<p> How does Camry achieve the "benchmark" of mid-to-high-end cars? </p>

In the first quarter, Camry sold 68,904 vehicles, an increase of 73.3% year-on-year, once again winning the top spot in mid-to-high-end car sales.

The proportion of Camry models above 200,000 yuan increased from 20% to 57%, and the proportion of 2.5L+HEV models reached 52%.

In the first quarter, Camry sold 68,904 vehicles, an increase of 73.3% year-on-year, once again winning the top spot in mid-to-high-end car sales.

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The proportion of Camry models above 200,000 yuan increased from 20% to 57%, and the proportion of 2.5L+HEV models reached 52%.

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As a "place where soldiers must compete" in the automobile market, the competitive trend of high-end cars is a microcosm of the changes in the future automobile market, and also guides the development direction of the future automobile market. As the competition in the middle and high-end car market becomes more intense, intelligence, comfort and personalization have also become the focus of a new round of competition.

Under the new market pattern, the sales volume of Camry in the first quarter was 68,904 vehicles, an increase of 73.3% year-on-year, once again winning the top spot in the sales of mid-to-high-end homes. In the face of repeated adverse factors such as the epidemic, sales of other models have fallen sharply, while camry has been able to rise steadily, achieving high-quality growth and provoking the beam of the mid- and high-end car market.

Why is Camry always at the forefront of the tide in the face of fierce market changes? This is inseparable from Camry's flagship "C" gravity, C not only represents Camry, but also represents Concert, that is, "focus" - focus on the pursuit of high quality, adhere to the high-value route, actively embrace evolution, rely on technological innovation, rejuvenate new vitality, meet the new needs of young people to travel more, and achieve a full range of "flagship" in the middle and high-end car market.

Deep ploughing core technology to occupy the "commanding heights" of the market

Today's automobile industry pattern has quietly changed, some traditional brands and models that once sold as steadily as Taishan have suddenly fallen behind, and some emerging brands have significantly crossed over and stirred up the market. After observation, it is not difficult to see that the "core technology" has become the main reason for the change in the pattern of the automobile market.

Models that can gain market recognition are often products that are king of technology. Especially at the moment when the wave of intelligence is sweeping, the competition for high-end cars is product power. With technological leadership, we can occupy the "commanding heights" of the middle and high-end car market and stand at the peak.

This is also why Toyota has almost all of its products renewed to the TNGA architecture, and has adhered to innovation with the times, and the overall product competitiveness has continued to break through. As the first landing model of TNGA in the Chinese market, Camry focuses on the continuous pursuit of "the original intention of car manufacturing". The innovation of dual engine technology makes camry's fuel consumption of only 4.1L per 100 kilometers, which can achieve the lowest fuel consumption in the same level, which is undoubtedly beneficial to consumers in the era of soaring oil prices. Thanks to the THS II. fourth-generation Toyota hybrid system, the thermal efficiency of the Camry engine has reached 41%, and the acceleration performance of the vehicle has increased by 10%, which is the embodiment of camry's original intention of "leading the mid-to-high-end sedan market and setting a new standard".

In the era of intelligence, to achieve the new standard of high-end cars, it is inevitable to be intelligent. Today, Camry has added a number of smart interconnection functions and Fengyun Enjoy services to target the pain points of today's young consumer cars. For example, to achieve WeChat "on the car", you can send and receive WeChat messages and voice calls with full voice, Send WeChat location to the car and WeChat location sharing, connect the mobile phone can directly use the car machine to achieve real-time WeChat communication, and enjoy 3 years of free unlimited Internet traffic, the practicality is greatly improved.

In terms of safety technology, Camry also has a lot of experience. High rigidity GOA body, TSS Smart Safety Kit, 10 airbags as standard in the entire range... Camry's "flagship" configuration makes travel safety more secure and provides a safer and more comfortable driving experience.

Focusing on the deep cultivation of core technologies, Camry's core technologies such as intelligent travel technology and security technology have become industry leaders and become the technical assets of "Camry Flagship".

Based on the TNGA platform to create a continuation of the "high QDR" gene

Looking back at the changes in the middle and high-end car market in the past, the price of models below 200,000 yuan has continued to decline, and the market increase has been obtained by the price plate, while the number of entrants for models above 200,000 yuan has gradually decreased.

This situation is not unexpected. With the market trend of consumption upgrading, high-end cars must not only withstand the downward pressure of luxury brands, but also bear the upward challenge of independent brands, and the key to breaking the situation is how to tap potential demand and look for blue oceans in the Red Sea market to maintain core competitiveness.

Camry gave the answer: not to fight the price war, but to do the practitioner of all-dimensional upgrading. It is the focus on value mining, that is, the continuous pursuit of the "original intention of car manufacturing", that has allowed Camry to win the market share of middle and high-end cars.

On the one hand, the insistence on quality has achieved the high value of Camry. Camry was born in GAC Toyota"0" defect rate factory, continuing the "high QDR", that is, high quality, high reliability and high durability of the quality gene, the production line once pass rate reached 98.9%, nearly 10 percentage points higher than the industry average, the supplier parts defect rate dropped to less than 0.36PPM, that is, only 0.36 pieces of 1 million parts were defective, and the quality control standards and capabilities reached the world-class level.

High quality also brings high safety and high retention, Jundi data show that Camry three-year retention rate of the same level first, reaching 62.9%, once again refreshed its own achievements, won the J.D. Power 2021 retention rate list market segment first and three-year-old car age model retention rate first, becoming the only "double champion" in the high-end sedan market.

On the other hand, the new Camry is more luxurious for a new generation. Almost all parts have been re-developed, and the overall industrial chain has been comprehensively upgraded... Already a "flagship", camry is still breaking through itself, and its "redesign" is closer to "reconstruction". This also allows the Camry to have the same exquisite texture and configuration as a luxury car, which is the same as the high-end models that are also from the TNGA platform, presenting a "sense of premium", making the "Camry flagship" worthy of its name.

At present, the camry's all-dimensional upgrade has achieved remarkable results, the proportion of models with more than 200,000 yuan has increased from 20% to 57% before, and 2.5L+HEV models account for 52%, creating a "Camry phenomenon" of "high-end and hotter selling".

This is the sense of mission of Camry's "focus on flagship", whether it is appearance, interior or control, safety, each of which has been upgraded to the highest quality point, breaking the inherent impression of consumers on high-end cars, leading the comprehensive upgrade of high-end cars, in order to consistently high quality, to create a luxury "flagship".

Embracing the new trends of the future Connecting with Gen Z consumers

With the strong rise of "Generation Z" consumers such as "post-90s" and "post-00s", the consumption of automobiles has shown a trend of pursuing personalization, new trends and intelligence. The younger generation of consumers pay more attention to their inner feelings and pursue "understand me". In the mid-to-high-end sedan market, this trend is even more pronounced. In the market environment where consumer groups are younger and consumption levels are further upgraded, mid-to-high-end cars have also begun to embrace change and subversive changes.

In the face of the emerging market pattern, Toyota, which is known for its "stability, rigor and steadfastness", should also change from time to time and communicate efficiently with the young "Z generation". A few days ago, GAC Toyota launched the "Camry Life Play Season - Play C Gravity" series of IP activities across the country, and joined hands with the most trendy ROG players in the current young people, such as Guodu, FaberGast, Nuts, Insta 360 and other young brands, focusing on playing the brand "C" gravity and bringing consumers a trend life experience.

This has also upgraded the impression of Camry in the hearts of young consumers, and young fashion and trendy products have become a new label, becoming the flagship of middle and high-end cars that young people deserve to be preferred.

Camry has the deepest understanding of consumer needs, and has achieved mutual success with more than 2 million consumers. Whether it is a more unique and eye-catching double design, a more advanced textured interior, and a more convenient car-machine interconnection, the needs of young users are in place, and Camry is also integrating "rejuvenation" into the brand core, accelerating the pace of moving towards the young market and becoming a new generation of young consumer flagship models.

As TNGA's first strategic sedan, Camry is precisely with the power of focus, with technological innovation, luxury texture, young positioning to create flagship C gravity, reactivating the high-end sedan consumer market. In the past 14 years, the "Camry Speed" that has reached 2 million sales has achieved the reputation of "Camry Flagship".

The "Camry phenomenon", behind this relatively abstract term, reveals the power of "concentration". From the moment it entered the Chinese market, Camry has "focused" on meeting people's ever-increasing travel needs: by focusing on deeply cultivating core technologies, it occupies the "commanding heights" in the wave of intelligence; leads the comprehensive value upgrade of middle and high-end cars by focusing on value mining; and becomes the first choice for young people to travel by focusing on communicating with users.

In the face of the rapidly changing market environment, "focus" makes Camry the flagship of the mid-to-high-end car market. Replacing the concept of "price war" through "value war" not only realizes the hot sales of high-end models, but also reshapes the entire market pattern and promotes the high-quality development of the industry.

Author: Gong Qianshu

All pictures are courtesy of GAC Toyota