AutoBeta(AutoBeta.net)01/02 Report--

2019 has passed, and the Japanese cars that have made great progress all the way have become the final winners. FAW Toyota failed to meet its sales target in 2019, only 1% short of the original target of 745000 vehicles, but for the 9% decline in the car market for the whole year, FAW Toyota's performance is not easy.

According to the latest sales figures, FAW Toyota sold a total of 68000 vehicles in December 2019, with a cumulative total of 738000 vehicles for the whole year, an increase of 1.7% over the same period last year, meeting its annual target of 99.1%, and its market share rose slightly to 3.5% from 3.2% last year. It's a "perfect" end.

FAW Toyota, which has always been better than Guangzhou Automobile Toyota, is slightly inferior to its "brother" this year. Guangzhou Automobile Toyota, which has achieved its annual target one month ahead of schedule, will exceed its task this year, and FAW Toyota has failed to complete its task because of a number of its main models. it is caused by the unfavorable conditions of the replacement window and the capacity climbing period.

Faced with the policy changes of the five countries and six countries, FAW Toyota directly brought Asian Dragons, New Corolla, and New RVA4 models, while Crown and Prado, which originally had a certain sales support, led to a decline in sales all the way, or even to the brink of stopping production because of emission restrictions.

The launch of FAW Toyota Asian Dragon can be said to be the "replacement" of the Crown, as the launch of new models has brought some sales support to FAW Toyota this year. However, due to the early 2.5L model as well as capacity constraints and price increases and other factors, so that its monthly sales are not excellent. Since the launch of the entry version of 2.0L, its sales have risen continuously, selling a total of 62329 vehicles for the whole year, and sales figures have been rising month by month in recent months. Toyota's cumulative sales in the first 11 months of the crown were just 9948, down 72.7 per cent from a year earlier.

As the single best-selling model in the world, the Corolla brings nearly 50% of FAW Toyota's sales, accounting for 48.5%. Carola, which has always been at the forefront of domestic compact models, caused sales to fall by more than 50% after launching new models in August this year, and then returned to its peak after constantly climbing the hill. Unlike the "co-sale of new and old" strategies adopted by competitive products such as Lang Yi, Xuanyi and Bora, Carola sold 40001 vehicles in December, with a cumulative record of 357798 for the whole year.

The new RAV4, which has not yet been marketed by various marketing, was officially launched in October, bringing the cumulative sales of the new RAV4 to 125977 vehicles in two months. However, it is worth noting that the car was exposed as "failed" in the Milu test before it was put on the market, and there was a price increase after the listing because of hot sales. But all this does not seem to have a big impact on the new RAV4, and sales are still climbing when sales return to those of the previous generation. At present, it still takes more than a month to buy a new RAV4.

As the main products are TNGA, FAW Toyota models are in a hot state, even if the market is in a downward environment, most car companies adopt the "price for volume" marketing method to increase sales, while Toyota in the terminal concessions are not prone to 20,000-30,000 yuan terminal price reduction, the current concessions are between 3-5%, and even some models have price increases.

It has to be said that Toyota is known as the most profitable car company. In 2019, 85% of FAW Toyota dealers were profitable, well above the industry average of 43%. And the price increase behavior has indeed been severely criticized by many car owners, earlier because Lexus was punished so that netizens feel large chunks of hearts, and even feel that the punishment is not enough.

Other data show that the inventory index of FAW Toyota dealers is only 0.7. According to the Automobile Circulation Association, the comprehensive inventory coefficient of car dealers in November was 1.49, down 22.4% from a year earlier and up 7.2% from a month earlier. Inventory levels are below the warning line, while FAW Toyota is less than half of the industry.

In the face of the decline in the car market, FAW Toyota does not achieve its annual target, but it also represents the performance of Japanese brands rising against the trend. In addition, brands such as Guangzhou Auto Toyota, Dongfeng Honda and Guangzhou Auto Honda can all be said to have achieved a perfect end. in 2020 is expected to continue to decline under the market, if not unexpected, Japanese brands will continue to rise.

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