FAW Toyota has advanced in an all-round way to respond to new changes in the automotive industry

Affected by unfavorable factors such as the global epidemic, chip shortage, and rising raw material prices, the pressure on China's auto market competition is increasing. In the face of huge challenges, the transformation between car companies, brand battles, sales wars are more intense, how to enter the new track, how to win the recognition of consumers on the new track, is a new issue facing car companies.

With a variety of new quality products and continuously upgraded service experience, FAW Toyota will continue to maintain sales growth in 2021 and outperform the domestic auto market. In 2022, FAW Toyota has formulated the goal of "annual sales of one million vehicles, tens of millions of users, and annual revenue of more than 100 billion", and the realization of the goal will depend on its continuous reform and change, brand empowerment to obtain new development momentum, and achieve all-round advancement of enterprises, brands, products and systems.

To meet the changes in industrial restructuring with reform and change

After more than a hundred years of development, the global automotive industry is entering a new stage, and after decades of steady development, it has ushered in industrial restructuring. A new round of scientific and technological revolution has promoted industrial change, and the wave of "new four modernizations" is sweeping the global automotive industry. With the continuous upgrading of user demand, the domestic automobile market has entered the era of "new four modernizations" in the change, forcing traditional car companies to accelerate the completion of the transformation of the rebirth, while introducing new car-making forces into the industry, under the competition of the industry in which you catch up with each other, whether it is industry veterans or industrial recruits, they are constantly evolving themselves and promoting the development of the industry.

The outbreak of the new crown pneumonia epidemic has brought an unprecedented impact on the automotive industry, and at the same time, it has accelerated the restructuring of the automotive industry and accelerated the formation of a new ecosystem. Under the challenge of unfavorable factors such as chip shortage and rising raw material prices, new energy vehicles have accelerated their penetration into the market at an unprecedented speed, and the entire automotive industry has entered the era of intelligent networking at a faster speed.

FAW Toyota has always adhered to Toyota's genes of high quality, durability and reliability, and insisted on winning the market with a good brand image and excellent products and services. Although affected by the global epidemic, chip shortage, raw material price increases and other unfavorable factors, with a variety of new quality products and continuously upgraded service experience, FAW Toyota's new car sales in 2021 exceeded 860,000 units, an increase of 8% year-on-year.

It is worth mentioning that Toyota Motor's new TNGA architecture has been fully introduced in FAW Toyota, helping FAW Toyota enter a new stage of development. In 2021, FAW Toyota quickly introduced and launched a number of TNGA architecture models. Crown also landed in the Chinese market with a new brand image under the empowerment of TNGA, glowing with new vitality, bringing high-value brands and products to users and the market, helping brand upgrades, leading the FAW Toyota brand upwards, and helping FAW Toyota move towards a higher stage of development.

With crown upgrades, we will continue to empower brand drivers

The brand in the eyes of consumers is not only the sales volume of the product, but the recognition of the products, services, word of mouth and future development plans related to the brand. Gradually adjusting and improving the brand image will not only help the overall sales volume to show an orderly upward trend, but also help the company strategy to advance steadily and orderly.

The Crown, born in 1955, is not only the first model built by Toyota using its own technology, but also the first high-end model truly independently developed in the history of the Japanese automobile industry. Since then, the replacement of each generation of "Crown" cars has brought together Toyota's leading car-making technology and led the development of the automobile industry.

Driven by the transformation and restructuring of the automobile industry, the demand for consumption upgrading in the automobile market is increasing year by year, and various car companies are launching high-end products or brands to meet the high-value brand needs of users. The Crown brand renewal strategy is an important part of FAW Toyota's new strategy.

FAW Toyota upgraded the Crown from a sedan to a high-end sub-brand through the strategy of upgrading the Crown brand, expanded the product lineup, and enriched the product line with SUV, MPV and other models, further improving the brand image. New products such as Crown Land Release and Crown Weier Law introduced Toyota's "Crown Standard" for the first time, enhancing its brand value and user value, and at the same time, it also improved the attention of the brand, led the Toyota brand to the overall upward mobility, and also met the needs of consumer consumption upgrades.

In the face of the market undergoing structural changes, Crown Lufang, which has been listed for less than a year, has become an important model for FAW Toyota to compete in the high-end car market and achieve million sales and brand upward goals with a new product form and value. As the first SUV model of the Crown brand, Crown Landfang was launched in August last year, and it received sales of 25,173 units in more than four months last year. According to FAW Toyota's official data, in the first quarter of this year, the crown of the big 7 flagship SUV sold a total of 12,758 units, becoming one of the most popular medium and large SUVs in the market.

Daitake Ren, executive deputy general manager of FAW Toyota Motor Sales Co., Ltd., said that FAW Toyota will cultivate the new crown into a "virtuous" luxury brand, that is, both quality and driving comfort. The arrival of the Crown Land Release marks that the FAW Toyota Crown brand will start a new journey with the Crown Land Release as the starting point.

Through the empowerment of new technologies and the introduction of new products, the Crown brand has been given a more diversified and closer to the image of the times. In the future, the Crown brand will also build a product matrix covering more categories and fully participate in the competition of China's high-end automobile market.

Take the Chinese market as the fulcrum to achieve comprehensive advancement

Due to the impact of the global epidemic, toyota and volkswagen's global sales fell below 10 million units in 2020, but thanks to the Chinese car market, Toyota was able to regain the global sales championship. The importance of the Chinese market to Toyota is self-evident.

At the same time, the domestic auto market is constantly changing. Based on the new trend of the automobile market, FAW Toyota has comprehensively updated its product lineup, catered to consumption upgrades, met the diversified and personalized consumer needs of users, changed the one-way output mode of "I make you buy" under the traditional business model, and quickly and orderly promoted the precise landing of the strategy according to the needs of Chinese consumers, so as to maintain sustained market growth and maintain a large market share. In 2021, FAW Toyota's total annual sales reached 860019 units. Among them, the cumulative sales volume of the SUV family in 2021 is 283523 units.

The upgrade of the crown is also a strategic move aimed at the future trend of the domestic automotive market. With the upgrading of the crown as the node, FAW Toyota is making efforts from all dimensions of enterprises, brands, products and systems to achieve a comprehensive advancement of the enterprise. The brand will advance from a sustained and steady stage of business development to a new stage of high-quality development, realize the transformation and upgrading of high-efficiency growth of enterprises, and realize the transformation of enterprises from product and service to user operation.

For car companies, sales volume can reflect the market's recognition of brands and products, but from the perspective of consumers, brand influence is by no means limited to sales. FAW Toyota understands this and strives to achieve the goal of one million sales in all aspects of its services in the Chinese market, and serves its global goals with the Chinese market as the fulcrum.

With the support of mobile Internet technology, FAW Toyota has launched a "co-construction and co-creation" model for the whole people, bringing brands closer and closer to users, comprehensively improving channel network management and service levels, and transforming automotive services from traditional "passive response" to "active care", achieving a double increase in customer satisfaction and brand favorability.

In the 2021 China Automotive Industry User Satisfaction Index (CACSI) evaluation results, FAW Toyota won the joint venture brand sales service satisfaction index and after-sales service satisfaction index, and the after-sales service satisfaction achieved four consecutive championships. In the J.D. Power 2020 China dealer satisfaction research report, FAW Toyota also won the championship again.

In response to the impact of the new crown pneumonia epidemic, FAW Toyota has fully considered the impact on dealers and consumers, implemented financial support of up to 25,000 yuan per store for about 250 dealerships to reduce the pressure on dealers, and put forward a number of suggestions for marketing work in various regions to help dealers operate normally; for affected dealers, FAW Toyota has adjusted or waived its assessment and evaluation during the period; since April this year, FAW Toyota has also formulated a policy of implementing lifelong free maintenance for medical staff to buy cars.

"Biodiversity Guardian Action", "Green Ridge Action", "Dream Car" Global Painting Competition... While improving the user experience, FAW Toyota has spared no effort in practicing social responsibility in China.

FAW Toyota said that at present, FAW Toyota is making efforts from all dimensions of enterprises, brands, products and systems to achieve a comprehensive advancement of the enterprise. By continuously accelerating product introduction, we will further enrich the brand's product matrix and meet the needs of more market segments. At the same time, the company will also promote the transformation and upgrading of the entire system function to the full-scenario service experience that directly connects customers, and strive to achieve the goal of "annual sales of one million vehicles, tens of millions of users, and annual revenue of more than 100 billion".