Toyota sales released: since the peak can not be retained, then go back to the road?
There must be a road before the car reaches the mountain, and there must be a Toyota car when there is a road."
Everyone must have heard of this catchy advertising slogan, and the meaning of this sentence is basically the same as "one Japanese field, lifelong Honda". In other words, this advertising slogan clearly and directly shows consumers' recognition of Toyota's excellent quality and adaptability.
However, in today's fierce competition of new energy models, everyone seems to have begun to "disenchant" Toyota cars, which is the most intuitive in terms of sales. It is reported that Toyota's sales in the Chinese market in June fell for the first time in three months, falling 12.8% year-on-year to 174548 units, and the cumulative terminal sales in the Chinese market from January to June fell by 2.8%.
Perhaps everyone will think that the performance of other Japanese brands with double-digit sales and decline ratios is okay, but you must know that the premise of such sales is Toyota's sharp price reduction. For example, the current discount of Veranda can reach 32,000; the actual discount of the pure electric model FAW Toyota bZ3 is currently about 20,000+.
So let's ask, if Toyota's peak can't be retained, will it work when it comes again? The answer is uncertain.
Because, the times have changed, in this era of electric new energy, Toyota can be said to be a mess in terms of electrification. In the first half of 2023, Toyota's global sales of electric vehicles reached 1,710,300 units, but pure electric vehicles sold only 46,200 units, which is not even as good as the monthly sales of Tesla and BYD in the Chinese market.
The thinness of the electric product matrix and the crotch pull of product power have made Toyota's electrification collapse.
Toyota currently has BZ3 and BZ4X two newly built pure electric models, but the product power and reputation of these two models are not optimistic, and even because of the use of BYD platform technology to create Toyota bZ3, it is nicknamed "Toyota standard BYD".
epilogue
It is undeniable that Toyota has spent decades to develop a stable manufacturing process system and supplier group, but this system from fuel vehicles to electric vehicles is no longer an advantage, but a burden. Nowadays, Toyota is frantically pressing the accelerator pedal in the field of pure electric and catching up, but China's own brands have been rushing for a long time before that. IMHO, Toyota now cannot squeeze into the global electric vehicle market, and in the future, it is almost impossible.