From a single model to a high-end brand, what is the odds of the crown?

Wechat automobile 2021-08-31 22:20:34 阅读数:106

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The special topic of this year's Chengdu International Auto Show of Shujin media is “ Only when you have strength can you show off your skills ”, The topic of short video contest is in the tiktok 2000W+ Play volume . The picture and text will also be in the form of special topics , Through the speeches of all members of the business division, we present the strength and dazzling technology in our eyes .


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Today's topic  


2021.August



From models to high-end brands

Does the crown have a chance ?


an crown Only feelings ?

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For Chinese consumers , Have 66 Years of historical heritage 、15 The changing Toyota Crown is full of feelings .

Now , Crown officially upgraded from Toyota's single model to a new brand , At present, the crown brand covers Toyota's flagship MPV Model crown will method 、 The flagship SUV Model: crown lufax two models .

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So what do you think of this familiar and unfamiliar crown brand ?

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It's the news from Shujin media discussion group ...

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What do you think of

New crown brand ?

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I haven't paid much attention to hannanda , But after the sister model of hanlanda, Lufang, plus the name and logo of the crown , I'm a little interested .


Even if I don't pay attention to hannanda, I will add the crown name to “ highlander ” Interested in , Then most consumers who plan to buy hanlanda will go to see the crown luff of FAW Toyota , This is the importance of feelings .


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Facing the well-known hanlanda , FAW Toyota's sister models are easy to live in a huge shadow , but Yes “ an crown ” Lu Fang, who endorsed, certainly did not have such concerns . Such differentiated positioning is worthy of all brands with two joint ventures “ Copy homework ”.


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Crown has really been a great success at home , But from 14 The next generation began , The crown feeling has gradually faded in the hearts of consumers . There is no problem to become an independent brand , Harvest sales are no problem , however Now consumers are becoming more rational , You can't just rely on your feelings , It also depends on the strength of the product .


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about Yes TNGA Architecture endorsement , At the same time, it is also the flagship positioning of the crown Lufang , Product power will certainly not be a problem , Crown feelings just need to be icing on the cake .


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As “ Ben 4” people , Crown was the car of the factory leader when I was a child , Want to buy can not buy the existence of . But for today's young people , It may be hard to say how much this logo is worth . If the production line 、 Work with makings 、 Services can be independent , It makes people think my car is not an ordinary Toyota , Then it's worth it !


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While improving product positioning , Different service experiences are really important . buick Avenir Series is what you call this model , For example, Buick will provide private vehicle stewards 、 Private space 、 Deep road rescue 、 Airport pick-up 、 More high-end services such as festival care gifts . If FAW Toyota can also prepare similar service policies for crown brand owners , It will certainly help to improve crown brand image and sales .


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Don't underestimate the power of names . Leiling has never been able to sell Carola , A large part of the reason is that Carola's name is so famous . And the name of the crown , It is even more resounding from the north and south of the river . Now , Crown is independent in the name of brand , The incorporation of Lufang and Weill method can expand this effect . Take crown Lufang for example , Its target customer base , It happened to be the consumer who was most familiar with the crown , Even consumers with crowns , And consumers who yearned for the crown . thus , Lu Fang of the crown blessing , The natural future can be expected .


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Not just the face , It depends on the name , Selling cars in the Chinese market is simply too difficult .


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“ an crown ” The resurrection of , It is undoubtedly a tonic for those who are full of feelings for Toyota's old cars . But if only by the so-called “ Feeling luxurious ” Will appear a little stretched . So I I think we can't rely on feelings to support a higher position , If I want to buy , I must know where the expensive money is spent .


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At first glance, it is a rational consumer . Come back , People who buy Toyota are also partial to rationality , Will definitely value the product itself . from According to the information known so far , The crown land release car is longer than 5 rice 、 Sound insulation materials are also different , Higher positioning is traceable .


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The crown is the root of Toyota , If the crown mess , That's tantamount to Toyota messing around . Is Toyota messing around now ? Obviously not , The promotion of new products is booming , Brand influence and sales are also growing steadily . So we can deduce : Crown Lu Fang , It's definitely not a product for patting your head .


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Sales volume and word-of-mouth can best explain the problem , Are you fooling around , It will be known immediately after listing .


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Toyota will operate the crown brand independently , Isn't it with “ Mercedes · Maybach ” This brand has similar points ? Once I could have a crown, not to mention more face ! an crown “ resurrection ” It's a good thing , But long-term development , We must also do a good job in products and services ! It is suggested that you can copy your own high-end brand Lexus .


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Compare Maybach to the crown , FAW Toyota has to call experts after reading it !


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Use the feelings of the crown to attract older consumers and car fans , Attract young consumers with a sporty look . It avoids tit for tat with hannanda , He widened his road again . Not to mention the product , Crown Lu Fang's name and sporty appearance have been very successful .


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I found that when talking about crown, Lu Fang always mentioned hanlanda , It is estimated that consumers will do the same when choosing cars . Previously, there were only seven seats SUV list , You have to say you are the terminator of hanlanda , But the ending is that they are ended . Now it seems , original Only Toyota can surpass Toyota !


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Please enter your opinion on the future of the crown ...

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  Make a summary  


As long as you don't die , You won't die .

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The manager's nagging

We can find out , When you mention the crown brand, you can't escape “ feelings ” Two words . In fact, there is no problem with selling feelings , After all, feelings are valuable .


The problem is how to balance the product power 、 Price 、 The relationship between feelings . There must be no problem for crown brand to open the market with feelings , As long as the product power and price are reliable enough , Crown brand can naturally open a new “ an crown ” Time !



notes : Some of the pictures are from the Internet , Please contact the author system We , In exchange for contributions


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