At the end of the year, the most important final car show - Guangzhou Auto Show attracted more than 100 auto executives gathered in Guangzhou, Netease Automobile has the honor to invite a number of auto leaders to visit the living room of Netease to discuss the trend of China's auto industry under the new economic normal And in-depth exchanges on various hot topics such as product planning, market vision, marketing strategy, channel construction, and automotive technology.
Core content: Zhang Sijun, senior director of the planning department of FAW Toyota Motor Sales Co., Ltd. told Netease Auto that the number of orders after the listing of Corolla has reached more than 4,000 units. FAW Toyota has decided to raise its sales target next year and may further increase according to market demand. Corolla has sold more than 300,000 units since last year. In the first 10 months of this year, FAW Toyota’s total sales have exceeded 480,000 units. There is no suspense in completing the annual sales target of 610,000.
The following is an interview record:
Netease Auto: Hello everyone in front of the computer screen, welcome to the scene of the 2015 Guangzhou Auto Show. I am the host of the Netease Auto Live Broadcasting Room, Bao Jiaxiang. Today, we are fortunate to have invited Zhang Sijun, Senior Director of Planning Department of FAW Toyota Sales Co., Ltd. Hello, always.
Zhang Sijun: Hello, everyone from Netease Auto, good morning.
Netease Auto: The theme of this year's Guangzhou Auto Show is "New Technology, New Life". For this theme and the highlights of our FAW Toyota booth on the booth, do you think there is any interaction between them?
Zhang Sijun: I think there is still some interaction. First of all, the most outstanding model of this year we exhibited at the booth is the Corolla Twin Engine. It should be said that it is the Toyota Hybrid technology on the Corolla model. Through this new technology. The introduction, it should be said that Toyota has entered the stage of mixed nationality in China's hybrid technology.
The reason why it is said that Corolla is Toyota's "head of the family", it has maintained its sales champion position in the world, so far the cumulative sales have exceeded 41 million units, no car in any of the world's manufacturers can achieve this The market position, this time it is equipped with hybrid technology, it should be said that new wings have been inserted.
In addition, the new Crown 2.0T is also using Toyota's new technology in high efficiency, which is very consistent with the new technology concept you just mentioned.
Netease Auto: Can you please tell us about the car and the story behind the dual-engine version?
Zhang Sijun: FAW Toyota is one of the first Toyota companies to introduce hybrid vehicles in China. We started selling the second-generation Prius in 2005. As the name implies, the original meaning of the Prius is the pioneer. In fact, it is the pioneer of Toyota Hybrid. Up to now, we have been selling Prius for ten years, including the second and third generations. This introduction of the Corolla twin-engine hybrid version, its hybrid power is based on the third generation of new improvements, can be said to represent the most advanced technology of Toyota Hybrid.
This time, the localization of the hybrid powertrain has reduced costs. Although the Prius has been sold for ten years, it is frankly that sales are limited. The biggest reason is that because there is no localization, the cost is still relatively high, and it is always sold in the price range of more than 230,000. The majority of users, especially those who have used this car, generally report that it is indeed a good car, which is a bit expensive. This time Corolla entered the market with a price of less than 140,000. It should be said that it is very close to the people's price, and it has been enthusiastically echoed by the market. Although we only listed in just three weeks, the order of Corolla Twin Engine has exceeded 4,000. In view of this, we decided to raise the sales target for next year by 6,000 units from the original 36,000 units (3,000 units per month). Looking at the specific demand situation of the market next year, it is also possible to further increase.
Netease Auto: What do you say is the upward adjustment of 6,000 units per month?
Zhang Sijun: 6000 per month, I don’t think it will be next year, but I will be able to achieve this goal in the following year. Now, after all, it is the initial stage of introduction, and there is a process of market cultivation and education, including many people still have some misunderstandings about the dual engine. For example, many people think that if the car needs to be recharged, where do I charge it? In fact, it does not need external charging at all. It uses its own engine to charge the battery. If you brake, or the vehicle goes downhill, you don't have to step on the throttle when going downhill, but its kinetic energy can be recycled. The recovered kinetic energy can generate electricity. In addition, as long as your feet are released from the accelerator pedal, the gasoline engine will no longer work, including parking, and other signal lights, without idling, you can save a lot of energy, which is why the 1.8L displacement Corolla synthesis The fuel consumption is only 4.2L.
Netease Auto: FAW Toyota has invested so much power in the dual engine. Of course, we think it is just the beginning. Will we have further planning for it in the future? Just now you mentioned the improvement of production capacity, and there are other more initiatives in the future?
Zhang Sijun: Yes, I just mentioned the user's misunderstanding. There is still a big misunderstanding. I think the battery is very expensive. Does it need regular maintenance, maintenance, and even replacement? I can be very responsible here. In fact, the life of the hybrid NiMH battery pack is the same as that of the whole vehicle. That is to say, it does not require regular maintenance, maintenance or even replacement throughout the service life of the vehicle. In order to dispel the concerns of the majority of users in this regard, we have now introduced a free quality guarantee for the battery pack of 800,000 kilometers for 8 years, I think this will give you a full sense of peace of mind.
Speaking of hybrid power, when we were chatting, we mentioned whether there are other strategic releases. The Guangzhou Auto Show is the highlight of Toyota’s strategy in China. It is a hybrid strategy. The focus of our exhibition on the booth is the Corolla Twin Engine. A total of 6 vehicles were exhibited at the same time. We also made a lot of efforts in the marketing of Corolla Shuangqing.
Netease Auto: We are now an era of innovation, the era of unrestrained thinking. At this Guangzhou Auto Show, we also want to let go of it. There is a special design link, "The number is said to be a car market." Can you please share a number with us? In 2015, FAW Toyota's proud performance or interesting case, please give a figure and explain it.
Zhang Sijun: This is a bit difficult, because this year I think we have a number of numbers that make a lot of sense. I can say here. First of all, I will say a number, "60". The goal we set at the beginning of this year is to complete sales of 610,000 units. Looking at this goal now is no suspense. So far, the total sales volume in the first 10 months has exceeded 480,000 units. In the next two months, from the seasonal index, it is the peak of the annual sales, so we completed the whole The annual goal should be that there are no problems. After reaching this, FAW Toyota has reached the stage of selling 600,000 units a year.
I also want to say a number "30", why is it getting smaller? This "30" refers to Corolla's sales from June to the present, from June to the present, in just one year and four months, its sales have exceeded 300,000 units. When it comes to this, I would like to thank Netease, last year. At the end of the year, our new Corolla also won the annual model award at NetEase. Now we have won the monthly sales champion in June and July. If it is not because the factory capacity is limited, then we should be able to achieve better performance. Now, our Tianjin factory has canceled the double-employment system. That is to say, from September to the end of the year, they can only rest for one day each week, so as to maximize the production and meet the needs of the market. I am very grateful to Netease and the support of the majority of netizens.
Yesterday, just at Netease Auto, Corolla Twin Engine won the grand prize for new energy vehicles. I believe this is also a very good sign. It indicates that next year, Corolla Twin Engine will be like the current Corolla ordinary gasoline version, it will be big. The state of selling must also be in a state of short supply. This matter will be seen again next year, and we will surely honor it. We have this confidence.
Netease Auto: Thank you, Mr. Zhang. In addition, you just mentioned the sales of our FAW Toyota. We also have high hopes for another car, especially for me personally, because this brand is a memory for people of our time, because this brand is high-grade when I was young. The representative of the car, that is the crown, in that era, it may be more valuable than the brand of some German brands, so I am also very concerned about what the situation of the Crown is like, please tell us about it.
Zhang Sijun: Crown experienced a big change this year. The 2.5L version was launched at the beginning of the year. In August, the 2.0T version was successfully introduced into the market. As you just said, the Crown car is the first car that Toyota entered the Chinese market. It is Toyota. The representative, in the memory of many people, it is a model of a high-class car, but also a representative model, the reason why the crown has such a market position, and its excellent internal quality is inseparable. Many users and netizens in China are not necessarily aware of the history of the Crown. Especially for Toyota, Lexus was founded in 1989 by Toyota in the United States. Until 2005, it was not sold in Japan, which means that Toyota is represented in Japan. The highest quality and brand power products are the crown, including the royal car, which is also the crown. It is the same platform as many Lexus cars, but it is a different concept. It is such a concept. The same car is called Lexus in the United States. In Japan, it is called Toyota Majesta, so it is a typical high-class car, although the brand can not be called a luxury brand, but its connotation, its essence, it is a luxury car, or a premium car.
This new crown, we made some innovative improvements after the change, but also to adapt to China's young market, many young elites, they also have the dream of high-end cars and luxury cars. The latest generation of crowns are younger and more stylish in appearance. At the same time, especially with the introduction of 2.0T and 8AT gearboxes, the introduction of 2.0T engines has achieved innovative changes in high power, high power and low fuel consumption. In terms of acceleration time of 0 to 100 kilometers, it is only 7.7 seconds. The comprehensive fuel consumption per 100 kilometers is only 7.4L. It should be said that it is a very amazing number. Although its displacement is 2.0L, it is compared with its technical parameters. From the highest power output or the largest torque output, the engine is much higher than 3.0L naturally aspirated. And its price is really too tempting, it should be said that, in general, its cost performance is quite a good car.
Netease Auto: What is the sales situation of the Crown now?
Zhang Sijun: Sales volume should be steadily improved. We believe that with the experience of new cars, the car's stamina should be very good.
Netease Auto: Can you also explain the goal of FAW Toyota next year?
Zhang Sijun: As a long-term development of FAW Toyota in the Chinese market, including our historical philosophy of “customer first, dealer second, manufacturer thirdâ€, now in the domestic market oversupply, the competition is extremely fierce, as FAW Toyota will adhere to the strategy of steadily and steadily, and until next year we will all be positioned as the “rehabilitation year†of dealers. As we did at the beginning of this year, we will also set very stable sales targets, which will not put too much pressure on dealers, so that everyone can do their basic management work and meet the market counterattack in the next few years. At that time, we will There will be many new products to be introduced, including the small SUV, hatchback and sports mid-size sedan that you just mentioned.
Netease car: rear drive?
Zhang Sijun: Let me talk about it (laugh). There is also a hybrid car, this time it is powered by Corolla, and almost all of our models will be imported in the future.
Netease Auto: including SUV?
Zhang Sijun: It should be like this. In this way, our market prospects will get better and better. We believe that in the future it will replace the turbocharged engine as the mainstream of the market, and we are fully confident.
Netease Auto: In addition, I will confirm with you, is our "market counter-attack year" starting from 2017?
Zhang Sijun: Our horn should be blowing at that time.
Netease Auto: Well, no matter whether it is next year or the next year, whether it is "physical recovery year" or "market counterattack year", I wish that FAW Toyota can step up and achieve a real counterattack.
Zhang Sijun: Just let me say a number. Just now I mentioned "60". This year I stepped on such a step. This year is 2015. In the future, by 2020, we will call it "13th Five-Year" and "13th Five-Year". I hope that we can jump to 1 million units, so I will say a number - "100".
Netease Auto: Thank you, Mr. Zhang!
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