In the domestic automobile market, Japanese cars and German cars occupy half of the family cars, and domestic cars, American cars, French cars, and Korean cars can only survive in the cracks through cost-effective advantages.
Fighting a price war can obtain short-term benefits, but it is definitely not a long-term solution, low-price drainage is not conducive to brand development, it will only make the brand power lower and lower, and eventually abandon the mid-range automobile market.
Low prices will only attract price-sensitive consumers, who do not have any brand loyalty, as long as the price fluctuates slightly, this group of consumers will not hesitate to choose a cheaper brand.
French cars, American cars are good examples, the new Mondeo and Versailles C5 X are good in all aspects, everyone recognizes the product power, think the car is made well, but no one buys it without reducing the price, and it is doomed to have no high sales.
If domestic cars want to develop benignly and avoid falling into the embarrassing situation of French cars and American cars, the only way to learn Toyota's car-making concept is to learn.
Toyota and Volkswagen are old rivals, but Volkswagen is always overwhelmed by Toyota, in 2021, Toyota's cumulative sales throughout the year reached 1.944 million vehicles, an increase of 8.2% year-on-year, almost achieving the first total sales volume all year round, in terms of grasping the needs of the Chinese people, Volkswagen is not a rival.
Why should domestic cars learn from Toyota, and what is the better place?
Corolla, Raling, Camry, Asian Dragon, Highlander, Wesa, Prado, Land Cruiser, Xena, Elfa, Wilfa, etc., all familiar names.
From cars, SUVs to MPVs, from family cars, commercial vehicles to hardcore off-road vehicles, from 100,000, 300,000 to millions, Toyota has laid out almost all models, and it is rare that sales and word of mouth have achieved a win-win situation, which is something that other car companies dare not think, even Volkswagen can not do.
Many car companies are benchmarking Toyota's models, but also silently borrowed from the appearance, interior, power, car concept, etc., in the early years Geely and BYD have openly admitted that they borrowed from Toyota, BYD F3 is to learn from Toyota Corolla to have millions of sales.
Geely Li Shufu said bluntly: "Auto companies all over the world are learning from Toyota, and Geely is no exception." ”
What is so good about Toyota is a question that many people have been wondering, and it is also the answer that many car companies have been trying to find.
In my opinion, there is only one truth, the essence of Toyota's success is "peace of mind", always able to start from the needs of the owner, so that the owner can feel "worry-free" in the process of using the car.
What is peace of mind?
Fuel saving, saving money, saving effort, can bring a good car experience to the owner, effectively reduce the trouble in the process of using the car, this is worry-free, worry-free is the simplest pursuit of Chinese people to buy a car, Toyota in grasping the needs of the Chinese people to do just right.
Many people ridicule toyota cars as one car passed down from three generations, which essentially reflects the durability of Toyota cars, is a recognition of the performance, and invisibly improves the brand power in the hearts of passers-by.
For the consumer group who buy a car for the first time, they may not know which car is the best, but they must know that Toyota is durable, and they may choose Toyota without thinking.
This is the importance of brand power, the most lacking in domestic cars at present is the construction of brand power, only relying on large space, high configuration, high cost performance is difficult to go abroad.
Legacy is the secret of Toyota's success
Automobile development has a hundred years of history, a hundred years of car companies are not a minority, but there are very few car companies with heritage, Toyota is valuable is that almost all the hot-selling models have historical heritage.
We can think of AE86, whose successors are Corolla and Raling, but also of the Camry, which has grown to the eighth generation in 40 years since its introduction in 1982, and has become the king of B-class sales with its attractiveness, durability, fuel saving and value preservation.
The inheritance of Volkswagen is missing, and after entering the country, almost all of them are mainly special models, and it is difficult to see the original German cars.
Domestic cars due to the late start, the car manufacturing years are limited, the inheritance is almost nothing, in addition to the development of individual models to the third generation, many independent brands are out of one, stop a model, hot sales continue to sell, poor sales will change a shell and try again.
Such a car-making concept is not conducive to sustainable development, can deceive consumers for a while, but can not deceive a lifetime, only by learning Toyota's theory of sustainable car-making, in order to reach the height of Toyota car.
GAC Toyota's newly launched Wei Sa, it seems that there is only 2022 model, in fact, this car also has a heritage, Wei Sa originated from the American version of VENZA, after four generations, has a 24-year evolutionary history.
More importantly, the emergence of this car is bound to break the market pattern of mid-size SUVs, benchmarking BMW X1, Audi Q3, Mercedes-Benz GLA, Lexus NX, Cadillac XT4, Volvo XC40, etc., further enriching Toyota's model library in China and improving its competitiveness in the mid-size SUV market.
Controlling the details is the key to success
Toyota has been able to achieve high sales in all price ranges, in addition to good reputation and historical heritage, the last point is to control the details.
Details determine success or failure, Toyota can surpass Ford, Volkswagen, General Motors and other established car companies, the most important reason is to control the details.
We take GAC Toyota Wesa as an example to deeply analyze the essence of Toyota's car control in details and see what other secrets we do not know.
A model wants to get the like of most people, first of all, the appearance should be in line with the mainstream aesthetic, Weisa adopts an elegant style of exterior design, using the minimalist design concept to outline the three-dimensional shape, slim and sharp headlights, integrated through the taillights, etc., the subtleties have a soul, so that the concept design full of cool and futuristic sense becomes a reality.
The tail shape is worth savoring, the through-type tail light with the concave shape, so that the sense of layering is clear, and the "bilateral double out" exhaust pipe design is adopted below the rear encirclement, which enhances the sense of movement of the whole vehicle.
Such a body design not only captured the aesthetic needs of parents, but also did not lose the market of young people, so that the car achieved high sales and laid the foundation.
The interior design reflects the taste of a car, and the reason why Wesa dares to benchmark luxury cars such as the Horse X1, Audi Q3, mercedes-Benz GLA and so on is because of the tasteful interior details.
Premium leather seats with punched patterns, large areas of high-grade leather cladding, exquisite piping and stitching, saddle-type center console, humanized intelligent access lighting system and so on all reflect the interior details of Weisa's light luxury.
Sitting in the cockpit, from sight, smell to touch, you can feel yourself in a light and luxurious atmosphere, reflecting your own taste and bringing comfortable enjoyment.
In order to leave a good impression on every passenger in the car, the ultimate quiet riding experience is particularly critical, Wesa has a cross-level NVH quiet optimization project, the newly developed suspension is equipped with a new shock absorber that can effectively resolve the vibration noise, double-layer noise reduction glass add door frame seals to reduce wind noise, the moment you close the door, you can feel that the whole world is quiet.
Such a quiet environment, of course, can not be separated from the good audio, JBL luxury audio with up to 1200 watts DSP strong power, can make people feel as if they are in a mobile concert hall, while the latest NANOE-X negative ion generator, so that the car experience humanization brought by the luxury and delicacy, this is the invisible luxury, can only be felt by hearing.
Safety is the biggest luxury of a car, Weisa can give people a safe and secure intelligent experience, with quasi-L2 level automatic driving assistance, can make driving safe and simple,
The car networking system with a sense of peace of mind and entertainment ensures that the internet is always online and interconnected with the world, face recognition + mobile payment + wireless charging, and three-screen linkage strengthen the convenience of using the car and reduce the safety hazards caused by distraction when driving.
Equipped with the same ICS intelligent radar auxiliary braking system of the luxury car, when parking, it can monitor the obstacles in front and rear to issue a beep alarm to the driver, and automatically brake in the case of the driver failing to respond in time, effectively reducing the accident rate.
Streaming rearview mirrors increase visibility, look more clearly, and better predict road conditions when driving, which are Toyota's details to increase safety.
Power reflects the mechanical quality of a car, Weisa as a medium-sized luxury SUV, the power performance is naturally the top priority, higher than the TNGA driving experience, equipped with TNGA 2.0L, TNGA 2.5L HEV two major powertrains, both provide two-wheel drive and four-wheel drive versions of the choice, so that every consumer who looks at Weisa can have their own favorite power.
At the same time, the TNGA model is continued to improve the handling performance of the car from the source, to create a higher driving texture and driving control stability, and to implant the texture of the sensibility field into the driving performance.
You can feel the elegance from the driving texture, precise steering, comfortable riding feeling, strong power performance, so that the owner can travel calmly and enjoy the sense of luxury.
Write at the end
Through GAC Toyota Wesa, it can be found that when Toyota creates a mid-level luxury SUV, all aspects and details reflect the sense of luxury.
Successfully achieved that everyone can leave a good impression after riding, this is the process of word-of-mouth accumulation, but also the secret of Toyota's success, which is a capability that many car companies do not have, and it is worth learning from domestic car companies!