On January 11, 2022, the theme activity of "Huanqiu Thought Convergence Into GAC Toyota - A Joint Appreciation of the Power of GAC Toyota Brand Upgrading" hosted by Huanqiu Automobile Group was officially opened at GAC Toyota Nansha Factory located on the shore of the Pearl River.
All along, the "Huanqiu Thought Hui" series of activities have witnessed a number of auto companies new ideas and new ways of playing, through each comprehensive "walking" into the enterprise, Huanqiu Thought Hui authoritative experts, media groups in-depth visits to the front line of car building, in-depth communication with the core personnel of the enterprise, try to discover phenomena, discover thinking, discover new value, and summarize and analyze from a unique and comprehensive perspective. This walk into GAC Toyota is also the first time that Huanqiu Thought Hui has conducted an in-depth analysis of the corporate layout around the topic of "brand upgrading".
According to the data, GAC Toyota's annual sales in 2021 reached 840396 vehicles, an increase of 11% year-on-year, of which TNGA model sales accounted for as much as 79%, reaching 665345 vehicles. The cumulative sales volume of the hybrid family was 182,060 vehicles, an increase of 98% year-on-year. The sales increase of the brand in all dimensions has allowed the outside world to see the "quantitative change" of GAC Toyota.
However, in the view of Huanqiu Thought Hui, 2022 is the 18th year of GAC Toyota's deep cultivation of the Chinese market, and GAC Toyota, which is on the occasion of the "coming-of-age ceremony", proposes to launch an impact on the goal of annual production and sales of one million vehicles. For GAC Toyota, it is necessary to comprehensively upgrade from multiple dimensions such as product design, manufacturing, research and development, and system, which is why Huanqiu Thought Hui chose to come to Guangzhou at the end of the year to learn about the "qualitative change" of GAC Toyota.
Huang Yongqiang, deputy general manager of GAC Toyota
Huang Yongqiang, deputy general manager of GAC Toyota, mentioned in his speech that from "brand evolution" to "brand upgrading", GAC Toyota's goal is to achieve the common upgrading of "quantity" and "quality", and to complete the upgrading of GAC Toyota's system capabilities, "from quality touching the world" to "taste leading the trend", every layout of GAC Toyota is trying to innovate the development ideas of joint venture car companies in the Chinese market.
Zhang Geng, head of the public relations section of the marketing department of GAC Toyota
Zhang Geng, head of the public relations section of GAC Toyota's marketing department, said in the brand analysis that with the heavy listing of Toyota's global flagship MPV XENA, GAC Toyota officially formed the "three flagships" of TNGA led by Camry, Highlander and Xena. In order to promote the construction of a more solid million system and achieve a qualitative change from "brand evolution" to "brand upgrading", facing 2025, GAC Toyota will comprehensively promote the three strategic actions of "comprehensive high-end", "all-round electrification" and "all-field technology", actively embrace users, consolidate system capabilities, promote brand upgrading, and go all out to mass-produce happiness for users.
| What are the manufacturing criteria for a TNGA flagship model?
On the first stop of the event, Huanqiu Thought Hui visited the assembly workshop of GAC Toyota Nansha Factory. As we all know, the high quality and high value of GAC Toyota's products are inseparable from the credit of TNGA. TNGA is not only a car architecture, but also a high-quality manufacturing system.
Gac Motor Toyota Nansha Plant has been known as the "industry model factory" in the industry, which not only has high-precision production technology and manufacturing technology, but also the quality control of TNGA models born in the production line has been highly recognized by consumers.
There is such a set of data: the one-time pass rate of GAC Toyota's production line is as high as 99%, 10 percentage points ahead of the industry average; the defective rate of parts is only 0.29 PPM, that is, only 0.29 defects out of 1 million parts. In other words, the craftsmanship spirit of GAC Toyota has set a model of "intelligent manufacturing and quality manufacturing" for the automobile manufacturing industry.
As Toyota's "zero defect rate" factory, GAC Toyota relies on the "two pillars" of punctualization and self-service to accurately control the quality of final assembly. "Punctuality" avoids waste and improves efficiency; "self-service" requires people and machines to automatically judge the quality of the process, and when problems are found, they can stop and improve in time, so as not to let quality problems flow into the next process. GAC Toyota uses ingenuity to eliminate component assembly errors and meet Toyota's highest global standards.
On the production line, there are yellow and red drawstrings above the workstations, as well as eye-catching monitoring displays, which is the Anton system that visualizes quality problems. In order to avoid the tightening caused by accidental errors and omissions, GAC Toyota has introduced a "error-proofing system", which automatically stops the equipment when the error occurs, and the tri-color lamppost of the Anton system will automatically alarm the indication. Until the problem is solved, the production line can not start again. This is an important part of the quality assurance of the final assembly process, and it is also one of the details of the ingenuity.
It is precisely in such a high standard of production line born of Xena, Camry, Highlander and other GAC Toyota TNGA products, both in detail and quality control, have reached the industry leadership.
On the same day, Huanqiu Thought Hui conducted a test drive experience on the "three flagships" of GAC Toyota TNGA, and the members of Huanqiu Thought Hui agreed that the three flagship products have the comprehensiveness and high quality of the joint venture model, and more importantly, they inherit the consistent ingenuity and quality control of GAC Toyota, which is valuable in the current joint venture model. Whether it is the comfort of the second and third rows of the Sai Na, the comprehensive texture of the Highlander, or the driving quality of the Camry, it shows the first-class quality of GAC Toyota.
| Based on the strength of the upgraded dimension, we talk about the "post-joint venture era" of THE GAC Toyota model
In the discussion and exchange session, the authoritative expert group of Huanqiu Thought Exchange expressed their opinions, taking the upgrading strength of GAC Toyota brand as the starting point to discuss the new thinking on the development of car companies in the "post-joint venture era" of the Chinese auto market.
Sun Lijian, Professor of school of economics of Fudan University, deputy dean of school of economics of Fudan University, executive director of China Society of World Economics, and director of China Quantitative Economics Association
Sun Lijian, professor of the School of Economics of Fudan University, deputy dean of the School of Economics of Fudan University, executive director of the China Society of World Economics and director of the China Quantitative Economics Association, said that China's automobile industry is getting rid of the "take-ism" in the process of high-quality development, and is changing to take the initiative, take the initiative to change, and take the initiative to innovate. In this context, GAC Toyota's upgrading strength is also writing a new model for the development of joint venture car companies for the industry, whether it is the supply chain or the value chain, the comprehensive "brand upgrading" will bring greater development opportunities for enterprises under the new development pattern of "double cycle" and "double carbon".
Yun Zheng, Senior Partner and Vice President of Greater China at Roland Berger
Zheng Yun, senior partner of Roland Berger and vice president of Greater China, believes that from a market perspective, the sales growth of hybrid models in the past five years is quite considerable, and the hybrid technology companies led by GAC Toyota have provided the market with a large number of hybrid boutique models, and the market's recognition of them has also increased day by day. In the medium and long term, in the non-policy definition of the automobile market, there will be more and more hybrid models occupying a higher market share, and GAC Toyota is the core of it.
Shuai Shijin, Director of Shell Clean Transportation Energy Center of Tsinghua University and Deputy Director of Combustion Energy Center of Tsinghua University
Shuai Shijin, director of the Shell Clean Transportation Energy Center of Tsinghua University and deputy director of the Combustion Energy Center of Tsinghua University, believes that enterprises should deeply understand the carbon neutral background, the development of technology has made the energy transformation "multi-point blossom", and diversification is an important feature of energy transformation. Hybrid is the key embodiment of the development of diversified technologies, and gac Toyota's comprehensive brand upgrade is also to seize the core feature of energy transformation diversification.
Wu Yingqiu, Chairman and CEO of Huanqiu Automobile Group
Wu Yingqiu, chairman and CEO of Huanqiu Automobile Group, said at the conclusion of the event that GAC Toyota's 2021 report card not only sold a "high quantity", but also sold a "high quality". The three major strategies of high-end, electrification and technology are the "core grasp" of GAC Toyota's next development, which is both forward-looking and more operable. From "brand evolution" to "brand upgrading", GAC Toyota is defining a new model for enterprise development in the "post-joint venture era".
Written in the end: This walk into GAC Toyota is undoubtedly a landmark event on the growth path of Huanqiu Thought, through the familiar reading of a joint venture strong enterprise's "Upgrading And Maintenance Classic", analyzing the development status of China's automobile in the new era, causing the industry to pay great attention. The core views put forward by the authoritative expert group, the true record of the development status of the enterprise, and a large number of key contents provide an important model for the subsequent analysis and summary of the industry by Huanqiu ThoughtHui.
For GAC Toyota, an unprecedented brand upgrade is not only an incremental engine across the annual production and sales of millions of vehicles, but also a new awareness and form after brand speculation. Starting from the "upgrading dimension" and taking "qualitative change" as the basis, this is not only a "new attitude" belonging to GAC Toyota, but also a model force worthy of common appreciation in the industry.