In the field of mid-size SUVs, in addition to the middle-class must-have BBA, there is another car that is also difficult to ignore, or rather, it is the imaginary enemy of all models in this class.
Many people can't understand why Highlander's popularity is, the exterior design is not to say, it has never been the strength of Japanese cars, the interior design is old, the configuration is not rich enough, the key is that the terminal has not been discounted, and sometimes even the price is raised.
However, a car from 2009 to the present, can still have such influence and status, in terms of high heat, it is indeed successful.
You think Highlander is just an imaginary enemy in the mid-size SUV space? And it's not just that. There are more than 200,000 people with a car purchase budget, because of the popularity and attractiveness of the Highlander, they want to work hard to buy the Highlander; and people who can afford luxury cars such as Mercedes-Benz BMW and Audi are sometimes attracted by the Highlander with similar budgets.
In the former car market, Highlander was the enemy of all cars.
Excellent size and atmospheric appearance
It is not surprising that it has such an influence, in terms of its model size, the car sold 12 years ago is still better than the Audi Q5L and Mercedes-Benz GLC. Nearly 5 meters long, bringing a better appearance and more coordinated visual effects.
Word-of-mouth feedback is good
And in terms of word of mouth, Highlander includes the Toyota to which it belongs, and it is needless to say how much it is recognized by consumers in the domestic car market, Toyota that is not broken, land Rover that is not repaired well, this sentence is too deeply rooted in the hearts of the people. Of course, now people are a little more rational, Land Rover is not bad to repair, Toyota is not bad.
The retention rate is staggering
Highlander's biggest advantage is not this, compared with the retention rate, these can only be said to be additional options. In the face of a high retention rate of 90.01% in three years, buying Highlander is no longer a consumption, but an alternative investment, which is more and more sought after by consumers.
The price of 26.88-34.88 million, across the popular price range of 200,000-400,000, and because of the phenomenon of terminal price increases, it has caused a budget to buy a Highlander, it is not difficult to buy a luxury car, and indeed many people give up the BBA to choose Highlander.
Highlander's premium ability is really scary and amazing, it may be a more cost-effective choice for 300,000 levels, but it is not the only option, who said that 300,000 must buy Highlander? It's a nice Japanese car, but the BBA isn't bad either, and it's just as hanging in front of a first-class car at the same price.
In terms of the size mentioned above, although the Highlander body size is excellent, the wheelbase and interior space performance are not as good as luxury mid-size cars such as the GLC. For example, in the wheelbase, Highlander is still spinning at 2850mm, and MODELS such as GRC have achieved a wheelbase of more than 2.9 meters, and GLC and Q5L are large 5-seaters, but Highlander has to support a 7-seat layout, and the overall riding comfort is definitely not as good as that of luxury cars.
And in terms of influence, although highland gold content is high, BBA is not bad, at least from the perspective of sales, Highlander is no longer cattle, but also can not sell the higher price GLC. In November, highlanders sold 11,515 units a month, compared with 89,950 units in the first 11 months. The Mercedes-Benz GRC sold 12,190 units a month in November, with 121106 cumulative sales in the first 11 months. It is ahead of highlanders by more than 30,000 vehicles, and behind this is also due to the lack of core factors, GLC has a period of horse loss of front hoof.
In front of models such as Q5 and X3 and GLC, Highlander's advantages are no longer so prominent, especially in terms of brand, Toyota re-cattle, and BBA's luxury positioning is still a certain gap, even if you do not understand the car also know the BBA, but may not know your price of Highlander, they may only recognize it as a Toyota.
And in terms of model design, Q5L and GLC and even X3 can hang Highlander, even if it is BMW and Audi, which are not good at creating an interior atmosphere, in front of Highlander's interior, it is particularly sincere and intentional, not to mention mercedes-Benz that understands consumers better.
All in all, in short, highlander is a good car, there is no doubt that to this day it is still a classic of a generation, but it is not so godly, especially in the current era of increasingly diversified consumer demand, Highlander obviously can not meet a variety of needs.