原创：邢予青 秦朔朋友圈 五年前小鹏汽车创始人何小鹏嘲笑丰田章男对待EV（电动汽车）的态度，并在微博上暗示丰田就是下一个汽车行业的诺基亚。 岁月如梭，五年一晃就过去了，尽管EV造车新势力在中国市场上如日中天， 但是，丰田依然是全球汽车业老大，并没有成为汽车行业的诺基亚。 新崛起的中国造车新势力，也没有把丰田从神坛上拉下来。 2025年，丰田全球汽车销售1132万辆，远远超过位居第二的德国大众汽车的898万辆。这已经是丰田连续第六年成为卖车最多的世界冠军了。 美国是丰田最重要的海外市场。不幸的是，2025年特朗普开启了全球贸易大战。这对丰田在美国的业务来说是苦不堪言。 特朗普丝毫不考虑日本是美国在亚洲最可靠和忠实的盟友这一事实，对所有日本产品加征高达25%的关税。 在日本政府官员不顾十几小时的时差，多次飞往华盛顿与美国谈判，并最终答应在美国投资5500亿美元之后，特朗普才把对日关税降到15%。但是，这也 比WTO框架下的2.5%的最惠国汽车关税高6倍。 谨小慎微的丰田公司担心把关税转移给美国消费者会影响销售，就象征性地把在美国销售的汽车的价格平均提高了280美元，自己则忍痛承担绝大部分出 口美国汽车的关税。 中 ...

Core Insights - The luxury car market in China is facing significant challenges, with a projected decline in sales of imported vehicles by 15.8% in 2025, marking four consecutive years of negative growth [1] - Lexus stands out as the only luxury brand to achieve continuous positive growth in this challenging environment, maintaining its pricing strategy while others engage in aggressive discounting [1][2] Market Overview - The overall imported car market in China is expected to sell 543,000 units in 2025, reflecting a substantial contraction [1] - The luxury segment is experiencing a price war, with many brands resorting to promotions to attract customers [1] Lexus's Unique Position - Lexus has been able to maintain its growth through a focus on "value certainty" and product stability, rather than aggressive pricing strategies [2] - The Lexus ES model has achieved cumulative sales of over 1.1 million units in China, positioning it as a significant player in the luxury mid-to-large sedan market [5] Product Strategy - The ES model's success is attributed to its precise market positioning, offering a unique value proposition that fills a price gap between traditional mid-size and large luxury sedans [5] - Lexus emphasizes "Eastern luxury" aesthetics, appealing to consumers seeking understated luxury and comfort [5] Quality and Reliability - Lexus has been recognized for its reliability, winning the J.D. Power awards for vehicle reliability and new car quality in 2025 [6] - The brand's hybrid strategy, offering both gasoline and hybrid options, caters to diverse consumer needs and positions Lexus as a pioneer in luxury hybrid technology [6] Broader Model Performance - Other Lexus models, including NX, RX, LX, and GX, are also performing well in their respective segments, contributing to the brand's overall growth [10] - Lexus maintains a commitment to providing the best products and services, avoiding participation in price wars and focusing on customer experience [10] New Luxury Standards - The luxury automotive market is undergoing a transformation, moving away from traditional metrics of luxury towards a user-centered, digital, and electrified approach [11] - Lexus is innovating in service and marketing to create deeper emotional connections with customers, exemplified by its "Omotenashi" service philosophy [11][12] Emotional Engagement - Lexus's approach to customer service includes personalized gestures that foster emotional bonds, enhancing brand loyalty [12] - The brand's marketing strategies target younger consumers by using relatable language and engaging experiences, moving away from traditional luxury marketing [12] Strategic Framework - Lexus's strategy combines product reliability, exceptional service, and innovative marketing to build a loyal customer base [13] - The brand is also focusing on electric vehicle transition as a strategic investment for future competitiveness in the evolving automotive landscape [13] Conclusion - Lexus's ability to maintain positive growth amidst market challenges demonstrates the effectiveness of adhering to core values and prioritizing long-term customer interests [14] - The brand's unique approach offers insights into sustainable existence for luxury brands in an uncertain market [14]

Group 1 - Toyota announced a large-scale recall in the U.S. involving 1.02 million vehicles due to a software defect in the rearview camera that may freeze or go black while reversing, increasing collision risk [2] - The recall affects various popular models from Toyota and Lexus, including Camry, Highlander, RAV4, Prius, and several Lexus models, as well as the Subaru Solterra due to a shared monitoring system [2] - This is not the first recall for Toyota related to rearview camera issues, as a previous recall last month involved nearly 394,000 vehicles [2] Group 2 - For the second quarter of fiscal year 2026, Toyota reported a sales revenue of 12.38 trillion yen (approximately 573.92 billion yuan), an 8.2% year-on-year increase [3] - Operating profit was 839.55 billion yen (approximately 38.92 billion yuan), a significant decline of 27% year-on-year, while net profit reached 932.08 billion yen (approximately 43.21 billion yuan), a 62% increase year-on-year [3] - North America showed a 15% increase in sales, while Asia and Japan experienced declines; Toyota remains optimistic about the overall performance for fiscal year 2026 and has raised its annual forecasts for global vehicle sales, operating profit, net profit, and sales revenue [3]

Core Viewpoint - The article emphasizes the importance of human involvement in the automotive manufacturing process, particularly in the context of Japanese automotive practices, which can provide valuable lessons for the Chinese automotive industry as it transitions towards electrification and automation [3][5][11]. Group 1: Human-Centric Manufacturing - Japanese automotive manufacturing, exemplified by Lexus, prioritizes human involvement alongside automation, showcasing a balance that enhances quality and efficiency [5][11]. - The Lexus Miyata factory, known for its high production capacity, integrates human skills with advanced machinery, demonstrating that certain tasks still require human touch for optimal results [6][9]. - The concept of "craftsmanship" is highlighted, where skilled workers perform tasks that require sensitivity and dexterity, which machines cannot replicate [10][14]. Group 2: Lessons for Chinese Automotive Industry - The Chinese automotive sector, while advanced in electrification and automation, faces challenges in battery safety and driving efficiency, areas where Japanese practices could offer solutions [5][11]. - Japanese manufacturers have historically maintained a lower level of automation compared to China, focusing instead on lean production and skilled labor, which can serve as a model for improving quality in Chinese manufacturing [11][12]. - The article suggests that the human element in manufacturing can lead to better outcomes, particularly in quality control and intricate tasks that require nuanced judgment [14][15]. Group 3: Employee Welfare and Innovation - Lexus factories emphasize employee welfare, encouraging workers to monitor their health and report issues without fear of punishment, fostering a culture of safety and quality [16][18]. - The encouragement of employee innovation is evident, with workers empowered to propose improvements that enhance production efficiency, reflecting a commitment to continuous improvement [19][21]. - The factory's operational philosophy includes three key principles: safety first, thoroughness in all tasks, and a commitment to quality, which collectively contribute to high manufacturing standards [23].

Group 1 - The core viewpoint is that the import car market in China continues to shrink, with a significant decline in both import volume and sales of passenger vehicles in the first half of the year [1][2] - In the first half of the year, cumulative imports of passenger cars reached 221,000 units, a year-on-year decrease of 32.1%, while cumulative sales were 277,000 units, down 14.5% [1] - The decline is attributed to the rising competitiveness of domestic new energy vehicles and accelerated localization of imported cars, leading to weakened expectations among import car manufacturers [1] Group 2 - The sales structure shows that all three major vehicle categories—sedans, SUVs, and MPVs—experienced double-digit declines, with MPVs facing the largest drop [1] - In terms of vehicle classification, mid-to-large cars continue to dominate the import car market, maintaining a share of over 60%, with a 3.3 percentage point increase in share for mid-to-large cars in the first half of 2024 [1] - Luxury brands remain the absolute sales leaders, accounting for 91% of total sales, despite a year-on-year decline across non-luxury, luxury, and ultra-luxury segments [2] Group 3 - The top three sales regions are Guangdong, Jiangsu, and Zhejiang, all showing year-on-year declines in sales, with Zhejiang experiencing the largest drop of 19.2% [2] - Guangdong's sales decline was the smallest at 3.1%, supported by growth in models like Lexus RX and ES, while sales of models such as Audi A5 and BMW 6 Series contributed to the decline in Zhejiang [2]