As one of Toyota's two major brands in China, GAC Toyota has not only seen steady sales growth in recent years, but also benefited from the impact of Toyota's "dual-vehicle strategy" and has more and more models under it.
For gac toyota's current achievements in the domestic market, it is related to two people.
One is Li Hui, the last executive deputy general manager of GAC Toyota, and the other is Wen Dali, the current executive deputy general manager of GAC Toyota.
In 2013, Li Hui began serving as executive deputy general manager of GAC Toyota.
At that time, GAC Toyota had annual sales of only 210,000 vehicles.
Under Li Hui's leadership, by 2019, GAC Toyota's annual sales had reached 682,000 units.
Then, due to job changes, Wen Dali, then deputy general manager of procurement and management of GAC Toyota, succeeded Li Hui as the executive deputy general manager of GAC Toyota on January 1, 2020.
Since then, GAC Toyota has also officially entered the era of Wenda.
It should be said that from the sales volume of 2020 to 2021, GAC Toyota still maintains a good momentum of development.
Among them, in 2020, GAC Toyota's cumulative sales of 765,000 vehicles in the whole year increased by 12% year-on-year, becoming one of the fastest growing car companies among the mainstream domestic joint venture car companies that year.
In the past 2021, GAC Toyota's cumulative sales for the whole year reached 828,000 units, an increase of 8.23% year-on-year, which was basically the same as FAW Toyota's sales.
Also during Wen Dali's tenure as executive deputy general manager, GAC Toyota achieved a cumulative sales of 5 million vehicles in July 2021.
It is worth mentioning that in the 2020 national automobile user satisfaction evaluation, GAC Toyota Camry, Highlander, Leiling and Velanda models have not only become the first place in the satisfaction of their respective market segments, but also achieved the first place in China's new car quality research in 2020.
According to GAC Toyota's plan, it will challenge the target of 1 million annual sales in 2022.
It can be felt that Wen Dali, executive deputy general manager of GAC Toyota at this time, should be full of ambition.
After careful observation, it is not difficult to find that in fact, in 2021, the growth rate of GAC Toyota has begun to slow down. Compared with 2020, although many new models have been launched, only 63,000 more vehicles have been sold.
However, a more serious problem than the slowdown in sales growth is that there are also many problems with gac toyota's main sales models, Leiling and Camry.
In January this year, Leiling became the fourth domestic model complaint, and the main outstanding problems focused on the transmission setback and the transmission noise.
Camry not only has the problem of engine oil emulsification has not been solved, but also the situation of engine noise, jitter and burning oil is also a problem where consumer complaints are more concentrated.
The newly listed model Sena originally wanted to follow the old path of Highlander and make high profits at crazy price increases.
Unexpectedly, no one wants to be a leek, resulting in the double heaven of attention and sales of Sai Na.
In desperation, GAC Toyota had to reduce the price increase, which made the sales of Sai Na improve in January this year.
In just over a year, GAC Toyota's main sales models, Leiling and Camry, have become models with high complaints from the first in user satisfaction and the first in quality.
I think at this moment, as the helmsman of GAC Toyota, Wen Dali should consider how to continue to carry forward the craftsmanship spirit of the Toyota brand and improve vehicle quality and customer satisfaction.
If not, the rhetoric of selling millions a year is probably just a slogan.
I believe that no consumer is willing to pay for a car company like GAC Toyota that has a lot of vehicle failures and has to sell cars at a higher price.
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