RAV4荣放：从里到外改头换面，2.0双擎是销量主力

Core Viewpoint - The new generation RAV4 has significantly upgraded its appearance and interior, attracting both previous customers and new potential buyers, especially in the context of traditional brands struggling against the rise of new energy vehicles [1]. Sales Performance - In a second-tier city, the daily customer traffic has increased to 15 batches, with weekends exceeding 20 batches, a notable rise since 2023 [2]. - Approximately 20 units of the new RAV4 were pre-sold, with at least half of the customers specifically interested in this model [2]. - The best-selling configurations are the 2.0L hybrid luxury and elite versions, accounting for about half of the orders [13]. Customer Demographics - The customer base for the RAV4 is diverse, ranging from 20 to 60 years old, with a slight majority being first-time car buyers [5]. - Older customers express concerns about new energy vehicles, while younger customers face charging anxiety, leading them to prefer traditional fuel vehicles for stability [5]. Competitive Landscape - The RAV4 is frequently compared to models like the Venza, Tiguan, and CR-V, with customers perceiving the new RAV4 as having superior product strength, particularly in terms of upgraded aesthetics and technology [9]. - The introduction of the 2.0 hybrid version, which competitors lack, is a significant selling point, although its price is slightly higher than competitors [9]. Pricing and Financing - The current guidance price is ¥169,800, with a subsidy of ¥4,000 available, and a fixed pricing model is in place without additional discounts [14]. - Financing options are currently limited, with a bank loan plan offering a 15% interest rate over five years [15]. Customer Feedback - Some customers are dissatisfied with the fixed pricing model, fearing they may miss out on potential discounts [17]. - There are concerns regarding delivery times, particularly for customers wanting to receive their vehicles before the Chinese New Year [17]. Maintenance and Warranty - The vehicle comes with a complimentary 6-year or 100,000-kilometer basic maintenance package, covering labor and materials for annual maintenance [18].