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According to the MPV terminal sales data in July, Wuling Hongguang S ranked first in July sales, with 15640 vehicles, continuing to occupy the top spot of MPV sales in China. In second place was Buick GL8, with sales of 11079 vehicles. Wuling Hongguang V ranked third, with sales of 7205 vehicles in July, ranking 4th to 10th, respectively, including Chuanqi GM8, Chuanqi GM6, Guangzhou Honda Odyssey, Dongfeng Honda Ericsson, Wuling Capgemini, Dongfeng Lingzhi and Toyota Elfa.

It is worth noting that Toyota Elfa, which ranks 10th in the table, is an imported car with a manufacturer's guiding price of 81.9-920000 and a landing price of more than one million yuan. According to the data, Toyota sold 2577 vehicles in July, ranking 10th on the list, up 21.31% from a year earlier.

Toyota Elfa is known as the "luxury bread" MPV model, its high network popularity is mainly due to its long-term substantial price increase sales, and due to limited production capacity and quota, the terminal price is stronger. Even so, there are still many consumers who are enthusiastic about it. When demand falls short of supply, there will naturally be a fare increase and a first-come-first-served situation. It is understood that at present, the domestic price increase in Elfa has reached 250000 yuan. according to such a rough calculation, if the price increase of Toyota Elfa sold in July is 250000 yuan per car, the revenue from the price increase alone will exceed 640 million yuan.

Some netizens said that they were disgusted with the price increase of some Toyota and Lexus models. But in reality, on the contrary, price increases and price increases have not affected consumers' enthusiasm for buying. Data show that Elfa sold a total of 15020 vehicles in China from January to July in 2021.

According to the "White Paper on the value preservation rate of Chinese cars in 2020" published by the China Circulation Association and Jingzhen valuation, the vehicle with the highest value preservation rate in the MPV market is Elfa, ranking first with a preservation rate of 99.2% in five years. In other words, Elfa, which is equivalent to driving for five years, still has the value of a new car, while Elfa is still in the value-added stage after using it for 1-4 years, and its value preservation rate is 125.58%, 118.58%, 112.4% and 106.38%, respectively. Of course, the relationship between supply and demand determines the high preservation rate of Elfa, because the limited number of regular Elfa introduced every year, coupled with the profits of dealers, will also lead to price increases in 4S stores. Due to the tight supply of new cars, many consumers can only choose to buy second-hand Elfa from the second-hand car market, which has also become the reason for the high price of second-hand Elfa.

As a model that came out in 2002, the Elfa can only be bought through parallel imports in the early days. Like buying most imported models, Elfa's main sales channels are parallel importers and 4S store dealers. Elfa, which enters China through parallel import channels, is purchased by importers in the European market. The cost of an Elfa landing in Europe is about 350000 yuan. The cost of introducing an Elfa to China by an importer probably includes a naked car price of 350000 yuan, a management fee of 50, 000 yuan for European dealers, and a 3.5 L emission tax charge of 280000 yuan. The price after landing is about 700000 yuan. More importantly, only one parallel importer in Shanghai has the 3C certification of Elfa. In other words, the Shanghai parallel importer monopolizes the parallel imported Elfa models, and a price increase is inevitable.

The medium regulation Elfa was introduced by GAC Toyota, which, as a joint venture, cost about 400000 yuan to introduce Elfa from Japan to China. After that, GAC Toyota will quote to local dealers at a price of 800000 yuan. Because of the limited number of regular Elfa introduced every year, coupled with the profits of dealers, the Elfa of 4S stores will also increase prices.

Although the state issued the measures for the Administration of Automobile sales in 2017, all forms of price increases are clearly prohibited, and dealers should clearly indicate the prices of cars and accessories. But for the purchase of Elfa, price increase seems to have become a "label" in the industry, Toyota Elfa does not seem to reflect the luxury of Elfa. Although consumers are opposed to the price increase of Elfa, most consumers are still willing to increase the price to buy Elfa. After all, they can not escape the law of true fragrance. In the case of the crazy price increase of Elfa, sales can still maintain the trend of growth.

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