Once upon a time, the Volkswagen Tanyue, as a typical mid-size SUV, cost as much as more than 200,000 or even 300,000 yuan, which discouraged many consumers.
However, at the moment of the rapid rise of new energy vehicles, Volkswagen Tanyue ushered in a "price reduction storm", and the price of the high-end version dropped to 124,800 yuan, and the cost performance of the same level of models has increased by leaps and bounds, becoming an affordable car purchase choice.
This wave of price cuts not only increased the sales of Tanyue itself, but also strengthened the entire fuel vehicle market. The price reduction of Volkswagen Tanyue is not a local behavior, but an overall counterattack of fuel vehicles under the impact of new energy.
The advantages of electric vehicles lie in power, low fuel consumption and policy dividends, but there are still shortcomings in charging and range. This provides a window of opportunity for fuel vehicles. Entering 2024, fuel vehicles are trying to maintain market share by adjusting their price strategies.
A number of fuel models represented by Tanyue have dropped sharply. For example, Honda CR-V has pushed the price of some models to less than 150,000 yuan, a decrease of more than 30,000 yuan from the previous year;
Toyota RAV4 in the same class also saw a drop of 1-20,000. Under the dual pressure of policy and market, fuel vehicles are trying to open up the situation with ultra-high cost performance and win back some customers sucked away by new energy vehicles.
This wave of price reductions has brought considerable sales to Tanyue. In the first half of 2024, Tanyue sold a total of 185,000 units, a year-on-year increase of more than 50%.
In the second half of the year, the monthly sales volume in July exceeded 18,000; The cumulative sales volume in August exceeded 200,000 units. In September, sales exceeded 20,000 units in a single month, a record high.
Under heavy pressure, Tanyue showed a strong market counterattack. According to Analyst data, as of October, Tanyue's cumulative sales during the year have reached 242,000 units, a year-on-year increase of 66%, and it is the best performing SUV among all Volkswagen SUV models.
In the mid-size SUV segment, the Tanyue is currently firmly in second place, second only to the Honda CR-V.
Those consumers who choose to open the door of Tanyue, what are the highlights of it? Compared with RAV4, CR-V and other similar models, what competitive advantages does Tanyue have?
First, the exterior design is fashionable and atmospheric, which meets consumers' aesthetic expectations for SUVs. The powertrain is reliable, with 1.5-liter and 2.0-liter engines mated to a seven-speed wet dual-clutch transmission. In addition, the all-wheel drive system improves the vehicle's all-terrain adaptability.
Second, the interior space is excellent. Compared with models such as the RAV4, the Tanyue has a longer wheelbase and more space in the rear, bringing better comfort. The configuration is also very rich, the central control LCD screen is up to 12 inches, and the auxiliary driving functions are readily available.
Third, the public brand reputation. Chinese consumers generally perceive Volkswagen models as more high-quality and reliable, which has also boosted Tanyue's sales performance.
Tanyue's market performance provides important enlightenment for the entire fuel vehicle market: reasonable pricing is still the key to driving sales.
The price elasticity of China's auto market is relatively large, and consumers are very sensitive to cost performance. Reasonable control of selling prices to benefit consumers is still an important strategic choice to maintain market share.
At the same time, product strength is everything. The reason why Tanyue can become the "strongest charge and lower the flag" after the price reduction is also because its products themselves are competitive.
If fuel vehicles want to recover, it is not enough to rely on price reduction, but also need to work product strength.
What kind of market plot will fuel vehicles and new energy vehicles deduce? How will consumer choices affect the industrial landscape? Let's wait and see.
No matter how the market changes, products and services are the foundation of the enterprise. As long as it captures consumer demands, any brand can continue to move forward on the cusp.
#头条创作挑战赛#