Chapter 904 The emergency response of the joint venture car company!
Toyo Toyota Motor Headquarters.
Ichiro Toyoda also heard about Haima Motors starting to sell gasoline-electric hybrid vehicles.
For many car brands, 60,000 cars is just the sales volume of a certain model under them in a few days.
But the 60,000 hybrid cars of Haima Motors represent a great significance.
This means that Changtian Technology’s biobattery technology and motor technology are very mature and are plug-and-play technology products.
Moreover, it has been mass-produced and the production cost is very low.
Can be used on any car model at any time.
This prepares Changtian Technology for its entry into models priced below 200,000 yuan.
If history wants to eliminate you, it will definitely not say hello to you.
Ichiro Toyoda suddenly discovered that Changtian Technology had firmly grasped the initiative in new energy vehicles and could popularize the new bioenergy technology he led in Xia Country at any time.
If about 100,000 cars can use bionew energy in a short period of time, the price range of Toyota's best-selling models will be completely beaten by the series of cars owned by Changtian Technology.
Ichiro Toyoda was pacing around the room anxiously.
He doesn't seem to have any good ideas.
However, as the world's greatest car company, Toyota cannot passively face the challenge and must gradually come up with countermeasures.
Therefore, Ichiro Toyoda quickly made a decision to reduce the prices of cars under 200,000 yuan, taking into account that the products were about to be updated. The current price range ranges from 20,000 to 30,000 yuan.
Cars priced above RMB 200,000 will maintain their original prices.
Keeping the original price of a 200,000 car is Toyota's unshakable pride.
After making such a decision, users can purchase a Toyota Corolla model with a very good reputation at a price of just over 100,000.
In the past few decades, Corolla has been hailed as a sacred car for families.
Toyota's constant propaganda is that there are only Corollas that may be disliked by users, and there will never be any Corollas that break down.
Toyota Xiaguo District Headquarters.
When President Xia Guo learned about the news from the headquarters, he immediately organized the senior management to formulate relevant marketing strategies.
The price of the Corolla has dropped to around 100,000, and the lowest version is even just over 100,000. A car with this price will be very competitive in the market.
Xia Guo District Headquarters has three strategies for preparing this publicity.
The first one is Corolla’s price reduction promotion.
The second is that Corolla is very fuel-efficient. When you drive a Corolla, you don't have to consider fuel consumption at all. Therefore, the gap between gasoline vehicles or new energy vehicles in terms of energy consumption is relatively small, not as big as you think.
The third issue is the durability of the car.
Corolla has been around for decades and has been updated countless times.
This kind of car has long been tested by the market and has been recognized by the market, both in terms of quality and reputation.
And Cangqiong Automobile or other brands of cars that cooperate with Cangqiong Automobile have just entered the market.
Is the motor durable? Is the battery durable? This is still a very big unknown.
Toyota's soft-edit promotion reads: "The Corolla is suitable for family users. Based on the average family driving 10,000 kilometers a year, the fuel consumption of the Corolla is 4 oils per 100 kilometers. 10,000 kilometers is 400 liters of oil.
The current price of 92-proof gasoline is around RMB 6 to RMB 7, and users only spend more than RMB 2,000 on gasoline a year, less than RMB 3,000."
"At the same time, if you drive a Corolla for a few years and sell it to the second-hand car market, the depreciation will be very small."
"But if you buy a new energy vehicle, a family car only travels about 10,000 kilometers a year, so you can save 3,000 yuan a year compared to a Corolla."
"But the technology of new energy vehicles has not been tested by the market for a long time. It is unknown whether your car will still be able to run normally after a few years, or the price you will sell it to in the second-hand car market."
"So the money you save is actually included in the price of your car."
Soft articles like Toyota's became very popular in major forums, post bars, Weibo and Moments.
Many netizens who are planning to buy a car take a look and it seems to be true.
A fuel-efficient car like the Corolla only costs two to three thousand yuan a year for gas. Some of the less expensive ones may even cost less than two to three thousand yuan.
The impression given by Corolla is that it can be driven no matter how you drive it.
So should users buy joint-venture brand cars such as Corolla that have reduced prices and have mature technology and market reputation, or should they buy new bio-energy cars that consume very little energy but have never experienced market testing?
Among these soft articles issued by Toyota, one thing is very vicious.
That is a mockery of domestic car brands such as Haima, which have never had a good reputation before. Now they just add a bio-battery and a low-power motor from Cangqiong Automobile. Is there really a huge improvement in the quality of the car?
When users see such soft articles, they do have some doubts in their hearts.
Toyota's price reduction strategy has indeed achieved immediate results with the cooperation of soft articles.
There are many users who already have the desire to buy a car, or who have the desire to buy a car in the future. Taking advantage of Toyota's price reduction, they quickly go to Toyota's 4S stores to buy their favorite models.
Of course, the best-selling one is the Corolla.
During this period, Corolla and other FAW Toyota and Yangcheng Toyota cars priced under 200,000 were sold like crazy, with sales increasing by more than 100% to 200% compared to the same period last year.
Joint venture brands such as Volkswagen, Hyundai, Nissan, and General Motors saw the price reduction of Corolla's low-priced models and also chose to reduce prices.
Volkswagen has also cut prices very hard.
For the very best-selling Lavida and other models, as long as you enter the store, 4S will directly give you a discount of 30,000, and there is still room for negotiation.
Of course, Volkswagen's models are similar to Toyota's.
If an average user only drives 10,000 kilometers a year, the experience and value retention rate you enjoy when buying a fuel vehicle are absolutely unmatched by new energy vehicles.
Nissan and other Toyo cars have an advantage.
They will say that they are already very fuel-efficient, and the discounted price this time will allow users to fill up their cars for several years.
The new round of joint venture car price war was actually triggered by Haima Automobile.
The idea of these joint ventures is consistent with Toyota.
That is to consolidate its market as quickly as possible through various means before the Cosmic Automobile series of bio-new energy vehicles take off.
Allowing users to enjoy the experience and vanity that the joint venture brand brings to them at a lower price.
After all, in 2018, users who can afford joint venture cars will definitely not buy domestically produced cars.
Cars have dual attributes for many people.
One is the most basic means of transportation, the other is face.
I also drove home during the Chinese New Year.
If you drive back in a Volkswagen, people in the village will say that this guy is promising and has made money working in the city, so he can even afford a Volkswagen.
But if you drive a Baojun or Bidi, go back to Chery Automobile.
People in the village would laugh and say: "Why should I buy a car if I don't have money? Why do I pretend to be such a big-tailed wolf?"
Before the complete rise of domestic automobile brands, it will be difficult to change the image of domestic automobile brands and joint venture brands given to state-owned enterprises.
Of course, the happiest people are the consumers.
After all, if you can buy a cool car at a lower price, everyone will be happy!
Can Haima Auto show off?
Even after Haima Automobile cooperates with Cangqiong Automobile, it does not have such a function.
Xia Guo Automobile's current reaction was promptly conveyed to Gao Miao and Chen Xiao by the head of Changtian Technology's marketing department.
Gao Miao was still a little nervous.
After all, the price reduction of fuel vehicles has put a certain amount of pressure on Cangqiong Automobile and Haima Automobile.
According to Ma Jianguo and Gao Miao's plan, the price of Haima Motor's first-generation new energy vehicle series is around 150,000.
Now the price of Corolla and other models has dropped to a little over 100,000, and the Volkswagen Lavida is even more expensive, with the price of entry-level models dropping to a little over 90,000.
The difference between 100,000 and 150,000 is 50,000.
This 50,000 yuan is enough for ordinary users to refill gas for seven or eight years.
So when the price of fuel vehicles drops to an absolute low, will new energy vehicles still have value and market?
Among various media and netizens, the discussion on whether new energy vehicles are necessary is becoming more and more intense.
The point of view is also split into two.
One is that the price of fuel is so low that new energy vehicles have no value at all.
The other is from a national strategic perspective, saying that new energy vehicles must exist. This is not about the price of fuel vehicles, but about the national energy security strategy.
But soon the first argument gained the upper hand again, and netizens who expressed this view said this.
"We are ordinary people, living an elusive life every day just to earn a few taels of silver. In order to make our lives better, we must choose whichever is more cost-effective. As for the national energy strategy, I'm sorry, my level is too low, I am just an ant.
, are not qualified to consider such a grand narrative."
This answer received more than 500,000 likes.
When Gao Miao saw such news and saw joint venture cars frantically cutting prices of cars under 200,000 yuan, he was still a little worried.
Chen Xiao also called a meeting with everyone to analyze the matter.
Chen Xiao said: "I very much agree with this hotly searched netizen's statement."
"Ah?!" Gao Miao was shocked when Chen Xiao said this.
He also thought that Chen Xiaohui agreed with the second statement, which was to consider it from the perspective of national energy strategy.
Who knew that Chen Xiao would actually agree with the first statement?
Chen Xiao said to everyone: "Actually, from the perspective of ordinary people, the products they use must meet their own needs. They must buy whichever is more cost-effective. Patriotism cannot be a living thing."
"Nowadays, the prices of joint venture cars are being reduced like crazy, so that ordinary people can see the benefits, but this approach is also a double-edged sword."
"When you can buy a joint venture car for tens of thousands of yuan, will driving a joint venture car still have the attribute of being decent?"
"Joint venture cars will completely and completely lose the attribute of having face, and will completely become the nature of cars. Cars are just a tool."
"When everyone regards cars as a tool, do you think those suitable fuel cars can defeat Sky Cars?"
After Chen Xiao said this, Gao Miao and others suddenly realized.
This seems to be the truth!
This is just like in the mobile phone field.
When everyone uses Motorola, Nokia or Samsung and Apple, they will feel very proud.
Because they use foreign brands.
The fundamental reason for this impression is that domestic brands cannot keep up, and foreign brands represent advanced fashion and trends.
But after the Hanhai mobile phones of Huawei, Xiaomi and Changtian Technology were released, they crazily occupied the market with their good looks and high performance.
Users completely believe that overseas brands such as Samsung and Apple are just ordinary mobile phones with ordinary functions.
When users start to compare the ordinary functions of mobile phones, start to compare the performance of mobile phones, and do not consider the brand value, the market balance will tilt towards domestic brands.
Now cars are following the same path.
But Gao Miao still has a problem: "I always feel that we lack a breakthrough, how to build users' confidence in domestically produced cars."
Chen Xiao has already considered this issue.
Chen Xiao told Gao Miao: "Currently, users have no doubts about the performance of our bionew energy vehicles. Their biggest concern is the durability and durability of this high-performance vehicle."
"We are an emerging brand of cars, so we don't have enough time to accumulate market reputation, and we don't have enough time to get feedback from the market to let users know that our cars are durable, but this matter is also very easy to handle.
"
"you mean?!!"
After hearing Chen Xiao's words, Ma Guotao became excited.
Ma Guotao has been in the automobile industry for so many years and is familiar with the history of each brand.
Especially the popular Volkswagen, Dongfeng Peugeot and Toyota models.
Because Toyota has accumulated enough reputation overseas, it has made rapid progress without any setbacks after entering the Xiaguo market.
As the first joint venture car to enter the Xia Kingdom, Volkswagen has established a long-lasting image in the hearts of Chinese people from the beginning.
And Volkswagen has a magic touch that further consolidates this image.
That is, Volkswagen cooperates with many first- and second-tier cities across the country to supply low-end manual transmission models to these cities at lower prices. All of these models are used in taxis.
For example, the Jetta, a legendary car of the first generation.
And these taxis have been messed up by taxi drivers. They have been driven for seven or eight years and hundreds of thousands of kilometers, but they do not have any faults, or they have a little fault but are very easy to repair.
Ordinary users take a look.
Wow, the taxis in the city are all Volkswagen taxis, and they have been driven for hundreds of thousands of kilometers. The taxi drivers all said that they are very easy to drive and can easily repair minor faults.
Therefore, Volkswagen has become the best joint venture car in the hearts of Chinese people.
Later, car companies such as Hyundai and Peugeot saw that it was possible to do this, and they also provided local support. Hyundai even monopolized the taxi field in Yanjing City, creating a 15-year golden sales era for Hyundai.
When Ma Guotao explained this period of history, he said to Chen Xiao in surprise: "What does Mr. Chen mean?"