| Qin

Make plans? microcosm

Regulatory system? Zixuan Chen

Shanghai Auto Show is booming.

China's auto industry, which is facing fierce competition, is facing an uncertain future with confidence.

Technology is constantly upgrading, user experience is constantly upgrading, and the demand for high quality in overall development is also constantly upgrading. It is not uncommon for enterprises to shout the slogan of "transformation" and hold high the banner of "change" and constantly struggle with sales data.

Behind those grand blueprints that are vowed, it is often forced by the situation. So many enterprises forget the awe of products, technologies, users and market rules.

In every era, there are always some lonely people. Their independence is praised, often because of their success. Although we often see competition, we can't see why the winners of the times succeed. When we pursue utility, we often ignore the experience and elements of success.

Automobile electrification and intelligent transformation are far more intense than what we have seen, but we also find that traditional head enterprises, which are also practicing transformation, noble and upright, and clear tactics, are often more able to maintain their strength. Compared with those car companies that make radical decisions according to the market size, GAC Toyota, which has a forward-looking layout and takes the initiative to change, obviously has more "stamina". The reason can be seen in this Shanghai Auto Show.

April 18, Shanghai.

Guangzhou Automobile Toyota Fenglanda intelligent electric hybrid twin engine was officially listed at Shanghai International Auto Show, and the suggested retail price of the manufacturer was 654.38+0.498 million yuan-654.38+0.848 million yuan.

This car is the latest masterpiece of electrification and intelligent transformation of GAC Toyota following the brand-new replacement of Lei Ling in March this year and the launch of the 2023 Camry. As the first SUV of the fifth-generation intelligent electric hybrid dual-engine, the brand-new Landa is expected to break the industry volume and reshape the entry-level automobile consumption values of young users.

It can be seen from these new cars that GAC Toyota is based on the mature HEV market that has been in operation for many years. By focusing on promoting the popularization of technology and electrification, while maintaining the "reliable" nature of the brand, it has continuously upgraded its product value and expanded its leading position in electrification sales and sales.

For this reason, regardless of the long-term electrification transformation or the short-term price war sweeping the domestic market, GAC Toyota can always hold its ground and calmly respond.

After all, the market needs to popularize electrification.

In the era of fuel vehicles, Toyota enterprises are successful.

As a practitioner and perseverer of long-termism, Toyota brand can always accurately grasp the "universal" standards that most consumers value when buying a car, and set up a gold-lettered signboard with price close to the people and reliable quality around the world. Although Toyota's models were not so distinctive and even moderate at that time, how could Toyota develop into the world's largest car company without the technical advantages that are easy to popularize?

Nowadays, we can always see some new brands of car making, deliberately avoiding the essential tool attributes of electric vehicles, and instead whitewashing them as "the third living space", "intelligent mobile terminals" and "linear acceleration artifacts", as if to draw a clear line with traditional car making, but in fact they are not confident in their core technical strength and lack of awe.

Of course, GAC Toyota will not be so lacking in confidence. No matter in the fields of HEV, PHEV, EV and FCEV, this enterprise has a deep accumulation and layout. At the same time, GAC Toyota also clearly realized that electrification ≠ pure electrification, safe, economical and reliable electrified products are the mainstream after all. In order to ensure the potential of large-scale and long-term development of various technical routes, "GM" must continue to be the main tone of GAC Toyota electric vehicles.

Of course, GAC Toyota has no intention of educating users, but is used to letting the market test which type of car is most suitable for the current environment. In the domestic market, GAC Toyota intelligent electric hybrid twin-engine won the national hybrid sales champion, with a cumulative sales volume of nearly 900,000 vehicles. Market feedback proves that the driving experience is infinitely close to the tram, there is no need to plug in, there is no endurance anxiety, and the intelligent electric hybrid dual-engine that does not choose the environment is the best solution for electrification at this stage.

Nowadays, on the basis of the mature and reliable dual-engine technology, the fifth-generation intelligent electric hybrid dual-engine has once again evolved to electricity, bringing a brand-new electric hybrid experience with higher energy batteries, more efficient motors and smarter electronic control.

Take the Fenglanda smart hybrid dual engine listed this time as an example. The new car is equipped with a 2.0L fifth-generation intelligent hybrid for the first time, and the maximum output of the system is close to 200 horsepower. Combined with the improvement of power output capacity of lithium battery, it can realize smooth and direct acceleration like pure electricity in the full speed range.

Unlike consumers who spend 300,000-400,000 yuan on high-end hybrid cars, energy-saving economy is more meaningful for entry-level SUV users. While improving driving pleasure and optimizing driving quality, the fuel consumption of Fenglanda intelligent electric hybrid twin-engine is only 4.57L/ 100km(WLTC), which alone can win the favor of a large number of young consumers. This is the importance of the concept of "technology inclusion".

The listing of Fenglanda intelligent electric hybrid twin-engine also means that in 2023, GAC Toyota will further accelerate the realization of the goal of 100% TNGA models equipped with intelligent electric hybrid twin-engines, and realize the full coverage of the product pyramid from the entry car to the flagship car, forming the strongest electric hybrid group in the industry with the largest number of models, the widest coverage and the best product structure. Consumers with different needs can enjoy the latest achievements of GAC Toyota electric hybrid technology.

In addition to promoting the development of electrification in all directions, GAC Toyota is also further opening up cooperation, making full use of the resources of both shareholders and actively exploring the development of pure electric technology and product layout.

The new concept car of bZ FlexSpace Concept, which debuted at this auto show, is the second bZ series model of GAC Toyota to accelerate the expansion of pure electric product matrix after bZ4X. This new car will be jointly developed by Guangzhou Automobile Group, Toyota and Guangzhou Automobile Toyota * * *, and it is expected to be launched in 2024 to meet the diversified demands of consumers in China for pure electric vehicles.

▌ Insist on equal rights in science and technology? Break the volume with "value war"

In the first quarter of 2023, a series of market turnover triggered by the wave of abnormal price reduction was obvious to all. In the long run, the disadvantages of automobile enterprises participating in the price war outweigh the advantages, and the short-term sales promotion is far less harmful than the brand image and innovation ability. Trying to boost sales through price wars will only drag enterprises into a vicious circle.

In the face of impetuousness and confusion, GAC Toyota showed enough corporate determination and refused to blindly follow suit. Instead, he took the initiative to reshape the pattern through the "value war." The best evidence is that in the first quarter, it went against the trend and reached the sales volume of 220,000 vehicles.

In the competition focusing on electrification in the first half of the year, GAC Toyota's intelligent electric hybrid dual-engine products have established a strong appeal and reputation in the minds of consumers, and their brand value and reputation have long been widely recognized by the market. Standing in the second half with intelligence as the match point, GAC Toyota, which vigorously promotes the popularization of intelligent technology, is consolidating the leading edge of the joint venture "new head" with practical actions.

Focus on the Fenglanda intelligent electric hybrid twin engine listed this time. As an SUV that focuses on the compact market, Fenglanda comes standard with 28 high-value configurations such as intelligent keyless entry system, intelligent dual-cycle automatic air conditioner and light-sensing intelligent headlight system, which leads the same level in safety, comfort and convenience.

At the same time, the intelligent electric hybrid Landa is equipped with Toyota's latest intelligent cockpit and intelligent interconnection technology, dual screens, three intelligent platforms for mobile phone interconnection, digital keys and other functional configurations, creating a number of leapfrog intelligent experiences and giving users a sense of value.

As for the T-Pilot intelligent driver assistance system with intelligent electric hybrid dual-engine carried by Fenglanda, it highlights GAC Toyota's pursuit of value first and user experience in the intelligent era.

It is understood that this T-Pilot intelligent driving assistance system relies on software and hardware upgrades to reach the level of quasi-L3 intelligent driving, which can avoid 465,438+0% fatal driving scenarios. Among them, EDSS emergency driving stop system and PDA predictive active driving assistance system are unique configurations pioneered at the same level, which show Guangfeng's intelligent technology and hard power that are not lost to any scientific and technological enterprise.

What's more commendable is that compared with competing products of similar systems, GAC Toyota adheres to the concept of "equal rights in technology" and applies the same safety technology as the flagship model to the entry-level SUV, and can reach the standard of the whole system.

In this user-centered "value war", GAC Toyota is gaining more voice and brand commanding heights in the field of electrification and intelligence.

Conclusion

What kind of electrified products do we need? GAC Toyota is in no hurry to answer.

While many enterprises are subject to passive competition in sales volume and price, GAC Toyota has embarked on an unrepeatable development path with practice. The most successful joint venture automobile enterprise in China adheres to the long-term and market orientation and has embarked on the most comprehensive, universal and recognized road by consumers.

Respect technology and fear the market, so that GAC Toyota can find the best solution at every stage of electrification transformation; In addition, over the years, the unremitting adherence to the value highland has kept this enterprise that has entered a million clubs away from the industry and continues to lead the way.

Sometimes, sowing and giving are not only for the present, sometimes, we need enough wisdom and a solid system to build a future in 5- 10 years or even longer. If so, with such a vision, we can adhere to such a long-term strategy and have a future.

This article comes from the author's car number evaluation, and the copyright belongs to the author. Please contact the author for any form of reprint. The content only represents the author's point of view and has nothing to do with the car reform.