Why can't the world's number one Corolla sell LaVida in China?

Lavida and Corolla are old rivals in the car market. In the silent war of 20 19, according to the latest data of year-end statistics, LaVida, a sales Volkswagen, ranked first in bicycle sales in China auto market with 490,944 vehicles, but globally, Corolla ranked first in the global market with1236,380 vehicles. One is the number one in China, and the other is the number one in the world. In addition, the positioning of the two is similar, so the problem is coming. Why can't the world's No.1 Corolla sell LaVida in China?

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Carol: The label is "You can't go wrong"

For Corolla, a high ticket on Zhihu's list is: Can't go wrong.

Because Carola perfectly explained what a "family car" is. Driving it out will not attract your attention, nor will it make you lose face; In most cases, you may only need to refuel once or twice a month; It basically won't let you go to the garage outside the daily maintenance day. In a word, this is a car that you can't talk to your friends about. No matter how dark the car is, it won't be gaudy. It is equal to McDonald's KFC Shaxian snack Lanzhou Lamian Noodles. No one will scold or brag after eating, but many people will eat when they don't know what to eat. There are only a few people in the world who know a lot about cars. For ordinary users who are not experts, the label "it can't be wrong" is definitely much more attractive than "strong power", "luxurious interior" and "precise control".

The glory of winning the championship again is "normal" for Corolla. Corolla has been the best-selling single model in the world for many years. Since the first Corolla was rolled off the assembly line at 1966, it has sold more than 47 million vehicles, which is likely to be the first model to break the 50 million mark and sell well in more than 50 countries and regions around the world. Corolla has rich technology and historical accumulation, which is unmatched by many emerging models.

After 12 generations of product changes, Corolla keeps pace with the times and its products are strong in by going up one flight of stairs. On the12nd generation Corolla, 8 airbags, knee airbags, tire pressure display, lane departure warning, lane keeping assistance and active braking system are all standard. With these active and passive configurations, the security of Corolla is obviously improved.

In addition, Corolla's excellent quality and excellent fuel consumption performance have realized the advantages of fuel saving, peace of mind and money saving, and the quality of the whole vehicle is stable. The VVT-iW, which is unique to fuel engine and twin-engine models, has fewer minor faults and is convenient for maintenance. For the household group, in short, it is "it can't be wrong to choose it".

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LaVida: More in line with the characteristics of China.

As the best-selling model in China, LaVida has the same characteristics as Corolla in some aspects.

For example, LaVida's moderate appearance, simple and practical functions, low fuel consumption and high value-added rate of used cars. These are the essential elements of a best-selling car.

LaVida's target customers are the most ordinary people in China. Knowing the parameters of owner comparison is not the concern of potential buyers of this car. They don't understand data and terminology at all. They need a car with a solid chassis, they need a car with enough space, they need a car with reasonable fuel consumption, they need a car that looks less stingy, and they need a car that is easy to buy and maintain.

Some people say that LaVida sells well because of "popular belief". But a car has become a long-term sales king, which is by no means a "belief" can explain. If faith can solve the problem, why didn't CC and Ling Du become bestsellers? Therefore, it must be a model with good comprehensive quality and in line with consumer expectations in all aspects, in order to be able to dominate the list for a long time. Remember, there is no success for no reason, and any shortcomings will lead to sales failure.

Why can LaVida surpass Corolla to become the sales champion in China market? This is about lavida and corolla. Although they have many similar characteristics, they still have some of their own characteristics:

First of all, LaVida's appearance is more commercial, which accords with the psychology that China consumers like atmosphere and high-end. The listing of LaVida plus further magnifies this advantage.

Secondly, there are some differences between them. LaVida's chassis training is biased towards German style, and it feels more solid and steady. Similar to LaVida, the door is thick and the door closing sound is more solid.

Finally, and most importantly, unlike the firm price of Corolla in the market terminal, LaVida has a discount of about 20,000 yuan!

Write it at the end

LaVida has more advantages in appearance and terminal discount, which directly hits the pain point of domestic consumers' car purchase, and the high sales volume is not unreasonable. But it's not without a chance for Corolla to make a comeback. If the new Corolla has a reasonable terminal discount in the later period, I believe it must have the strength to impact the status of the crown.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.