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This year, China's auto market has experienced a blowout, and Toyota has fallen behind in China. The re-export of small-sized cars to China has added to the glory of the world’s top bosses.
Daihatsu Motors, which has a 51.2% shareholding in Toyota, announced three months ago that it will change its relationship with FAW Group. Shinya, which holds the Daihatsu logo, will be replaced by FAW logo. Since June, 2007, when the Daihatsu logo was listed on Xenia, its monthly sales volume was only about 400 vehicles.
If Dafa Motors was forced to withdraw from the Chinese market last time, this withdrawal appears to be an unwillingness to deepen its efforts in the Chinese market. Several technical cooperation with FAW Group has not yet established a complete marketing system belonging to Dafa. Under the background of soaring domestic mini vehicle sales this year, Japan’s second-largest microcar company had to swallow the bitter fruits of surrendering the market.
In view of the rapid expansion of the domestic mini-vehicle market this year, industry insiders predict that the mini-vehicle market will reach a market size of 2.1 to 2.5 million vehicles this year, which is nearly double the sales volume of 1.3 million vehicles last year.
Such a tempting huge business opportunity not only makes SAIC-GM-Wuling, Changan, Dongfeng and other traditional mini-car companies more excited, but also rekindles FAW Group's confidence in the mini vehicle sector. FAW Group has just released the mini vehicle strategy. The timing node coincides with Daihatsu’s withdrawal from the Chinese market. This seems to indicate that Toyota’s development in China’s entire game has resulted in the defeat of the reorganized mini-car pieces laid out two years ago. And finally.
However, Toyota and Daihatsu Japan don't think so. Daihatsu, Japan stressed that after Daihatsu withdrew from the Chinese market, its cooperation with FAW Jilin's mini vehicle technology continues. "Technically there is still exchange and cooperation. The specific cooperation, especially technical cooperation, has not been terminated." Tian Qingjiu, deputy general manager of FAW Jilin Automobile Co., Ltd., told CBN reporters.
FAW leverages Daihatsu's reorganization mini vehicle
The proliferation of the mini-vehicle market has made FAW Group full of hope for China's first micro-vehicle brand Jiabao ten years ago. Dafa Motors, which was determined to withdraw from the Chinese market, temporarily abandoned its plan for independent development. However, Daihatsu stated that it will provide technical support to FAW Jiabao, which will enhance FAW's confidence in revitalizing mini vehicles.
Xu Jianyi, general manager of FAW Group and chairman of FAW Jilin, announced to the outside world last week that FAW Group has clearly defined mini vehicle development as an important part of its own strategic plan. The mini vehicle department has been set up in the Group's technical center, from R&D, capital, and manpower. Resources and other aspects are given strong support to FAW Jilin, and concentrate on strengthening and expanding micro-vehicles.
According to Hu Hanjie, general manager of FAW Jilin, FAW Jilin Automobile will reach a production capacity of 300,000 units in 2013, accounting for 1/10 to 1/8 of FAW Group's total sales, accounting for 1/5 to 1/4 of its own brands.
"The strategy of the micro-car of FAW Jilin Automobile can be summed up in two aspects: the first is to enter the top three of China's micro-vehicle industry in 3 to 5 years; the second is to implement the '1234 strategy' under the support of FAW Group Corporation. A center, two networks, three major assemblies, and four major technologies, said Hu Hanjie.
FAW Group's R & D resources to develop the entire group of micro-cars, the head of the technical center of the FAW Group, Li Jun, is a historic change. “We have already planned two brands, one is the Jiabao brand, and the other is the Senya brand. There are five new models to be launched one after another.†Jun Li told CBN reporters.
At the listing ceremony of Jiabao V70, Yan Yanfeng, Xu Jianyi, and other senior executives of the All-Motor Group were present at the show, which was enough to see FAW's emphasis on mini-vehicle strategy. "The minicar is one of the main products for the future development of FAW Group. The strategic plan of FAW Group is 'a two-year change of concept' and FAW Jilin is an important part of this strategy," said Fu Bingfeng, Deputy General Manager of FAW Car.
The FAW, Toyota, Daihatsu strategic cooperation for the development of autonomous micro-car FAW is obviously no small help. In the Jiabao V70 listed guests, the reporter found a representative of Daihatsu, and Tian Qing Jiu also told reporters that Jiabao V70 and Senya M80 are collinear production, which means that in terms of manufacturing processes, quality control, etc. The Jiabao V70 was implemented in accordance with the high standards of the design of Daihatsu.
Of course, compared with SAIC-GM-Wuling, which has sold 800,000 micro-buses in the past nine months, FAW Jiabao's current sales are still not one-tenth of that. In 2013, China FAW Jilin plans to reach annual production. The scale of 300,000 vehicles. In the short term, there will be no greater change in the pattern of the top three micro car market. However, for Toyota, it is an indisputable fact that China has folded one wing.