The evaluation of an enterprise or even an era depends on what time axis it is placed on. We often overestimate the change in one year and underestimate the change in five years or even longer; We often overestimate the impact of environmental changes on individuals and underestimate the energy that can be generated by individual choices and efforts.
Take this year's auto market as an example, there are many losers, but there are still contrarian growth. Among them, GAC Toyota is particularly prominent. This joint venture, which just celebrated the anniversary of 15, has been keeping a low profile in the noisy auto market, but it has attracted everyone's attention with its excellent performance. According to the latest sales data, GAC Toyota's total sales in 20 19 reached 682,008 vehicles, up 18% year-on-year, making it the fastest growing mainstream joint venture brand.
Among them, the annual sales volume of the eighth generation Camry exceeded 6.5438+0.85 million; Lei Ling family's annual sales exceeded 200,000 units; Yaris? The annual sales volume of L family exceeded 654.38+10,000 units for the first time; The annual sales volume of Highlander is 98,506 vehicles. Since its domestic listing in 2009, the cumulative sales volume of Highlander has exceeded 930,000 vehicles.
Why can GAC Toyota still achieve double-digit growth in the context of the overall economic environment is not optimistic and the overall decline of the automobile market? Or, among the few growing car companies, why does GAC Toyota become the most eye-catching one?
Pursuing Excellence in products
Although we all admit that the competition in the automobile market has shifted from single product competition to all-round competition in system capability, brand awareness and after-sales service, the competition in brand premium capability, user experience and other system-wide capabilities is more obvious.
However, products are still the core competitiveness of automobile enterprises, and they are also the foundation for settling down. Among many car companies, GAC Toyota's product line is not the longest, but it basically covers all mainstream market segments. From 65438 to 2005, there was only the sixth generation Camry at the beginning, and now it covers all market segments such as small cars, compact cars, medium-sized cars and SUVs. From only producing fuel vehicles, it has now formed a "full engine layout" of fuel vehicles, hybrid power, plug-in hybrid power and pure electric power; From the output of more than 60,000 vehicles in 2006 to the production capacity of more than 600,000 vehicles in 20 18, GAC Toyota has stood at a new starting point.
What is even more enviable is that while the sales volume is increasing, the prices of all products of GAC Toyota remain stable, and there is no "price for quantity", and price stability is the most difficult thing to do in the market at present, even luxury brands such as BMW and Audi are also difficult to do.
This is due to the intensive cultivation of products by GAC Toyota, which makes each product have a strong influence in the market segment. Take the eighth generation Camry as an example. The mid-to-high-end car market is one of the most competitive market segments nowadays, including not only traditional rivals such as the 10th generation Accord, Xintianyi and Xinmaitun, but also brands such as Audi A4L and BMW 3 Series whose prices are falling continuously.
However, the eighth generation Camry still withstood the pressure, with a cumulative sales volume of 65,438+085,245 vehicles, up 65,438+04% year-on-year, setting a new sales record in previous years. Among them, the sales of high-end models with a price of more than 200,000 yuan account for more than 60%, the sales of 2.5L and hybrid models account for more than 55%, and the sales of hybrid twin-engine models account for 15%, which fully reflects consumers' recognition of the high value of the eighth generation Camry and the recognition of Toyota twin-engine technology and TNGA architecture.
At present, three TNGA models including Lei Ling, C-HR and the eighth generation Camry account for 68% of the total vehicle sales. The global sales volume of Toyota Shuangqing has exceeded 6.5438+0.4 million units. As the first domestic hybrid mid-to-high-class car, Camry Shuangqing has become a pioneer and leader in the hybrid market in China by virtue of its more advanced, efficient and advanced powertrain.
The eighth generation Camry is just a microcosm of the overall market performance of GAC Toyota. In fact, Lei Ling's performance this year is also excellent. The annual sales volume of Lei Ling family once again exceeded 200,000 vehicles, reaching 2,265,438+0,629 vehicles, up 65,438+05% year-on-year, of which the double-engine vehicles accounted for 20%. A new generation of Lei Ling has sold more than 20,000 vehicles a month since it was fully listed in July, and 90% of them are luxury models and above, achieving high-quality sales.
Not to mention Highlander. Although it is at the end of the product cycle, it is still in a state of short supply, and it takes more than one month to queue up to pick up the car. The annual sales volume of the new Highlander reaches 98,506 vehicles, ranking first 1 in the market share of large and medium-sized SUVs, of which 300,000-class models account for 80% and four-wheel drive models account for 86%, and the product demand structure is more high-end.
At last year's Guangzhou Auto Show, Guangzhou Automobile Toyota's first TNGA medium-sized SUV, Willanda, was launched in the world. The launch of this product has made the outside world expect more from GAC Toyota. As a medium-sized SUV newly developed by Toyota, Willanda was born in TNGA-K high-end platform, which continued the high-quality genes of Highlander and formed the "Randa Brothers" series covering the mainstream SUV market segment. Saeki Yizhen, chief development engineer of Highlander and Highlander, said: "Highlander inherits Highlander's advanced automotive DNA."
It can be said that it is adhering to the "ingenuity" spirit of making a boutique car and letting GAC Toyota detonate a market segment every time it launches a model. Behind it is not only the good reputation accumulated by Toyota's high-quality products, but also the brand-new value given by GAC Toyota in lean manufacturing and peace of mind service experience.
As the saying goes, "a trickle merges into the sea, and a little starlight lights up the galaxy." /kloc-for 0/5 years, GAC Toyota has "not changed its original intention" in products, permeated the spirit of Excellence into every production detail, achieved the ultimate quality, and achieved a double harvest of sales and word of mouth with "ingenious manufacturing".
System strength is the best support for performance.
Can a good product sell well? The answer is definitelyno. We feel very sorry that many good products have been eclipsed in the market for so many years. Or it can be said that a good product is a necessary and sufficient condition for selling well.
For consumers, the brand endorsement behind a good product, the quality of service they can enjoy, and even the residual value rate of the product are all factors that need to be considered when buying a car. For manufacturers, only by winning with upstream suppliers and downstream distributors and making distributors make money can they provide better services to customers and enhance the capacity of the whole system.
It's easier said than done. This is why everyone knows that "pressing the library is the root of all evil", but many enterprises have never been able to change the reason for pressing the library. Because this involves the layout of production capacity, the formulation and decomposition of sales targets, and the lean management of dealers, every link cannot be too different.
At present, many domestic car companies have serious overcapacity problems, while GAC Toyota has achieved an annual sales volume of nearly 700,000 vehicles on the basis of the existing production capacity of 600,000 vehicles. It can be said that the capacity utilization rate is extremely high. On this basis, GAC Toyota's inventory index is very low, dealers have no inventory pressure, capital turnover and operation efficiency are high, and profitability is strong.
According to statistics, last year, more than 55% dealers in China could not make a profit in the sales of new cars, while the omni-channel profit of GAC Toyota reached 98%, which can be said to be envied by peers.
This stems from the "system-wide architecture reform" promoted by GAC Toyota three years ago, including strategic changes in production and sales, research and development, management and other fields, focusing on quality improvement, solving deep-seated problems in the development process, and striving to build a company with top global operational efficiency. At the same time, in the field of sales, we will continue to carry out the "structural reform of sales stores" with revenue promotion as the core, and carry out innovative changes from new cars, after-sales and value chains to promote the steady increase of channel revenue.
On the basis of dealer's profit, it is much smoother to improve customer satisfaction. This year is the first year of Guangzhou Automobile Toyota's Medium-term Plan for Brand Evolution, which mainly includes high-value products and high-quality services. In order to thoroughly implement the concept of "customer first", upgrade the whole life cycle car experience and create better value for customers, GAC Toyota not only launched the "Owner Thanksgiving Action", but also launched the "Battery Worry-Free Plan".
"Battery Worry-Free Plan" means that users who purchase Camry dual-engine or Ralink dual-engine can enjoy "unlimited years and unlimited mileage" battery extension on the basis of "8-year or 200,000-kilometer battery warranty". This not only reflects GAC Toyota's confidence in battery quality, but also allows customers to enjoy a safe and pleasant car life and make customers' vehicle maintenance rate higher.
According to the data released by china automobile dealers association not long ago, Toyota ranks first with a high insurance coverage rate of 73.4%, surpassing luxury car brands such as BMW, Mercedes-Benz and Audi. Among them, Highlander's 3-year preservation rate is as high as 62. 1%, surpassing Mercedes-Benz GLE and other models.
Behind the high hedging rate is the user's recognition of GAC Toyota brand, products and services. In the 20 19 China Automobile Customer Satisfaction Assessment (CACSI), GAC Toyota's sales service and after-sales service also ranked first (tied) among joint venture brands.
label
For many years, people in the automobile industry like to describe GAC Toyota as "low-key and pragmatic". The senior management team of this enterprise is very low-key, rarely speaks in industry forums and media, and attributes its performance to the institutional strength of the enterprise rather than individual ability.
"It's easy, the breeze comes." It seems appropriate to use this sentence to describe the corporate style and market performance of GAC Toyota. Even if the car market is chaotic, this enterprise still has its own rhythm. Lean management tells its peers a truth-if you do things with your heart, the result will naturally be the same.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.