丰田同比增长6.6%，达14万5500辆。销量时隔4个月增长。2025年改款的SUV"卡罗拉Cross"等销售良 好。在EV方面，增加了SUV"bZ3X"和"bZ5"等产品线，EV销量增长70.9%，达6400辆。 日产增长10.1%，增至5万24辆。2025年升级了燃油轿车"天籁"。搭载华为的"智能座舱"，吸引了年轻顾 客群，增加了销量。 本田下降16.5%，降至5万7489辆。与同比减少4成的2025年12月相比，降幅缩小，但仍受到与中国车企 激烈竞争的影响。 中国政府从2026年1月开始，将购买EV等新能源车的车辆购置税减免额缩小到一半。汽车以旧换新补贴 制度等也在调整，有大型车企认为，"很多有意购车的消费者在观望政策动向"。 丰田销量时隔4个月增长。2025年改款的卡罗拉Cross等销售良好。在EV方面，增加了bZ3X和bZ5等产 品线，EV销量增长70.9%。日产2升级了天籁，搭载华为的智能座舱，增加了销量…… 2月9日，日本三大汽车制造商1月在华新车销售情况全部出炉。虽然中国纯电动汽车（EV）的销售补贴 政策有所改变，但丰田和日产汽车由于车型升级和新车型投放产生效果，实现了增长。本田的EV等没 有 ...

以下文章来源于远川科技评论 ，作者徐珊珊 远川科技评论 . 刻画这个时代（的前沿科技） 社交媒体上转型不利濒临破产的丰田，在中国和全球市场迎来双丰收。 2025年，丰田中国销量微增0.23%，达到178万辆。看似增长微乎其微，实则一扫过去三年下滑趋势，成为日系三强里唯一的幸存者。丰田坚挺的同时，本田 和日产这对难兄难弟还在延续下滑趋势，销量已从最高点腰斩。 全球范围内，丰田的增速不算一骑绝尘，但也足够令同行艳羡。 去年全年，丰田销量1132万辆，继续蝉联年度冠军。这个数字大约是比亚迪的2倍，比大众多了200多万辆，约等于本田、日产、通用三者之和。 说好的电动化大趋势浩浩荡荡，怎么电动化干得越差，车卖得越多？ HEV宝刀未老 丰田在电动车上转型动作迟缓，但在混动车（HEV）上却是绝对的先行者，也是丰田重要的销量来源。 从截至2025年3月的财年来看，丰田（含雷克萨斯）的销量结构中，旧能源汽车占比97%，其中HEV占比超过40%。 也就是说，丰田看似没卖多少 新能源 车，但"半新不旧"的 HEV 却卖了不少。 HEV（Hybrid Electric Vehicle）即混合动力汽车，以 丰田普锐斯 为代表，主打经济 ...

【文/观察者网 潘昱辰 编辑/高莘】日前，由丰田汽车集团披露的数据显示，2025年其全球销量达1132.2万辆，同比增长4.6%，不仅连续第六年蝉联全球汽车 销量冠军，而且进一步刷新了全球汽车年度销量纪录。 丰田汽车 东方IC 丰田汽车解释称，去年丰田（含雷克萨斯品牌）全球销量的增长，得益于其在北美和日本本土的强劲表现推动。 丰田RAV4荣放 东方IC 北美依旧是丰田全球第一大区域市场，2025年全年销量为292.97万辆，同比增长7.3%。其中仅美国市场销量就占去北美总销量的86%。丰田汽车表示，由于 去年因TX和大汉兰达召回事件导致的停产已恢复，且混合动力汽车持续表现强劲，北美的销量得以进一步增长。 具体来看，丰田（含雷克萨斯品牌）全年销量为1053.8万辆，同比增长3.7%；其中日本本土销量为150.13万辆，同比增长4.1%；海外销量为903.55万辆，同 比增长3.6%。 此外，雷克萨斯品牌去年销量为88.22万辆，同比增长3.6%；大发品牌全年销量为67.53万辆，同比增长25.8%；日野品牌全年销量为11.05万辆，同比下降 12%。 三大市场齐发力 在过去的一年内，面对来自美国的进口汽车关税威 ...

Group 1 - Toyota has recently recalled nearly 16,000 vehicles in China due to issues with the multimedia screen system, following a previous recall of approximately 100,000 vehicles for a panoramic monitoring system defect [1][2][5][6] - The recalls involve specific models produced between December 5, 2025, and January 13, 2026, with 10,922 units of the RAV4 and 5,056 units of the Venza affected [5][6] - The recalls have raised concerns among consumers about Toyota's reliability, with some expressing skepticism about the frequency of defects [3][7] Group 2 - Toyota's sales in China peaked at 1.944 million units in 2021 but have since declined, reflecting a broader trend of consumers shifting towards domestic brands and new energy vehicles [11] - Despite the challenges, Toyota aims to sell over 1.78 million vehicles in China in 2025, marking a slight increase from 2024 [11][12] - The company is focusing on upgrading its fuel vehicle lineup while also attempting to transition to electric vehicles, although its electric models have not gained significant traction in the competitive market [12][13][17] Group 3 - Complaints against Toyota vehicles have surged, with 1,469 complaints reported in the last three months, highlighting issues such as steering system noise and lighting module failures [10] - The sales performance of Toyota's electric models, such as the bZ3 and bZ5, has been disappointing, with low monthly sales figures compared to competitors like Leap Motor and BYD [14][15] - The ongoing recalls and consumer complaints indicate a potential crisis in consumer trust, as the market increasingly prioritizes innovation and reliability in the automotive sector [17][18]

Core Insights - Toyota achieved a slight increase in annual sales, reaching 1.78 million units, making it the only brand among the Japanese three to return to positive growth in 2025 [2] - Nissan's sales in China fell to 653,000 units, a decline of 6.26% year-on-year, marking the seventh consecutive year of sales decline [2] - Honda's sales in China dropped to 645,300 units, down 24.28% year-on-year, continuing a five-year trend of declining sales [2] Group 1: Toyota's Performance - Toyota's growth is attributed to a combination of precise technological positioning and deep localization strategies, which align with its previously established technology platforms [3] - In 2025, Toyota's hybrid electric vehicle (HEV) sales reached 623,000 units, accounting for 35% of total sales, an increase of 5 percentage points from 2024 [3] - The introduction of the Arene platform in the 2026 RAV4 model enhances the Toyota Safety Sense (TSS) ADAS functionality, improving response speed and recognition accuracy [3] Group 2: Localization Strategy - Toyota's RCE (Regional Chief Engineer) system allows local teams in China to make decisions on model development, enabling rapid iteration from product definition to market response [4] - Collaborations with local companies like BYD and Huawei have strengthened Toyota's supply chain, with the GAC Toyota's Platinum 3X becoming the top-selling joint venture new energy vehicle in 2025 [4] - This dual approach of technological and supply chain localization provides Toyota with advantages in cost control and demand adaptation [4] Group 3: Challenges for Toyota - Despite positive growth, Toyota faces challenges with its electric vehicle (EV) sales, particularly with FAW Toyota's bZ series, which has seen poor sales performance [5] - The bZ3 and bZ5 models sold 22,600 and 12,600 units respectively in 2025, indicating a struggle in the EV segment [5] - Toyota's SUV lineup remains strong, with over 42 million global customers choosing Toyota SUVs, reflecting the brand's commitment to meeting diverse consumer needs [5] Group 4: Japanese Competitors' Struggles - Nissan's sales have been in decline since 2019, with a total of 653,000 units sold in 2025, down from 1.56 million in 2018 [6] - Honda has also faced significant declines, with a 30.9% drop in 2024 and a further 24.28% decline in 2025, indicating ongoing market pressure [6] - Both Nissan and Honda's struggles highlight the importance of adapting to market changes and the need for rapid localization in response to evolving consumer demands [7] Group 5: Industry Analysis - The differentiation in sales performance among the Japanese three is a result of varying transformation strategies and the depth of localization [7] - Toyota's approach of combining hybrid transition, local decision-making, and practical technology has set a benchmark for joint venture brands [7] - The ongoing electric transformation and competition from domestic brands necessitate a swift adaptation to local market conditions for Japanese automakers [7]

Group 1: Market Trends - The Chinese automotive market is undergoing unprecedented changes, with a shift from price competition to value competition, emphasizing long-term user value [1][14] - Toyota achieved over 1.78 million vehicle sales in China in 2025, marking a year-on-year growth and becoming the only Japanese brand to maintain positive growth in the market [1] - Lexus also reported annual sales exceeding 180,000 units, demonstrating strong performance in the luxury segment despite overall market challenges [1][10] Group 2: Toyota's Localization Strategy - Toyota's "Global to Local" strategy, announced in April 2025, focuses on deeper localization across management, R&D, products, manufacturing, channels, and services [2][4] - The company aims to enhance its innovation and driving role in the Chinese market by integrating local elements into its global framework [4] - The establishment of the ONE R&D system consolidates China's R&D resources into a unified platform, allowing for faster development of smart and electric technologies [5] Group 3: Product Development and Technology - Toyota's new RCE system empowers local engineers to take greater responsibility in vehicle development, enhancing responsiveness to market changes [5] - The first electric products, such as the Platinum 3X and bZ5, have been optimized for Chinese consumer preferences, focusing on smart connectivity, space, and range [7] - Toyota maintains a multi-path technology strategy, offering various powertrain options including fuel, hybrid, plug-in hybrid, battery electric, and hydrogen fuel cell vehicles to cater to diverse consumer needs [7] Group 4: Lexus's Long-Term Strategy - Lexus celebrates its 20th anniversary in China in 2025, achieving steady growth with total sales surpassing 180,000 units, positioning itself as a resilient brand in the luxury market [9][10] - The brand emphasizes long-termism by enhancing local R&D and design, and fostering emotional connections with consumers through a "warm luxury" approach [12] - Lexus's overall vehicle retention rate stands at 60.7%, reflecting its strong brand reputation and product stability in a market increasingly focused on long-term value [12][14] Group 5: Service and Consumer Focus - Lexus has established a comprehensive service guarantee system, including a 4-year/100,000 km free maintenance service and extended warranties for hybrid models [14] - As competition shifts towards value dimensions, traditional luxury brands are reassessing their configuration and pricing strategies to better meet real user needs [14] - Both Toyota and Lexus are building sustainable product value systems and differentiating themselves in the market by focusing on long-term capabilities rather than short-term tactics [14]

Group 1 - Toyota China announced a sales target of over 1.78 million vehicles for 2025, achieving positive growth compared to 1.776 million in 2024, making it the only foreign multinational automotive group in China to achieve growth in 2025 [2] - Japanese automakers, excluding Toyota, are expected to perform poorly in the Chinese market in 2025, with Nissan's sales at 653,000 units (down 6%) and Honda's at 645,300 units (down 24%), marking five consecutive years of decline [2] - Toyota's sales in China are primarily driven by its joint ventures: FAW Toyota, GAC Toyota, and Lexus China, with both joint ventures showing signs of recovery in 2025, which is crucial for halting the decline in Toyota's sales [2] Group 2 - FAW Toyota reported sales of 805,500 vehicles in 2025, with key fuel models maintaining stable sales, including the Crown Land, which sold 59,900 units (up 14%), RAV4 which sold 204,200 units (up 6%), and Avalon which sold 126,700 units (up 39%) [2] - Despite a previous announcement of a significant increase in sales for the pure electric model bZ3 (50,900 units, up 96% in 2024), FAW Toyota did not disclose specific performance figures for its electric models in the 2025 sales report [2] Group 3 - GAC Toyota highlighted the growth of its electric models in its 2025 sales report, achieving total sales of 772,000 units, with the Platinum 3X electric model selling 70,000 units, accounting for over 9% of total sales [3] - The bZ series, launched by Toyota in 2021, initially struggled in the Chinese market due to high prices, but the company has begun to strengthen its local presence and adapt its development processes since 2023 [3] Group 4 - Toyota plans to increase its self-developed electric vehicle models to 15 by 2027 and establish production bases globally, including in Japan, China, the Americas, and Southeast Asia [4] - While accelerating its electrification transition in China, Toyota continues to update its fuel models, with GAC Toyota set to upgrade four key fuel models in September 2025, including the Sienna, Highlander, Camry, and Crown Land, covering a product line from entry-level SUVs to high-end MPVs [4]

Core Insights - In 2025, the Chinese automotive market faced intensified competition, particularly in the smart electric vehicle (EV) sector, where domestic brands made significant advancements, leading to growth challenges for mainstream joint venture brands. However, FAW Toyota managed to achieve a sales volume of 805,518 vehicles, marking three consecutive years of growth, a rare achievement in the industry [1] - FAW Toyota's strategy focused on the "oil-electric co-prosperity" approach, emphasizing product renewal, technology upgrades, and user engagement, which not only strengthened market competitiveness but also reshaped the brand's image in the smart electric era [1] Product Matrix Renewal - In 2025, FAW Toyota completed a systematic renewal of its product matrix, launching several key models that became market highlights. The pure electric vehicle bZ5, launched in June at a starting price of 129,800 yuan, aimed to break the stereotype of high prices for joint venture electric vehicles, offering four versions to meet diverse consumer needs [3] - The global sixth-generation RAV4 was also launched, reinforcing the brand's position in the SUV market with upgrades in design, intelligence, power, and safety, featuring a fuel consumption of only 3.99L per 100 km [5] - The upgraded Corolla, with a 50mm longer wheelbase and 75mm longer body, showcased improved comfort and fuel efficiency of 4.13L/100km, while also standardizing smart driving assistance across all models [7] User Value Enhancement - FAW Toyota deepened user relationships through innovative initiatives like the "Time Renewal Plan," converting its long-standing advantages in high resale value and reliability into tangible user benefits, alleviating concerns about vehicle depreciation [8] - The company established a rigorous certified used car system with over 660 certified used car sales stores and 97 used car centers nationwide, ensuring the reliability of trade-in vehicles and providing a two-year, 50,000 km nationwide warranty for certified used cars [8] Core Technology Advancement - In November 2025, FAW Toyota launched the IT'S TiME 3.0 technology brand, marking a comprehensive upgrade in smart technology, power technology, and hardware/software integration, providing a clear direction for the brand's smart electric transformation [9] - The TSS safety system was upgraded to version 4.0, utilizing big data to predict complex road risks, while the INP navigation driving assistance system, developed in collaboration with Momenta, featured advanced perception hardware and high computing power for complex driving scenarios [11] - The Toyota Space smart cabin incorporated advanced technology, including a high-definition display and dual perception systems for safety monitoring, creating a technologically advanced and safe environment for users [12] - FAW Toyota continued to enhance its hybrid technology, achieving significant upgrades in the fifth-generation intelligent hybrid system, which is capable of operating efficiently in extreme conditions [13] Conclusion - Reflecting on 2025, FAW Toyota demonstrated a strong performance amidst the accelerating transformation and fierce competition in the automotive industry, achieving steady growth and solidifying its leading position among joint ventures. The company plans to continue its "oil-electric co-prosperity" strategy, focusing on user-driven product and technology innovations to contribute to high-quality development in the smart electric vehicle sector [15]

Core Viewpoint - FAW Toyota's performance in 2025 can be described as a significant victory, being the only mainstream joint venture car company in China to achieve continuous growth for three consecutive years [2][19]. Sales Performance - In 2025, FAW Toyota's new car sales reached 805,518 units, marking another year of growth. The sales structure is increasingly favorable, with a clear upward trend in brand positioning [2][19]. - Sales of high-end models based on the TNGA-K platform reached 487,426 units, a year-on-year increase of 12%, accounting for 61% of total sales. The intelligent electric hybrid models sold 380,100 units, up 14%, making up 47% of total sales [2][19]. - Star models such as the Crown Land, RAV4, and Avalon saw significant sales increases, with the Avalon up 39% year-on-year [2][19]. Product Strategy - FAW Toyota's pragmatic strategy of "oil-electric coexistence" and groundbreaking intelligent electric products align with consumer demand in the Chinese automotive market [5][22]. - The all-new pure electric model bZ5, developed by a Chinese team, sets new industry standards for safety and quality [5][22]. - The product matrix includes the new Corolla, new RAV4, and new bZ3, covering all categories and power paths to meet diverse demands in the electric and intelligent vehicle trends [7][22]. Technological Advancements - The "IT'S TiME 3.0" technology brand has evolved, achieving breakthroughs in intelligent driving and smart cockpit technologies [10][24]. - The Toyota Pilot intelligent driving assistance system, developed through a combination of in-house and collaborative efforts, demonstrates advanced capabilities in risk prediction and complex scenario handling [12][26]. Customer Engagement - FAW Toyota has introduced a "vehicle age value subsidy" mechanism, increasing the basic subsidy by 1,000 yuan annually, which combines with national subsidies for added customer benefits [14][28]. - Promotional offers for new and existing customers include various subsidies and discounts on models like the bZ5 and the sixth-generation RAV4 [14][28]. Organizational Changes - In 2025, FAW Toyota's sales company relocated from Beijing to Tianjin, marking the first interprovincial move in 22 years, aimed at enhancing integrated operations in the era of intelligent electric vehicles [14][28]. Future Outlook - The company is poised for further growth in 2026, building on its three consecutive years of sales increases and solidifying its position as a leading player in the automotive industry [16][30].

Core Insights - In 2025, FAW Toyota achieved significant growth, selling 805,518 vehicles, marking three consecutive years of positive growth as a mainstream joint venture brand [1] - The company introduced substantial customer incentives at the beginning of 2026, including tax subsidies and trade-in bonuses for various models [1][14] - FAW Toyota's strategic focus on product innovation and technology advancement is evident through the launch of the new bZ5 electric vehicle and the updated RAV4, which are positioned as key drivers for brand elevation [2][4] Sales Performance - FAW Toyota's sales of high-end models based on the TNGA-K platform reached 487,426 units, a 12% increase year-on-year, accounting for 61% of total sales [1] - The intelligent electric hybrid models sold 380,100 units, reflecting a 14% year-on-year growth and representing 47% of total sales [1] - Notable models such as the Crown Land Cruiser and RAV4 saw sales increases of 14% and 6% respectively, while the Avalon experienced a remarkable 39% growth [1] Product Strategy - The new bZ5 is positioned as a flagship model under Toyota's localization strategy, developed by a Chinese team, and aims to set new industry standards for safety and quality [4] - The sixth-generation RAV4 has undergone comprehensive upgrades in design, intelligence, power, and safety, featuring advanced technology and multiple powertrain options [6] - FAW Toyota's product matrix includes a range of models such as the new Crown Land Cruiser and new Grevia, enhancing its presence across various market segments [8] Technological Advancements - The launch of the "IT'S TiME 3.0" technology brand signifies a comprehensive evolution in FAW Toyota's smart technology, focusing on intelligent driving and smart cockpit advancements [9][10] - The Toyota Pilot intelligent driving assistance system and the new INP navigation driving assistance system are key components of the company's technological strategy [12] - FAW Toyota's extensive experience in hybrid technology supports its leadership in efficiency and reliability, with a strong focus on providing versatile power solutions [12] Customer Engagement - FAW Toyota has introduced a "car age appreciation subsidy" program, which increases the subsidy amount annually, reflecting a commitment to long-term customer value [13] - The company emphasizes transforming its long-termism philosophy into tangible customer benefits, enhancing the ownership experience [13] - The "Unlock New Year Gifts" campaign aims to reward both new and existing customers, reinforcing customer loyalty [14] Organizational Changes - In 2025, FAW Toyota's sales company relocated from Beijing to Tianjin, marking a strategic move to enhance operational efficiency and integration of production, sales, and research [15][17] - This relocation aims to create a "zero-distance" collaboration environment, allowing for rapid market response and product strategy adjustments [17] - The integration of teams is expected to boost innovation and adaptability in the face of market changes, positioning FAW Toyota as a competitive player in the electric vehicle era [17][18]