this year Toyota’s new car program in China has been basically exposure, including updating Highlander, positioned above Rong Hai Liya put the SUV, MPV Senna.
is still a two-car strategy, is still TNGA, Toyota continuation of the previous two years downwind strategic direction of sailing. This time, they look more ambitious, more fierce look absolutely shattered.
First, the giant is giant
Toyota is how to understand contemporary China’s auto market? Here has declined for two consecutive years, and Tesla, and some companies make cars look quite new vitality. According to these phenomena, the domestic car market is already fuel the stock market, at least not incremental. This logic looks very smooth.
had the same exposure such as a collar grams new car program. They will be launched in the year leading grams of 05, this is a coupe SUV, a long way:
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and then look back and neck grams previous series of models, in addition to the 01 still looks stiff products, 02 and 03 is almost the limit domestic fuel in the car, a personalized design. Obviously, if it is considered to lead grams repairer as conventional market, the market has long been saturated, and will not have their place.
collar grams as the domestic stock market in the treatment.
Toyota do? To Haili Ya, for example, neatly 2.0 and 2.5 hybrid fuel engine, the eagle standard domestic front will be changed to rumors Overseas classic Toyota Ngau Tau standard. All in all, it does not meet the Chinese market shaved off all the traditional things, changed to adapt to the most traditional things Chinese market.
▲ Overseas Toyota Haili Ya
Toyota’s ideas are very clear: they are still in accordance with the usual way of thinking in the repairer, even if the market has been declining for two years in a row, the transition seems to have started, Toyota was identified, they at their own pace to do, there will be rewards.
Why Toyota would think so?
Second, the General you do not run, you do not move the public
December 12 last year, the Automobile Association 2020 market forecast report, suggesting that auto market this year will fall 2 percentage. Automobile Association predicted in general also represents the mainstream vision, do not expect this year will Guards change it.
in a shrinking market, Toyota introduced a new product, to get the share, only take it over competing products from there.
Over the past year, Shanghai GM sold 1.6 million, down by about 18.8 percentage. Toyota’s total sales reached 1.62 million, an increase of 9 percentage. Volkswagen shares were flat at Korea University continued to fall in recent years, insufficient share of the state in the past year, Toyota eat incremental, bite down from a great part of that universal body.
look at this year Toyota’s new car plan, GM may have been in a cold sweat.
Senna just being directed to the GL8; Highlander replacement of the press will be more fierce Ocamar flag; Haili Ya directly though not universal standard any product lines, but with Angke flag, Ang Kewei, explore community who will have a price cross.
to continue along this line of thought, it is time to ask this question: is the public not shake it?
Since 2008 complete delivery TSI + DSG combination, Volkswagen hegemony in the domestic market has continued for more than a decade. But look at the past two years, the public launch of a series of SUV products, in fact, they have been not so strong. Do notOn the FAW-Volkswagen’s “explore” series, or Shanghai Volkswagen’s “way” series, each model in the car home offer concessions have considerable strength, a twenty thousand is a rare, thirty or forty thousand regarded as the norm.
such as the Hai Liya and updating Highlander will have the price of overlapping Tiguan L, according to the car home quotation system shows that its end discounts of up to 60,000 or more (cutoff to date March 18):
the case of the public terminal price of loose this point in, Toyota shake its status, not an impossible task. You know from the discharge door the big bucks now and then to invest billions of euros to focus on EV project is now put in the public car fuel resources and attention have been greatly weakened. Toyota is precisely the momentum Masamori the past two years, the opportunity to be visible touch, then so what does the time for it.
Third, a little worried about
look back at this year’s new car Toyota plans: Haili Ya, updating Han Randa, Senna.
positioning lowest Haili Ya, look at all sorts of information recently leaked point of view, but also a little higher than the wing put half a grade models, that is to say the price will be close to 200,000 high probability start. The new generation Highlander and Senna are the entry of 200,000 + products.
▲ Overseas Seine
appears, Toyota has entered into to grasp when profits in the Chinese market. Before Toyota Vice President Didier Leroy said in the earnings conference 2020, Toyota’s first strategy is to “China market to avoid price decline,” the same evidence the speculation.
From the timing point of view, it is difficult to find a more perfect point in time, the moment the north and south Toyota sales not only optimistic, terminal prices are strong enough – even on sales of more than 30,000 Corolla, the car home offerSystem but also the reality of terminal benefits 3,000 dollars – is particularly worth mentioning is the high-end market, in the car home quotation system, Camry terminal no concessions, and Magotan and Passat were as high as 30,000 and 60000+ offers. (As of 18th March)
noisy for several years, the B-Class market pricing has long been won over.
However, it is necessary to say that the country had those once flourishing multinational brands, many began to pay close attention to the issue after several years of profits, many of which also triggered a serious consequence.
of the far point that modern “D + S” strategy, then the new Santa Fe, and other high-end models were drawing rave reviews once triggered, “a new victory Danone No challenge Highlander “,” name Nomograph A + or B-. ” Combined with a considerable market feedback, brand annual sales exceeded a million, once the limelight without the two. But the problem of insufficient stamina immediately apparent, after sales fell until 2019 fell to 700,000.
Ford is a little closer, sharp boundary, Mondeo have reached the level of monthly sales million units, even on sales of the Taurus have once reached three or four thousand. Changan Ford was also once very close to a million annual sales level. Later, it is three consecutive years without a new car. The product has been selling a leisurely cooler.
and for a public point of view, based on 2019 annual results: from its 2019 operating profit of Chinese joint venture obtained as 4.4 billion euros, 46 more than in 2018 one hundred million euros only a slight decline. This year, the transformation of public EV ID series, Audi’s e-tron electric car platform series and MEB, have been effectively promote and establish a good brand.
Toyota’s attitude towards the new energy, according to the statement on the recent earnings conference before mentioned, including: the United States to enhance the user’s hybrid goodwill, reducing the European market hybrid of misunderstanding.
What does this mean
? Toyota hybrid else finds decisive in the future, or else Toyota still waiting to see.
not that amazing transformation efficiency of the public is the only correct line. But, how much Toyota’s actions seem lukewarm some, the Prius has gone for too long. In contrast to their rival Volkswagen, ID series although not yet officially listed, but the formation of quite considerable momentum.
for Toyota, today earn money at the same time, it seems that the more seriously think about how to make money in the future of it.