news

last year,ToyotaThe new flagship model Century SUV was launched, and then it was introduced into China and renamed "World Extreme". Recently, it was revealed online that the price of the Shiji in China is 1.998 million, but the 4S store requires an additional price of 1.5 million to pick up the car. In other words, the actual transaction price of this car in China is close to 3.5 million.

Don't rush to criticize, because even if you have 3.5 million, you can't buy it. There are about 7-8 Segment in stock in China, and they are all display cars. According to Toyota's requirements, Segment display cars will not be sold within 6 months. Therefore, according to online rumors, you can only order a Segment at present, and Toyota will review the qualifications of the buyer, including whether there is a record of tax evasion or criminal record, and whether the source of income is legal. Seeing this, everyone must be more confused. Why is the purchase process of luxury cars so complicated? Don't they want to make more money?

Avoiding public opinion risks

Unlike ordinary assembly line models, flagship models are mostly hand-made and represent the image of the entire brand. If flagship models are not audited before being sold, they are likely to fall into the hands of criminals or people with bad image, which will have a negative impact on the brand image in the future.

In addition, Europe and the United States often implement "long-arm jurisdiction", such as imposing sanctions on certain regions. Cars are not like houses. They can flow into sanctioned regions through various channels. If they are not audited during sales, the car company may also face some unnecessary troubles. Even if they just pretend to go through the audit process, it can help to excuse themselves.

For example, products classified as luxury goodsMercedes-BenzIt is one of the products that the United Nations Security Council prohibits from exporting to North Korea, but everyone has seen it in the news, the latest bulletproof sedanMaybachS600 PullmanGuardIn order to avoid being caught up in the public opinion storm, Mercedes-Benz quickly issued a statement, saying that it was investigating the matter thoroughly and repeatedly emphasized that it prohibits unauthorized third-party sales or sales of products outside the contract area. If the partner violates the sanctions requirements, it will resolutely interrupt the transaction in accordance with relevant regulations. This is actually Mercedes-Benz's disclaimer.

As for the Toyota C-HR SUV, it is also subject to such strict inspection in China. It is said that it is because a C-HR SUV flowed into Russia, which made Toyota's senior management very angry. In order to prevent the car from flowing into the sanctioned areas in the future, Toyota has formulated a series of measures. For example, if the customer buys the C-HR SUV in China, he will be required to sign a priority repurchase agreement. If the customer wants to sell the car in the future, the 4S store has the priority to purchase it. If the user sells the car to someone else later, the next user will also be subject to the same review standards as the new car.

Audits can improve brand image

As we all know, in order to enhance the image of their brands and products, major brands spend a lot of money to hire celebrities as their spokespersons. A better advertisement than advertising endorsements is to let the celebrities buy a car themselves, and then review the car buyers and select celebrities or prestigious users, so that the celebrity effect can be used to enhance the influence of the product.

In addition, although the prices of top luxury cars seem out of reach for ordinary people, this is not a problem for the wealthy. Therefore, some popular models are often sold out as soon as they are released. Of course, the buyers of these cars may not be the end users, but car dealers. Therefore, in order to prevent some new cars from being resold at a higher price, some top luxury and sports cars undergo qualification review during the new car purchase stage, directly excluding car dealers from the purchase list.

Final Thoughts

The car purchase qualification review is only meaningful for the cars that are particularly popular, because their production is very limited, and users who want to buy them have to queue up. The purchase qualification review is a way to screen users. Users who are qualified to buy are very proud, and car companies can also improve their customer image and enhance the influence of their products through this method.