尾山俊介：丰田汽车全球化经验

Core Insights - Toyota's global experience in automotive development emphasizes the importance of understanding local market demands and adapting products accordingly [3][6][7] Group 1: Historical Development - Toyota began as a domestic sales-focused company, exporting overseas in the late 1960s, with overseas sales surpassing domestic sales by 1980, now accounting for over 80% of total sales [3][4] - The company faced challenges in the U.S. market initially, leading to a temporary halt in exports in 1960, but re-entered the market in 1965 after improving engine performance [4][5] - Toyota's strategy included local production in North America to mitigate trade friction, leading to the establishment of a joint venture with General Motors in 1984 and the production of the Camry in 1988 [4][5] Group 2: Regulatory Compliance and Market Adaptation - In response to stringent U.S. emissions regulations, Toyota invested heavily in R&D, developing catalytic converter systems to meet local standards [5] - The company adapted to consumer preferences by creating the Lexus brand to cater to the high-end market, addressing previous customer attrition due to a lack of premium options [5][6] Group 3: Global R&D and Localization - Toyota established R&D centers in various countries, including the U.S., Belgium, Thailand, and China, to facilitate localized product development based on regional consumer needs [6] - The company restructured its Chinese operations in 2023 to focus on smart and electric vehicle development, enhancing its ability to meet local demands [6] Group 4: Electrification and Market Strategy - Toyota's early attempts at electric vehicles faced market rejection, leading to the successful launch of the Prius hybrid, which combined traditional performance with eco-friendly technology [7] - The company expanded its hybrid lineup by reducing costs and diversifying its product range, which contributed to the rapid adoption of hybrid vehicles [7] - Toyota's approach to product development is driven by user preferences, emphasizing the need for local innovation to meet diverse market demands [7]