In the past two years, due to multiple challenges such as repeated special periods and chip shortages, the development of the overall automobile market has been greatly affected. According to the data, FAW Toyota's new car sales in 2021 exceeded 860,000 units, an increase of 8% year-on-year.
2022 is an important year for FAW Toyota to continue to "double high", that is, high-speed development, high-quality development, and achieve comprehensive advancement. At the same time, prevention and control and operation must go hand in hand in special periods.
In this context, FAW Toyota continues to steadily promote the "three major strategies" of TNGA strengthening strategy, crown brand renewal strategy and new energy strategy, and overcome difficulties and seek steady progress by introducing more diversified products that can meet market demand and supporting downstream distributors.
"Annual sales of one million vehicles" target
According to FAW Toyota's "second entrepreneurship" planning blueprint, in 2022, FAW Toyota will set its advanced goal as "annual sales of one million vehicles, tens of millions of users". To this end, FAW Toyota has formulated and implemented corresponding strategic deployments.
Corolla sharpened and fired the first shot of FAW Toyota to achieve this goal. Since its official launch in January this year, Corolla Ruifang, which inherits the advantages of the Corolla family, has achieved good results in the market, with a cumulative sales volume of 10,087 vehicles.
Corolla Sharpen
Corolla Respin is based on the TNGA architecture, and TNGA represents the "Toyota New Global Architecture" car manufacturing concept, which is a new idea for Toyota to build a full range of passenger cars for the future. TNGA covers the whole industry chain of vehicle research and development, design, production, procurement, etc., and the models have been comprehensively and completely improved in terms of appearance, driving interest and safety. As we all know, the Corolla family is one of the classic car series of FAW Toyota and one of the hot compact car series in the Chinese auto market.
For more than half a century, the Corolla family has been evolving with the R&D concept of "bringing happiness and happiness to everyone in the world". After 12 generations of innovation, Corolla has written the legend of the world's family cars with a total of 50 million sales. As a result, the call for the Corolla Family to continue to contribute to FAW Toyota's annual sales is high.
Brand new Corolla
In addition to the Corolla family, in 2022, FAW Toyota will also launch bZ4X and a number of new TNGA products that have not yet been unveiled, at which time, the brand's TNGA product matrix will fully meet the diversified needs of mainstream market segments in China and promote FAW Toyota's sales to a new high.
FAW Toyota continues to accelerate product introduction to further enrich the brand's product matrix and meet the needs of more market segments. At the same time, on the basis of enriching products, relying on digital empowerment, improving system capabilities, realizing the transformation of enterprises from product service type to user operation type, comprehensively improving service experience, improving customer satisfaction, and continuing to "mass production happiness" for users.
New Corolla Dual Engine
Overcome difficulties hand in hand
2022 is an important year for FAW Toyota to achieve a comprehensive advancement, and from the current situation, how to overcome difficulties and operate efficiently in a special period is a realistic challenge for vehicle manufacturers, including FAW Toyota.
In the special period of 2022, under the background of prevention and control, FAW Toyota has carried out a number of special support measures for dealer partners with the starting point of "caring for dealer partners and ensuring business safety".
The first is to implement financial support for medium- and high-risk dealerships. Faw Toyota implemented a maximum of 25,000 yuan of financial support for each store in response to the distribution stores identified as medium- and high-risk areas within March 2022, as well as the implementation of municipal, or district-level street administrative area control, or the implementation of full testing in the city, or district and county, and about 247 dealerships in the streets of the city, or district and county where the high-risk level has been adjusted, in order to reduce the pressure on dealers.
The second is to provide dealers with multi-faceted marketing advice. Based on the current overall prevention and control situation, FAW Toyota has put forward a number of suggestions for the marketing work of distribution stores in various regions to help dealers operate normally, including the implementation of contactless showroom reception, door-to-door delivery, etc.; to ensure a safe working environment, bring customers and employees a sense of peace of mind and security; strengthen online means such as live broadcasting to follow up to meet customer service needs; strengthen the training of store products and services, continuously improve the business capabilities of staff, and better provide customers with high-quality service experience.
The third is to adjust or reduce the assessment and evaluation of the distribution store according to the special situation. For dealers who are affected by special conditions to open normal operations, FAW Toyota will adjust or reduce their assessment and evaluation during the period, and at the same time, each business department will adjust or reduce the period evaluation of multiple business projects according to the development trend of prevention and control, and fundamentally care for and support the business service work of dealers.
In addition, in order to support medical staff in the special period, FAW Toyota launched a lifelong maintenance plan exclusive to medical staff and paid tribute to them with actions.
At present, FAW Toyota is maintaining a high-speed and high-quality development trend, and through continuous efforts in terms of brand, product, sales system, etc., strengthening the ecological chain "firewall", working with upstream and downstream partners to challenge and rush to the advanced goal.