New Camry wants to break through and must first change the concept of consumption

Yesterday, Camry, who had been in the Chinese automotive market for five years, ushered in its seventh-generation model. After undergoing a comprehensive renovation from the exterior to the interior and to the core power, the competition faced by the new Camry now is more severe than it was five years ago. .

A month ago, Feng Xingya, deputy general manager of GAC Toyota, asked the author a question: “If there is a car with a naturally aspirated engine, it can reach the public TSI + DSG (fuel direct injection turbocharged engine and dual clutch transmission) technology The power and handling, and the use of lower cost, more durable, what would you think?" The author replied: "From the perspective of ordinary consumers, this is absolutely incredible."

The author can conclude that Feng Xingya’s “one vehicle” refers to the seventh-generation Camry, and I believe that the new Camry can achieve the same level with the public TSI+DSG technology, but from the current consumer perspective, this It is indeed an incredible thing. Because the new Camry faced with the situation, not a few models of competitive market performance, but the concept of consumer spending on high-end cars.

In 2006, Camry launched it at GAC Toyota and it was launched. I remember that the Japanese head of GAC Toyota once said that "there is no competitor in China's Camry" and "all models are competitors to Camry", these two contradictory words. In the end, "no competition" has become a reality. From the high-profile listing, the increase in sales, to the mid-to-high-end car sales championship, the dream of a mid-to-high-end car that every manufacturer dreams of is easily realized by Camry. In that year, no car was better than the Accord.

The success of the previous generation of Camry lies in the double additive effect of Toyota brand power and Camry's product power. At that time, high-level car consumption advocated "the golden mean." "The disadvantages that did not mind too much" are "big advantages", which was the concept that was generally recognized by mid-to-high-class car consumers.

From the analysis of the mid-to-high-end car market that year, several models that were selected as mainstream mid-to-high-end cars were more or less factors that were not recognized by consumers at the time. For example, Magotan has a first-class technology and a strong brand, but it has a short wheelbase and a small space, and it robs the middle- and high-class consumer demand. The interior of the Passat is too old; the Skoda Hao Rui and the Dongfeng Nissan Scorpio lack of brand awareness and insufficient awareness; Mondeo space is large enough, but it is always difficult to get rid of the oil reputation; Buick Regal, LaCrosse is in a new generation cycle. The Camry’s appearance atmosphere is not publicized, the interior is exquisite, and the space is large enough. Although the core power technology is somewhat behind but it is enough, it is in line with the “nothing to care about” shortcoming is the “big advantage” of the consumer concept, so after the launch of Camry All the way to sing.

Looking at the current mid-to-high-end car market, "TSI+DSG" has become the mainstream of core power technology under the public brand offensive of the past two years. Consumers' perception of "TSI+DSG" technology has far exceeded the actual effect of the technology. It is believed that Feng Xingya also saw this phenomenon in the mid-to-high-end car market now, and all of them have the above problems.

Today, after the listing of the new Camry, it is faced with a "advocate technology" mid-to-high-end car market. If the new Camry wants to regain the old mountains and rivers, it must change the consumer's worship of the “TSI+DSG” technology, let consumers truly understand the “harmonious unification of driving enjoyment and economic benefits” and establish a new concept of high-end car consumption. In that case, the new Camry The road to returning to the championship of high-level car sales will not be too far.