After the New Year, Toyota began its recovery journey in my country.
FAW Toyota recently announced the official launch of its first coupe Toyota in China. This is a sports car popularized by the movie "Initials" and has many fans in my country. TAC Toyota has announced that its joint venture will name its independent brand Lanshi. The first model will be released at the Shanghai International Auto Show in September. TAC Toyota Technology Development Co., Ltd. will be put into operation, and Toyota said it will assist China in making progress at the technical level.
Toyota has made huge changes. Whether it is models, cooperation with joint venture partners and improvements in government relations, Toyota has shown unprecedented sincerity. Zhang Zhiyong, a well-known commentator in the automobile industry, said that the negative impact of the serious Sino-Japanese relations will continue. The recovery of Japanese cars centered on Toyota will be a long process.
Toyota’s efforts in the Goodwill Journey
Toyota obviously has its own considerations in choosing Toyota models as the first models for the new year. Toyota is known and known to the Chinese people because of the movie "Initial Letter". Toyota is an entry-level low-priced model among two-door sports cars (the prices of the two models are 10,000 yuan and 10,000 yuan respectively). Although the audience for this car is relatively narrow, from the perspective of establishing an image of Toyota's leading technology and strong brand affinity, Toyota is a relatively suitable product for Toyota. Zhang Zhiyong stated.
It is known that in addition to Toyota, Toyota will also release a series of new cars this year. An official within Toyota (my country) told a reporter from my country Business News that the level of coverage of Toyota model releases this year is unprecedented since Toyota entered China, covering almost all sports cars, small cars, mid-size cars, mid-to-high-end cars, etc. shopping mall area. Toyota will fulfill its previous commitment to launch a new car in China in 2018.
It turns out that this is just the first step for Toyota to show sincerity to my country. Just a few hours after Toyota went on the market, FAW Toyota once again released heavy news that its new joint venture independent brand is named Lanshi and its first pure electric concept car will be launched at the Shanghai International Auto Show next month. Judging from the officially displayed images, Langshi adopts a square-like design. With the release of Lanshi, FAW Toyota has officially joined the joint venture and independent army.
FAW Toyota also announced that FAW Toyota Technology Development Co., Ltd. has been officially established not long ago. The establishment of FAW Toyota Skills Development Co., Ltd. will further enhance the company's overall competitiveness. Toyota will export technology to its joint venture partners through the development of products. Compared with other foreign companies' practice of pseudo-technology export that only sells selected channels to partners to build cars with empty slogans, Toyota's technical support and export will be solid and dedicated. The above-mentioned Toyota (my country) insider informed reporters.
The early launch of a joint venture and independent brand to improve relations with the Chinese government and people is obviously Toyota's reflection after experiencing the sales crisis last year. However, the future may be more difficult than imagined. The road to recovery for Japanese cars will be a challenge. Protracted war.
Toyota’s three major moves at the beginning of the new year are clearly conveying its determination to amend my country. Behind these news are changes in Toyota's China strategy.
Previously, Toyota focused on introducing models that are easy to increase in volume into my country. The entry of a full range of products from sports cars to small cars into China this year means that Toyota will put the Chinese market in a strategic position at the product level just like its rivals.
Toyota has also made unprecedented improvements in its handling of contacts with the government. Previously, many joint venture car companies in China responded to the Chinese government’s call to encourage joint ventures and independent brands and announced plans for joint ventures and independent brands. A senior executive of Toyota (my country) once said that he believes in developing products that are suitable for users, that satisfy users, and that are suitable for the use environment. There are many factors that need to be considered whether to launch a joint venture independent brand and what kind of joint independent brand to launch. We are still discussing with our joint venture partners to see whether it is necessary to launch a new brand.
Toyota has been publicly criticized by Chinese government officials for its negative attitude towards joint ventures and independence. It was not until last year's resistance to Japanese goods that erupted due to the Diaoyu Islands dispute that Toyota began to clearly state for the first time that it would launch a joint venture and independent brand in my country. According to Hiroshi Onishi, Vice Chairman of Toyota (my country) and Head of Toyota (my country) at the end of last year, Toyota and its joint venture partners launched a joint venture independent brand in 2016. But now it seems that this time has obviously been advanced by a full year.
Moreover, Toyota had previously been very cautious about exporting technology to joint venture partners. Although Toyota's world's largest R&D center is located in Changshu, the technology center is wholly owned by Toyota. Toyota has absolute autonomy on the issue of whether to export technology to China. The establishment of FAW Toyota Technology Development Co., Ltd. is a clear signal that Toyota says it will sincerely work with partners to develop technology and provide guidance.
After encountering the crisis of resistance to Japanese goods, Toyota made clear adjustments to our country's strategy. At the end of last year, Dong Changzheng, deputy general manager of Toyota (my country), announced that Toyota would change its image in China from Toyota my country to Toyota my country to truly take root in my country. This seemed like a word game at the time, but the series of changes Toyota has made now prove that Toyota is indeed redefining the Chinese market strategically rather than superficially. Cheng Wenbing, general manager of Maiwei Consulting Company, said.
Difficult Recovery
Originally, after suffering the sales decline crisis last year, all Japanese car companies regarded this year as a critical year for their recovery. In addition to Toyota, Honda, another major Japanese company, is also having difficulties helping itself. It is known that Dongfeng Honda will adopt a more aggressive overall strategy this year. In addition to introducing models developed for the Chinese market, the second factory will gradually expand to a production capacity of 10,000 vehicles in the future and has determined to achieve a sales target of 10,000 vehicles per year (the target growth rate is. %). Nissan also announced that the all-new Teana will be launched in the first half of the year and that Nissan's production and sales target for this year is 10,000 units (the target growth rate is about %).
The three Japanese car brothers all hope to break through the predicament through all-round efforts, but the future may be more difficult than imagined.
We predict that Chinese consumers’ aversion to Japanese products will level off after the New Year. This is the official position of Toyota (my country) at the end of the year. However, the current actual situation seems to be more severe than expected. In the first two months, my country's total automobile production and sales increased by .% year-on-year. Specific data showed that compared with the same period last year, the production and sales of Japanese passenger cars fell by .%. The sales growth of both the and legal systems exceeded %. Chinese consumers' resistance to Japanese goods is more durable than imagined.
The situation is indeed more difficult than imagined. An insider at Dongfeng Nissan said that the resistance of the Chinese people may not be relieved until later this year. The road to recovery will be a long battle.
There is no need to think about historical reasons for German cars to take root in my country, so they have brought the latest technology and the best model channels to my country. As long as they are in line with the long-term interests of the Germans, the investment decisions of the Germans will not be successful. A little hesitant. However, due to historical reasons, Japanese companies have always been ambiguous about the Chinese market. Take Toyota as an example. Because Toyota is a listed company, poor investment risk control will affect its stock price, and investment in the Chinese market has always been the sword of Damocles hanging over the heads of Japanese companies. The strategic imbalance has led to the lack of overall development direction of Japanese cars represented by Toyota in China. Strategic questions are reflected at the market level, which is the sales gap. This actually formed a vicious cycle. If they had not encountered this resistance, perhaps Japanese car companies would not completely reflect on their strategic issues with China. Cheng Wenbing said that this time Japanese cars have shown sincerity but still need enough patience. Transforming strategic changes into an increase in sales data will take time and it will take time for Chinese consumers to calm down. This will be a long process.
WhatsApp
