The New York auto show in 2018 is in full swing, and the domestic consumers have also obtained many types of vehicle information closely related to China through various network channels. The formal appearance of a new generation of TOYOTA RAV4 models has been paid more attention by consumers both at home and abroad.
TOYOTA RAV4, the world's largest SUV sales list in 2017, has sold 807401 vehicles worldwide, while China, the world's largest car market, has contributed only about 130 thousand vehicles, far below the about 400000 North American market. Of course, this is related to the strong rise of China's independent brand, but in addition to the same level of Japanese competitors Honda CR-V, Nissan Jun compared to the performance of RAV4 in China can only be poor, what is the cause of this situation?
RAV4 is recognized as the pioneer of the world's first global city in the automobile industry. Its cross-country ability is higher than the car, and its control and fuel economy is higher than the off-road vehicle. From the start of the first generation of mass production model at the Geneva auto show in 1994, it was warmly welcomed by the car market. In October 2000, the second generation of vehicles, which are officially listed, have been improved in all aspects, such as appearance, body size, performance, manipulation and comfort, and the sales volume has also been further increased.
It is undeniable that TOYOTA RAV4 has also been improving and improving itself in the development and changes, but in the evolution of the model, the pace is slow and even mediocre in comparison with the new competitors, and the different markets are treated differently.
The most direct way is the comparison between the cash in Chinese version RAV4 and the US version in terms of active safety configuration. In the United States version of the RAV4 full line of the knee air bag, in the Chinese market to sell more than 210 thousand of the Zhi Shang version of the version, the same in the United States version of the tire pressure testing, the Chinese version of the RAV4 is not the whole system. RAV4 US version of the price range of RMB about 17~22 yuan, compared with the domestic price of 18~27 million yuan, a difference of nearly 50 thousand yuan, or in some of the configuration of the reduction of the situation, which makes Chinese consumers mentally difficult to accept.
After all, RAV4's sales in the country lost CR-V and X-Trail is more products hard enough. TOYOTA always wants to be the most popular brand of home car, so it always compares the golden mean, but with the change and upgrading of the consumer group, the unchangeable conservative strategy has not been able to capture the new consumer's heart. Now the younger, more sports, more distinctive models are more popular with consumers.