Toyota's small SUV is finally here.
On June 22, 2018, after a series of preparations such as appearance, appreciation, and online pre-sale, FAW Toyota C-HR was finally officially launched at Shanghai Zendai Himalayan Center. The new model will be available in four models equipped with a 2.0-liter + CVT, with prices ranging from CNY 149,800 to CNY 175,800, a departure from the official pre-sale price of CNY 140,000 to CNY 180,000.
The small SUV Yize IZOA released this time is the first small SUV under FAW Toyota's first TNGA trend architecture. The TNGA concept is an innovation system involving the value of the whole industry chain such as R&D, design, production, and procurement, and is a new future-oriented car manufacturing philosophy. The IZOA is one such car designed for individualists, which has already aroused great interest among consumers before it was launched.
In their view, FAW Toyota is transforming from a production and sales enterprise to a user-oriented enterprise through a "fashionable" marketing strategy aimed at young consumer groups.
Tian Qingjiu, general manager of FAW Toyota Motor Sales Co., Ltd., said: "Only by 'returning to the origin and embracing customers' can we win the hearts of consumers, and there is no other shortcut." FAW Toyota will spend three years to complete the innovation and evolution of brand, product, and sales, and become a full-scene steward of mobility. FAW Toyota must adapt and change, always focus on consumer needs, and provide the most suitable products and services for the whole value chain. In the process of returning to the origin, the evolution and upgrading of FAW Toyota's marketing system will also be completed. ”
In 2017, FAW Toyota's cumulative sales reached 693,000 units, a slight increase of 5.2% year-on-year, and the sales target of 670,000 units set at the beginning of the year was achieved. Among them, the Corolla family and the Vios series accounted for 67% of FAW Toyota's overall annual sales, which played a ballast role in achieving the target.
To a certain extent, FAW Toyota's "small car strategy" proposed as early as 2013 has gradually paid off. Nowadays, more and more car buyers are showing a trend of younger and personalized demand, which is determined by consumption upgrading and social progress. Younger consumers prefer small SUVs with power and sporty looks, which is why Volkswagen and Audi place such a high value on the T-ROC and Audi Q2.
The last joint venture SUV that benefits a lot from its sporty exterior is the Mazda CX-4. Although its crossover coupe SUV positioning is different from that of the C-HR/IZOLA, what is the essence of the crossover? In fact, it still crosses the boundaries of movement, because of movement.
The specific power performance also depends on the test drive performance after the launch, in any case, the main younger, emotional, sporty are very wise, from the domestic sales data, JATO European sales and Asian data, small SUV is a market segment with good growth potential.
Of course, the model layout is always a few years in advance, so when others are laying out ordinary small SUVs, Toyota Gemini chooses "sports small SUV" as the entry point, which has great potential.
"The next three years will be a period of development adjustment, and we must continue to adjust in development and competition." Tian Qingjiu, general manager of FAW Toyota Motor Sales Co., Ltd., said, "What we pursue is not only the growth of quantity, but also the improvement of quality. The improvement in quality includes not only FAW Toyota Sales Company, but also online channels. For an enterprise to continue to develop, it must return to the mechanism. Since 2018, we have reached a consensus with our partners to achieve both quantity and quality. ”
It is believed that in 2018, with the arrival of the small SUV Yize IZOA, FAW Toyota will make greater progress. As FAW Toyota's annual strategic model, IZOA has been widely recognized by the market for its product strength and good looks, and will surely open a new era in China's SUV market in the future.
It is worth mentioning that tomorrow, June 23, Toyota's small car strategy under the Guangfeng C-HR will also be listed in Shanghai, at that time, Toyota's "double star" will be listed at the same time, in such a fierce small car market, C-HR and Yize Izoa will show synergy or competitive advantage?