The new crown was officially unveiled at the Guangzhou Auto Show this year, and the overall style tends to be younger. Crown used to be the representative of high-end cars and robbed the Audi A6 of its small market share. However, with the aging of the models, the development of the Crown did not keep pace with the market. The industry believes that, like autonomous car companies, Japanese brands are very difficult to push high-end cars, and new cars must seize market segment trends. At the same time, how to make consumers recognize the brand is also very important. Jiangmen HomeMaster Electric Motors & Appliances Manufacturing Co., Ltd , https://www.homemasterjm.com
In recent years, more and more independent brand car companies have proposed high-end strategies, but they have not carried out smoothly. Domestic independent brand representatives such as Chery, Geely, and BYD are all entering the market with low-end and mid-end models, and have gained a large market share in this segment. Under the background of the gradual decline of the price of joint venture models and the continuous upgrading of the consumption structure of China's auto market, independent automakers have begun to launch high-end strategies, but due to lack of brand power, cases that are not recognized by consumers abound.
Careful analysis is not difficult to find that FAW Toyota's crown is also facing the problem of further upgrading its brand positioning. It is understood that the first car that Toyota Motor exported to China in 1964 was the crown. In 2005, the 12th generation crown was made in China. With excellent comfort and competitive price, Crown sold 200,000 units. At the time of the public business vehicle market, Crown had the strength to compete with the Audi A6 in the sky. However, with the development of the market, the choice of high-end models is increasing. Luxury cars represented by Audi, Mercedes-Benz and BMW have begun to launch new models with lower prices. This has made the crown of positioning aging gradually lose its original advantage. .
“Multinational companies, like their own brands, in order to fully tap the potential of each market segment, in addition to luxury cars, they also need to launch high-end models.†Automotive analyst Jia Xinguang believes that if you want to succeed, these high-end models must seize the segment. The development trend of the market. Take Dongfeng Nissan as an example. At the end of last year, the new high-end model of Tianzhu was listed on the Duke of Tianzhu. The biggest difference between the new car and the Scorpio is that the wheelbase is longer by 125mm. In addition, the Duke of Scorpio also enjoys 4 years / 100,000 km of free maintenance services. This positioning allows consumers to immediately accept the Duke of Scorpio.
Unlike Dongfeng Nissan, Crown chose the positioning of youthfulness as a weight to regain consumer attention. After the new crown was unveiled at the Guangzhou Auto Show, the new design won a consistent praise, and the young, gorgeous, and dynamic became the most frequent word in the commentary. Jiang Jun, general manager of FAW Toyota, pointed out that the biggest innovation of the new crown is the rejuvenation of the overall style. This change is not limited to the design of the exterior and interior. The new crown will also be a combination of 2.5L naturally aspirated and 2.0T direct-injection turbocharged engine to meet the increasingly diverse needs of young elites.
“When consumers buy a car, the first thing to pay attention to is which brand this car belongs to. The quality of the brand is very important. Therefore, the car company must discard the idea of ​​quick success and instant benefit in the high-end strategy.†Jia Xinguang believes that the current Japanese brand launch The purpose of the high-end model is very clear, so that you have a qualitative improvement in brand and sales, but it takes time, can not be quick success.