When the monthly sales penetration rate of domestic new energy exceeds 50% for two consecutive months, is there any chance for joint venture fuel vehicles? For this question, FAW Toyota New and New HARRIER are giving the answer!
On September 12th, FAW Toyota’s new RAV4 Rongfang and new Lingfang went on the market, among which the new RAV4 Rongfang was upgraded with a total of 9 models, with a price of 169,800 to 297,800 yuan. The new HARRIER Lingfang launched six models for intelligent upgrade, with a price of 191,800 to 275,800 yuan.
Compared with the old model, on the basis of upgrading the product competitiveness, the price and listing rights of the new car are not playing hard to get, but directly in one step!
How lethal is this price? We should know that Rongfang, as a star product of FAW Toyota in SUV market, is almost the lowest price in China market in the past 30 years. As the "Toyota’s most beautiful SUV", Lingfang also came to the 190,000-level range. Compared with the same level of new energy, both cars have basically achieved "oil is lower than electricity".
Judging from the current "oil-electricity pattern" in the domestic market, under the impact of new energy and intelligence, the rejuvenation strategy of increasing the allocation and reducing the price of fuel vehicles has long been common.
For Xinrongfang and Xinlingfang, the competitive challenge after listing is not easy. Especially for Xinrongfang, as the sales champion of joint venture brand in SUV market, under the new price system, Xinrongfang also bears the burden of sales growth of FAW Toyota in SUV market.
So is there any growth opportunity for Xinrongfang?
From the perspective of sales volume, despite the rapid growth of new energy and the decline in the overall market share of fuel vehicles, there is still nearly 50% market demand for fuel vehicles in the domestic passenger car market. And the new Rongfang family has also formed a diversified technical route from fuel to oil mixing to plug-in mixing.
In addition, from the sales trend of Rongfang family this year, stimulated by price wars and infighting wars, Rongfang has not only failed to follow the decline of the broader market this year, but has also made steady progress.
Since June this year, Rongfang has sold more than 16,000 units for three consecutive months, which has not only stabilized the pace of growth in the complex competitive situation, but also proved that despite the decline in the fuel vehicle market, the popular products represented by Rongfang family still have a large number of user needs.
On the basis of this achievement and the market reputation accumulated by the Rongfang family in the past 30 years, with the new round of "old-for-new" cars gradually activating the vitality of market consumption, the new Rongfang "increasing distribution and reducing prices" is undoubtedly expected to achieve contrarian growth.
Judging from the specific changes in product competitiveness, the product evolution of Xinrongfang is not small!
Compared with the old models, Xinrongfang not only optimized and upgraded the exterior details such as front and rear bumper sports guards, side door lower guards, wheel eyebrows, etc., but also increased the body color matching of SPAR green. The interior also improved the quality and comfort of the entire cockpit by adding more leather cladding, wood decorative strips and piano black decorative boards.
In terms of configuration, the new RAV4 Rongfang 2.0L Fashion Plus version also adds functions such as electric tailgate, 2.5L smart electric hybrid twin-engine elite Plus version and 2.5L smart electric hybrid twin-engine elite Plus four-wheel drive version with digital keys, which further improves the cost performance of the whole vehicle and the convenience of car use.
At the level of practical intelligence, Xinrong Fang is directly in place, and the whole system comes standard with L2-level assisted driving, voice assistant 30-second wakeup-free, car WeChat and other functions. You should know that in the same class, the entry-level versions of popular models such as CR-V and Song PLUS DM-i do not support L2 intelligent driving assistance.
With the new Toyota Pilot’s advanced intelligent driving, Xinrongfang can support many intelligent driving assistance functions such as PCS pre-collision system with emergency steering assistance and vehicle monitoring at intersections, DRCC dynamic radar control system with active deceleration at corners, and LTA lane tracking assistance system with car-following function.
Although the current automobile intelligence is developing rapidly, in the price range where Xinrongfang is located, most new energy vehicles are still at the simple driving assistance level. Therefore, in contrast, the intelligence of Xinrongfang is obviously no longer a short board.
Of course, based on the reputation of 14 million users accumulated by Rongfang family in the world in the past 30 years, the stability and reliability of the core power system are still the top priority for most consumers. Therefore, in the core power system, Xinrongfang also provides three different power energy options based on the mature and stable power system quality.
Among them, the gasoline version is equipped with a combination of TNGA 2.0L engine and CVT gearbox, and the intelligent electric hybrid twin-engine system is equipped with a 2.5L engine, CTV gearbox and a lightweight new structure motor, which further improves the economy of energy consumption on the basis of dynamic stability, and can achieve a battery life of 1000km for one tank of oil.
At a time when the demand of the plug-in and hybrid market is greatly increasing, Xinrong Power Supply also provides a newly developed intelligent plug-in dual-engine power system, which can achieve 78km of pure battery life, and the fuel consumption of WLTC under comprehensive working conditions is as low as 1.46L/100km. It is worth noting that this energy consumption performance almost exceeds most popular autonomous plug-in cars on the market.
From the perspective of key configuration and upgrading of core power, although the market competition is fierce, the arrival of the new Rongfang family is still expected to achieve differentiated competition in the compact SUV market through mature and reliable market reputation, high maintenance rate performance and richer and better product sequence selection.
The same is true for the new Lingfang. As the "Toyota’s most beautiful SUV", compared with the old models, the new Lingfang has also achieved price reduction and increased allocation. Not only is the whole system equipped with a brand-new Toyota Space smart space, but some versions have also upgraded dual 12.3-inch full LCD color multi-function instruments and central control large screen, which brings a more convenient and comfortable car experience.
It can be believed that with the continuous upgrading of the competitiveness of core products on the basis of the price being close to the people, the competitiveness of FAW Toyota in the SUV market will undoubtedly be strengthened.
In the past August, FAW Toyota also achieved warmer growth under the impetus of Rongfang family and other popular SUV products, and officially returned to the monthly sales camp of 70,000+!
With the rapid entry of Xinrongfang and Xinlingfang into the golden cycle of listing, FAW Toyota is expected to continue to "go high" next. In this regard, we will continue to pay attention.
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