Ladies and gentlemen, have you seen Toyota at its peak?
I've seen it, so I'll sort it out and take a look at it with you.
2 years ago, on the premise of increasing the price of buying a car and finding someone to pick up a car, Highlander also handed over a brilliant report card of sales exceeding 10,000 units for 3 consecutive months and selling 14,401 units in a single month;
Prado is the first hard-core SUV to enter the Chinese market, and it is the cognitive enlightenment of countless Chinese people in the matter of "off-road";
Toyota's annual sales in China reached 1.62 million units;
In July 2008, five years after its establishment, FAW Toyota won the first "small goal" of 1 million vehicles per year;
However, in today's fierce competition of new energy models, everyone seems to have begun to "disenchant" Toyota.
From the perspective of the global market, Toyota sold 102071 units in the Japanese domestic market in May, a year-on-year decrease of 12.7%; Sales in China totaled 140377 units, down 13.6% y/y.
Then again, why was Toyota able to catch fire in the first place, but now it is despised by Chinese consumers?
First of all, the Chinese auto market at that time was extremely poor in models, and if Chinese consumers wanted to buy a car with a similar price and good configuration, there was really no room for choice; Secondly, the car made by Toyota is durable and durable, and the second-hand value retention rate is still high, which accurately hit the pain point of buying a car for the people who were not very wealthy in their pockets at that time.
To put it simply, it's just four words: born at the right time.
But now, in today's fierce competition of new energy models, Toyota's advantages seem to be less obvious.
Speaking of which, I suddenly thought of an incident, perhaps this incident can be a good proof of Toyota's current situation. My friend Xiao Zhao, is a standard new generation of zero, it since graduation and began to work, it no longer lives with his parents, but moved to his family in the inner part of the city farther away from the old house to live by himself, the old couple feel sorry for their son every day to commute to take the bus, subway round trip 40 kilometers, just want to buy a car for their son to travel, and the model they chose for their son is Toyota Corolla.
Xiao Zhao was extremely resistant to this Corolla, and even had an unpleasant quarrel with his father because of this matter.
And this matter is actually the current situation of Toyota and various Japanese car companies in the Chinese market. Toyota used to be in the Chinese market, and it can be said that it put the natural dividends brought by the policy into its pocket while lying down. However, being pushed by the tuyere is also the easiest to stop, so even if you don't have any aggressiveness in product iteration, you can still steadily harvest pragmatic middle-aged people.
epilogue
However, the times have changed, and the post-60s and post-70s who once loved Toyota the most have retired to the rivers and lakes, and the post-90s and post-00s, who have gradually become the main consumer force, have lost interest in old brands like Toyota. When the product power is extremely out of touch with the needs of the times, and the brand power cannot attract the attention of users as before, the only thing Toyota can do at this time seems to be "feelings". And the consequences of playing the "sentimental card", look at Jeep and Alfa Romeo probably have it in mind.