Core Viewpoint - The once-reliable brand image of Toyota, known for its durability, is fading due to a significant recall event, with 236,630 vehicles recalled in August, accounting for nearly half of the total recalls in China for that month [1][2]. Group 1: Recall and Quality Issues - In August, Toyota's recalls were primarily due to insufficient strength in front suspension coil springs and issues with the vehicle's instrument panel [1][2]. - Consumers express doubts about Toyota's quality, questioning the reliability of its vehicles amid the recall crisis [2]. Group 2: Electric Vehicle Transition Challenges - Toyota's struggles in the electric vehicle (EV) market are evident, with a significant decline in sales from 1.94 million units in 2021 to an expected 1.78 million in 2024 [3][6]. - The bZ4X, Toyota's first mass-produced electric model, has seen poor sales, with only 6,045 units sold from January 2024 to August 2025 [6][8]. - Subsequent models like the bZ3 and bZ5 have also underperformed, with bZ3 sales down 55% year-on-year and bZ5 selling only 1,409 units in its first month [8][10]. Group 3: Financial Performance and Profitability - Toyota's net profit for April to June 2023 was 841.3 billion yen, a 37% decline year-on-year, prompting a downward revision of its annual profit forecast by 44% to 2.66 trillion yen [13][15]. - The company has been reliant on its traditional fuel vehicle sales, which provide stable cash flow but hinder its transition to electric vehicles [15][22]. Group 4: Market Position and Consumer Sentiment - The market share of traditional fuel vehicles in China has dropped significantly, with a decrease of over 37 percentage points compared to 2021 [22]. - Consumers are increasingly favoring electric vehicles for their advanced features and experiences, leading to a decline in Toyota's brand premium [29][30]. Group 5: Strategic Responses - In response to the challenges, Toyota has initiated the construction of a new factory in Shanghai for electric vehicles, expected to produce 100,000 units annually starting in 2027 [30][33]. - The company is also shifting decision-making authority for China-specific models to local teams and collaborating with Chinese tech firms for smart features [30][33].

Core Viewpoint - Toyota is planning to source components from Chinese manufacturers for its largest production base in Southeast Asia, Thailand, indicating a shift in its supply chain strategy to adapt to the growing electric vehicle market and competition from Chinese automakers [2][3][4]. Group 1: Market Dynamics - Japanese automakers, including Toyota, are facing increased competition in Thailand, where their market share has declined significantly from over 90% to around 30% in 2024, with Toyota's sales dropping by 17.1% year-on-year [5][6]. - The overall automotive demand in Thailand is slowing, and rising costs of traditional fuel vehicles are pushing consumers towards energy-efficient options, benefiting Chinese electric vehicle manufacturers like BYD, which achieved a market share of 2.57 million units in the first half of the year [6][7]. Group 2: Electric Vehicle Trends - The Thai government has introduced the "EV3.5" policy, providing substantial subsidies for battery electric vehicles (BEVs), which has led to a market penetration rate of 14.0% for electric vehicles in 2024, with Chinese companies holding over 80% market share [7]. - Despite the dominance of hybrid and traditional fuel vehicles, there is a noticeable shift towards electric vehicles in Thailand, with BYD capturing significant sales [7][8]. Group 3: Supply Chain Strategy - Toyota's strategy includes localizing its supply chain by partnering with Chinese component manufacturers to reduce costs, with estimates suggesting a 30% reduction in costs for new models using Chinese parts [8][14]. - The company has previously collaborated with Chinese battery manufacturers, utilizing their technology in models like the Platinum 3X and bZ3, indicating a trend towards integrating Chinese technology into its offerings [11][12]. Group 4: Battery Production and Localization - Toyota's current battery production in Thailand focuses on nickel-metal hydride batteries for hybrid vehicles, while Chinese companies are filling the gap for BEV batteries, with several Chinese battery factories already established in Thailand [10][12]. - The company is cautious about building its own BEV battery factory in Thailand, focusing instead on hybrid models and facing challenges in localizing battery production due to market demand and cost issues [14][15]. Group 5: Competitive Landscape - The pricing of locally produced electric vehicles, such as BYD's Dolphin, is significantly lower than Toyota's bZ4X, which could impact Toyota's competitiveness in the Thai market, especially with upcoming subsidy regulations [15][16]. - The collaboration between Chinese and Japanese companies in Thailand is expected to create a tri-party component network, reflecting a shift towards a more integrated supply chain [17].

Group 1: Japanese Companies in China - Japanese companies are seizing opportunities in China's service industry due to rising consumer demand for high-quality services alongside goods [1][2] - Non-manufacturing Japanese enterprises' investment in China has increased from 26.1% in 2020 to 49% in 2023, with the wholesale and retail sector alone accounting for 21% of Japan's total direct investment in China in 2023 [1] - The aging population in China presents a significant market for elder care services, with projections indicating the silver economy will reach 19.1 trillion yuan by 2035, representing 27.9% of total consumption [2] Group 2: Toyota's Electric Vehicle Strategy - Toyota has launched several electric vehicle models in China, signaling a shift towards electrification, although its global electric vehicle sales remain low at 3% of total sales in 2024 [3][4] - Toyota's CEO expresses skepticism about the widespread adoption of electric vehicles, citing infrastructure challenges in regions with limited electricity supply [3] - In 2024, the average electricity price per kilowatt-hour in China is significantly lower at $0.075 compared to Japan's $0.258, which may influence electric vehicle adoption [3] Group 3: Mitsubishi Electric's Market Strategy - Mitsubishi Electric has introduced a sub-brand "Lingling" targeting the Chinese market with a 30%-40% price reduction on its products to compete with local brands [5][6] - The company is optimizing its local supply chain to reduce delivery times and enhance service responsiveness, indicating a strategic shift to maintain competitiveness [6] Group 4: Panasonic's Restructuring Efforts - Panasonic plans to restructure its operations, including a global workforce reduction of 10,000 employees, which is about 4% of its total workforce [6][7] - The company is exiting or selling its television business and reorganizing its home appliance divisions due to declining sales in key product areas like air conditioning and refrigeration [6][7] - Panasonic is increasingly relying on brand licensing for its products in China, which has led to quality control issues and a diluted brand image [7]

Core Viewpoint - Toyota's localization strategy in China is evolving from superficial tactics to a comprehensive strategic overhaul, aiming to enhance its competitiveness and better serve local consumers [1][2][20]. Localization Strategy - Toyota's new localization strategy, termed "Global First, More China," emphasizes a full-spectrum transformation across management, R&D, production, sales, and service [1][2]. - The company aims to integrate local talent and suppliers into its development processes, ensuring that products are tailored to the unique needs of Chinese consumers [2][4]. R&D and Engineering - The introduction of the "Chief Engineer in China" (RCE) system allows local engineers to lead product development, ensuring that the most knowledgeable individuals about the Chinese market are in charge [4][6]. - Toyota has consolidated its R&D efforts in China, creating an independent research and development system that enhances collaboration with local partners [8][12]. Product Development - The recently launched models, including the Platinum 3X and bZ5, are developed under the RCE system, showcasing a shift in decision-making power to local engineers [6][8]. - Toyota's product lineup in China now includes a diverse range of electric vehicles, reflecting the company's commitment to meeting local market demands [8][10]. Market Position and Consumer Engagement - The localization efforts have resulted in strong market performance, with the Platinum 3X achieving over 15,000 pre-orders shortly after its launch [15]. - Toyota is also focusing on providing a variety of powertrain options to cater to the preferences of Chinese consumers, including plans for range-extended electric vehicles [10][16]. Strategic Partnerships - Toyota has initiated a strategic partnership with Tencent to leverage AI and cloud computing capabilities, enhancing the digital experience for its customers [16]. - The collaboration aims to provide personalized and diverse mobility solutions, aligning with the growing demand for intelligent services in the automotive sector [16]. Industry Impact - Toyota's localization transformation is seen as a response to the competitive pressures from domestic brands and new entrants in the Chinese market [20]. - The company's approach combines global resources with local insights, positioning it to navigate the challenges of electrification and digitalization in the automotive industry [20].

以下文章来源于晚点Auto ，作者晚点团队 晚点Auto . 从制造到创造，从不可能到可能。《晚点LatePost》旗下汽车品牌。 编辑丨 宋玮 3 月 21 日，一汽丰田泰达工厂第三生产线进入休假状态，原因是工厂有工事计划。这次假期持续一 个月，多位工厂员工称，三线工厂计划在 4 月 23 日前后复工。 超过一个月的假期，在泰达工厂很少见。成立 21 年的泰达工厂，是天津一汽丰田规模最大的生产基 地，威驰、皇冠、锐志、卡罗拉等一汽丰田最为畅销的车型先后在此投产。 2022 年，泰达基地整车产能 62 万辆，占一汽丰田整车总产能的 66%。但转入 2023 年，泰达工厂 全年产能约 20.4 万辆，仅为上一年的 1/3。 大背景是燃油车在中国汽车市场的份额下滑。 2023 年初，泰达工厂第 2 生产线被传将出售给比亚迪。此前，比亚迪与丰田成立合资公司，计划共 同开发纯电动车型。一汽丰田虽予以否认，但确认第 2 生产线会在同年 5 月暂时关停，关停期将持 续一年半。 于是过去一年，泰达第 2 生产线人员陆续向泰达工厂第 3 生产线、新一工厂、新能源工厂及成都工 厂转移。2023 年 4 月，一汽丰田威驰正式停产 ...