In 2021, with the stability of domestic epidemic prevention and control, automobile consumption has recovered significantly. However, plagued by the global epidemic and supply chain shortages, the competition and challenges in the automotive industry have intensified, and the iron law of self-improvement and self-improvement has become more and more obvious: mainstream brands still occupy the mainstream, midstream car companies strive to seize the market, and weak brands are cannibalized and eliminated. In such a market environment, only by accurately grasping market demand and actively laying out the drops can we have the opportunity to survive in this game and seize the opportunity.
If the leader wants to stay ahead, he must think of danger in times of peace and always think new. In 2021, with a variety of high-quality new cars and continuously upgraded service experience, FAW Toyota maintained continuous sales growth, with cumulative sales of 860019 vehicles, an increase of 8% year-on-year, once again outperforming the market, especially a number of new cars in December sales hit a new high, highlighting FAW Toyota's ultra-high user recognition and market appeal.
In response to the needs of Chinese consumers, the rapid and orderly promotion of product strategy and accurate landing is the root cause of FAW Toyota's rapid progress. In 2021, FAW Toyota will take product-based strengthening of product lineup and meeting consumer demand as the focus of its development, actively implement the "three major strategies" (TNGA strengthening strategy, crown brand renewal strategy, and new energy strategy), quickly introduce a variety of new products, and continuously open up market segments to cope with changes in market demand, achieve orderly sales growth, and enhance brand attention.
TNGA products are quickly introduced to meet the needs of diverse segments
Product is king, is the iron law of the automobile industry. As the first of the three major strategies, FAW Toyota's "TNGA Enhancement Strategy" has once again established the core cornerstone of the TNGA architecture. In the future, FAW Toyota will launch a number of new models with TNGA architecture covering fuel, hybrid, plug-in hybrid, pure electric, hydrogen energy and other drive forms, so that Chinese consumers can meet the car purchase needs of Chinese consumers in any market segment.
ALLION Asiatic Lion
2021 is FAW Toyota's "big year of products", based on the characteristics of rapid research and development of products based on the TNGA architecture, accelerated the introduction of a number of new products, and has been recognized by multiple market segments.
Yi Ze double engine
The launch of a number of new models of TNGA architecture, such as Asia lion, Rongfang Dual Engine E+, Crown Lufang, Yize Dual Engine, Lingfang, etc., covers a wider range of market segments, meets the more personalized consumer needs of consumers, and has received good market feedback.
Relying on high-quality word of mouth and market potential, FAW Toyota ushered in a concentrated sales explosion in December. Crown land sales of 7029 units, Lingfang sales of 5435 units, Rongfang family to achieve record sales of 20385 units, Corolla family sales of 39565 units, Asia Dragon set a record monthly high of 15232 units.
The introduction of a variety of high-quality products has raised the city's attention to the FAW Toyota brand, and FAW Toyota has also seized the huge opportunity of comprehensive product and brand upgrading to accelerate the pace of exploration and layout.
HARRIER Volley
As of now, FAW Toyota's TNGA product sales accounted for 89%, in 2022, FAW Toyota will also launch corolla sharp release, bZ4X and a number of new TNGA products that have not yet been unveiled, at that time, the brand's TNGA product matrix will further meet the diversified needs of China's mainstream market segments, helping enterprise sales to climb to a new high.
Help the brand upwards, the Crown brand is renewed
In recent years, the domestic economic development has continued to improve, the demand for consumption upgrading has increased year by year, and various car companies are launching high-end products or brands to meet the needs of users' high-value brands.
This year, FAW Toyota upgraded the crown from a single model to a high-end sub-brand containing different categories of models through the strategy of crown brand renewal, and introduced new products such as crown land release and crown law built with Toyota's top "crown standard" for the first time, meeting consumers' demand for high-end products and leading the overall upward development of the brand.
Crown Will Law & Crown Land Release
Faw Toyota's strategy has proven to be accurate and effective. The flagship seven-seat SUV Crown Land Release opened pre-sale for 48 hours, the order volume has exceeded 10,000, after the official listing, sales have increased month by month; and Crown Wilfa with its richer configuration, more noble style, more luxurious quality posture, set a new benchmark for high-end MPV models, further satisfying the upstart people's pursuit of luxury quality and exclusivity.
It is understood that in the future, the crown brand will also introduce more models on the basis of these two models, at that time, more users will experience the high-end travel experience brought by the crown standard.
Practice environmentally friendly travel and accelerate the layout of the new energy market
Global environmental protection is related to the future and development of mankind, and among them, the environmental awareness and specific policies of the government and enterprises will have a profound impact on the sustainable development of society. In order to achieve the goal of reducing carbon emissions, the national level vigorously advocates the development of a more environmentally friendly new energy society, and all walks of life are actively responding, and the automotive sector is the first to bear the brunt.
With the growing demand for new energy products from Chinese consumers, FAW Toyota has developed a two-line new energy strategy based on the deep accumulation of Toyota's industry-leading electrification technology to meet consumers' environmentally friendly travel choices.
On the one hand, by continuously enriching the "Qing Family" product matrix, it meets the needs of current consumers and provides the most secure solution for car owners.
This year, FAW Toyota launched new electrification products such as Rongfang Shuangqing E+, Yize Shuangqing, etc., practicing the corporate philosophy of environmental protection travel of the Toyota brand, and the new members of the "Qing Family" also enriched the product matrix of the Rongfang Family and the Yize Family, bringing consumers more environmentally friendly models.
RAV4 Rong put dual engine E+
On the other hand, FAW Toyota is also continuing to introduce more new zero-emission products.
Costa Hydrogen Engine
Toyota's first domestic hydrogen kinetic energy model, FAW Toyota Costa Hydrogen Engine, has been officially delivered to the Beijing Winter Olympic Organizing Committee, which will provide event services at the 2022 Beijing Winter Olympics and Winter Paralympic Games, and ice and snow athletes from all over the world will feel the high-quality products and services brought by FAW Toyota in China.
bZ4X
In addition, based on e-TNGA, the first pure electric SUV of the TOYOTA bZ pure electric exclusive series created by the BEV exclusive platform of FAW Toyota's new energy factory, the bZ4X will be officially launched to the market in 2022, which will bring More diversified environmental travel choices to Chinese consumers.
postscript
In China's auto market under the upgrading of consumption, auto brands should not only meet the higher requirements of consumers for product quality, but also continue to provide users with more added value.
Adhering to the brand concept of "To the Extreme", FAW Toyota not only adheres to the Toyota QDR (high quality, reliability and durability) production standards, but also accelerates the introduction of products that meet different segments of consumer groups under the corporate mission of "mass production happiness" for users, meets the diversified needs of the market, helps the brand sales continue to grow, and lays a solid foundation for achieving the corporate goal of "annual sales of one million vehicles, tens of millions of users, and annual income of more than 100 billion" in 2022 and the high-quality development of the enterprise.