根据中汽协的统计数据显示，从2009年开始，我国的整体小型车销售数据就出现了下滑的趋势，市场份额不断被压缩。即使在这样的大背景下，一汽丰田依然坚持着对A级车市场的投入，其首款两厢车--威驰FS近日上市。一汽丰田汽车销售有限公司总经理姜君表示，威驰FS的发布可以说是深化品牌小型车战略布局的重要一环。早在2013年，一汽丰田就正式推出了“小型车战略”。根据数据显示，2016年一汽丰田共完成新车销售65.88万辆，其中以卡罗拉、威驰、花冠为组合的小型车总销量占比超过50%。更值得注意的是，即使有SUV车型的冲击，威驰和卡罗拉的月均销量也分别在万辆和两万辆级，在各细分市场销量排行榜中均名列前茅。可以说，一汽丰田的小型车战略效果显著。据内部人士透露，此次威驰FS的上市，是一汽丰田进一步深化小型车战略布局，完成2020年小型车占比达到70%目标的重要举动。“威驰FS是一汽丰田今年推行年轻化、小型化战略的第一款车。”姜君表示，威驰FS上市后，威驰与卡罗拉将在6万元至16万元的价格区间内完成排兵布阵，将首次购车人群的多种需求全覆盖，力争成为消费者的“人生第一车”。对于品牌接下来的发展，姜君表示，仍会坚持小型车发展战略，除了保持品牌原本的优势，公司接下来也将开启“进攻型”销售模式，在新品上市和产品营销上表现得更为主动，提高销售品质，实现销量与收益的双赢。
FAW Toyota Deepen Compact Car Strategy with Aim to Account for 70% of Sales in 2020
According to data from CAA, the total sales and market shares of compact car in China have been gliding since 2009. In this case, FAW Toyota still stick to the investment of A-level market and its first two-compartment vehicle, Vios FS, is to be listed in these days. Jiang Jun, GM of FAW Toyota Automobile Sales Co, Ltd, said that the list of Vios FS is one of the important links of FAW Toyota’s compact car deepening strategy.
As early as in 2013, FAW Toyota has already carried out “strategy for compact cars”. Data shows that, FAW Toyota has sold 658.8 thousand units cars in 2016, with total sales of compact cars like Carola, Vios and Corolla accounted for 50%. Although stroked by SUVs, monthly sales of Vios and Corolla are still keeps in ten or twenty thousand units, which shows that the compact car strategy of FAW Toyota has remarkable effects.
It was revealed by insiders that, the list of Vios FS is one of the important measures taken by FAW Toyota to further deepen its compact car strategy and have sales ratio of compact cars to be 70% in 2020. According to Mr. Jiang Jun, after Vios FS is listed, the price of Vios and Carola will range from 60-160K yuan, and will meet multiple demands of the first buyers and struggle to be the “first car” of customers.
As for the further development, FAW Toyota will stick to its compact car strategy and start an “Offensive Type” of sales pattern besides of keeping the original advantages of the brand. It will also be more initiative in the list and marketing of new products and improve the quality of products, achieving a won-won of sales and earnings.