Corolla dropped to 79,800, Camry was sold at less than 150,000, and Toyota also "rolled" up?

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2024-06-26 18:08Creator in the automotive field

According to the latest data from the Passenger Car Association, in May this year, the retail share of Japanese brands was only 14.8%, down 3.2 percentage points year-on-year. On the whole, it is an indisputable fact that the share of Japanese brands is declining.

As the "leader" of the Japanese system, Toyota also can't bear the "rise" of domestic brands. According to the data of the Passenger Association, FAW Toyota's retail sales in May were 54,700 units, a year-on-year decrease of 21.9%. In the first five months of this year, FAW Toyota's cumulative retail sales were 260,500 units, a year-on-year decrease of 12.4%. GAC Toyota's production and sales in May were 51,000 and 61,000 units, down 35.41% and 17% y/y, respectively.

The reason for this is mainly that under the general trend of new energy in China, the joint venture car companies led by Toyota are slowly transforming, and they still take traditional fuel vehicles and hybrid models as their main products. The sales of new energy models of the joint venture are weak, and the market share is gradually being eroded by independent brands such as BYD, Chery, Geely, and Changan.

In such a situation, Toyota, which has always been known for its strong prices, has also started a "big price cut".

Among them, the price of the compact SUV Corolla starts at 99,800 yuan, with a comprehensive discount of 30,000 yuan for a limited time, and the price of the compact car Corolla starts at 79,800 yuan, with a comprehensive discount of 43,000 yuan for a limited time.

In addition, 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. At present, FAW Toyota's models, only the newly launched Prado has a relatively strong price.

And GAC Toyota also showed "sincerity". Among them, the "evergreen" Highlander has a discount of 51,000 yuan, and the starting price is as low as 217,800 yuan. The sales champion of mid-level cars, Camry, is generally discounted by 30,000 yuan, as low as 149,800 yuan. As for the best-selling Toyota car in China, Fenglanda, the current terminal discount is about 35,000 yuan, and the price of the naked car starts at 90,800 yuan, and the top configuration is less than 150,000 yuan.

Obviously, price reductions have become the main way for joint ventures to regain market share. The involution of the "price war" is actually a challenge from new energy to fuel vehicles.

You must know that the upgrading of oil truck products is relatively slow, the degree of product intelligence is not high, and it relies more on price concessions to continue to attract customers. With the decline in lithium carbonate prices and the reduction of battery costs, the cost of new energy vehicles has decreased, and its terminal prices have further declined, which will deal a fatal blow to fuel vehicle manufacturers and accelerate the process of new energy.

More importantly, in the face of new energy vehicle companies represented by BYD, the "blockade" of joint venture brands in fuel vehicle technology has gradually been disintegrated because of the new energy "track". In the field of new energy, domestic brands have a high degree of autonomy and voice in technology, research and development, industrial chain, etc.

Domestic brands have a first-mover advantage in China, as well as a policy tilt. However, the international car companies represented by Toyota still have a huge influence in the world. After going abroad, can domestic models and domestic brands still compete with first-line international brands such as Volkswagen and Toyota? It's worth the wait! What do you think about Toyota's "big price cut"? Welcome to pay attention to "Boundless Car Domain" and leave a message in the comment area below to share your views.

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