Auris是不是定位錯誤 - Toyota
By Andy
at 2019-10-04T22:16
at 2019-10-04T22:16
Table of Contents
※ 引述《adam27 (LUC)》之銘言:
: Auris終於補上全套TSS,但引擎還是只有2.0NA
: 當初號稱一筒漿糊,一年過後百萬馬三笑而不語
: 證明進2.0NA的定位錯誤,完全沒打到馬三的年輕客群
: 在差不多價錢,一樣排氣量情況下,大多人還是選馬三
: 畢竟馬三尊爵不凡、心靈加持,Auris終究還是toyota
: 2.0稅金配上小空間,就是個比較會運動的高價小鴨
: 會買toyota的極少人會花80萬,每年多5000稅金買這級距的車
: 不要小看這5000稅金,我同事可以為了省20元停到600公尺外
: CHR都賣不太動了,主動配備更齊全的auris還可以輸他
: 何不引進1.2T省稅、1.8H低油耗,吃下部分小型車的市場
假設平價品牌中型掀背是一個獨立的市場,在去年9月Auris 上市前
市場上最主要的競爭者不外乎就是 Mazda 3、VW Golf 跟 Ford Focus
Toyota 在這個級距完全缺席,和泰新引進 Auris 一來分食了這個原本
只能乾瞪眼的大餅,擴大了整個產品線覆蓋的範圍,二來可以留住部分對國產沒信心、
預算在80上下的族群本來可能轉往其他品牌的買家。
基本上 1.2T、1.8 Hybrid 還是 2.0NA 隨便進一款,都是比以前多賺的啦。
至於哪一款賺比較多,和泰自然是做過市場調查的。
再說 Auris 對和泰的重要性跟 Mazda 3 對台馬重要性是完全不同級別的。
Mazda 3跟CX-5並列台馬兩大主將,去年的銷售佔比都分別超過三成。
Mazda 3 如果賣不好的話,對台馬整年度的銷售影響極大。
反觀Auris 去年佔Toyota 銷售僅 1.85%,9月才上市也賣了1902輛,算很不錯了吧
https://i.imgur.com/IpldgU3.jpg
今年度一月到九月,只比較五門款的話
Auris: 2759
Mazda: 2018
只看七月的話是 456 vs 517 ,Mazda 3 還是剛大改款上市。
這樣真的算是Mazda 3贏嗎? 去年Mazda 3 (4D + 5D)將近八千輛,
2019剩三個月了現在累積只有不到3200輛,怎麼看都是台馬需要比較擔心。
https://i.imgur.com/dfjia9q.jpg
和泰有一點個人很欣賞的是對市場布局非常地積極,基本上什麼車都進
國產、進口、軟的、硬的、慢的、快的、50萬~300萬、兩人座到七人座
看是喜歡乘風破浪還是貼地飛行,都有車可以選,大概只差Wagon沒有
https://i.imgur.com/WbLAtUc.jpg
反觀台本,哈哈
https://i.imgur.com/QlfEgyS.jpg
--
: Auris終於補上全套TSS,但引擎還是只有2.0NA
: 當初號稱一筒漿糊,一年過後百萬馬三笑而不語
: 證明進2.0NA的定位錯誤,完全沒打到馬三的年輕客群
: 在差不多價錢,一樣排氣量情況下,大多人還是選馬三
: 畢竟馬三尊爵不凡、心靈加持,Auris終究還是toyota
: 2.0稅金配上小空間,就是個比較會運動的高價小鴨
: 會買toyota的極少人會花80萬,每年多5000稅金買這級距的車
: 不要小看這5000稅金,我同事可以為了省20元停到600公尺外
: CHR都賣不太動了,主動配備更齊全的auris還可以輸他
: 何不引進1.2T省稅、1.8H低油耗,吃下部分小型車的市場
假設平價品牌中型掀背是一個獨立的市場,在去年9月Auris 上市前
市場上最主要的競爭者不外乎就是 Mazda 3、VW Golf 跟 Ford Focus
Toyota 在這個級距完全缺席,和泰新引進 Auris 一來分食了這個原本
只能乾瞪眼的大餅,擴大了整個產品線覆蓋的範圍,二來可以留住部分對國產沒信心、
預算在80上下的族群本來可能轉往其他品牌的買家。
基本上 1.2T、1.8 Hybrid 還是 2.0NA 隨便進一款,都是比以前多賺的啦。
至於哪一款賺比較多,和泰自然是做過市場調查的。
再說 Auris 對和泰的重要性跟 Mazda 3 對台馬重要性是完全不同級別的。
Mazda 3跟CX-5並列台馬兩大主將,去年的銷售佔比都分別超過三成。
Mazda 3 如果賣不好的話,對台馬整年度的銷售影響極大。
反觀Auris 去年佔Toyota 銷售僅 1.85%,9月才上市也賣了1902輛,算很不錯了吧
https://i.imgur.com/IpldgU3.jpg
今年度一月到九月,只比較五門款的話
Auris: 2759
Mazda: 2018
只看七月的話是 456 vs 517 ,Mazda 3 還是剛大改款上市。
這樣真的算是Mazda 3贏嗎? 去年Mazda 3 (4D + 5D)將近八千輛,
2019剩三個月了現在累積只有不到3200輛,怎麼看都是台馬需要比較擔心。
https://i.imgur.com/dfjia9q.jpg
和泰有一點個人很欣賞的是對市場布局非常地積極,基本上什麼車都進
國產、進口、軟的、硬的、慢的、快的、50萬~300萬、兩人座到七人座
看是喜歡乘風破浪還是貼地飛行,都有車可以選,大概只差Wagon沒有
https://i.imgur.com/WbLAtUc.jpg
反觀台本,哈哈
https://i.imgur.com/QlfEgyS.jpg
--
Tags:
Toyota
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