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Many people like Park Shu, but some people may not know that "Colorful Days", which is regarded as one of the "three classic works of Park Shu", is actually the advertising theme song he made for Vios Motors.
The time goes back to 2002.
At the beginning of the new century, the social economy was vigorously developed, and youth films were very popular among literary and artistic youth. At that time, the literary and artistic youth Gao Xiaosong directed a movie, starring Zhou Xun, who was also a literary and artistic youth, and Park Shu was also one of the actors, that movie was called "When the Flowers Bloomed", and the score on Douban was still 7.0.
At that time node, Toyota Motor's first domestic car in China, Vios, rolled off the production line at FAW Toyota's Tianjin plant. As the first model introduced by FAW Toyota to China, Vios was rooted in the era when private car consumption was just beginning, which was the beginning of FAW Toyota's business.
In order to fire the first shot, FAW Toyota invited Park Shu to make a theme song for Vios. So the song "Colorful Days", composed and lyrics by Park Shu, arranged and produced by Zhang Yadong, and sung by Park Shu, was born in the year of Vios' listing, sang nationwide, and was included in his album "Born like a Summer Flower" released in 2003.
In 2003, the song won the 20th Annual Golden Melody Award on the 3rd Global Chinese Song Chart and is still regarded as a classic. And the protagonist behind this song, Vios, like this song, is also a hit, making Toyota's worry-free, durable, economical label deeply rooted in the hearts of the people. So that the later FAW Toyota products are on the basis of Vios, more and more smooth, 20 years, still born like a summer flower.
The "trolley strategy" hits the world
The year Vios entered the domestic market was the period when China's domestic car market began to flourish. At that time, the world's three major auto giants gathered in China to form a three-legged momentum. Volkswagen and GM have successively played a "quality strategy" and a "speed strategy" for the Chinese market, while Toyota has put forward a low-key "car strategy". In this showdown, the newly established FAW Toyota, the first model launched is not a high-end car with eye-catching eyes, but an economical family car - Vios.
The reason is simple, although the car has entered the family at that time, the economy family car is more in line with the needs of the times at that time. The first generation of Vios has streamlined lines and a rounded appearance, which makes Chinese who are accustomed to santana and Jetta hard straight lines shine.
At the same time, Vios is also the "pioneer" of the intelligence of family cars. The first generation of Vios was the first domestic car equipped with a voice electronic navigation system in China, and the highest equipped with a voice navigation system that was rarely seen in the domestic market at that time. You should know that the car machine screen was not yet the mainstream, and the color screen mobile phone had just been launched into the market not long ago. The emergence of Vios has made Chinese consumers re-recognize family cars, and with the hot sales of Vios, the image of Japanese cars with fuel economy and durable leather has also begun to penetrate the hearts of the people.
Now, 20 years later, many cars of the same level as Vios have withdrawn from the historical stage or been forgotten by the mainstream market, but After five generations of changes, Vios is still active in the market, accumulating nearly one million sales, consolidating the first cornerstone of FAW Toyota's development.
After firing a beautiful first shot, FAW Toyota took advantage of the victory to chase and pushed the global sales king Corolla to the market, becoming the first choice for Chinese families to buy cars once it was listed. For more than a decade, despite the changes in the family car market, the Corolla has been in the leading position in sales after several generations, and is still the pillar of FAW Toyota's sales model, with cumulative sales of more than 4 million units in China.
Later, with the diversification of China's automobile demand, many classic models such as the high-end sedan crown, the off-road king Prado, and the city SUV founder RAV4 Rongfang, which are recognized by the Chinese people, have been introduced into China at different times, constantly injecting "soul" into FAW Toyota, and beginning to provide Chinese consumers with Toyota's unique hybrid technology to provide users with more choices.
With the continuous enrichment of models, FAW Toyota's sales in China have also increased steadily. Since the first 1 million units on September 1, 2008, FAW Toyota has been shortening the time to reach each 1 million units. Until 2017, FAW Toyota achieved cumulative sales of 6 million vehicles.
TNGA empowers high-quality development
2018 is the most critical year for the development of FAW Toyota. This year, Toyota's TNGA global structure was fully introduced in FAW Toyota, which also marked that FAW Toyota entered a new stage of development, and FAW Toyota's new brand slogan "True to the Extreme" was officially announced.
Under the advantages of TNGA empowerment and flexible development, FAW Toyota quickly introduced a number of models such as Yize, Asian Dragon, and Corolla. Later, it launched a number of products such as Asia Lion, RAV4 Rongfang Dual Engine E, Yize Dual Engine IISO HEV, Lingfang and so on. The crown, which withdrew from the Chinese market due to poor sales, has also re-landed in the Chinese market with a new brand image under the empowerment of TNGA and has been revitalized.
At the same time, FAW Toyota's product line has also covered a variety of power modes from the original fuel vehicle to fuel, hybrid, plug-in hybrid, pure electric, and hydrogen fuel cells. Among them, the hybrid model has also developed from the earliest Prius single model to today's 6 dual engine models, including Corolla Dual Engine, Asia Dragon Dual Engine, Yize IZUA Dual Engine, RAV4 Rongfang Dual Engine, Lingfang HARRIER Dual Engine, Crown Land Engine, etc., and the product range covers compact sedans, mid-size cars, small SUVs, compact SUVs and medium-sized SUVs.
A richer product line not only casts FAW Toyota's all-round environmental protection model category, but also reduces the cost of hybrid models through continuous popularization, providing users with more high-quality choices.
It is worth noting that FAW Toyota's achievements do not rely on blind expansion, when others hit the world with the product matrix, FAW Toyota went the opposite way and began to take the high-quality development route, Prado, Land Cruiser and other models have faded out of people's vision, making room for the new product lineup under the TNGA architecture, giving FAW Toyota more time to improve product quality, build channels, brands.
In 2021, despite the impact of the epidemic, FAW Toyota locked in the annual sales of 860,000 vehicles per year, and the cumulative sales volume exceeded 9 million vehicles, moving towards the milestone of 10 million vehicles.
According to FAW Toyota's plan, it will continue to introduce more new models of TNGA architecture in the future, and the product line will cover many categories such as cars, SUVs, and MPVs, and continue to deepen user needs. This year, FAW Toyota will also challenge to enter the club of 1 million vehicles per year.
A break in the electric age
With the continuous upgrading of user needs, the automobile market has entered the era of "new four modernizations" in the midst of changes. This year, the bZ brand based on the e-TNGA pure electric architecture will be officially produced in FAW Toyota, and the first pure electric vehicle bZ4X has entered the countdown to listing, and a new pure electric model will be launched this year to respond to China's booming demand for new energy vehicles.
Some people may think that faw Toyota's electrification is one step slower than Volkswagen's. But it's time to look at FAW Toyota. When the new energy vehicle market squeezes out the bubble of "subsidies" and ushers in the market demand of at least three or four million vehicles per year, it is time to compete in technical strength and user service, and this is where FAW Toyota's advantages lie.
Of course, in the fiercely competitive automobile market, in order to succeed, it is not enough to rely on the leadership of one aspect, it must be the leading position of the whole system and multiple dimensions. "True to the Extreme" also points to the future of FAW Toyota, which is a series of strategies such as manufacturing quality upgrades, new energy, intelligent networking and marketing upgrades.
At the 2021 Shanghai Auto Show, FAW Toyota released its corporate development plan with "digital transformation" as the core initiative, realizing upgrades from meeting user needs to making customers happy, and achieving emotional experiences and emotional interactions that exceed customer expectations.
One of the most stark examples is the fan experience event with the theme of "Lingfang Mass Experience Program" at the end of last year. Lingfang linked up with fans and close friends of the FAW Toyota brand to share car stories and life insights through platforms such as Douyin and Sina. FAW Toyota has launched the #With Lingfang to unlock the new me # topic on the private domain traffic platform, so that more people can truly experience the elegance and calmness of Lingfang.
This is faw Toyota's logic. In the era of value, the essence of user first has not only stayed in creating an excellent product, but also constantly caters to new user needs, allows more users to participate in the creation of brand value, allows users to obtain brand recognition, and realizes the symbiosis of user value and brand value.
It is undeniable that in the critical period of transformation and transformation of the automobile industry, in the super track of "new four modernizations", there has never been a shortage of novel innovation stories and extreme technology, especially the "Internet upstarts" are relying on these crazy markets. But rationally speaking, while the new car-making forces bring fresh experiences, they also bring various problems such as safety, but consumers can always believe in "stable" traditional enterprises.
Just like FAW Toyota, it has been steadily advancing in the tide of history, holding steady in the trough period and not taking the plunge at its peak. Yan Guangming, a well-known automobile critic, commented: Compared with FAW-Volkswagen and SAIC-GM, although the volume of FAW Toyota is not large, any action and voice can not be underestimated, even in today's confrontation or glue between the old and new forces of the car, under the mixture of fish and dragons, it is still persistently moving forward according to its own rhythm, steady and steady, and regarded as a positive force for automobile development. Looking at the entire industry, there are not many car companies with such determination.
FAW Toyota 20 years, from the car strategy to the dual engine strategy, and then from the TNGA strategy to the electric strategy, all the way, each node, clearly visible, connected into the trajectory, is the corporate image: steady and steady, step by step, no one dares to underestimate.
In the flow of 20 years of time, FAW Toyota has done the ordinary to the extreme, although it is not vigorous, but it will always be born like a summer flower. (Some of the pictures are from the Internet)