Once upon a time, people often said that Toyota? Quality, but few people say Toyota? Design. Under the strong market orientation, except Toyota's brand is global, other perceptible places are as close as possible to local consumer demand. Therefore, Toyota's design has always been a design that people are used to, rather than an impressive design.
However, since Akio Toyoda put forward the idea of "building a new business model", Toyota's style has gradually changed, from "crazy pursuit of scale and profit at the expense of quality and innovation" to "building an exciting Toyota". The commissioning of TNGA architecture is a major symbol of Toyota's transformation, but when C-HR/ Yize, which performed well in Europe and Japan, was presented to consumers in China, it was quite surprising.
Traditionally, this kind of avant-garde and radical car has a strong topic in the China market, but in the end it is inevitable that it will be applauded and not sold. However, one year after its launch, Toyota's two SUV models have been able to contribute about 1 10,000 vehicles per month to Toyota in China, which has really been implemented in consumers' cognition and sales performance.
Why C-HR and Yi Ze?
There are many small SUVs in Toyota's global product library. For example, RAIZE, which was just listed in Japan not long ago, is more in line with the cognition of traditional small SUVs. However, it is not necessarily the best choice from a strategic point of view if such a model is launched just to fill the product sequence.
The joint venture small SUV market has been firmly controlled by Honda Binzhi and XR-V for a long time, gradually widening the gap with other models. Even after the listing of Volkswagen Land 20 19, it did not shake Honda's position. As for other joint venture small SUVs, most of them have been marginalized by the market. At this time, if Toyota only introduces the same model with no difference, its impact on the market structure will be limited.
Therefore, Toyota chose to open up a new battlefield. C-HR/ Yize is the first joint venture brand SUV in China, and its product definition is based on the individual needs of mainstream young consumers. Not only has it quickly become synonymous with personalized trend SUV, but there have been no competing products with similar styles in the past two years. These two cars are the pioneers of sub-categories and natural leaders.
Toyota has never regarded C-HR/ Yize as a small SUV-in fact, C-HR/ Yize is even longer than hackers and singers who locate compact SUVs-but what Toyota hopes to achieve is to break through the constraints of vehicle level on the basis of TNGA flexible architecture, understand the needs of a new generation of young consumers, awaken the consumption desire suppressed by homogenized products, and then transform it into product strength.
In this way, Toyota and Honda ran on completely different tracks. As a global car model, the performance of C-HR/ Yize after it was introduced to China proved that the aesthetic preference of the mainstream new generation consumers and developed markets in China has already produced a * * * sound. Therefore, even if the absolute volume of this market segment is still in the initial stage of cultivation, as a new species, C-HR/ Yize provides the market with a case of how to do a good job in the personalized market of the mainstream new generation of consumers.
The infighting between North and South Toyota
Many times, we regard C-HR and Yize as a whole, because their models are so similar that the time to market is only 1 day apart. Although it is difficult for many consumers to distinguish between C-HR and Yize, one year after listing, when the supply and production of parts are on the right track, C-HR has gradually opened the gap with Yize in sales volume.
In fact, the same dishes have different tastes in the hands of different chefs, which further reflects the difference in localization investment between North and South Toyota in this model. By analyzing the layout and market rhythm of the two models, the author summarizes the following reasons:
1.？ C-HR models choose more yuan.
Judging from the number of models, C-HR * * * has five configurations, and Yize has three configurations. In contrast, C-HR has added two options, one end and one end, and the price coverage is wider. On the other hand, C-HR has specially added two special models with different appearance kits on the basis of the most mid-range models, firmly grasping the preference trend of young consumers for vehicle sports sense. Whether it is the rationality of configuration or the satisfaction of personalized needs, C-HR has obviously done more homework.
2.？ The valence of C-HR is higher.
For example, compared with Yize, C-HR has more configurations such as sunroof, LCD instrument, seat lumbar support, electric adjustment of main driver, navigation and voice control. And the guide price is only 4000 yuan higher. On the other hand, C-HR adopts two models to form a double attack, in which the C-HR sub-top model has the same configuration advantages as the middle model on the premise that the guide price is 6,000 yuan lower than that of the Yize top model.
On the premise of almost the same vehicle design, a richer and more practical configuration level of C-HR will become the key for consumers to choose.
3.？ C-HR localization is more sincere.
Since its listing in June, 20 18, Yize has only upgraded its model once in June, 2011year, adding a skylight for the top model, and has not made any model changes since then. It was also launched in June 20 18. In September, C-HR was equipped with skylights in all the above-mentioned models, and in June, it was changed to 20 1 19. Skylights are standard except the minimum.
Why are we talking about skylights?
The overseas version of C-HR is not equipped with a skylight, but in China, the skylight is often regarded as one of the signs of vehicle grade. At the same time, the rear window area of C-HR/ Yize is very small, which will increase the depressive feeling of the rear passengers, and the skylight can effectively alleviate this depressive feeling.
Therefore, the speed of installing skylights on models represents the persistence of car companies in localization to a certain extent. Judging from the faster iteration speed and more popular standard level of GAC Toyota, C-HR is ahead of Zeze in localization.
Judging from the sales trend of the two cars, C-HR has been ahead of Yize since April of 20 19, and the gap has gradually widened since the fourth quarter of 20 19. C-HR's more diversified vehicle configuration choices, higher price ratio and more sincere localization are the reasons behind this phenomenon.
In addition, there is a small detail. At the bottom of the C-HR official website product page, GAC Toyota marked "50% maximum down payment1year 0 interest rate ..." and other car purchase schemes, but Yize official website did not mark it like this (which does not mean that it did not). Although this kind of financial scheme is very common today, this kind of "clearly marked price" can subtly affect the subjective consciousness of consumers (especially young consumers who are sensitive to financial policies) compared with the need for consumers to actively consult with in-store sales consultants. The difference in business philosophy between North and South Toyota can also be seen through the products and marketing ideas of these two models.
Write it at the end
Personality car is a double-edged sword, but it is undeniable that a successful personality car must be supported by strong brand power and a Volkswagen model with sufficient depth. At this time, when more new generation consumers don't care about practicality, this "cooler" model has greater potential.
C-HR/ Yize is the first truly "young" SUV in the joint venture brand, which is the result of market foresight, product definition, consumer demand understanding and engineering and technical support. For today's Toyota, this offensive attitude in the depressed automobile market environment has also had a far-reaching impact on the industry, consumption concepts and trends. For example, local brands such as Geely and Changan have begun to follow suit. The market potential of China may be even greater than expected.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.