Every choice in life can actually reflect the current state of mind. Choosing a car is no exception. Some people pursue the vanity brought by Logo, some people pursue their own driving experience, some people pursue the futuristic feeling brought by the latest technology, but some people may pursue something that ordinary people can't understand.
There is such a car, which seems to have no eye-catching Logo premium, intense driving experience and cutting-edge technology, but it has been standing in the China automobile market at a high price of one million yuan, and it is a school of its own. The car itself has also created sales miracles and market myths again and again. It's Toyota Million MPV-Erffa.
Starting from the second generation of Erffa, Toyota further subdivided this model into two models: Erffa and Wilfa. On 20 10, Erffa was imported and sold in GAC Toyota channel, and Wilfa was introduced in FAW Toyota channel in June 2065438+09. The similarity between the two sister models is 95%, and the guide price is the same. Except that the front face and tail are different (Erffa prefers business and Wilfa prefers leisure) and the rear suspension is different (Erffa adopts double wishbone suspension and Wilfa adopts double wishbone suspension), the rest parts are exactly the same. These two sister models are sold on the same stage to form a market segment in China. In this market segment, there are no competing products, and the target group has no third choice except their own preferences for appearance.
Recently, Weifa was listed in 2020, and the author once again went into Chongqing Pepsi-Da Toyota for an interview. In the interview, it was found that the sales consultant of this car was personally served by the sales manager and exhibition hall manager of the dealer. There is no competitive sales talk, no test drive, and the exhibition cars are generally locked. Asked why, the sales manager said: the consumer group of this car is too special, and this group is highly * * *.
So, what kind of group is buying this million-level MPV? What kind of * * * and characteristics do they have?
1
Consumer: Really rich? But it's not just money.
The first element of a group that can buy a million-dollar vehicle must be money, but why do the buyers of Erffa really have money?
First of all, we must clarify a concept. LOGO doesn't mean money. In today's materialistic era, there are many people around us who dare to borrow money to buy Mercedes-Benz S and BMW 7 Series with only a few hundred thousand net worth, because the worship of material and the pursuit of luxury brands are the first factors to promote their consumption. So is this a rich man? Obviously not.
But the buyer of Wilfa must be worth more than 10 million yuan, which is often the configuration of the third car in the family. "People who drive Mercedes-Benz BMW Porsche don't necessarily have Wilfa, and those who have Wilfa must have Mercedes-Benz BMW Porsche", the sales manager who has received many Wilfa customers told me.
"Wilfa's customers choose Wilfa because they don't have to show their value through Logo. Besides, this group of people have drivers. Of course, they don't value its driving passion when choosing MPV. What they value is that this car gives the family a sense of security and extreme care. "
At the dealership, I happened to meet a gentleman who came to buy Wilfa. He is gentle and unwilling to disclose his industry and name, but he told the author that his son is studying in Yaozhong (the best international school in Chongqing). He bought this car because he wanted the driver to drive his wife to pick up his son every week, so that the space for his wife and son to get along in the car was the most comfortable and cozy.
The sales manager told the author that the purchase demand of this customer today can be said to represent the vast majority. They are highly educated, care about their families and want to spend more time with their families, so the layout they adopt in Wilfa is often: drivers drive, servants sit in the co-pilot, couples sit in the second row, and children sit in the third row. This way, the boss and his family will be relaxed and comfortable when they get along in the car.
There is often a misunderstanding that Wilfa will be used by many bosses as a business reception car to show his face and taste because of his millions of dollars, spacious and comfortable interior space and riding experience. The demand for business reception, in turn, further enhanced the value of this car.
In fact, the sales manager told me that from the customers he contacted, the boss generally did not use Weir method for routine business reception. There are generally two choices for business reception vehicles: Mercedes-Benz V-Class and Buick GL8, which are used for regular multi-person business reception. Mercedes-Benz S-Class and BMW 7 Series will be used for a single business reception. In the eyes of bosses, Wilfa is a very personal thing, which is generally only used by family members, or occasionally, deep-seated private business reception, which has become an unwritten rule in the boss circle. Therefore, the friends who can be received by the boss by Wilfa must be business partners or special personal friends.
2
Product charm: euphemistic luxury? Details, quality and creativity
The primary reason why Wilfa can impress so many people who have read all the glitz in the world is the original quality: Wilfa uses Toyota's top MPV platform to maintain super-high imported quality and can only be sold in 4S stores. There is no so-called "parallel import" channel, and the price continues to be firm, which makes it maintain a value preservation rate of 65,438+020% in the used car market. Of course, users who buy this car will have a longer service life, so the rate of preservation is higher.
Secondly, the craftsman's heart in detail is the second point that touched them: "Looking at Japan with a thousand years of ingenuity." The craftsman spirit has penetrated into the blood of this nation in Japanese culture, especially in the manufacturing industry, which has deeply touched the whole world. As the representative of Japanese automobile industry, Toyota also actively promotes the inheritance and development of craftsman spirit. For example, Akio Toyoda, the fifth generation president of Toyota Group, donated 65,438+billion yen to Toyota City to build an experimental base, so that children can experience the process of automobile manufacturing and feel the essence of "artisan spirit" during the activity.
In Wilfa, such ingenuity can be seen everywhere. For example, in order to make passengers feel perfect, the leather raw materials of all seats are strictly selected, not only to the designated parts of the source-locked cattle, but also to the origin and year of the cattle. These carefully selected leathers are sewn into super-wide flagship seats. Considering the use functionality of this car, it takes into account the feelings of every passenger in the car, the sound layout of 17 and the ambient lights of 16 colors, and upgrades the central control screen from 8 inches to 10.5 inches, and the middle ceiling screen from 12 inches to 13.3 inches. In addition, all the seats, windows, doors and entertainment systems in the car can be operated remotely from the driver's seat, which means that the feeling that "the boss doesn't need to do it himself wherever he goes" can be realized.
As a family private car, safety is also an important factor to be considered: Will comes standard with 7 airbags, the latest TSS2.0 active safety system, and the addition of parking auxiliary braking can warn stationary objects and vehicles approaching behind when driving at low speed or reversing, and the system will automatically take braking when necessary to avoid collision and provide more comprehensive protection for driving safety. E-four four-wheel drive system, the rear wheel is equipped with independent motor, which distributes the power of the front and rear wheels, greatly improving maneuverability and stability, and easily coping with wet and slippery road conditions in rainy days.
43 theory
An MPV with Toyota logo can sell for millions, and the price is firm, which is beyond the supply, which Mercedes-Benz BMW can't do. Behind such a miracle, many people don't take it for granted that "people are stupid and have more money".
On the contrary, people who can afford Wilfa should belong to the small group at the top of the pyramid in IQ and experience. The reason why a car like Wilfa can be widely recognized in China's rich circle is simple: it takes the craftsmanship to the extreme and gives users an irreplaceable experience. Cars like Wilfa and Erffa have been widely and continuously successful in China, which once again proves the value of the craftsman spirit.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.