In the past 2021, the difficulty of the domestic car market is self-evident, the chip shortage problem and power rationing problem caused by the repeated epidemic have limited the production capacity of many manufacturers, on the other hand, the consumer's consumption desire is correspondingly weakening, which has led to the sales performance of many car companies in 2021 not meeting expectations, such as FAW Toyota is one of the representatives.
Cumulative sales of more than 860,000 still have not reached the minimum target
According to the data released by FAW Toyota, its cumulative sales in 2021 reached 860019 vehicles, although there was an increase of 8% over 2020, but at the beginning of 2021, FAW Toyota set an annual sales target of 880,000 vehicles and challenged 920,000 vehicles, that is to say, although FAW Toyota had a slight increase in 2021, it actually only completed about 97.7% of the target sales, which is a certain gap with expectations.
On the other hand, in 2020, FAW Toyota's cumulative sales of 800,000 vehicles for the whole year reached 800,000 units, an increase of 9% year-on-year, and its target sales in 2020 were 760,000 vehicles, exceeding the target. Obviously, although FAW Toyota's sales in 2021 have also achieved year-on-year growth, they can only be said to be less than satisfactory compared with 2020.
It is also worth mentioning that although FAW Toyota's sales in 2021 increased by more than 60,000 vehicles compared with 2020, at the same time, FAW Toyota added four new models in 2021, such as Crown Land Release, Lingfang, Asia Lion, RAV4 Rongfang Double Engine E+, etc., in addition to the replacement of some models, such as The Corolla, after adding 4 new models, sales increased by only 8% year-on-year, I don't know if it is in line with FAW Toyota's expectations.
Corolla fell 7.5% year-on-year rav4 boom and Asia Dragon stabilized the situation,
Specific to the model, it was found that Corolla's sales in 2021 had a certain degree of decline compared with 2020, and the cumulative sales of Corolla in 2020 were 357165 vehicles, while the cumulative sales in 2021 were 330280 vehicles, a cumulative decrease of 7.5% year-on-year.
Fortunately, RAV4 Rongfang stabilized the situation, with cumulative sales of 203,410 vehicles in 2021, an increase of 17.3% over 173383 vehicles in 2020, of course, which is inseparable from the contribution of RAV4 Rongfang Dual Engine E+; including the sales of Asia Dragon also increased by 11.4% year-on-year in 2021, from 110814 vehicles in the previous year to 123525 vehicles.
It should be mentioned that according to earlier news, the current Asian Dragon will be officially discontinued in North America after the completion of the replacement. Asian Dragon has been sold in the U.S. market for more than twenty years, but sales have deteriorated, so Toyota finally decided to stop production, interestingly, the Asian Dragon on sale in China is actually a certain gap compared to the US version, but sales are rising.
The U.S. version of the Asian Dragon gasoline version of the model uses a 3.5L V6 engine, and the starting is four-wheel drive, the maximum horsepower is as high as 301 horses, settled at the current exchange rate, the starting price is only more than 230,000 yuan, compared with the domestic price of 199,800 yuan, although it is more expensive, but the domestic 2.0L displacement, 178 horsepower The front-drive layout is far from the US version; even if it is a hybrid model, the American version of the Asian Dragon also starts with four-wheel drive, but in China it is a front-end drive.
The three major strategic results are not satisfactory The number of complaints has risen slightly
In 2021, FAW Toyota proposed three major strategies, including the TNGA strengthening strategy, the crown brand renewal strategy, and the new energy strategy. At present, FAW Toyota's lowest-end Vios series in passenger cars sold is based on the TNGA platform, but at the same time, this also makes FAW Toyota's products seem to have no essential difference, there is no high-end distinction.
In addition, the crown brand renewal strategy, the emergence of the crown in the country has been continued, and from a single product to an independent brand, the crown will have more products worth looking forward to in the future, but in 2021, the performance of crown land release is general.
The data shows that the cumulative sales volume of Crown Land from august 2021 to December 2021 is 25,173 units, although it is a sister model with Highlander, but it is far from Highlander in terms of sales. According to official data, the cumulative sales of the fourth-generation Highlander from July to December reached 61,400 vehicles, with an average monthly sales of more than 10,233 vehicles, and the crown land release was 6,293 vehicles.
In addition, the new energy strategy mentioned by FAW Toyota has only seen a RAV4 Rongfang dual engine E+ from the product point of view, and the sales volume is relatively dismal. According to the statistics of the Association, the cumulative sales volume of RAV4 Rongfang Dual Engine E+ in 2021 is 4125 vehicles. On the other hand, the Yize E Jinqing launched in 2020 has also been sluggish, with cumulative sales of only 1616 vehicles in 2021. Of course, I have to admit that FAW Toyota's HEV models have always had certain advantages, but with the emergence of more and more independent car brand DHT hybrids, I don't know how many years the advantages of FAW Toyota HEV can be maintained.
Hu Shaohang, secretary of the party committee and general manager of FAW Toyota Motor Sales Co., Ltd., said in an interview with the media at the 2021 Shanghai Auto Show that users are gods, FAW Toyota attaches great importance to listening to the voice of customers, and has established a "111" management mechanism to reduce customer complaints, that is, to identify customer complaints within 10 minutes, complete the investigation within 1 hour, and complete the closed-loop disposal within 1 day.
However, according to the complaint statistics of the automobile complaint network, the cumulative complaint of FAW Toyota in 2020 was 362, while in 2021 there were 427 cases, a cumulative increase of nearly 18%. It is worth mentioning that Hu Shaohang also mentioned that dealers also attach great importance to the management of complaints. Generally speaking, the user vehicle should reflect to the dealer at the first time after the problem occurs, and the third-party complaint will be made when the dealer does not deal with it, which shows that faw Toyota dealer management complaints still need to be strengthened in 2021.
Auto Network Review: Is the Million Vehicle Target Still Possible?
Judging from the sales data of 2021 alone, FAW Toyota is undoubtedly successful, but compared with the achievements in 2020 and the tasks set at the beginning of the year, FAW Toyota has not reached the standard, and the customer mentioned by Hu Shaohang is God's service has not been substantially improved from the perspective of the number of complaints. Regarding 2022, FAW Toyota's previous vision was to reach 1 million vehicle sales, but there is still no official information on whether this is the goal, so will FAW Toyota's sales target for 2022 change if it does not meet the target in 2021?