In 2021, under the background of the shortage of upstream production materials, the rebound of the epidemic and the intensification of market competition, FAW Toyota achieved annual production of 832,000 vehicles, an increase of 7% year-on-year; sales exceeded 860,000 units, an increase of 8% year-on-year; and the main operating indicators reached the highest level in history.
In the red sales report, Asia Dragon, as the flagship sedan of FAW Toyota, ranked first in the B-class market with sales of more than 120,000 vehicles in 2021 and an average monthly sales of more than 10,000 vehicles. It has not only achieved a new height of its own development, but also become a powerful grip for FAW Toyota to accelerate the promotion of the "14th Five-Year Plan" in 2022 and achieve production and sales across the double hundred.
Establish a product power moat with "to the extreme"
To this day, the share grab battle in the B-segment car market is still in a white-hot state. The products released by various car companies for this market segment not only represent the highest research and development strength of enterprises, but also reveal the core proposition of enterprise development. Since the Introduction of Asia Dragon into China by FAW Toyota, this model with the "TNGA-K Platform" high-end product label has always been able to meet the new trend of domestic automobile consumption in the stock era by implementing the "True to the Extreme" in the brand slogan.
In order to meet the user's driving comfort demands for the B-class car "leapfrog", the Asian Dragon with a length of nearly 5 meters and a wheelbase of 2870mm, creating a driving space superior to many Japanese products; in order to meet the user's demand for diversified power and make the driving experience more excellent, the Asian Dragon provides three different models of powertrain models including 2.0L gasoline version, 2.5L gasoline version, 2.5L dual engine version, and the 2.5L gasoline version is more standard with AVS adaptive variable suspension, bringing more extreme control performance In order to give users more meticulous safety protection, the Asian Dragon system is equipped with 10 SRS airbags and Toyota Safety Sense safety system as standard, so that users can feel at ease.
The characteristics of "people without me" are the "truth" of the Asian dragon; the advantage of "people have my superiority" is the "extreme" of the Asian dragon. In the complementarity of "true" and "extreme", the Asian dragon has established the longest product power moat.
Face users with a "true to the extreme" attitude
In 2021, FAW Toyota will shift from management thinking to user thinking, realize the transformation of enterprises into user operations, and achieve more than 90% digital business coverage by the end of 2021. Thanks to this transformation, FAW Toyota has officially reached 15 million fans on various Internet content platforms. Through the fission and recommendation of fans, 40,000 units of referral orders were realized throughout the year.
This is the intuitive feedback of FAW Toyota facing users with a "true to the extreme" attitude, and it is also a microcosm of the brand's achievements in the market: so far, FAW Toyota's "Integrity Service" has won the first place in the China Automobile User Satisfaction Index (CACSI) joint venture brand for four times; for six consecutive years, it has won the "Toyota Global Service Commendation Gold Award" seven times. If faw Toyota's word-of-mouth dimension is scaled to the Asian Dragon car series, it is bound to be related to topics related to reliability, durability and high retention rate.
In the C-IASI (China Insurance Research Institute) test, Asia Dragon won the "G" (excellent) evaluation in the aspects of "occupants in the car", "laymen", "auxiliary safety"; in order to reduce safety hazards, Asia Dragon Double Engine is equipped with nickel-metal hydride batteries with higher safety performance, higher stability and longer life, and matches the exclusive 4-year/100,000 km free warranty and basic maintenance policy, dual engine power battery 8 years / 200,000 km free warranty; according to the data released by Autohome, The three-year retention rate of Asia Dragon is as high as 76.34%, and the excellent second-hand residual value rate exceeds the vast majority of friendly products, which has contributed to the confidence of Asia Dragon in the face of competitors and the more demanding needs of users.
The "true to the extreme" of the Asian dragon is also reflected in the production process. As the main manufacturing base of Asia Dragon, FAW Toyota Chengdu Plant has built a new TNGA production line with five major processes (stamping, welding, coating, molding, and final assembly), laying a solid foundation for Asia Dragon's high-standard production with a production line that integrates high quality, high efficiency, high automation and high flexibility.
Taking the painting project as an example, the body color of each Asian Dragon must go through six major steps such as ED inspection, ED electrophoresis, UBC coating, sealant coating, medium and upper coating spraying, and precision inspection to ensure the conformity of the product paint surface. FAW Toyota uses a solid underlying manufacturing logic to protect the nearly 300,000 car owners of the Asian Dragon in the three years since it entered China.
"True to the extreme" drives value upwards
Driven by the "true to the extreme", the Asian dragon has shown a clear upward trend of value. According to the data, in terms of product sales structure, the sales proportion of Asian Dragon 2.5L gasoline models and 2.5L hybrid models has continued to increase, and there has been a market phenomenon of "higher matching, hotter sales"; on the other hand, the terminal price of Asian Dragon tends to be high, according to third-party agency data, the average sales price of Asian Dragon terminal has been 8% higher than the most important German competitors. Through these, it is enough to see that the majority of consumers are more and more recognized for the "high value" of the Asian Dragon.
This shows that in the process of refining the B-class sedan benchmark, the Asian Dragon has gradually become a phenomenon-level product of FAW Toyota. Even, while this car series brings business value to enterprises, it is also empowering the value of enterprise development.
In 2021, FAW Toyota will cultivate local planning, design, trial production and test capabilities through the early development of the Asian Dragon and the development of various special edition projects, and compile the "FAW Toyota New Product Birth Process" and "FAW Toyota Local Development and Operation Manual", which has played a vital role in improving the speed of new product development and promotion.
2022 is a critical moment for FAW Toyota to exceed one million in production and sales and more than 10 million in cumulative production and sales. In his New Year's message, he clearly mentioned that it is necessary to firmly adhere to the overall goals of "joint venture cooperation 2.0" and "million process"; to adhere to the main tone of "self-reliant reform, innovation and breakthrough"; to closely follow the strict requirements of "problem-oriented, strong foundation empowerment"; and to open up a new realm of "external cohesion and endogenous power".
From this expression, I read that there are more expectations of the Asian Dragon for "to the extreme", and there are also FAW Toyota's farther pursuit of "to the extreme". Under the combined force of expectations and pursuits, the "B-class sedan benchmark" Asian Dragon will stand more steadily, and FAW Toyota, which has started the "million journey", will stand higher.