Brother is not in the rivers and lakes, but there are always legends of brothers in the rivers and lakes.
At the end of 2016, Toyota Land Cruiser withdrew from faw Toyota's localization sequence. Nearly six years have passed, and the Land Cruiser, as a Land Cruiser, is no less popular in the domestic market than any popular model on sale.
The parallel import market is irrationally priced, with the price being inflated to nearly 2 million; the second-hand car market is strong, and the off-road artifact has become a financial artifact; at the beginning of this year, Toyota Japan's official website officially announced that the users of the new Land Cruiser will wait for four years to be delivered. This space is sold for a long time, which doubles the traffic of land cruiser.
Nowadays, the news that the new generation of Land Cruiser may be domestically produced again has come, instantly igniting the market topic. How long will an automotive industry product that is mythologized by the domestic market float in the sky?
Positive does not suppress evil
If you want to figure out the future, you must first take the pulse of the past.
To this day, many people attribute the discontinuance of the Land Cruiser to the substandard emissions of the 1GR 4.0L V6 engine it is equipped with, which is attributed to the impact of the double credit policy.
In fact, these are not big things for Toyota.
Take emissions, for example.
A few days ago, the parallel import of Lexus LX570 equipped with a 5.7L V8 engine passed the National 6b emission verification. You know, the 5.7L V8 engine was born in 2007, even older than the 1GR 4.0L V6 engine that was improved in 2009. Then, there is no reason why the 1GR with smaller displacement and updated technology cannot meet the national 6b.
As for the double point policy, with the profit margin of the domestic Land Cruiser, it can afford to buy points. And the further back, the cheaper the points, the more points north and south Toyota itself accumulates, and the points policy cannot be a roadblock.
In fact, there is only one real reason, the domestic Land Cruiser sells quite badly.
In 2007, FAW Toyota put into production in assembled form land Cruze. Extremely low localization rate of parts + high displacement tax, 4.0L entry-level models are priced at up to 770,000 yuan, and high-end models are close to 1.2 million yuan.
During the same period, the parallel import of middle Eastern models not only had a high level of configuration, but also an average price of nearly 300,000 yuan lower than that of domestic production.
Therefore, Land cruisers have been domestically produced for ten years, just like a ming media is marrying the main house, the family status is high, but it is snubbed. Monthly sales have never broken through 1,000, and in the year of delisting in 2016, the total sales volume was even less than 700 vehicles. The parallel import version, although it is a partial house that is difficult to guarantee after-sales, is quite sought after.
However, with the retreat of the main room, the "evil" nature of the partial room is fully revealed. The price increase of the parallel import version of the model has intensified. After Toyota officially announced that the new car needed to wait for four years, it finally reached its peak. This is why we saw the Toyota Land Cruiser, which is more expensive than the Mercedes-Benz Big G. You know, the price of this car in Japan does not exceed 450,000 yuan RMB.
The domestic Land kulu has worked hard for ten years to make a dowry for the parallel import version. Such an unforgettable history, does Toyota really want to start over?
Good and evil are inseparable
No wind or waves. News about land cruiser domestic production has been spread with a lot of eyes.
The first is the exposure of the appearance patent picture applied to the National Patent Office by the new generation Land Cruiser LC300 last year. Subsequently, a new Land cruiser was recently photographed in Sichuan, and Lenovo FAW Toyota's Sichuan plant was once the production site of land cruiser, which seems to further consolidate the domestic production plan of the new car.
Is there any possibility that Toyota will re-bet?
Of course!
Mercedes-Benz big G is still very hot, tanks 500 suddenly emerged, and most importantly, the parallel import of land Cruiser has won consecutive victories, what reason is there not to be domestic?
However, just from another perspective, the above can be the reason why Land Cruiser cannot be domestically produced.
Mercedes-Benz big G is very hot, which is the result of mercedes-benz hunger marketing + Mercedes-Benz brand double effect; tank 500 after the market can be expected, that is the Great Wall 30 years of SUV manufacturing power + very appropriate market positioning to promote; and parallel import of land Cruiser a car is difficult to find, is the mythical product totem by the market deformity of the pursuit of the cause.
All this has a basic premise, if it is an overseas brand, please keep the original attributes of overseas imports. If it is a domestic brand, please speak out of the detached product force. Because the tool attributes of medium and large hardcore off-road vehicles account for a small proportion, the brand's social attributes are higher, and the personalized demand for products is more exuberant.
This is also one of the reasons why the domestic cars of the Jeep brand are selling in a mess, and the imported Wranglers can still maintain a certain sales volume.
Positive and Evil Coalescence
Once landed Cruze really re-produced. Whether the sales status returns to the old road of 6 years ago, we will not investigate deeply.
In fact, Toyota wants to quickly land on land land on land Cruiser localization, and it is not so easy to imagine. We know that before, Sichuan FAW Toyota's mass production models were mainly Land Cruiser, Prado, and commercial vehicle Coaster. After the suspension of production of the first two, Toyota quickly introduced the production of the Asian Dragon in order to make up for the empty production capacity window, and the "Asian Dragon" was successfully rolled off the production line in June 2021. At that time, Toyota officially called it, marking the key strategic transformation of Sichuan FAW Toyota from non-carrier products to bearer products.
At least, in June last year, Toyota didn't think about returning to its old business at its Sichuan base. In addition, when land cruisers and prado were discontinued, the Sichuan base did not introduce toyota TNGA architecture. Even if TNGA-K was later introduced to The Asian Dragon, if it was necessary to mass-produce land cruiser, the platform would need to be adjusted to meet the needs of TNGA-F. Toyota needs time, but it needs investment.
It's a business. Toyota needs to consider the input-output ratio.
At this stage, the parallel import of land Cruiser sells well, and Toyota's profit is not less. It's just an outrageous price increase, which really affects Toyota's image a bit.
Therefore, we would rather believe that Land Cruiser enters the official original import sequence than that Land Cruiser will be domestically produced; we would rather believe that the prado of the smaller one will be domestically produced than that landed Cruiser will be domestically produced, because the former will be more competitive in price.
In the transition period from traditional fuel vehicles to new energy, Toyota is particularly aware of what products should be localized and what products should not be localized.
Lexus has been spreading the localization process for many years, and it has not yet seen substantial progress. In Toyota's strong MPV product line, the low-level Sai Na must be domestically produced, and the high-end Alpha is to maintain the status quo. This is a variety of inevitable choices under the guidance of Toyota's set of profit maximization theories.
Finally it is necessary to return to two details.
Although the new generation of Land Cruiser was launched overseas in June last year, it is currently only available in Japan, the Middle East, Australia and other places, and even Toyota's largest overseas market, North America, has not been listed. Does Toyota really need to go to great lengths to localize?
The so-called new Land Cruise camouflage car photographed in Sichuan is actually without a hanging logo. Vacating the logo will not be a simple oversight. Is it possible that FAW Toyota officially introduced land cruiser, but hanging the crown mark? Just like Will Law.
In short, in the field of medium and large hardcore off-road, Toyota will definitely have action, specifically, Toyota's profits have the final say.