On March 1, Toyota Motor (China) Investment Co., Ltd. (hereinafter referred to as Toyota (China)) announced a major strategic plan for the development of the Chinese market in Beijing. The market strategy named "China Cloud Action Plan" will focus on "environmental protection technology, welfare cars, goods, services, business, and social contribution activities" to accelerate the pace of business development in China. The promotion of new energy technologies and new energy products in the Chinese market is at the core of this plan. Toyota (China) called the plan Toyota (China)'s "first-ever independent strategy" and intended to take advantage of the "surge of surging tide" to accelerate development in China with more changes.

At the launch of the plan, Toyota (China) also announced that it will enter the era of "double-engine" based on hybrid power technology in China.

The reason why Toyota (China) released an important Chinese market strategy is due to the "Global Vision of Development" issued by Toyota Akio in behalf of Toyota in March 2011. This vision states that Toyota wants to be "beyond expectations, customers and The region creates happiness and happiness. According to this important strategic position, the Toyota Division around the world is undergoing changes, and China is no exception. To this end, Toyota will join hands with FAW and GAC and its joint venture to establish a full-scale “cloud initiative” in China.

For Toyota, the important strategic significance of China’s cloud initiative is: First, it can accelerate the localization of advanced technologies and promote popularization to promote Toyota’s development in China; Second, it can provide more than the expectations of Chinese consumers. Third, can speed up and strengthen the construction of localized operation and management system.

The new energy technology is the core of the cloud initiative. There is no doubt that Toyota's new energy technology strategy based on hybrid technology will be the top priority for China’s cloud initiative.

With the rapid development of human society, environmental pollution problems such as harmful gas emissions have become increasingly serious. In the 1970s and 1980s, after the worldwide oil crisis broke out, auto companies in various countries were actively trying to save oil and get rid of different oil technologies. Different manufacturers have different methods. Some focus on fuel-saving methods such as turbocharging and direct injection to improve the traditional engines, while others focus on new energy technologies such as hydrogen power and oil-free technologies. "Toyota respects the efforts and achievements of its industry peers. For a long time, Toyota has always pushed the 'energy-saving traditional and new energy vehicles' in all directions from 'saving the oil' and 'breaking oil'. Strategy,” said Dong Changzheng, Executive Vice President of Toyota (China), in explaining China’s cloud initiative: “After more than 40 years of adhering, Toyota’s hybrid road has become more and more mature and mature. There are two paths to this. One of the functions is to save energy, and the other is to lay the foundation for the development of new energy automotive technologies that are free from oil.In other words, Toyota's hybrid technology is focused on the reality of saving oil, but also for the escape of oil technology. ”

It is understood that Toyota’s new energy technology route is the use of hybrid and outboard plug-in hybrids, pure electric vehicles have a common core of basic technologies in the motor, battery, power control and other features, from the hybrid grafting developed into Plug-in rechargeable hybrid and pure electric vehicles.

Toyota's hybrid power, as the only mature environmental technology currently used to achieve mass production, has won the trust of more than 3.6 million hybrid users worldwide. According to rough statistics, as of 2011, hybrid vehicles worldwide have saved more than 6.5 million liters of oil, while reducing carbon dioxide emissions by about 18 million tons.

"Of course, in terms of traditional technologies, Toyota still has strong technical strength. The seventh-generation Camry listed in November 2011 is a strong testimonial." Dong Changzheng said: "Toyota promises to represent the energy-saving new energy technology field. Toyota's highest level of technology is introduced into China in all directions and Toyota hopes that in the future, it will become a truly global, universal energy-saving new energy vehicle with the most diverse lineup of automotive manufacturers."

In order to achieve this goal, the R&D center in Changshu, Jiangsu, which was established by Toyota and invested a total of approximately RMB 5 billion last year, has started. This should be seen as the most solid step Toyota took in the localization of technology in China. It is said that at this year's Beijing auto show, people will see a hybrid technology concept car that is designed and developed by the R&D center. It is also reported that in the future, the R&D center will also actively carry out the localization of hybrid core components such as batteries, motors, and variable voltage control systems, and achieve localized procurement as well as the participation of local talents in R&D and management.

At present, there are many different hybrid technologies in the hybrid field. The technical characteristics of Toyota Hybrid are: It belongs to the "completely hybrid" technology (also known as "strong mixing"). Unlike other weakly mixed technologies, it also has The two power sources, the engine and the electric motor, significantly reduce the fuel consumption while significantly improving the power performance. In order to allow more consumers to truly understand the unique features of Toyota's hybrid technology, Toyota will visually name its hybrid technology. For "double engine." Compared with traditional technology, Toyota's new hybrid system (hybrid power dual hybrid engine power), the maximum fuel consumption can be reduced by more than 40%, the power performance is equivalent to the engine displacement increased by more than 30%.

2012 will be the first year of Toyota's hybrid powertrain. From this year, Toyota Hybrid will participate in the famous 24 Hours of Le Mans, which will be held in November in China, in order to allow more people around the world to recognize hybrid power. People will see its presence. This is also the world's first hybrid model competition.

Bringing "Awesome" Products to China Toyota has always had unique technologies and products in the field of welfare cars. With the current increase in the number of people over the age of 60 in China to nearly 150 million, accounting for 11% of the total population, plus about 80 million people with disabilities, these groups are increasingly receiving the attention of the whole society. Toyota said that it will “proactively and earnestly promote the welfare car business in China, allow the car to bring good news for everyone, and achieve the goal of providing all people with a convenient car life.”

In China, the shift from a globalized product to a comprehensive study and to meet the needs of Chinese consumers and the promotion of localized R&D and production in the exclusive Chinese market is a major change in Toyota’s merchandise strategy. With this change, Toyota’s product range in China has covered small cars, midsize cars, SUVs, FUVs, MPVs, commercial vehicles, sports cars, hybrid vehicles (HEVs), plug-in hybrid electric vehicles (PHEVs) and Electric vehicles (EV) and other models. In order to further meet the different needs of Chinese consumers, "We will continue to introduce products that will surprise everyone. Please wait and see." Dong Changzheng said.

Regarding Toyota's service quality, it has always had a good reputation in the Chinese market. This is mainly due to the fact that the first task of Toyota’s corporate program is “sincere service, customer first” and this is also a global “quality gate” incident. Afterwards, Akio Toyoda emphasized one of the important reasons for "returning to the origin." Toyota Motor Co., founder Toyota Kiichiro, is a person who always insists on the local real thing, rushing users, and personally. "Today, when we talk about how we can win the smile of the users, we must also return to this point of origin to think and put into action." Dong Changzheng said. It is understood that Toyota had taken the lead in launching the G-Book Smart Driving Service in China as early as 2009. This "smart driver" can not only provide emergency rescue, but also can implement 11 items such as operator service and G-path retrieval, etc. Greatly loved by Chinese consumers. Since the end of 2011, G-Book has launched a mobile version. Currently, Lexus models have been equipped with G-book service. In the next two to three years, most Toyota models will also carry this service.

Since entering China, Toyota has started social contribution activities in China since donating teaching equipment to Shouqi Group. Among them, nearly 4 million trees were planted in the 10 years, and 45,000 acres were planted; Liaoning Toyota Gold Cup Technician College trained about 22,000 outstanding middle- and senior-level skilled personnel in 20 years; the Chinese youth Toyota Environmental Protection Funding Fund is funded in environmental education, pollution prevention, and resources A total of 58 projects and hundreds of individuals were funded in the field of conservation; the Toyota Scholarship funded 1,310 students from the Midwest universities for 6 years; and supported the National Auto Vocational Maintenance and Maintenance Skills Contest for Secondary Vocational Schools for 5 consecutive years... “Social Contribution Activities are also An important part of the cloud initiative. In the future, Toyota will invest more money to carry out Toyota's special social contribution activities in a wider area,” said Dong Changzheng.

The Chinese Market Raiders will be divided into three steps. In March 2011, Toyota issued a “Global Development Vision”. At that time, Toyoda President Toyoda repeatedly emphasized that the key to achieving the global vision is in the Chinese market, and the change in the Chinese market is important. The weight. At the groundbreaking ceremony for Toyota's Changshu R&D center, Toyoda took the words “China's most important” in a slightly more squeaky but resolute Chinese language. The "China Cloud Action Plan" came into being under this background.

As Toyota (China)’s first “independent strategy”, it is “a strategic plan based on the global vision and integrated into the thinking of local Chinese operators. This plan will be published in more detail as Toyota’s future business process progresses. The content of the project is continuously improved according to the changing situation.” Dong Changzheng stressed: “This plan is not a blind pursuit of quantitative changes but a qualitative change. To this end, we will implement three steps: First step, 2012 Toyota hopes to lay a solid foundation for the development of energy-saving new energy vehicles while selling more than one million vehicles a year. In the second step, in 2015, it will be equipped with domestic blends while achieving sales of 1.6 million to 1.8 million vehicles. The hybrid powertrains of FAW-Toyota and GAC Toyota are mass-produced in China; the third step is to determine the business development model focusing on energy-saving new energy vehicles, and increase investment in new energy so that more people can experience The new energy vehicles that realize energy-saving new energy vehicles account for 20% of Toyota's overall sales."

In order to ensure the implementation of the cloud initiative, Toyota (China) also stated that it will “achieve seamless cooperation” with FAW-Toyota, GAC Toyota and Lexus to form a joint force and market forces.

Currently in China's passenger car market, the main competitors are Toyota and Volkswagen. Volkswagen has never looked down on rivals like General Motors, but never dared to despise Toyota and even designed and formulated marketing strategies such as “Southern Strategy” and hoped to win it from Toyota through its “all-out war”. More users. Different from the general public, when the public tried to find ways to improve product competitiveness by reducing production costs, the "cloud motion plan" made people see Toyota's increasing emphasis on product technology. Although currently due to volume, hybrid vehicles such as the Prius are not yet competitively priced (it is said that Toyota, FAW Toyota and GAC Toyota are already vomiting their prices), but with increasing pressure on energy sources The cost of auto consumption is increasing. In the future market, there is no doubt that the Prius will get more opportunities. From this point of view, the "cloud motion plan" is more important than it is now, but in the future - future market and future consumers.