"The new Land cruiser is expected to take a significant amount of time to deliver, with orders starting now (January 19) and a lead time of around four years."
Don't believe it, it's really Toyota's own words.
Probably since about 2016, selling cars has brought the set of pre-sale rules for selling houses to use. Toyota single-handedly pushed the pre-sale rules to the pinnacle.
Toyota knows that as soon as the news comes out, it will inevitably cause criticism, but Toyota still did it. Behind this is both toyota's deliberate cunning and the bitterness of having to do it.
The Crisis of the Land Patrol
As we all know, 70 years ago, the Land Cruiser developed a Jeep in reverse in the design of the model, and the name of the car was imitated by the Land Rover, and the name was Land Cruiser ( Land Cruiser ) .
But this did not prevent land cruisers from eventually becoming Toyota's car-making totem. In particular, in 1990, its short-axis version was officially named Land Cruiser Prado (Prado), becoming one of the most successful branches of the Land Cruiser family and completing the final transformation of the Land Cruiser into a passenger car.
To date, land cruisers have sold 10.4 million vehicles in 170 countries and territories around the world, with annual sales of more than 300,000 vehicles.
But even Toyota's car-making totem, Land Cruiser, is facing an extremely difficult situation.
In the United States, emission regulations are also becoming increasingly stringent, and more importantly, the competitive environment of land cruiser is very cruel, Jeep Wrangler, Nissan Tourer, Mercedes-Benz Big G, Ford Raptor, Land Rover Defender have caused a lot of trouble for Land Cruiser.
In 2019, Toyota sold 2.4 million new cars in the United States, of which the Land Cruiser only had 3536, which became the final blow to Toyota's determination to withdraw it from the US market.
In China, Land Cruiser has actually always been applauded.
In 2003, FAW Toyota began to officially produce land Cruiser, but in the form of assembly. That is, all parts need to come from Japan. Therefore, the price is also very high, about 770,000-860,000 yuan.
In 2016, FAW Toyota announced that land cruisers officially stopped production in China. Since then, the Land Cruiser sold in China has been a parallel import model.
In such a small 20 years, the price of landed nearly one million landed on land, although it was not as high as the sales volume, but it created a mythical market reputation.
Its excellent off-road ability coupled with an unimaginable retention rate has made Land Cruiser jump out of the attributes of automotive products and even become a wealth management product.
As soon as the news came out, the price range of this new car in the Japanese market range of about 284,000 yuan - 445,000 yuan, the price in the Chinese market will be from the current price of 1.05 million - 1.6 million yuan, the probability of soaring to about 2 million yuan.
So that notice was sent by Toyota to Chinese users, because no one in the world would be as fascinated by land cruisers as Chinese.
Toyota's bitterness
Toyota's grievances are not complicated to say.
On the one hand, there are external reasons.
Toyota itself admits that it is the parts supply chain, and more precisely, the chip shortage that directly affects the delivery of new cars.
The Yoshihara plant in Aichi Prefecture, Japan, is the world's only production site for Land Cruiser. Toyota has repeatedly said that it has quadrupled the base's production capacity, but unfortunately, the shortage of chips has hit the production capacity again and again.
The launch of the new Land Cruiser in June 2021 and the further worsening of the epidemic in Southeast Asia in July disrupted Toyota's spare parts supply.
To this end, Toyota announced that it will suspend production at two plants in Japan in August, including the Yoshihara plant. The shutdown resulted in a reduction in Toyota's production volume by about 5,000 units.
However, the situation has not been contained.
In January this year, Toyota announced that it would suspend production of 11 production lines at eight plants in Japan, including the Yoshihara plant, in February this year.
Toyota said it expects to produce about 150,000 fewer new vehicles in Japan and abroad than it plans to produce in February.
As it turns out, the new Land cruiser is really out of time in terms of production capacity.
On the other hand are internal reasons.
At the end of last year, Toyota released 15 new electric vehicles, including the Toyota brand and the Lexus brand, and the heat has not completely dissipated.
In the face of the large matrix of pure electric products, Akio Toyoda publicly stated that by 2030, the global sales target of Toyota brand pure electric vehicles is 3.5 million units.
The 3.5 million pure electric car program already accounts for more than a third of Toyota's current annual global sales (9 million units). This is the most "radical" pure tram program released by Toyota to date.
To this end, it is imperative to renovate the production line and adjust the factory that produces fuel vehicles to meet the conditions for producing pure electric vehicles.
In fact, as early as July 2021, Toyota said it was actively considering retrofitting existing plants in the United States for the production of electric vehicles.
This is Toyota's bitterness, there is a shortage of parts on the outside, and there is a fact that the production line is long and long.
The new Land Cruiser is indeed a bit out of place.
In fact, Toyota does not care about the sales of land cruiser, because land cruiser is not important to today's Toyota, neither volume nor represent the future.
The chaotic pace of production capacity delayed the production beat of the new Land cool road, and Toyota could not help it. Coupled with the fact that this is a rare large-displacement model, there are so many options in the world, and if you want to buy it, you have to wait.
There is nothing new under the sun, one is willing to fight and one is willing to be beaten, Toyota is Zhou Yu, the owner is Huang Gai, nothing incredible.