After the North and South Volkswagen, the North and South Toyota finally took shape, and Akio Toyoda completed his strategic layout in China brilliantly, showing the overall vision and extraordinary means of an outstanding leader.

In less than two years, under his leadership, Toyota has reversed the unfavorable situation in China, cooperated with China's largest automobile company and China's most successful Japanese brand management automobile company, formed two strategic bases in the north and south, and Toyota's take-off in China is just around the corner.

As the successor of the Toyota Group, Akio Toyoda needs to leave China and return to the headquarters to take on a higher position in preparation for the official succession of the Toyota Group around 2010.

However, after he left, he deliberately did one more thing and gave Han Hao a gift.

"Your Highness Zhang Nan, you didn't object before, why do you want to finish this matter before you leave?"

The assistant Gumi asked with some incomprehension.

"Soldiers, treacherous. The Art of War is one of the greatest inventions of the Chinese, and its ideological core will never go out of style.

The Chung Hwa Group is developing too fast, and we must pay attention to it. Originally, I thought that Aisin's actions would stop them, but they quickly found a German to replace them.

Previously, FAW was considered to be the most powerful automobile company in China, and I thought so at the time. But during this time in China, I found that the Chunghwa Group is the most wary opponent. It will not be long before Zhonghua Group will surpass FAW and become a representative enterprise in China's automobile industry. ”

Akio Toyoda sat on the tatami mat and said while tasting Longjing tea from Jiangzhou.

"FAW has no core competitiveness, relying on mercenaries to fight, and I can't see any hope for their development in 10 years. On the contrary, the Chunghwa Group, like South Korea's Hyundai Motor, has begun to build its own competitiveness, and in 10 years it will be our fierce rival in the Chinese market.

Therefore, China Motor is about to be launched, and we give them a small gift as a thank you. ”

China Motor was originally officially listed in Hong Kong 45 days later, but at this juncture, Toyota officially filed a lawsuit with the court on the issue of Zhonghua "Qin" copying the flower crown, demanding 2 billion yuan in compensation from Zhonghua Group.

In this way, it is tantamount to interrupting the listing of China Motor, at least according to the original plan to land on the Hong Kong stock market in a month and a half. When it will be successfully listed, at least wait for a clear statement in the lawsuit.

If it is a small lawsuit, it can be denied, but Toyota filed a large lawsuit with compensation of up to 2 billion yuan at a sensitive stage, which is a matter that must be written into the prospectus, which will undoubtedly seriously affect the stock price and subscription.

"We have to wait for the lawsuit with Toyota to be over before we can restart the market. Otherwise, if it is listed now, it will be very detrimental to the stock price and the company's prospects. I've received a lot of calls from institutional investors who are saying they want to reconsider their investment risk.

Toyota is really vicious, and choosing to insert a knife at our most critical moment will directly affect our strategic layout in the next few years. ”

Yoon Kyung-hoon advised.

"To be honest, I always felt that something was unsteady during this time, but I didn't expect this to happen in the end. Judging from Suzuki's trial, Toyota should also not be able to win against us, and after the lawsuit, according to the procedure, we will have to spend another half a year at the earliest before we can go public.

As soon as their joint venture with GAC was approved by the state, Toyota used this trick, which was really accurate. If the approval is delayed by one month, it is estimated that there will be nothing to do with us. ”

Han Hao learned that Toyota had filed a major lawsuit before the listing, and knew that this was deliberately done by the other party.

Judging from Suzuki's lawsuit, such cases often take more than a year, and as long as Toyota does not agree to mediation, then at least it can delay the Zhonghua Group from going public as soon as possible in the past two years.

Originally, a large amount of capital expansion could be obtained with the help of the stock market, but now it seems that for the time being, China Auto can only develop on a rolling basis. In two years, the Chinese market has changed so fast that it has become a different world.

In response to Toyota's plot, of course Han Hao can't sit still, he must launch a counterattack.

First of all, China Motor will countersue Toyota Motor for unfair competition, suppress China "Qin" to pave the way for its Corolla listing, and also use malicious litigation to prevent China Motor from going public.

"We will claim 100 million yuan from Toyota, and in the future, this compensation will be donated to children in poor mountainous areas for schooling. ”

The lawyer of Zhonghua Group said this in an interview with reporters.

Secondly, seeking help from the government, Toyota Motor is plotting at the beginning of the listing of Chinese automobiles, and anyone with a discerning eye knows that it is to suppress China's own brands. China Motor, a key enterprise in Zhejiang Province and even in China, hopes to use government relations to bring Toyota's case into judicial judgment as soon as possible and conclude the case as soon as possible.

At a time when the Chinese government proposed to develop its own brand, Toyota Motor suppressed China Automobile, which aroused great concern in domestic public opinion.

"Beware of Multinational Enterprises Deliberately Using Intellectual Property Rights as a Weapon to Suppress Privately Owned Brands"

The article written by Li Guoan of the Xinhua News Agency detailed the grievances between Toyota Motor and Zhonghua Motor, and at the same time clearly pointed out that Toyota's motives were bad.

"Independent auto brands need strong support from the government, otherwise they are vulnerable to encirclement and suppression by multinational companies"

Another editorial article published by the Economic Daily clearly stated that the government should take on the heavy responsibility of protecting weak domestic brands and not allow them to be stifled by foreign capital.

……

Even Han Hao didn't expect that this time the domestic media unanimously supported China Automobile and solemnly condemned Toyota's actions.

Especially at this time, some media dug out Toyota's newly launched SUV - domineering, and put a graphic advertisement which is very intriguing.

A domineering car stopped in front of two stone lions, one stone lion raised his right paw in salute, and the other stone lion bowed down, with the advertising slogan - "Domineering, you have to respect!"

The stone lions symbolize China, but the "Toyota Domineering" ad makes them salute and bow to a Japanese brand car.

Considering the relationship between the Lugou Bridge, the stone lion, and the War of Resistance, this made some delicate Chinese feel very uncomfortable.

"This is not considered Toyota's arrogance, and it also contains insults to China by Japanese personnel. ”

This sentence of the media suddenly detonated the entire public opinion circle.

It is important to know that Sino-Japanese relations are very sensitive due to historical reasons, and Chinese people have received patriotic education since childhood, and they still remember the profound disasters brought by the Japanese side to China. In addition, the Japanese government's reflection on history is not as thorough and profound as that of the Germans, and whether it is South Korea, North Korea, or China, these neighbors who suffered aggression in World War II are estranged from the Japanese side.

"I didn't see any cars in this advertisement, but I saw the Japanese people triumphant on Chinese soil and used the advertisement to secretly mock the Chinese. ”

"This is a provocation to the vast number of Chinese people, especially the selection of stone lions with bad intentions, which makes us feel very uncomfortable. ”

Before the Shishi report cooled down, another graphic advertisement for Toyota's off-road vehicle SUV, the Land Cruiser, appeared in the center of public opinion.

In the ad, a Land Cruiser is seen heading up a hill on a rugged mountain road in the wilderness of China, with a bulky-looking Dongfeng truck pulled on a chain behind it.

With the advertising slogan "It's impossible to imagine without a Land Cruiser!"

You must know that the combat trucks purchased by the Chinese military are basically green "Dongfeng" trucks, and such an image has become another advertisement that belittles the Chinese people and the army after a little imagination.

"How much does Toyota look down on Chinese cars and deliberately laugh at us!"

It stands to reason that Dongfeng has nothing to do with Toyota, but I didn't expect people to sit at home, and the disaster came from the sky, and the meaning of the advertisement is that the quality of Dongfeng trucks is very bad.

This kind of advertising made the relevant personnel of Dongfeng very unhappy, and they asked Toyota to send a car to compete with the real Dongfeng truck in the field to see who is strong and who is weak.

"The advertisement exposed the true face of Toyota, and they looked down on the Chinese from the bottom of their hearts. ”

As a result, Toyota's insulting advertisement gate incident immediately triggered a boycott frenzy in China, and people accused Toyota of insulting the feelings of Chinese.

The suppression of China Auto has made many people unhappy, and now there is an advertisement incident, which has reduced Toyota's reputation in China to a freezing point, and many people have claimed that they will not buy any of Toyota's products.

"Bastard, whoever chooses the advertising company, let him immediately take the burden and leave! Do they know it, the China strategy that I have worked so hard to manage has almost been ruined!"

Akio Toyoda was about to leave China, and he was furious for making such a big mistake before leaving. If a car brand offends the people of the whole country, who will the car be sold to in the future!

To this end, Toyota Motor urgently implemented crisis public relations, claiming that the advertisements were purely commercial advertisements and had absolutely no intention of insulting China, and that these two advertisements were unintentional actions by the agency. Toyota immediately stopped and retracted the two advertisements and permanently terminated its cooperation with the advertising company involved. They apologized deeply for the harm caused to Chinese by the Adgate incident.

However, the Toyota brand in China immediately experienced a low ebb, and product sales fell sharply at a visible rate, and many consumers re-opted for alternative products. In this crisis, Toyota's image will not be able to recover in a few years.

I thought it would stop here, but Akio Toyoda clearly underestimated some of the Chinese government's determination.

Sure enough, GAC Toyota's joint venture project was asked to be temporarily postponed, awaiting further state approval in the name of overheating economic investment.

In addition, the Toyota v. China Motor case was quickly ordered by the Supreme Court to be heard by the capital court, and if possible, it will be handled together with Suzuki in order to reduce the judicial burden.

"Toyota is a big foreign investor in China, but they should not overestimate their influence, because it is not so powerful that it is irreplaceable. If the Chinese government really wants to choose between Toyota and its own car brands, there is no doubt that it will always be the national brands that will win. ”

A neutral third-party foreign financial media commented on this.