The 2018 Beijing Auto Show was officially held on April 25, and 58 Cars had the honor to conduct an exclusive interview with Mr. Huang Chunming, Director of the Sales Department of FAW Toyota Motor Sales Co., Ltd. Mr. Huang expressed his views on the business and product planning of the FAW Toyota brand, and the following is the transcript of the interview.
Moderator: Hello netizens, welcome to pay attention to the interview report brought to you by 58 Car at the 2018 Beijing International Auto Show, we have the honor to invite Mr. Huang Chunming, Director of the Sales Department of FAW Toyota Motor Sales Co., Ltd., Mr. Huang, Hello.
Huang Chunming: Hello everyone.
Huang Chunming: At this Beijing Auto Show, FAW Toyota brought a total of 9 models and 10 units, including the flagship product Crown, as well as the small car brand new Vios, Vios FS, new Corolla, Corolla Twin Engine, as well as SUVs Prado, Rongfang these products, in addition to these auto show also brought two new products, one is the new Yize IZEA, and the other is the Corolla Dual Engine E+, which focuses on two new products, Yize IZEOA is FAW Toyota's first SUV model based on the TNGA Fengchao concept This is also positioned as a cool SUV of the new generation. The reason for this positioning is because Yize IZUA brings unprecedented cool shape, unprecedented driving pleasure, and unprecedented safety. In addition, Corolla double engine E+ is also after a comprehensive upgrade, the Carola family is a stronger product series, it should be said that the Carola family as a whole in FAW Toyota accounted for a high sales volume, of which our products cover 107,800 yuan to 175,800 yuan price range products, there are currently 13 models, 17 models, The addition of The Corolla double engine E+ is undoubtedly a bigger supplement to the Camp of Carola.
Host: Next, we know that FAW Toyota's sales target for 2018 is set at 695,000 units, what is the basis for this goal, and what strategies will we adopt this year to ensure that the goal is achieved?
Huang Chunming: At the beginning of the year, we set a target of 695,000, and also formulated a challenge target of 715,000, three aspects, one aspect is based on the market, because the market as a whole has entered a period of slow growth after the rapid growth of previous years, but there are still great market opportunities; from its own point of view, FAW Toyota has been in a stage of structural adjustment and development in the past three years, and our products are in the process of gradual switching, and old products, like Prado, are gradually delisted due to their inability to meet the requirements of national emissions, and are on sale New products, it will take some time to release sales. In addition, it is also based on our own reality, on the one hand, to make up for the gap caused by the discontinuation of old products, on the basis of which to think, how to tap potential to the production capacity, to the market, to increase sales, based on such an idea to develop sales targets is actually not conservative. After we formulated this annual performance, the overall strategy was guided by the 12 words of "sales-oriented, rhythm-oriented, structure-oriented".
Incremental-based, sales volume is our most fundamental goal, will reach 695,000, challenge 715,000, one is to the production capacity to potential, one to the potential of the market to tap the potential. Rhythm first, set the annual target first to seize the first half of the year, seize the first quarter, we divided the annual marketing into five steps, in the first step we achieved the opening of January and February, in March to May now a quarter has passed, the overall annual performance completion rate in the first quarter is much higher than our original annual performance target, but also close to challenging the annual performance trend, structurally or to achieve a win-win situation. In terms of optimizing the sales structure, on the one hand, the use of reasonable scientific and transparent supply and demand strategy, on the other hand, also increase the investment in star models, revenue models, the specific strategy is also around the brand, model strategy, network strategy, as well as regional strategy and a series of strategies, each direction of specific advancement, and finally ensure that the annual performance will reach the goal.
Host: This year's yize IZUA product is very competitive, the attention is also very high, what are the highlights of this car, can you introduce it to us.
Huang Chunming: Yize IZEOA is FAW Toyota's first SUV model based on the TNGA Fengchao concept, and it is also based on this development concept that it has created an unprecedented car, which we define as a crossover car. Under the framework of TNGA, both from the chassis to the total power range and then to the rigidity of the body have been comprehensively improved, so that the vehicle can reach the world's very advanced level in terms of driving distance, steering, braking, etc. In addition, the appearance of the car, the interior has a very large breakthrough design, just now we summarized that the unprecedented cool, driving fun and safety, from the appearance, it should be said that we define the diamond design concept, to create a dynamic, avant-garde, fashionable shape, but also integrated with the diamond elements, to achieve the shape, color, quality of the unity of high-quality interior. Diamond Power is worth mentioning, this engine is also TNGA's first 2.0L engine imported into China, and its transmission uses the world's first starting gear, which effectively improves the sluggishness of the previous CVT in the throttle pedaling moment, and effectively improves the efficiency of the transmission, increasing the transmission speed by 20%. The maximum power of the engine reaches 126 kW, which is more economical in terms of fuel consumption, the fuel consumption of 100 kilometers is 5.7 liters, and the thermal efficiency of the Dynamic Force Engine 2.0L "Jet Flow Control Engine" equipped with Ize IZUA has reached the world's top 40%. It should be said that it can be defined as the performance of the world's top engine thermal efficiency. In terms of Chi Heng safety, the whole series is also equipped with TSS safety assistance system, the use of airbags is also ahead of the competition, the whole series is equipped with 10 airbags, so we set yize IZUA as a new strategic model of FAW Toyota.
Host: As the backbone of FAW Toyota, how is the current sales volume of the Corolla family? On March 23, the Corolla family underwent a new upgrade, what are the changes in the new model?
Huang Chunming: Corolla is a backbone in FAW Toyota, from 2017 we sold 348,000 vehicles, reached the level of 86,000 vehicles in the first quarter of 2018, the fully upgraded Corolla family camp is very strong, from the price of 107,800 yuan to 175,800 yuan, we call seamless coverage, from the product we are 13 levels, 17 products, including Corolla naturally aspirated, Corolla turbo, and Corolla dual engine hybrid, This time we launched a Corolla Dual Engine E+ car. At the March 23rd FAW Toyota Spring New Product Creative Conference, we launched three Corolla products, including the Wisdom Edition, the Wisdom Edition, and the Dual Engine Zhishang Edition, which mainly changed the appearance of a daytime running light equipped with LED, and also equipped with LED transmissive headlights, which are currently catering to the needs of young customers for products. At the same time, in terms of interior, the three products also have corresponding changes, the Zhishang version is equipped with two-color seats, and the smart version is sewn with the open line of the seat, so that everyone can improve the sense of contact with the interior, and the texture of the interior is more improved, like these three products are also equipped with a key start, the configuration of the six-tone speaker, bringing higher driving enjoyment to our users. The new Corolla Dual Engine E+ launched this year is also in response to our regulatory requirements, starting from the concept of emissions and green environmental protection, I believe that it can bring more driving pleasure to customers.
Moderator: Thank you Minister Huang for accepting our interview, thank you for your attention, and I hope that you can go to the booth of FAW Toyota to see more while watching the auto show, thank you.
Huang Chunming: Thank you.