Baoyun Tong maintains constant temperature and humidity news: Unwilling to see their market share decline, Japanese carmakers are boosting sales by cutting prices. The Accord offers a maximum discount of 23,000 yuan, while the price drop of the Camry exceeds 20,000 yuan. In the face of fierce market competition, the long-term rivals in the mid-to-high-end car market - the Accord and the Camry - have recently started to show some mutual appreciation as they slash prices. The latest automobile production and sales data shows that in October this year, the Accord sold 13,347 units, being squeezed out of the top ten sedan sales rankings. The Camry sold 11,996 units, even further from the top ten. Looking at the tenth place New Bora with 16,800 units sold, the Accord and Camry can't help but feel more than just the lament of "Lanpo grows old." Analyzing the current car sales rankings, we find that overall sales of Japanese cars have been continuously declining this year. Statistical data shows that compared to the same period last year, the market share of Japanese cars has dropped by over 2% in the first ten months of this year. It's no wonder then that responsible persons from Guangqi Honda and other Japanese carmakers sighed during interviews with reporters, "It's not that we're worse than before, it's that the big environment is constantly changing." Facing pressure, Japanese carmakers are taking action to save themselves. In this crucial year-end sales push, brands like Guangqi Honda, Guangqi Toyota, and Dongfeng Nissan are all heavily discounting to promote sales. However, our investigation reveals that this is merely a short-term measure they are reluctantly taking to maintain sales volumes. In the future, accelerating the introduction of new models, focusing more on after-sales services, and updating technology introductions... enhancing brand image, various Japanese carmakers have packed schedules.
Japanese cars are experiencing an unprecedented predicament. In the face of competitors queuing up for cars, even well-performing Japanese automakers like Dongfeng Nissan no longer sell cars with an aloof attitude, instead opting for maximum possible price cuts to promote sales. After visiting the car market, I found that to achieve higher sales performance before the end of the year, Japanese car dealers are launching various promotional methods, with most models undergoing significant price cuts. The Accord offers a maximum discount of 23,000 yuan; the Camry discount exceeds 20,000 yuan; the Teana discount breaks 30,000 yuan; the Mark X offers a maximum discount of 18,000 yuan; the Sylphy offers a maximum discount of 10,000 yuan; the Civic offers a maximum discount of 10,000 yuan; the Vios offers a maximum discount of 15,000 yuan; the Yaris offers a maximum discount of 15,000 yuan; and the Fit offers a comprehensive discount of 7,000 yuan across all models... Additionally, worth noting is that unlike past mutual criticism, now each Japanese car dealer only speaks highly of their own products when promoting sales. Taking the Accord and Camry as examples, these two models have been "competing" for years, closely matching both in price and sales volume. But now, walking into a 4S store, salespeople only introduce the advantages of their own models to consumers. When asked about rival models, responses often include "each has its own strengths, all are good." It can be said that under the pressure of the larger environment, Japanese cars have unconsciously developed a sense of "being born from the same root," leading to mutual appreciation. Looking at the car market, the current wave of Japanese car price cuts involves the widest range of models seen in recent years. On the other hand, their competitor models, despite facing year-end inventory pressures, show little movement in terms of price discounts and vehicle supply, with popular models like the Jetta and Lavida still requiring queuing for purchases. Therefore, many experts suggest that consumers considering purchasing a Japanese car should act decisively. "Like the situation with FAW Toyota models in June and July, the current discount levels of popular Japanese models like the Accord and Camry have reached their limits, making it the best time to buy," said one market expert. Many Chinese consumers have the mentality of 'buying high rather than low,' often missing the best buying opportunities. "Many people regretted not buying the Corolla earlier after September," the expert predicted, "this wave of Japanese car price cuts won't last long, probably until the end of this year."
New models and technologies enhance competitiveness. Of course, Japanese carmakers cannot rely solely on price cuts, which hurt their bottom line, to sustain sales. Analyzing the strategies of various Japanese carmakers, the introduction of new technologies and models is their key to enhancing attention and market share. A dealer familiar with Japanese carmaker practices revealed, "Japanese carmakers have many new models and technologies that can be introduced according to market conditions." Indeed, Japan, as a strong Asian car manufacturing country, understands the Asian market better than any other nation. Although not the earliest entrants into the Chinese car market, Japanese carmakers know Chinese consumer preferences very well, evident from the continuous success of models like the Accord, Fit, Teana, and Camry. "They won't let their models keep selling at discounted prices indefinitely. From a new model to a small function adjustment, there's always a mystery involved," said one market person. The current large-scale price cuts to stimulate sales by Japanese cars won't last long, and there will certainly be actions before and after the end of the year. Interviews with major Japanese carmakers confirmed this. Next month's Guangzhou Auto Show will see frequent actions by Japanese carmakers. It's reported that the new Sunny from Dongfeng Nissan will make its global debut at the Guangzhou Auto Show; the upgraded Teana will be launched at the end of this month; the Fit and Qashqai also have updated models coming out, all to be unveiled at the Guangzhou Auto Show; additionally, three years after its launch, the eighth-generation Accord will undergo a mid-cycle facelift at the end of this year... Whether it's a complete makeover or minor changes, Japanese carmakers are rolling out newer models, richer configurations, and higher technological content to enhance model competitiveness.
Pushing services to reshape brand image. Frankly speaking, whether in terms of exterior design or functional configuration, Japanese cars are more appealing to Chinese consumers. But in the face of an increasingly hot market, Japanese cars continue to offer discounts. Talking about the reasons for the decline in sales, executives and dealers of Japanese carmakers unanimously acknowledged the impact of Toyota's "safety scandal." Compared to the same period last year, the market share of Japanese cars has dropped by over 2% in the first ten months of this year, with most Japanese models showing significant declines in sales compared to competitor models. It's worth noting that such market share was maintained only after significant price cuts for most mainstay models. After years of effort, almost all Japanese carmakers together established the concept of "flexible safety" in the minds of consumers, which suffered a devastating blow this year. A recent survey showed that sixty percent of consumers planning to buy a car in the near future clearly stated, "Absolutely will not buy a Japanese car." In response to the change in consumer attitudes, Japanese carmakers did not choose to "face difficulties head-on," but instead began promoting their already excellent after-sales service more vigorously, playing the service card. "This is precisely the cleverness of the Japanese. Even if the problem is partial and one incident shouldn't completely negate the safety of Japanese cars, continuing to talk about safety would now alienate consumers," said one market person. Recently, all major Japanese carmakers have increased the promotion of after-sales services. FAW Toyota's quality series activities, Guangqi Toyota's five heart-pleasing commitment theme events, Guangqi Honda and Nissan's after-sales skills competitions... "In these activities, we can clearly see that Japanese carmakers are doing everything they can to reshape their brand image, better retain old customers, and slowly attract new ones," said one insider. (Source: Beijing Business Today)
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