In addition to continuing to develop hybrid-powered models, Toyota is also accelerating its pace in the traditional car market. On July 30, Toyota Motor (Changshu) Parts Co., Ltd. (hereinafter referred to as TMCAP) officially opened, and Toyota announced that it will produce gearboxes outside Japan for the first time.
"Daily Economic News" reporter learned that the first domestic 8-speed S-CVT gearbox will be installed in the new Corolla and Ralink, the next 2.4L models will be replaced with domestic gearboxes. Increasing the localization rate of key components not only saves the manufacturing cost of the whole vehicle, but also is a key step for Toyota's technical output to China.
The domestic production of the continuously variable transmission has become an important bargaining chip for Toyota in the traditional car field. At the beginning of this year, Toyota proposed to sell 1.1 million vehicles in China in 2014. However, Toyota's cumulative sales in China in the first seven months of this year was 540,700, a year-on-year increase of 9.8%, and the completion rate of the annual target was less than 50%.
“The difficulty is really great.†The relevant person in charge of Toyota China told reporters that after the core technology introduction is gradually completed, Toyota hopes to gradually cultivate the brand image and thus increase sales.
Unlike Volkswagen's sales reliance on more than 30% of China's sales, Toyota is more eager to develop in a balanced world. "Daily Economic News" reporter learned that at this stage Toyota China's contribution to its global market sales is expected to be only 10%. At this year's Beijing Auto Show, Toyota proposed a target of 2 million vehicles a year. The accelerated increase in localized production is considered to be an important means for Toyota China to implement this goal.
CVT realizes localized production for the first time. Dong Changzheng, executive vice president of Toyota China, told reporters that Toyota has been vigorously promoting hybrid vehicles in recent years. In fact, Toyota's technology research and development and upgrades in the traditional vehicle field have never stopped.
TMCAP is located two kilometers away from the Changshu Toyota R&D Center. It started construction with the R&D center more than three years ago and was officially put into use before the 11th generation of the new Toyota Corolla, the strategic model of Toyota in China.
It is reported that the CVT gearbox is similar to Toyota's research in hybrid power, and belongs to the same Toyota core technology. Unlike conventional gearboxes, the CVT uses Toyota's independently developed continuously variable transmission technology to make the vehicle run smoother.
A Toyota China official told the Daily Economic News reporter that “the DCT gearbox (dual clutch gearbox) used by the CVT and the German brand belongs to different technical routes.†The DCT was developed by AT (automatic gearbox). Come, give full play to the efficiency of the gearbox and adapt to the European road conditions.
While Toyota is constantly improving its gearbox technology, the Toyota R&D Center has localized the CVT as the first gearbox production plant established outside Japan to form the 8-speed S-CVT gearbox currently in use.
It is reported that the survey results show that Chinese consumers prefer to have a driving experience with better acceleration performance such as pushback. S-CVT mainly develops and adjusts the Chinese consumer demand and Chinese road environment in terms of sports performance.
According to Toyota's plan, TMCAP began to ramp up its production capacity in October this year, with an annual output of 240,000 medium- and compact-type continuously variable transmissions. In the future, it will also produce transaxles for hybrid vehicles.
Toyota Fujita, president of TMCAP, said: "In the Chinese market, CVT has become an indispensable gearbox technology for the medium and compact models with 60% market share. TMCAP will be in Toyota in the future. China’s cause will play a very important role.â€
Toyota promotes synergy strategy This year, Toyota's "small car strategy" in the Chinese market has gradually taken shape. With the new Corolla and Ralink listed, Toyota began to launch "combination boxing" in the Chinese market.
Starting with the new Vios and Zhixuan last year, Toyota began to try out the same platform models for FAW Toyota and GAC Toyota. This year, the strategic model Corolla launched the European version and the US version in two joint ventures.
In fact, Volkswagen is the master of this strategy, Magotan and Passat, Jetta and Santana have teamed up to achieve sales success in their respective market segments. According to data from the National Passenger Car Association, in the first half of this year, Magotan and Passat sold a total of 246,400 units, and bicycle sales ranked the top two in the B-class market, accounting for more than 25% of the B-class market. In the A-class car market with a larger volume, Jetta and Santana from the same platform are also in the forefront of sales. In the first half of this year, the cumulative sales of the two models exceeded 300,000.
The new Corolla and Ralink, which Toyota has listed this year, also hope to promote sales through “joint marketingâ€. According to Toyota's plan, this strategy will continue to expand in the future, and does not rule out the possibility of extending to the B-class model.
"The advancement of platformization requires Toyota China to play a greater synergy." An auto industry analyst told reporters that unlike the strength of Volkswagen China, Toyota's control over key aspects such as coordinating joint venture products still needs to be improved.
It is worth noting that the hybrid versions of Corolla and Ralink, which are equipped with domestic key components next year, will be listed one after another. In the case that product differentiation is not obvious, the differences in marketing orientation, such as market positioning and consumer groups, will be more important. More need for Toyota China unified coordination.
The accelerated popularity of hybrid vehicles has become Toyota's most important strategy for the masses. The data shows that Toyota's hybrid models have reached 6.4 million units worldwide since the first Prius market. In Japan, Toyota’s sales of hybrid vehicles last year accounted for 28% of new car sales, accounting for 40% of the total number of models. In the Chinese market, hybrid vehicles are still in the trial stage due to factors such as price.
"China showdown" for global sales hegemony
After winning the global sales champion for many years, the Chinese market has played an increasingly prominent role in the global car sales pattern.
In the first half of this year, Volkswagen's GM ranked second in global sales, and the gap between passenger cars and Toyota narrowed to 127,000. As Toyota adopts the management policy of “focusing on quality growthâ€, it will not add new factories within three years from 2013, and there will be foreign media analysis. As a result, Volkswagen, which is accelerating global expansion, is likely to surpass Toyota in the next two years. , to win the global sales champion.
In the expansion of Volkswagen, the Chinese market has played the most important role. In the first half of this year, Volkswagen sold 1.81 million units in China, equivalent to nearly 40% of the Group's sales, accounting for 90% of the Group's Asia Pacific market.
In contrast, Toyota Motor's sales in China in the first half of the year accounted for 470,000 units, and Toyota's global sales volume was only 9%, and sales also lag behind Volkswagen and GM. Although in the global planning of Toyota, the Chinese market contribution is expected to be only 10% or more, due to the weakness of the global auto market and the Chinese passenger car market is still improving, it is imperative to increase sales in the Chinese market.
According to the analysis, a notable feature of global auto sales in the first half of this year is that the top three sales gaps have shrunk significantly compared to the previous period. Volkswagen, which is trying to catch up with Toyota, plans to invest 18.2 billion euros in China's joint venture business from this year to 2018, hoping to increase China's local production capacity to 4 million units and achieve sales growth.
“Localized production of key technologies is Toyota’s sincerity in the Chinese market.†The relevant person in charge of Toyota China said that unlike the way of building large factories, Toyota hopes to enhance its brand image in the Chinese market through technology sharing. , which led to sales growth.
In fact, with the shift of global auto increments, Toyota's strategy of overweighting the Chinese market has become a clue. This year, Toyota expects to achieve nearly 20% sales growth in the Chinese market, reaching 1.1 million units. In the future, Toyota's expectation for the Chinese market is 2 million.
Earlier, Toyota China’s Minister Daishiro Hiroshi said that “2 million vehicles are not so much a target for us, but rather our understanding of the Chinese market, or attitude.â€
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