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Incoming new energy, late Toyota's breakout is not easy
Beijing Business DailyLiu Yang Yan Zhenyu
In the past, Toyota, which lacked a good impression of pure electric vehicles, began to move toward China.Guoxin EnergyThe car market is tilted. On March 9, FAW Toyota officially launched the Corolla Twin Engine E+, which is also Toyota's first model in China to enjoy the new energy subsidy policy. The industry believes that the listing of this model means that Toyota is adapting to China's new energy vehicle development policy and adjusting its product line. However, in the case of new energy vehicle subsidies continue to decline, and 2020 is about to withdraw, the Toyota that took the last bus, it is not easy to break through in the fiercely competitive domestic new energy vehicle battlefield.
On March 9, FAW Toyota announced that the official Toyota's first new energy model in China, FAW Toyota Corolla Twin Engine E+, was officially launched. This time, a total of four models, Pioneer, Leading, Deluxe and Ultimate, were introduced. The price range is 189,800-21,800 yuan.
Tian Qingjiu, general manager of FAW Toyota Motor Sales Co., Ltd. said: "The Corolla Twin Engine E+ is another concrete move of Toyota's electrification strategy in China. I call it 'FAW Toyota's New Energy No. 1', marking FAW Toyota. Formally began to lay out the domestic new energy vehicle field."
At the previous 2018 Guangzhou Auto Show, GAC Toyota launched the pure electric vehicle ix4, but the model is hoisted by the Guangzhou Automobile brand. It is not the introduction of the Toyota brand. Therefore, the launch of the Corolla Twin Engine E+ has become the first Toyota to enjoy new energy in the Chinese market. The model of the subsidy policy.
In fact, Toyota, which has always adopted a conservative strategy, has entered the Chinese new energy vehicle market with the Corolla model, and it is also on the “double insurance”. The industry believes that as one of Toyota's main global sales force, "Cola" is Toyota's signature model, with a good brand effect. At the same time, the plug-in hybrid model based on this model can lower the price and grab the share with the mainstream pure electric models.
At present, Toyota has achieved a contrarian growth in China in the overall “cold” situation in the auto market. In 2018, Toyota sold 1.47 million units in the Chinese mainland market, up 14.3% year-on-year, the best sales result in history, but Toyota's sales pressure in 2019 is still not small. At the beginning of 2019, Toyota announced that it would challenge 1.6 million sales targets in China. In this context, China's new energy vehicle market is becoming a new growth point for Toyota sales.
"In the future, Toyota's strategic layout of new energy vehicles in China will include not only hybrid vehicles, but also new energy vehicles such as plug-in hybrids and pure electric vehicles." Toyota China related person to Beijing Commercial Daily reporter Said.
It is worth noting that Toyota launched the first model when China's new energy vehicle subsidy is about to exit, which is closely related to Toyota's special technical route. Unlike most new energy vehicles that take the pure electric vehicle route, Toyota has always insisted on a hybrid route.
In 2018, Toyota's sub-brand Lexus released an advertisement in which the hybrid electric vehicle (HEV) was called "self-charging" and had "unlimited mileage." In Toyota's view, "a hybrid car that doesn't need to be recharged" and a "fuel cell car that is as fast as charging and refueling" are the best solutions for current and future cars.
In the field of hybrid technology, Toyota is in the leading position in the industry. Toyota Hybrid Twin-Power System is currently the most popular hybrid system in the world. However, in the Chinese market, although Toyota has launched hybrid electric vehicles such as Corolla Shuangqing and Leiling Shuangqing, non-plug-in hybrid vehicles have been listed as energy-saving vehicles in China and are not new energy vehicles. Therefore, these models Unable to enjoy subsidies for new energy vehicles.
From the perspective of the national new energy subsidy standard in 2018, there is no subsidy for hybrid electric vehicles. Plug-in hybrid models can receive 22,000 yuan of state subsidies when the cruising range is more than 50 kilometers, while pure electric vehicles can enjoy up to 50,000 yuan. State subsidies, if local subsidies are added, pure electric vehicles with a cruising range of more than 400 kilometers can receive a subsidy of nearly 100,000 yuan. This means that Toyota has not introduced the plug-in and pure electric models of Toyota's missed policy dividend.
Automobile industry analyst Jia Xinguang said that the competition for Toyota's entry into China's new energy vehicle market is not so much a request for new energy vehicle subsidies. It is better to respond to China's upcoming "double points" mandatory assessment. “Mixed is not a new energy source, so we have to invest in electric cars,” he said.
Whether the introduction of new energy vehicles means that Toyota will change its long-term hybrid oil and gas hybrid technology route, Toyota China relevant person in charge said that layout plug-in hybrid, pure electric and development of oil and electricity hybrid is not contradictory. Hybrid technology has always been the core technology and advantages of Toyota's new energy vehicles. The use of batteries, motors, and electronic control related technologies in plug-in hybrid, pure electric and hybrid vehicles is also developed through the development of hybrid technology. of.
What is the competitive advantage?
Despite the launch of the first new energy model in China, Toyota's new energy strategy still faces considerable policy challenges. In December 2018, the “Regulations on Investment Management of the Automobile Industry” issued by the National Development and Reform Commission showed that fuel vehicle investment projects refer to automobile investment projects that provide driving power by engines, including traditional fuel vehicles, ordinary hybrid vehicles and plug-in hybrids. Investment projects such as automobiles. This means that plug-in hybrid vehicles are excluded from the category of “new energy vehicles” and are re-owned as “fuel vehicles”.
According to industry insiders, although this definition is corrected, it is limited to project declarations. However, in the context of the reduction of subsidies for new energy vehicles in 2019, whether plug-in hybrid vehicles excluded from the scope of new energy vehicles can receive subsidies. Still in doubt.
However, Toyota's new energy strategy is not just a plug-in hybrid. According to the plan, in 2020, Toyota will launch a pure electric version of C-HR/Zhuze in China. According to the plan, Toyota will accelerate the development of electric vehicles, complete vehicles and parts in China to achieve the goal of launching a total of 10 electric models in the Chinese market by the end of 2020.
"Electric and hybrid have a common part, you can use the mixed industrial chain." In Jia Xinguang's view, for Toyota, although the entry time is late, the layout plug-in and pure electric cars are not from scratch. Instead, it can take advantage of its technical strength accumulated in the hybrid of oil and electricity.
Even so, in the context of increasingly fierce competition, it is not easy for Toyota to successfully seize market share. On the plug-in hybrid model of 150,000-200,000 yuan, the Corolla Twin Engine E+ will face a large number of competitors, including not onlyBYDQin Pro Hybrid and other independent brands of competing products, will also compete with Sonata plug-in hybrid, Kia K5 mixed, Passat mixed brand.
In addition to its own brands and joint venture brands, Toyota's new energy strategy will usher in many global rivals in 2019. In February 2019, Tesla officially launched the popular model Model 3 delivery in China; in March, Tesla announced that it will introduce the $35,000 version of Model 3 to the Chinese market in the second half of 2019; in addition, Mercedes-Benz, BMW, Traditional luxury brands such as Audi will also launch new energy vehicles in China between 2019 and 2020. Beijing Business Daily reporter Liu Yang Yan Zhenyu
Editor in charge: Fu Jianqing RF13564
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