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Toyota President Akio Toyoda said publicly at the annual meeting of the Japan Automobile Manufacturers Association in December 2020 that pure electric vehicles had been over-hyped. The Japanese government did not take into account its real carbon dioxide emissions, the impact on power shortages, the damage to consumers' rights and interests, and the impact on the traditional automobile industry. In September 2021, Mr. Toyoda's views on electric cars remained unchanged. At the regular meeting of the Japan Automobile Manufacturers Association, Mr. Toyoda warned that the Japanese government set to reduce Japan's greenhouse gas emissions by 2030. The goal of carbon neutralization by promoting pure electric cars by 2050 is unrealistic and will deal a devastating blow to the Japanese economy.

To the outside world, Toyota looks like a traditional carmaker, instead of focusing on pure electric vehicles, it insists on making efforts on gas-electric hybrids and hydrogen fuel cell vehicles, so in the global wave of electric vehicles, Toyota's performance appears to be a bit "unsociable", unable to keep up with the pace of the times.

In response to Toyoda Akio's remarks, he Xiaopeng, chairman of Xiaopeng Automobile, a new force in domestic car building, and CEO he Xiaopeng took the lead in expressing his position. "I can't help thinking of the following story-on April 25, 2014, Microsoft announced that the acquisition of Nokia was officially completed," he Xiaopeng said on Weibo. "when Nokia's current CEO, Yomaolila, announced at a press conference that he agreed to Microsoft's acquisition, he finally said,'We didn't do anything wrong, but I don't know why we lose.' With that, dozens of Nokia executives, including him, could not help crying. " He Xiaopeng also attached pictures of the reports of Akio Toyoda's comments to this Weibo post, and the moral of his story about Nokia is particularly clear.

On December 14th, a Toyota launch shocked the industry. On the same day, Toyota displayed 17 pure electric vehicles and released a series of strategic target data at the same time. Toyota proposes that Toyota new energy vehicles will account for 75% of total sales in 2030, strive to sell 3.5 million vehicles a year, invest 4 trillion yen (224 billion yuan) in pure electric in 2030, and launch 30 new pure electric vehicles by 2030. In addition, Lexus will become a pure electric brand, achieving 100% pure electric in Europe, North America and China, and the goal will be extended to the world by 2035.

Prior to this, Akio Toyoda repeatedly attacked new energy, saying that the Japanese government did not take into account the real situation and that it was impractical to promote pure electric power to achieve carbon neutralization, which would deal a fatal blow to the Japanese economy and enterprises. However, Toyota displayed 17 pure electric vehicles in one breath, spent 4 trillion yen on pure electric research and development, and announced a series of future goals, which seemed to be opposed by Akio Toyoda.

'We hope to expand the sales of carbon-neutral models as much as possible by 2035, but in fact it will be largely affected by the energy situation in various countries, so we need to avoid this, 'Mr. Toyoda said in an interview with the media. In the face of diversified markets and different situations, we need to deal with them through a variety of solutions. In Norway, for example, BEV has a market share of about 60% and 70%. The reason why it is so popular is that compared with other vehicles, BEV enjoys a variety of benefits, such as tax incentives, free parking, free tolls and so on.

In response to some people saying that "Toyota is not interested in BEV" and "Toyota is not actively promoting BEV", Akio Toyoda said that 2 million vehicles is a large number. In terms of car companies, this figure is almost the same as the production of electric vehicles by most Chinese car companies, plus 1.5 million to 3.5 million, which is the size of Daimler, Peugeot Citroen and Suzuki all converted to BEV. I modestly accept that environmental groups put us at the bottom of the climate action list, but when it comes to the evaluation of "We are not actively promoting BEV", if 3.5 million sales and 30 models cannot be called positive, how on earth can they be rated as positive?

In October 2021, the Ministry of Industry and Information Technology issued a letter on soliciting opinions on the Development Plan of New Energy vehicle Industry (2021-2035) (hereinafter referred to as "the Plan"). In the development vision, the Plan points out that by 2025, the competitiveness of new energy vehicles will be significantly improved, accounting for 20% of the total car sales in that year. By 2030, new energy vehicles will form a competitive advantage in the market, accounting for 40% of the total car sales in that year.

According to the current development and planning of major car companies, it is not difficult for the domestic new energy vehicle sales target to reach 40% in 2030. Take BYD as an example, the cumulative sales of new energy vehicles from January to November were 509800, accounting for 79% of the total, and this proportion is increasing. According to the plan recently released by Great Wall Motor, it will achieve its annual global sales target of 4 million vehicles by 2025, 80 per cent of which will be new energy vehicles. GAC GROUP's sales of new energy vehicles accounted for 20% of the group's total car sales in 2025, or about 700000 vehicles. Ideal car CEO Li Hewang has threatened to account for 25% of the new energy vehicle market in 2025, and the ideal car sales target is to reach 1.6 million units in 2025 based on a forecast of 8 million vehicles.

In the future, the market of new energy vehicles will gradually expand, and the major car companies will be more clear about the development goals of new energy vehicles. Different from independent car companies, Toyota, as a global automobile giant, although it is still unknown whether its proposed goals can be achieved, we can see that Toyota has begun to achieve transformation, and the pure electric strategy is enough to shake the development pattern of the global automobile industry. the most intuitive impact will greatly promote the accelerated development of the pure electric vehicle market.

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