In China, Toyota's sales also continued to grow. On June 5,438+10, Toyota's total sales in China reached175,600 vehicles, a year-on-year increase of 33.3%. Moreover, after experiencing the downturn caused by non-market factors in the whole China automobile market in the first quarter, Toyota achieved a year-on-year growth rate of more than 9% in the first 10 month, and its annual sales exceeded 20 19 years. In this year's China auto market, this is a miracle.
Moreover, in the market environment in 2020, not only Toyota's sales will continue to grow, but also its price will remain very firm. At present, Toyota's main sales models in China are still very firm in price. Many models have no discount, and some models even cost more to buy. This shows the value of Toyota products and brands to a great extent, and also makes Toyota look like a giant in the domestic market. Although the sales of brands such as Volkswagen are better, the sales of Toyota always give people a particularly practical feeling.
However, for car companies like Toyota, whose products are fully recognized and whose brand and product value are relatively high, it is also very easy to fall into another dilemma, that is, the dilemma of the strong. In the era of fuel vehicles, Toyota has undoubtedly flourished in the global market, with a market value of more than 200 billion US dollars, which is also the first performance of traditional fuel vehicle enterprises. However, Toyota is now a bit like Nokia's mobile phone before the "collapse". It is very strong all over the world, but it is too strong to accept and adapt to the emergence and existence of more new formats.
Today's Toyota is world-class in terms of fuel vehicles and hybrid technology based on internal combustion engines, which should be understandable. However, in the face of new trends and development directions, Toyota's response is quite slow. We can see that pure electric vehicles have become a very obvious and important direction of future automobile development. Global giants such as Mercedes-Benz, BMW, Volkswagen and Audi have all begun to transform into pure electric vehicles. Tesla, Weilai and other new power car companies with pure trams as their main products have been ridiculously high in terms of market value, but Toyota's efforts in this regard have been relatively slow, and it still insists on traditional fuel car products supported by naturally aspirated engines and hybrid technology.
At this time, we can't help but think of the Nokia mobile phone before the "collapse". Around 2009, it was the peak of Nokia. With its high-quality products, advanced Saipan mobile phone operating system and full coverage model layout from low-end to high-end, Nokia shipped 436,543.8+0.8 million units in 2009. At that time, it seemed that Nokia could not have rivals on a global scale in the short term, just like Toyota now, at least at the product level.
However, when Google Android and Apple IOS switch tracks, it is not Nokia that is harder than the shell, but the big-screen mobile phone who is smarter, Nokia has no adaptability at all. In particular, Google Android quickly seized the low-end market, and "hatched" mobile phone manufacturers such as Huawei, ZTE, Coolpad and Lenovo, as well as overseas high-end brands such as Samsung and LG. Coupled with the more powerful and closed mobile phone products of Apple IOS, Nokia products themselves and Saipan system. The reason is actually very simple. If you want to fight who can "smash walnuts", there may be no mobile phone that can compare with Nokia, but when the era of smart big screen comes, no one can compare with Nokia. So, after four years of persistence, Nokia announced its withdrawal from the mobile phone market on 20 13, declaring bankruptcy, and the Nokia era is gone forever.
Now, it seems that in the global fuel vehicle market, Toyota is basically incomparable with other manufacturers in terms of market value and product reputation, which is strikingly similar to Nokia. But the problem is that there are new signs, that is, pure electric vehicles have shown a continuous growth trend. If one day, some technical bottlenecks of power batteries are overcome, electric vehicles can achieve a better experience than fuel vehicles, or there is a major breakthrough in vehicle manufacturing materials, can those advantages of Toyota be regarded as advantages? Can the current advantage become an advantage if you change the track?
Of course, cars are no better than mobile phones. After all, cars are not "fast-moving goods" like cars, so the speed of product iteration will certainly not be as fast as that of mobile phones. Therefore, even if the new technology is born, Toyota can't collapse overnight like Nokia, but this kind of risk does exist, especially the strong and unchanging style of Toyota and the difficulty of flexible transformation of super-large enterprises, which is likely to drag Toyota into a situation similar to Nokia!
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.