TOYOTA Meets Its Platform Strategy Test, Levin Avoid Competition with Corolla

On May 20, GAC- Toyota publishes its first A-class Levin price for order and open national wide order. Just one day before Levin market order price introduction, FAW- Toyota has published its 11th Corolla price for order. Both cars are exactly the same price.

Both cars are geared with the same powertrain system, but GAC Toyota takesavoiding strategy. Vice general manger of GAC Toyota tells reporter during interview“Levin is opponent of 11th Corolla because of different product position. Levin aims Crider and Focus etc.”

In fact, Levin and the 11th Corolla are not the test modes for Toyota platform strategy population in China. GAC Toyota Yaris and FAW TOYOTA new Vios come from the same platform.

Analyst points out that goal of Toyota to adoptplatform strategy is very obviously, which wants to cope success of VW. However, how to balance the distance between different products and time schedule of their market launching is still an issue for Toyota.

As it known, Levin includes 8 different types, and price starts from 107.8 thousands. When mention about opponents of Levin, senior manger of GAC Toyota says directly“11th Corolla aims family customers, but Levin is positioned as a sport car. The customer of Levin is 80th generation and people with personality. Both of them do not competitor. Competitors of Levin are Focus, Crider etc.”

A dealer of GAC Toyota says,“From the information of dealer conference of GAC Toyota, competition between Levin and GAC Honda Crider is more obviously. Both of Levin and Crider are the first type A-class mode of companies. Besides, both of them are considered about particular requirement for Chinese market when under research and development.”

“Therefore, Levin wants to copy Crider sales clue. Order numbers of Levin since the 3 months it launched market mounts to 30 thousands. Sales should remain around 13 thousand per month.”A dealer of GAC Toyota says.

As it known, the first 3 months since Crider launched market, its sales mount to 37 thousands. Average sales per month this year is 12.5 thousands.