一直被唱衰，豐田依然是「你大爺」

大家都知道這兩年電車很火，油車似乎就沒什麼市場了。許多人看着特斯拉、蔚小理、比亞迪這些電車企業卷出了一片天，就開始對大衆豐田甚至于 BBA 這些傳統油車品牌嗤之以鼻。

這個人啊，總是習慣在自己的認知範圍，去評判所看到的事情。就比如這兩年在國内市場，特斯拉、比亞迪、理想這些品牌推出了一些智能化的電車，就開始唱衰油車，說BBA是雜牌，說豐田大衆是上個世紀的産物。

事實果真如此嗎？别的不說，我們來看看去年的成績單，雖然在中國市場有點下滑，但是在全球市場，豐田卻幹到了1065萬輛，連續四年蟬聯全球銷冠。與此相應的，豐田依舊是全球最賺錢的車企。

按照豐田公布的2023上半年财報的利潤有1.44萬億日元（約合人民币722億元），比中國所有汽車上市公司同期總利潤（421億元）還要多。要不怎不麼說，姜還是老的辣啊！你笑他老氣橫秋，他笑你是井底之蛙。

就短期來說，豐田能交出這麼好看的财務報表，日元匯率走底是一個重要因素。但從豐田對市場和銷量的精準把控也能看出，豐田的決策始終在權衡全球各市場的需求，始終将經營利潤作為核心出發點。

這就是支撐豐田成為全球汽車老大的長期主義政策，他不會在産品研發和銷售政策上單押一頭，而是采取多元化戰略，并且始終保持自己的節奏，不急不躁，也不受外界所幹擾。

舉一個簡單的例子，大家都知道當年漢蘭達在中國市場有多火爆，兩代車型全生命周期加價銷售，但是你發現沒有，漢蘭達每個月的銷量都在九千到一萬輛，這是因為當時不怎麼做渦輪增壓的豐田，搭載在漢蘭達上面的2.0T發動機的供應量就那麼多，當時的這個發動機除了要給漢蘭達，同時還要給雷克薩斯，他在國内設定的進口量就那麼多，不會因為漢蘭達賣得好，就輕易去改變這個量。

一位汽車業的老前輩曾這樣來比喻豐田，說天上飛着的風筝是豐田在全球各個市場的布局，無論各區域市場怎麼發展，最終牽着風筝線的那個人還是豐田自身。這是一個極為形象的比喻。豐田對它的全球發展總是有一整套的規劃和頂層構想，然後各個區域的發展則始終要保持這個全球戰略一緻性。

是以，它不會因為某一個區域市場的變化，輕易去改變他的全球架構。就比如在中國市場，豐田一直被輿論诟病“電動車推出節奏太慢”，相比新勢力（尤其是特斯拉），的确是慢了。不過作為全球汽車老大，豐田的轉身動作還算說得過去，并沒有死抱着當下的盈利項目不放。

即便是到了2024年，豐田規劃的電動車産量依然隻有可憐巴巴的19萬輛。這個數字相對特斯拉和比亞迪簡直不值一提啊。比亞迪都已經停産了純粹的燃油車，但豐田顯然還不打算這麼做。它計劃在2026年内推出10款以上電動車。也就是說，到2026年，豐田才能實作第二階段的電動車轉型。

轉型電車的“視窗”，對每一家企業來說并非一緻。命運對于基本盤穩固、業務賺錢的品牌，往往慷慨地給予機會，甚至允許其一再揮霍所謂的視窗。豐田穩住現有業務，徐圖轉型的做法，其實是符合它的一貫作風，也符合它的盈利考量的。

豐田的新任社長佐藤恒治上台之後，提出了“繼承與進化”，裡面也涵蓋了碳中和與移動價值擴充的方向，包括電動化、智能化和多樣化領域的舉措。調性比過去更積極了一些，但也絕不是大家想象的改弦更張。

去年比亞迪全球新能源車銷量就超過了300萬輛，但豐田的目标是到2026年将它的全球電動車年銷量提升150萬輛。這個目标是跟外面比是很保守了吧，但目前豐田的全球銷量依舊是老大，比亞迪是去年唯一一個擠進全球銷量前十的中國車企，但他跟豐田差了 700 多萬輛，利潤就更沒法比了。

是以，你可以說豐田的電車目前做的不夠好，尤其是智能化層面，跟特斯拉和國内的一些新勢力比差距有點大，但人家看問題的角度和眼界，跟咱們就不在一個層面。商業的本質是要賺錢的，而不是賠本賺吆喝，當國産車拼命自誇遙遙領先卻又虧得褲衩都不剩的時候，豐田卻默默的賺的盆滿缽滿。如果你是老闆，你會想做哪一類呢？

其實啊，現在國内的車企談彎道超車還為時尚早，不管是電車還是油車，好好的沉澱技術和産品，把銷量規模和營收利潤都能做上去才是正事，天天像個憤青似的的嘲笑這個、貶低那個，可能到最後會發現，小醜竟然是自己。

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(min-width:1024px){body:not(.pages_skin_pc)body:not(.pages_skin_pc){background:#191919;background:var(--weui-BG-2)}}@media screen and (min-width:1024px) and (prefers-color-scheme:dark){body:not(.pages_skin_pc) .wx-root[data-weui-mode=care]:not([data-weui-theme=light]),body:not(.pages_skin_pc) body[data-weui-mode=care]:not([data-weui-theme=light]){--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .85);--weui-FG-HALF: rgba(255, 255, 255, .65);--weui-FG-1: rgba(255, 255, 255, .55);--weui-FG-2: rgba(255, 255, 255, .35);--weui-FG-3: rgba(255, 255, 255, .1);--weui-FG-4: rgba(255, 255, 255, .15);--weui-FG-5: rgba(255, 255, 255, .1);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;--weui-BRAND: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;--weui-FG: #fff;--weui-BG: #000;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media screen and (min-width:1024px) and (prefers-color-scheme:dark){body:not(.pages_skin_pc) .wx-root:not([data-weui-theme=light]),body:not(.pages_skin_pc) body:not([data-weui-theme=light]){--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .8);--weui-FG-HALF: rgba(255, 255, 255, .6);--weui-FG-1: rgba(255, 255, 255, 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#10aeff;--weui-INDIGO: #1485ee;--weui-PURPLE: #6467f0;--weui-WHITE: #fff;--weui-LINK: #576b95;--weui-TEXTGREEN: #06ae56;--weui-FG: #000;--weui-BG: #fff;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: #fa9d3b;--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: #06ae56;--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: #10aeff;--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(0, 0, 0, .5);--weui-TAG-BACKGROUND-BLACK: rgba(0, 0, 0, .05)}body,.wx-root{--weui-BG-0: #ededed;--weui-BG-1: #f7f7f7;--weui-BG-2: #fff;--weui-BG-3: #f7f7f7;--weui-BG-4: #4c4c4c;--weui-BG-5: #fff;--weui-FG-0: rgba(0, 0, 0, .9);--weui-FG-HALF: rgba(0, 0, 0, .9);--weui-FG-1: rgba(0, 0, 0, .55);--weui-FG-2: rgba(0, 0, 0, .3);--weui-FG-3: rgba(0, 0, 0, .1);--weui-FG-4: rgba(0, 0, 0, .15);--weui-FG-5: rgba(0, 0, 0, .05);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #fa9d3b;--weui-YELLOW: #ffc300;--weui-GREEN: #91d300;--weui-LIGHTGREEN: #95ec69;--weui-BRAND: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1485ee;--weui-PURPLE: #6467f0;--weui-WHITE: #fff;--weui-LINK: #576b95;--weui-TEXTGREEN: #06ae56;--weui-FG: #000;--weui-BG: #fff;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: #fa9d3b;--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: #06ae56;--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: #10aeff;--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(0, 0, 0, .5);--weui-TAG-BACKGROUND-BLACK: rgba(0, 0, 0, .05)}.wx-root,body{--weui-BTN-ACTIVE-MASK: rgba(0, 0, 0, .1)}.wx-root,body{--weui-BTN-DEFAULT-ACTIVE-BG: #e6e6e6}.wx-root,body{--weui-DIALOG-LINE-COLOR: rgba(0, 0, 0, .1)}.wx-root,body{--weui-BG-COLOR-ACTIVE: 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#373737}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--weui-BG-6: rgba(255, 255, 255, .1);--weui-ACTIVE-MASK: rgba(255, 255, 255, .1)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--weui-REDORANGE: #ff6146;--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .8);--weui-FG-HALF: rgba(255, 255, 255, .6);--weui-FG-1: rgba(255, 255, 255, .5);--weui-FG-2: rgba(255, 255, 255, .3);--weui-FG-3: rgba(255, 255, 255, .1);--weui-FG-4: rgba(255, 255, 255, .15);--weui-FG-5: rgba(255, 255, 255, .1);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;--weui-BRAND: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;--weui-FG: #fff;--weui-BG: #000;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--discussInput-BG: rgba(255, 255, 255, .03)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--nickName-FG: #959595}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: 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174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--appmsgExtra-BG: #121212}}.rich_media_content p{clear:both;min-height:1em}td p{margin:0;padding:0}@media(prefers-color-scheme:dark){body:not([data-weui-theme=light]) .rich_media_content img:not(.wx_img_placeholder){filter:brightness(.8)}}@media screen and (min-width:1024px){body:not(.pages_skin_pc) :root{--appmsgPageGap: 20px;--appmsgPageBottomGap: 40px}}:root{--articleFontsize: 17px}:root{--sab: env(safe-area-inset-bottom)}:root{--wxBorderAvatarRatio: 3}:root{--discussPageGap: 20px}:root{--appmsgPageGap: 20px;--appmsgPageBottomGap: 40px}a{color:#576b95;text-decoration:none;-webkit-tap-highlight-color:#0000;-webkit-user-drag:none}a{color:#7d90a9;color:var(--weui-LINK)}a,button{cursor:pointer}*{margin:0;padding:0}.rich_media_content *{max-width:100%!important;box-sizing:border-box!important;-webkit-box-sizing:border-box!important;word-wrap:break-word!important}

div.autoTypeSetting24psection > p,div.autoTypeSetting24psection > section{margin-bottom: 24px;}