Globally, Toyota has successfully passed through the industry cycle many times by virtue of its lean management and income structure reform, and has become the representative enterprise of the “voltage regulator” of the automobile market.
Even with the peak of the COVID-19 epidemic in 2021, “Black Swan” caught many car companies by surprise, Toyota’s financial results are still impressive, and its profit performance is extremely resilient.
In fiscal year 2021, Toyota made an operating profit of nearly 3 trillion yen, the highest in six years.
In China Toyota marks the 60th anniversary of its entry into China this year.
From a vertical point of view the past 60th anniversary is also the 60th anniversary for Toyota to actively cope with the cyclical fluctuations of the market through the cycle of China’s automobile industry.
In different cycles, Toyota has great foresight in China, layout in advance, showing its own “trump card” that closely follows the changes of the times, and every important transformation and decision-making shows a flying strategic vision.
Walking to the light, seeking change and innovation, going through five major cycles, entering the Chinese market for the first time since 1964, 60 years of deep ploughing, burning its China, Toyota has created generation after generation of classic models in the Chinese market, deeply rooted in the hearts of the people, and the foundation will last forever.
The course of these 60 years is the magnificent history of Toyota’s struggle in China.
This Japanese automobile giant, with its tenacious and steady spirit and the strength of continuous innovation, pursues its dreams in the land of China and becomes the pioneer of a wave of waves, writing its own legend.
In the early stage of the development of the 60S-70S industry, Toyota first entered China, actively communicating, providing technical support to Chinese car companies and seeking cooperation opportunities.
In the history of Chinese automobile manufacturing Toyota was one of the first international automobile companies to contact the Chinese automobile industry and the first international automobile company to export advanced production management experience to Chinese automobile companies and sign joint venture agreements.
While the product technology and manufacturing capacity of China’s automobile industry are still in the exploratory stage, Toyota took the export crown as an opportunity to promote exchanges and cooperation with Chinese automobile companies, exchanged visits with the General Administration of Automobile Industry of China and FAW many times, and discussed joint venture plans with BAIC.
During the opening and development period of the 80S-90S industry Toyota started localized service and production trained local automotive talents sought multi-party cooperation laid out multi-regional market strategy and initially established localized spare parts and vehicle manufacturing capabilities.
After the reform and opening up, the first wave of Sino-foreign joint ventures in the automobile industry has sprung up, and under the prying of joint venture brands, China’s automobile market has been gradually opened.
Toyota has successively explored cooperation models with automobile companies in Beijing, Shanghai, Tianjin, Sichuan and other places, launched joint venture production in many fields such as passenger cars, commercial vehicles and core parts, and improved the layout of the local industrial chain.
it has laid a solid production foundation for a comprehensive joint venture in the future.
It is worth mentioning that Toyota is the only automobile company that has a profound impact on the automobile and even the entire Chinese manufacturing industry by virtue of the world-renowned advanced mode of production.
With the development of Toyota cooperation in China, Toyota Lean production mode has been widely studied and promoted as an advanced production mode in China, which has trained a large number of modern technical and management talents for China’s manufacturing industry.
it has had a positive and far-reaching impact on the early modernization of Chinese automobile enterprises.
During the period of steady growth of the industry in 2010-2016, Toyota deepened its strategic layout in China, from Toyota China to Toyota in China, from conservative moderation to young fashion, and from global popularity to exclusive ownership in China.
Toyota has once again set an example of the development of joint venture car enterprises in China.
At this stage, Toyota launched its first “independent strategy” in China, emphasizing localization and accelerating the pace of China’s cause.
with its leading energy-saving technology and hybrid first-mover advantage, Toyota took the lead in the energy-efficient car market and localized hybrid models, just like catfish stirred the rapid development of the market.
Under the concept of “the most important in China”, Toyota established TMCI, and its R & D strategy shifted from global products to comprehensive research and catering to the needs of Chinese consumers, and promoted the localization of R & D and production in the exclusive Chinese market, which laid the foundation for China’s independent research and development in the later stage.
2017-at present, it is a period of deep impact on Toyota’s industrial change in China, especially in terms of electrification and intelligence.
China’s technology research and development, market investment and consumer demand are all ahead of the world and strengthen the combination of local powers.
it is the historical necessity of Toyota’s local strategy.
Starting from 2019, Toyota has fully launched business cooperation and R & D upgrading, and further deepened its partnership with China’s FAW and GAC GROUP in electrification and Intelligent Network Alliance.
It has also reached in-depth cooperation with BYD, GAC GROUP, Xiaoma Zhixing, Tencent and other companies on mobile travel services and electrified popularity.
In recent years, Toyota has made every effort to expand dedicated development in China, accelerate the evolution to intelligence (intelligent cockpit, autopilot, intelligent safety), and promote the planning and development of energy-saving new energy products.
In particular, in 2023, the Toyota Automobile Research and Development Center (TMEC) officially changed its name to the Toyota Intelligent Electric vehicle Research and Development Center Intelligent ElectroMobility driven Center by TOYOTA China (IEM by TOYOTA).
After the reform, Toyota will take IEM by TOYOTA as the center, together with the R & D centers of GTMC and FTMC joint ventures and BTET R & D centers, to form an integrated R & D system and jointly create high-quality development in the field of intelligent and electrified technology.
In the face of the changes of the times and industry, Toyota flexibly adjusts its strategic measures, reshapes its own value positioning, is always one step ahead, and successfully passes through every era cycle.
become the forerunner of joint venture car enterprises to gain a foothold in China and enter the Chinese market.
The peak is not infatuated, against the current is good at accumulating strength, the Japanese king’s “trump card”, “the peak is not infatuated, the valley bottom is not self-pity.
” This is the summary of Uncle Da’s acting career in the “Thirteen invitations” program, as is the case with China’s automobile industry and outstanding automobile enterprises.
Looking back on the extraordinary years of the past 60 years, at the peak of market improvement, North and South Toyota was not dazzled by applause with rhythm, had a clear mind, persisted in innovation, and handed over excellent answers to the market that surpassed its competitors.
On the other hand, even in the countercurrent phase of market pressure, the two joint ventures can size up the situation and keep a low profile to prepare for the next cycle of take-off.
In the Japanese camp, Toyota is a well-deserved “big brother”, absolutely leading in profits and sales.
This Japanese giant has its own trump card in the Chinese market for 60 years.
First, by adhering to the original intention of quality, the attitude of keeping pace with the times, and the product development that adapts measures to local conditions and varies from person to person, we have created the mostRich product matrix.
In terms of product planning, Toyota has established cars from Class A, Class B to Class C, from compact SUV, medium-sized SUV, medium-and large-sized SUV to full-size large SUV, to sports cars, MPV and light buses, becoming the richest and most complete vehicle pedigree and matrix among Chinese car companies at present.
In terms of TNGA production structure, from the initial stage of “interpretation of TNGA” to the introduction of the eighth generation Camry, C-HR, Leiling, Weilanda, Asian Dragon, Crown Lu Fang, Ling Fang, Grevia and other models under TNGA, Toyota firmly grasped the two trump cards of TNGA and electrification, winning the most crucial battle of the transformation of the new four modernizations.
Second, Toyota adheres to the multi-path development of technology, adheres to the product technology route of fuel, mixing, plug-in, pure electricity and hydrogen energy, and provides the most suitable energy choice for regional consumer groups with different environments and different basic facilities.
It is worth mentioning that Toyota is the only owner of full power solution assets in the world, with all-round technology reserves and patent groups of HEV, PHEV, BEV and FCEV.
In terms of BEV Toyota has successfully built a series of bZ pure electric products in China and strengthened cooperation with powerful Chinese enterprises such as CATL and BYD to enhance the domestic research and development of pure electric products with Chinese consumer preferences as the core For its part, FC cooperated with Yihuatong and other Chinese partners to speed up the local development, production and popularization of hydrogen fuel products in China.
Joint fuel Cell system Research and Development (Beijing) Co., Ltd. was established in 2020 to realize the domestic production of hydrogen fuel cells.
the hydrogen fuel cell system TL Power 80 for commercial vehicles was released in 2022 and the more powerful TL Power 150 was released in 2023.
In 2024, Toyota fuel cell R & D and production project (Phase I) was officially put into production as Toyota’s first fuel cell R & D center in China.
Toyota marks the first time that Toyota has achieved local R & D and production of hydrogen fuel cell systems outside Japan, enabling China to achieve its dual-carbon goal with the hydrogen industry.
Third, the price system covers more people, from Toyota to Lexus brands, Toyota product prices range from tens of thousands to millions, and a number of classic models are famous for their cost-effective, omni-directional product line.
it provides a high-quality choice for the differentiated needs of different people.
For a long time, star models such as Camry, Carola, Prado and Hanlanda rank first in the market segment by virtue of their excellent quality and performance, which have successfully established Toyota’s national brand status in the Chinese market.
it has been recognized by more than 20 million Chinese users and condensed Toyota’s deep accumulation and unremitting efforts in the Chinese market.
The way of soundness is a unique learning model and it is appropriate to keep an eye on it for a long time.
After 60 years of hard work in China, Toyota China, like the global market, has always implemented a sound development strategy based on “long-term doctrine”.
Over the past 60 years, both Guangzhou Automobile Toyota and FAW Toyota have always had the same quality, giving full play to the “soundness” and “Doctrine of the mean” in oriental culture, creating countless local R & D and manufacturing benchmarks.
The most typical example is Toyota’s quality management QDR.
On the manufacturing side Toyota does not take shortcuts and on the basis of lean production management North and South Toyota strictly follow Toyota QDR standards.
QDR is the car-building concept that Toyota has always adhered to, which represents high quality (Quality), high durability (Durability) and high reliability (Reliability).
It runs through every Toyota model, and the Chinese market is no exception.
Standing at the turning point of automobile transformation once in a century, Toyota has its own unique understanding of Software Defined Vehicles (hereinafter referred to as SDV), and with unique product and technology links, it can further improve the social value of mobile travel while implementing SDV.
People-oriented is also the concentrated embodiment of Toyota’s soundness.
The ultimate goal is to make more customers satisfied, create new experience value, and provide personalized service for every customer.
At this year’s Beijing Auto Show, Toyota’s director, vice president and chief technology officer Yuki Nakamoto mentioned, “Toyota’s SDV philosophy is people-oriented, the premise is to enrich people’s lives by connecting people, cars and society.
” For example, autopilot uses learning data to predict the next action, the next action.
On the human side, it will predict what people want to do next, and the level that SDV wants to achieve is to be able to read user needs, learn by itself, and grow on its own.
” In fact, Toyota has always adhered to the multi-path development path of the coexistence of multiple energy sources, exploring every possibility in the future, which in essence is based on the comprehensive thinking of the harmonious symbiosis of people, cars and the environment in a higher dimension.
and practice the concept of long-term development.
Whether it is the first popularity of hybrid models a few years ago, or the current leading research and development of solid-state batteries, or the joint vertical and horizontal of hydrogen society, Toyota has implemented forward-looking R & D and mass production popularization of new energy technologies and commodities in various fields.
Toyota knows that enterprises with evergreen industry will not give up any kind of technology path because of the wind direction of capital, and the wind direction can be changed at any time, and the starting point of people is eternal.
When it comes to Toyota’s sound approach we have to emphasize Toyota’s efforts to be carbon neutral.
Toyota has been engaged in plant carbon emissions management for many years, and its goal is to achieve carbon neutralization in global factories by 2035 and zero CO2 emissions in factory production by 2050.
In order to achieve this vision, in addition to continuing to promote energy-saving measures in all aspects of production, Toyota has also introduced a large number of photovoltaic power generation systems on the roofs and parking lots of production plants.
By 2023, Toyota’s production enterprises in China have a cumulative photovoltaic power generation capacity of 218MW, annual electricity generation of about 180000MWH, and carbon emissions from bicycle production have been reduced by 52% compared with 2013.
At the same time Toyota production plant also responded to the national call to actively introduce and consume green electricity.
Among them, FAW Toyota Chengdu plant will achieve 100% green power supply from 2021, and Guangzhou Auto Toyota new energy plant will achieve power carbon neutralization in 2023.
No matter in the global or Chinese market, no matter how the external environment and public opinion fluctuate, the progress of FAW Toyota and Guangzhou Automobile Toyota is steady and steady enough to look back and look forward at the special node of the 60th anniversary.
We have sufficient reason to believe that Toyota will create more miracles in the Chinese market in the future.
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