Corolla sells "798"! FAW Toyota "Wendou" BYD?

Brother Dao said car Z

2024-06-19 09:56Published in Anhui

"618", a "carnival" born on an e-commerce platform, may also become a "carnival" for automobile brands now and in the near future. On June 18, FAW Toyota's official Weibo posted that the "FAW Toyota 618 Special Sale" was held, and the models participating in the special sale also gave a low price.

Corolla Ruifang and Corolla give comprehensive discounts ranging from 30,000 yuan to 43,000 yuan respectively, with starting prices of 99,800 yuan and 79,800 yuan respectively. Isn't that a familiar number? Interestingly, whether it is Weibo copywriting or video content, FAW Toyota uses the expression "Super BeYonD", in which the letters B, Y, and D are capitalized.

The deep meaning must be understood by everyone. Zhang Xiang, a visiting professor at the Yellow River Institute of Science and Technology, told the editor of "Caiquan Society & Daoge Talking Car" that this practice is a common marketing method in the industry, and it expands the volume of communication by "rubbing hot spots". It is worth noting that in the context of the rapid development of the new energy vehicle market, the market share of Japanese brands in China continues to decline, and the once popular sedan cars like Corolla have to be ranked at a price, and the pressure on Japanese brands is obviously not low.

Cui Dongshu, secretary general of the National Passenger Car Market Information Association, told the editor of "Caiquan Society & Daoge Talking Car" that the core reason for the decline in the market share of Japanese brands is that the current advantages of new energy vehicles are obvious, and the right to oil and electricity is different. In order to cope with the pressure of declining market share, FAW Toyota obviously used big moves, including bargaining and rubbing hot spots......

It's just that after this round of bargaining, is it possible for it to return to the original price? In Cui Dongshu's view, there should be a possibility of recovery. However, for FAW Toyota, it also needs an opportunity to restore the "pricing power" it once had.

The front is tough but a lot more elegant?

New energy vehicles and traditional vehicles, new energy brands and mainstream traditional brands...... In the transformation of the automotive industry, this dichotomy is increasing. In this context, there are often some frictions between different brands, competing with each other or unilaterally in the form of "cultural fighting". For example, Cadillac once posted a big face on Xiaohongshu to "satirize" Xiaomi cars to build momentum for its Aoge......

To some extent, FAW Toyota's actions were also a bit like the Cadillac at the time, but relatively elegant and reserved. As we all know, in the process of BYD shouting "the same price of oil and electricity, subverting fuel", entry-level models such as BYD Qin PLUS DM-i are one of the main forces, and this year this car launched the Glory version of the model, the starting price is exactly 79,800 yuan.

What is the intention of Corolla's 79,800 yuan? What's more interesting is that not long ago, BYD launched the seal 06 and Qin L equipped with the fifth-generation DM technology, the two cars caused a sensation with 2.9L/100km feed fuel consumption and more than 2000km range, and the starting price of these two models is 99,800 yuan.

What is the idea of Corolla Ruifang's 99,800 yuan starting sale? What's more obvious is that the expression of "Super BeYonD", which car brand with a capital B, Y, and D refers to must be understood by everyone. In other words, from the preferential price of the model to the expression of the copy, FAW Toyota did not name names, but it was almost named.

Of course, compared with FAW Toyota's "Wendou", the discount is still more realistic. It is worth mentioning that at present, FAW Toyota's RAV4 Rongfang, bZ3, bZ4X, Asia Dragon and other models have different price reductions, ranging from 55,000 yuan to 70,000 yuan. It's just that as a brand that was once the most difficult to reduce prices, FAW Toyota's discounts also illustrate its pressure.

Can Japanese brands regain their glory?

If you go back five years, will FAW Toyota Corolla have a discount of 43,000 yuan? The answer is absolutely no. But this is not the same as in the past, and as strong as FAW Toyota, it is also facing huge competitive pressure, and this shocking offer may also come from its pressure.

According to the data, FAW Toyota's retail sales fell by 21.9% year-on-year, falling out of the top 10 of the manufacturer's retail sales list, of which Corolla fell by nearly 55% year-on-year in May. From January to May this year, FAW Toyota's overall sales also declined, with cumulative retail sales of 260,500 units, a year-on-year decrease of 12.4%. But in the entire Japanese brand camp, FAW Toyota can definitely be regarded as "strong".

Of course, with the addition of black technologies such as intelligent electric hybrid dual engine and new Toyota Pilot high-end intelligent driving, FAW Toyota itself is also improving, and the decline in its sales is more a microcosm of the changes in the entire market or the decline of the Japanese camp. According to public data, the share of Japanese brands in China's auto market has fallen from 24.1% in 2020 to 17% in 2023, declining for three consecutive years.

By May 2024, the retail share of Japanese auto brands will be only 14.8%. There has been a view in the industry that BYD is the driving force behind the decline in the share of Japanese manufacturers, and the shares it grabbed were originally Japanese. The profound meaning behind this statement is that in the past, the representative of fuel economy was the Japanese brand, but now the representative of energy saving is BYD.

Zhang Xiang told the editor of "Caiquan Society & Dao Ge Talking Car" that in the past, the Japanese brands represented by Toyota focused on fuel efficiency, and now BYD's Qin L has even surpassed the previous Toyota models in terms of battery life and energy consumption.

It is worth noting that under the wave of new energy vehicle reform and price wars, Toyota and Japanese brands are not the only ones who reduce prices to cope with the decline in market share, and involution has become a common denominator of domestic car companies. Even, the accumulation of rich joint venture manufacturers in some links is more advantageous. Luo Junmin, deputy secretary general of the China Association of Automobile Manufacturers, told the editor of "Caiquan Club & Dao Ge Talking Car" that everyone is under great pressure! However, the joint venture brand has more bullets to fight the blocking war.

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