Written by / Windsor
Editor/ Zhang Nan
Design / Shi Yuchao
The changes at FAW Toyota have never been more comprehensive and profound than they are today.
From the official establishment in 2003, to the listing of the already famous Corolla, to the introduction of rav4, the founder of the city SUVs, to China, as well as land cruisers, Prado and other scenic spots... Backed by the powerful FAW Group and Toyota Corporation, FAW Toyota has had a smooth journey, and even sometimes seems to be a bit Buddhist.
Faw Toyota's happy time is the epitome of most of the head joint venture brands in the past in China, but which one will always be smooth sailing, when the Chinese auto market from incremental to stock, caught off guard and logical, the joint venture brand encountered challenges. In contrast, independent brands accounted for 44.4% of total passenger car sales in 2021, a new high in the past decade.
The more difficult the moment, the more the test of strategic determination and adaptability, in the face of a challenging market, FAW Toyota showed strong resilience and became a retrograde in the joint venture brand.
In 2021, FAW Toyota's annual sales of 860019 units, an increase of 8% year-on-year.
The SUV family sold 283523 units. The Rongfang family will sell 203,410 units in 2021, an increase of 17% compared to 173383 units in 2020; the crown Land release has sold 25,173 units since its official launch in August 2021; and the small SUV Yize family has sold 47,011 units in 2021.
In the field of cars, the Corolla family has sold 330,280 vehicles in 2021, and the aura of the god car is still there; the cumulative sales of The Asian Dragon for the whole year are 123525 vehicles, an increase of 11% year-on-year, leading the brand upwards.
While SUV and sedan walk on two legs, FAW Toyota's "double engine family" has accumulated sales of 201597 vehicles throughout the year, TNGA product sales accounted for 89%, and the "Engine family" sales accounted for more than 23%, and the brand won the first victory in new energy transformation and high-end.
After riding the wind and waves for a whole year, FAW Toyota set a grand goal of the "14th Five-Year Plan" in the new year: to complete "million sales" in 2022.
All the past is the prologue, and all the future is to be hoped for. FAW Toyota has opened a new prologue in the Chinese market and launched an impact on higher goals.
Love to fight to win
The great antonym is not failure, but not to spell. In 2021, FAW Toyota's fight for market, production capacity and resources has shown a completely different side from the past.
In terms of products, in the fierce competition, FAW Toyota has completed important goals such as new car listing and product volume with high standards in the spirit of not waiting for me.
In 2021, FAW Toyota ushered in the big year of products, listing five products, including the luxury and dynamic flagship big seven-seat SUV Crown Land Release, the new TNGA leapfrog sedan AsiaSphins, the innovative generation of high-performance sports SUV Rongfang Dual Engine E+, "High-end Elegant Light Luxury Urban SUV" Lingfang and many other new cars, fully meeting the needs of diversified markets.
In special years, the expansion of the product line and the hot sales of products mean that they have to meet another challenge. In 2021, due to the shortage of chips, some companies even opened the "mating car reduction" model.
In this regard, FAW Toyota recognizes the change of response, order forward, rhythm forward, marketing forward, keep an eye on the annual goal without relaxing, through various ways to search all channels, the whole year to save 175,000 chips resources, maximize resources to ensure; at the same time maintain a healthy and good inventory sales ratio structure, to achieve full sale.
In order to maximize the satisfaction of market demand, FAW Toyota also put forward the slogan of "fighting the epidemic, ensuring supply, adjusting the structure, and grabbing the rhythm", focusing on "high quality, excellent price, reliable and timely supply", and striving to complete the annual production task.
To this end, FAW Toyota promotes the customer operation system, through the integration of private domain traffic platform contact points, to achieve the number of fans operating on the whole platform 15 million; the implementation of the "zero bad evaluation" service standard, the establishment of customer day mechanism and rapid response feedback mechanism, greatly improve the user demand processing efficiency, improve user satisfaction. Through the customer day, strengthen the face-to-face communication between manufacturers, distributors and consumers, and feel the user's demands from an empathetic perspective.
In addition, FAW Toyota launched a super App, aggregated a private domain platform, opened up the system, connected customers, dealers, manufacturers, and transformed the organizational function model of dealers, built a user digital service ecology, realized the "one customer group" that is, many-to-one operation mode, and responded to customer needs in a timely manner through intelligent service systems.
Under the corporate strategy of "user-centric, digital support", FAW Toyota's sales service satisfaction has increased significantly; due to fan fission, FAW Toyota transferred 40,000 vehicles throughout the year.
In the 2021 China Automotive Industry User Satisfaction Index (CACSI) evaluation, FAW Toyota won the joint venture brand sales service satisfaction index and after-sales service satisfaction index, and the after-sales service satisfaction was the fourth consecutive championship. FAW Toyota's Corolla, Vios and RAV4 Rongfang also won the championship of their market segments.
External changes in products and services come from within.
Under the call of China FAW's personnel and institutional reform of "cadres can go up and down", "salaries can be high and low", "employees can enter and exit", "institutions can increase and decrease", FAW Toyota broke the solidified thinking mode and broke through the qualification layer management; introduced the post management system, re-fixed the post, re-recruited all staff to re-compete for posts, and the capable people; introduced performance management, widened the distribution gap, improved the salary distribution and exit mechanism, and finally stimulated the fighting spirit and created an offensive sales team.
The reform of the mechanism and system has stimulated the momentum, released the vitality, and revitalized the operation and management system of FAW Toyota. In the world's largest auto market, in the automotive industry's century of change, it is always necessary to fight once to be in vain. The results of one year have proved that without a fight, FAW Toyota may not know how good it is.
FAW Toyota's intelligent and electrification transformation
The "1" of 2021 doubled to "2", and in this year that means good things in pairs, FAW Toyota has put forward the goal of "million annual sales".
To this end, 2022 is still FAW Toyota's "big year of products", and it plans to launch a number of new models, which will further strengthen the SUV and new energy product matrix. It also includes a number of remodeled models to maintain a competitive advantage in the market segment.
When intelligence and electrification become the direction of development determined in the future, FAW Toyota has also embarked on a comprehensive transformation.
In the critical race point period of the automotive industry's upgrading iteration, the digital transformation of enterprises is the top priority to win the race point. In the critical period of the process of facing millions of vehicles, FAW Toyota should change from management thinking to user thinking, and open up a new track and a new starting point for digitalization.
At the 2021 Shanghai Auto Show, FAW Toyota released the digital transformation plan of "four turns", that is, "set strategy", "change culture", "transfer organization", "transfer mode" and "transfer method", and has achieved good results in one year.
In 2022, FAW Toyota's digital intelligence will comprehensively lay out digital products, empower clients, dealers, and manufacturers, achieve 100% full coverage of digital business and continue to iteratively upgrade. Digital transformation will accumulate potential energy for the development of FAW Toyota, realize the transformation of enterprises from product and service to user operation, and reach customers directly.
Based on e-TNGA, the first pure electric SUV of the TOYOTA bZ pure electric exclusive series created by the BEV exclusive platform, the bZ4X will also be officially launched to the market in 2022, and the model will be put into production at FAW Toyota's new energy products plant.
Coupled with the successive launch of 2021 Rongfang dual engine E+, Yize dual engine and other electrification products, FAW Toyota "engine family" will achieve full coverage of dual engine (HEV), dual engine E+ (PHEV), E into the engine (BEV) and hydrogen engine (FCEV) and other power forms in 2022.
As Toyota President Akio Toyoda said at a Toyota Strategy Briefing on December 14, 2021, "We live in an era where there are no standard answers. In a diverse world, people's needs are also different, and it is difficult to make everyone happy through a single choice. So Toyota wants to offer as many choices as possible to consumers around the world. ”
In the face of the guidance of China's "double carbon" goal, both shareholders have set the goal in stages, and in the future, FAW Toyota will also achieve carbon neutral phased results through the implementation of daily improvements, the introduction of new process technologies, photovoltaic power generation and other measures.
How do you move forward in this era of rapid change? As Hu Shaohang, secretary of the party committee and general manager of FAW Toyota Sales Company, said, FAW Toyota will be more firm in the original intention of "mass production happiness", keep in mind the mission of creating a better life for users, and firmly move towards high-quality and sustainable "annual sales of one million scale", and work hard in the torrent of the times.
Not surprisingly, FAW Toyota will usher in tens of millions of times in 2022. Products and services dual-line force, intelligent and electrification two-way transformation, nearly 20 years into China, FAW Toyota has shown a new attitude, is accelerating to the future.