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A few days ago, I learned on Weibo that a screenshot of an auctioneer's moments showed that a 13th generation Crown Royal SALOON vip model launched in 2011 went from 180000 to 400000 of the starting price, and finally sold for 412000 yuan. For many people, although they don't understand, they think it's amazing why the sale price of a used crown, which is nearly 10 years old, can be bought by buying a brand new luxury car.

We know from the information that the reason for the high price bidding for this crown is that the mileage is low, only 1380 kilometers is the same as the new car, and more importantly, the rare model of this crown is that this royal Saloon vip is equipped with Toyota's 4.6L 1URFSE engine and is equipped with air suspension, which is longer in wheelbase than the Japanese top model majesta. However, after the launch of the market, the terminal sales volume is less than 400 units, so this model is rare and expensive.

We know that it has been 14 years since FAW Crown was introduced into China, and until the 14th generation Crown was stopped in 2018, the Crown has been in a stable second-hand price.

When we open a second-hand car trading platform, the prices of used crowns are generally in the price range of 20 to 260000, and many people will be confused about the preservation rate of the crown. However, people will use a sentence: "unbreakable Toyota, endless repair of Volkswagen" to describe the stability and reliability of Toyota vehicles. As a quasi-C-class model Crown is a rival to the BMW 5-Series at the beginning of the 13th generation, the national terminal sales of the Crown reached 70,000 units in 2010, far exceeding that of its rival FAW Audi A6.

As a high-end model that used to be able to compete with the Audi A6, it has become something different since the 14th generation, and there are great problems in product positioning and design. The original business atmosphere and steady style are gone forever. The more radical design tends to be younger, causing most consumers to turn their attention to other German-American models.

And that is why FAW Toyota is trying to save the market by cutting prices, and the lowest price is only 280000 of the transaction price, which is relatively low for the previous two generations, resulting in a psychological price gap for consumers. Only 37000 vehicles were sold for the whole of 2017. This achievement is achieved by means of price reduction, and the situation of Crown is really sighing.

As the flagship product of Toyota brand, the decline of Crown is not only the failure of product positioning, but also the lack of marketing means of FAW Toyota. If the models are not replaced to cater to consumers, it is doomed to the failure of Crown in the Chinese market.

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