Sorry Toyota, cutting the Prius price just wont make them sell
10 March 2008
4 Comments
In what seems to be a last ditch attempt to get Chinese consumers on board the eco wagon, Toyota have slashed the price of the Chinese made and sold Prius. In 2006, the Prius sold just 0ver 2000 cars, not even coming close to matching the US sales of the widely touted wonder hybrid, 2007 was an even worse year for the Prius, selling just 476 vehicles, of which 176 were sold in the first half of the year.
The price of the Chinese made Prius (made in Sichuan province) has fallen from 282,200 yuan ($39,414USD) to a more reasonable 259,800 yuan (US$36,500USD). The top spec navigation equipped Prius has also fallen in price, it is now 279,800 yuan ($39,078USD)
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A top of the range Camry is around the same price… Hard choice to make being having a nice big (Chinese standards)car with all the options of a pussy little hybrid.
If they knocked another 10 wan off the price it would fit in very nicely with other cars of about the same size and people would notice it more and sales would most likely increase. Toyota is probably still trying to earn its development costs back which is fair enough but such high pricing is probably putting buyers off the car.
Pollution… No such thing, the sky has always been gray right?
Perhaps selling a hybrid super mini, at a PROPER price might work. The Yaris was a flop in China, but the FAW/Xia Li branded version had reasonable success. Make the Yaris into a cheap hybird (i.e. 120k RMB area) and they’d see good sales.
People who can afford a 300k car, want status, they can afford to pay 10rmb per litre of fuel. The little guy who makes 3000rmb to 5000rmb per month will always look for a way to save a penny or two, even if it means spending a little bit more on a super mini in the hope of recouping fuel costs over the long run.
The hybrid marketing methods of Toyota and Honda are not going to see mega sales in China, ever. The factory space wasted by FAW Toyota on the Prius could go towards making another model. The Civic Hybrid is imported, and overpriced thanks to the import tax.
Hopefully Chery will shake up the market with their hybrid A1.
I couldn’t agree more, Ash. It’s ABSURD that Toyota tries to sell it’s CHINESE MADE Prius for $36,000 (USD)…..and you can buy a top of the line Prius in the USA for only $23,000!!!! An absolute RIP OFF of the consumer here for the Prius – no wonder they only sold 476 of them last year. I ALSO hope you’re right regarding the hybrid A1…..along with the BYD F3DM and MAYBE even a F1DM???? These cars might FINALLY provide the consumer with a “cost friendly” hybrid car here in China – something China DESPERATELY needs.
I see no prestige attached to being environmentally responsible among my friends here in China, and they are probably among the better educated and better informed.
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I see ALL KINDS of prestige attached to big and shiny among the Chinese populace at large.
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Where does a Prius fit in?