstrated the glory of that time. However, starting from its previous generation to the most advanced model currently on sale in the market, the market performance of the Ethereal sedan has gradually shown a downward trend. For example, from 13 to 16 models had transmission failures, and since then, its reputation has gradually tarnished. What is particularly fatal is that the design idea of this generation of Ethereal sedans released in 2018 has seriously deviated. It was supposed to stick to a steady and unique business style line, but suddenly changed its strategy and embarked on the path of a sporty style.
Do you remember the promotional slogan of the Ethereal car when it was launched, and its 20t 6.9 seconds of 100 kilometers of speed, and even frequently hold various acceleration competitions, confidently proclaiming that "100 meters of acceleration, no one can beat"? However, the final result was that BYD Han's users exposed the lie. It is worth mentioning that in the eyes of consumers, what is the Ethereal car like? The padded seats, the supple and stable naturally aspirated engine, the comfortable driving experience and the variety of configurations are the real sounds of the world. Today, Teana is trying to turn its disadvantages into a unique selling point, but it has not proven to be very effective. Accord, Camry and other similar types of cars in order to meet the increasingly young aesthetic needs of consumers, have changed in the direction of sportiness, but what they have done is limited to the improvement of appearance, and the actual performance has not changed much.
Issued a collection of dragon cards to share millions of cash Such changes may not have much impact on Japanese car owners, but only Tian Lai Sedan really believes it. As a result, this generation of Teana sedan came into being, which completely surpassed most people's traditional impression of Japanese cars, and also subverted people's inherent concept of Teana sedan. The reason why sales are not satisfactory is also a reasonable thing.
Compared with the Accord and Camry, what advantages does today's Ethereal sedan have? In fact, the Teana car still has certain advantages in some aspects, but it is not aimed at the majority of consumers. For example, the biggest highlight of this generation of Teana sedan is its 2The 0T version is equipped with a VC-Turbo engine with original variable compression ratio technology, which undoubtedly has more power than the Accord and Camry. However, this is a topic that requires us to think deeply, and while such a powerful dynamic is amazing, is it too much for Japanese car consumers? Secondly, after testing, we found that the drivetrain matched with this car turned out to be a CVT continuously variable transmission that dragged down the performance of the whole car, coupled with the handling feeling of leaning towards dynamic driving control and the braking system like a rocking boat.
As for the next generation of Teana, is there a chance? It is said that next year the Teana will be discontinued overseas and replaced by a new electric sedan. Will the next generation of natural sounds in China come in a special way? Let's wait and see.