It is said that the rim will be difficult in 2023, and if everyone knows what happened to the parallel import car dealers who hoarded Toyota Cruiser, it is estimated that they will not feel how difficult and multi-volume they have been.
A colleague posted a long post on social platforms, detailing how they lost tens of millions or even hundreds of millions of hard-earned money because of this car, and put all their family resources into it: "According to the usual circumstances, the monthly capital cost of a bicycle is about 5,000, and the cost of a car is nearly 10w more!" The article also mentions that "husbands and wives turn their faces, brothers turn against each other, and even climb onto the rooftop." What's going on?
In fact, the Cruiser is the flagship SUV of the Toyota family, with super off-road performance, and has always been known as a "financial artifact" in the car industry, and the price increase is also in short supply. However, in 2023, it suddenly took a **dive, which was as scary as a crash. For example, the Cruiser LC71 70th Anniversary Edition, which sold about 600,000 in October last year, fell directly to about 530,000 at the end of the year; The top Cruiser LC300 VXR, which could be sold for more than 1.5 million, dropped by more than 400,000 yuan, and now the price is about 1.1 million yuan. Some bloggers joked: "Cooluzer is cutting prices faster than we shoot." These words made those parallel import car dealers who hoarded cars in Tianjin Port really heartbroken.
You must know that the Cruiser sold on the market is basically the goods that car dealers began to stock up on two years ago. It is said that the LC300 series alone, the port inventory has as many as tens of thousands of units, according to the current **, I am afraid that it will not be able to clear these inventories in a year and a half.
So the question is, why do parallel importers crazily hoard so many Cruisers at any cost? An old car dealer surnamed Lin, who has retired from the circle, said bluntly: "It's all the psychology of gamblers." He explained that the car that came back from overseas was called "Benjia", and many car dealers in Tianjin actually did not have their own cars in the showroom, but borrowed some money from "Benjia".
In this car hoarding war around Cruiser, it is this batch of "home" in the parallel import car industry that really loses the pants. According to the survey, because the car dealers in Guangdong are far away from Tianjin Port, the impact of this "hoarding door" on them is relatively small. In the early years, Cruiser has always been a favorite in the parallel import car market, with good sales, and in 2021, this model has earned a lot of money for car dealers. At that time, the price of new cars could exceed 2 million after entering China, which made many "families" red-eyed and went all over the world to find car sources.
However, the reality is often not as expected, due to production capacity constraints, Toyota announced that the global Cruiser order schedule has been four years later, and the cost of purchasing vehicles has increased significantly. Some of the "own families" who are bold and fat even take out loans to buy hundreds or thousands of cars. Unfortunately, this batch of cars was lying in Tianjin Port for nearly two years due to the National VI emission standard, and it was not until September last year that they were officially sold.
In the second half of 2023, the heat of imported off-road vehicles has cooled down, and hard-core off-road vehicles such as domestic tanks and formula leopards have been born. As a result, many car dealers have been deeply trapped, and family conflicts have intensified, brotherly friendships have broken down, and bankruptcy and liquidation have emerged in an endless stream.
It is foreseeable that with the rise of independent brand car companies, a large wave of parallel import car dealers will have to face the end of closing stores and withdrawing from the market in the future. What do you think?