Farewell, Akio Toyoda!

The crown prince of the Toyota empire completed his operation in China with great success, and returned to the center of the empire headquarters to complete the enthronement after a few years of training with the assistance of important ministers.

If it weren't for the low-level mistake of his subordinates making the advertisement, his operation would have been given a perfect score. Another small regret is that the original act of suing in order to snipe at the listing of China Motor, now it seems that the lawsuit will definitely be lost.

Under the instructions of Akio Toyoda, the Japanese lawyer wanted to reach a settlement with China Motor, voluntarily withdrew the lawsuit and was willing to bear all the litigation costs. You must know that the cost is directly linked to the target, and when Toyota shouted out the subject matter of the lawsuit of 2 billion, it shows that the lawsuit cost millions.

With Suzuki's lawsuit in front, China Motor won the game, especially the additional compensation for economic losses caused by the delay in listing, which made Han Hao not agree to the other party's request.

On the shopping mall, Akio Toyoda's vision made Han Hao admire, but he had to return it if he was bitten by others, otherwise he would waste the congratulatory gift specially given by the other party.

"We can't take Chung Hwa Group lightly. FAW is our strong partner in China, and let them come forward to control China when necessary. We must limit them as we seize the market, they are formidable adversaries in the future.

There is also a need to be good at balancing the relationship between China's two major partners, especially for GAC, which is a rope tied to the back of FAW and can help us balance FAW. ”

Before leaving, Akio Toyoda explained to the person in charge of Toyota's China headquarters.

If he has been sitting in the Chinese market, I believe that the rise of the China Group will be very uncomfortable, but Akio Toyoda can't care about these now, and his more important task is to make Toyota the world's first.

Toyota Motor unilaterally filed with the court to withdraw the lawsuit and no longer accuse China Motor of plagiarism on the issue of plagiarism. Since the case did not enter the substantive investigation stage, the litigation costs were not large, so Toyota readily bore all the costs.

However, China Motor did not withdraw the lawsuit, and continued to file accusations with the court on the issue of Toyota's infringement, demanding that Toyota publicly apologize and compensate for reasonable losses. In particular, the loss of listing delay is not a small amount.

"The court will decide what to do, and try to suppress the matter after the result is out. Toyota's image in China is already very bad, and the first goal is to restore the company's good image. ”

This was Akio Toyoda's last instruction to the Chinese market before boarding.

However, it was their old rival who stabbed FAW Toyota in the chest, Honda announced the launch of the Fit model in China.

For the sake of the Chinese market, the Fit, which has always been a hatchback, has also deliberately added a butt to launch a sedan version.

9.98-119,800, 1.3-liter engine, equipped with two transmissions, 5MT and CVT versions, respectively, and available in hatchback and sedan.

Guangqi Honda has tasted the unprecedented success of launching a low-priced market in China, and the 1.3L version of the Fit is expected to sweep the 100,000-level market.

You must know that Weichi, which is also a competitor, has a price of 135,000-192,800 yuan, although it bears the name of the small flower crown, but the price of Weichi is still higher than the sky.

Now the sedan butt Fit, only 119,800 can buy CVT automatic transmission, after pulling down the price of the mid-to-high-end sedan by 50,000, Honda once again raised the price butcher knife and slashed into the joint venture brand small car field.

Frankly speaking, the sedan fit with the butt is very incongruous, but it still puts a lot of pressure on Vios.

Sure enough, the Fit received 15,000 orders half a month after its launch, showing strong market competitiveness.

In the name of increasing localization, the official announced a price reduction of 16,000-20,000 yuan, and Weichi finally couldn't resist the pressure of Fit, and FAW Toyota took a price reduction promotion action.

For this reason, it also drove POLO, whose sales have not met SAIC Volkswagen's expectations, and they also announced a price cut of 0.9-11,000 yuan in order to maintain their market position.

At the same time, it was accompanied by a sharp decline in sales in the Vios market, Chinese consumers are not stupid, and the Internet has made information more rapid and accurate, and many people have learned that the Fit and Vios are in the same gear.

With the good reputation brought by the hot sales of the Accord, Honda's favorability in the Chinese market is much higher than that of Toyota. Coupled with an advertising gate incident, the sales volume of Vios dropped to more than 1,000 units, and the soon-to-be-put Corolla was urgently needed to come to the rescue.

The price of joint venture brand small cars has been lowered, which has made life even more difficult for domestic brands, and many consumers with limited budgets have abandoned their own domestic cars and gritted their teeth and chose to add some money to buy joint venture cars.

The fierce market competition has made it difficult for many new domestic brands to make a lot of money with the help of 100,000 yuan SUV fever, and product sales have fallen into underestimation.

But this can not prevent more companies from pouring into the automotive field, after the completion of the MBO restructuring of the Midea Group, it claimed to have invested 3 billion, but in fact only 36 million yuan was in place to acquire Sanxiang Bus, and obtained the ticket to enter the automotive industry.

Midea Group announced that it will strive to use five years to enter the top three in the country with its self-developed bus "Midea Star", and wait for the opportunity to enter the lucrative car industry.

As a representative of private motorcycle enterprises, Lifan Group also announced the wholly-owned acquisition of Yuzhou Special Purpose Vehicle Factory and obtained the qualification to enter the automotive industry.

In the field of motorcycles, Lifan has come from behind and has become a force that cannot be ignored in domestic motorcycles. However, the profit of motorcycles is too low, and Yin Mingshan, the boss of Lifan, saw that Zhonghua Group crossed over from motorcycles to automobiles as he wished, and the development was very smooth. Therefore, I also want to follow the gourd and plan to enter the automobile industry, and the ultimate goal is to aim at cars.

Yin Mingshan started his business in his early 50s, worked as a bookseller and became a second-hand dealer, and finally entered the motorcycle industry with the help of the cluster effect of the motorcycle industry in Yuzhou, and became a billionaire from scratch, with the honorific title of Confucian businessman in the new era.

"The 125CC motorcycle was converted to 80 yuan/jin in 1997, and now it is only 14 yuan/jin after 6 years. At present, Jetta and Santana are currently converted to 50 yuan/catty, and according to the competitive experience of the motorcycle industry, I estimate that after 5-8 years, they will drop to 20 yuan/catty.

At a time when cars are still sold at a high price, I think this will be a rare opportunity for us to enter the automotive field!"

This remark on the sale of cars made Yin Mingshan suddenly become a national celebrity. Ordinary people only know that eggs and pork are sold by the pound, but they didn't expect that cars can also be sold by the pound, which is really a metaphor with Chinese wisdom.

However, in all the industries that rush up, there will always be overcapacity and bubbles, and only real gold can survive in them after the big waves are washed away. The cloud of overproduction in China's auto market has begun to hover over the heads of many enthusiastic car companies.

The rule of 28 is very common in life, as if 20% of people occupy 80% of wealth. The same is true in China's auto market, where a winner-takes-all situation is common, with 20% of car brands accounting for 80% of sales.

Fortunately, the main representative models of Chunghwa Group are included in these 20% of brands.

Sales of the Qin have not been affected by the downward pressure of too many joint venture brand small cars, and this compact sedan has a natural advantage over them.

People always have the mentality of following the crowd, and "Qin" has always been at the top of the sales list, so that more people can consider it without thinking when buying a car.

When other domestic independent brands entered the stage of unsalable, "Qin" continued to take the lead, with its outstanding appearance and cost performance, in the September peak season of the Golden September and Silver October, it broke through the 18,000 sales mark in one fell swoop, breaking the record of the highest monthly sales set by Santana.

Benefiting from the opening of the new base in Dinghai, the production capacity of "Tang" was transferred to Dinghai, and the production capacity of "Qin" in Jiangzhou base has been greatly improved.

"Is Zhonghua Automobile in stockpiles? Is there so much real sales?"

Compared with the second-place Jetta, the sales of "Qin" are a full third more, reaching more than 6,000 units.

This makes many sales leaders of car companies feel that this data is not true, because they always feel that "Qin" cannot be so popular.

"I think it's to make a good fortune, and at least the record has been broken, which can be regarded as a marketing tool that can be used as a selling point in the future. Thinking about the title of "China's best-selling car" makes people very excited, the domestic round marketing means joint venture brand first launched General Motors, and the domestic independent brand is Zhonghua. ”

As a peer, a sales director of a joint venture brand commented.

Soon, the view of "Qin" pressure warehouse has basically become the consensus of domestic automobile companies, and everyone is waiting for the sales of "Qin" to drop sharply in the next month, showing its original shape.

Some people even made a bet that the sales of "Qin" would be revised back to 8,000 vehicles, because the average sales volume in the first few months of this year was in the early 10,000 units, especially during the SARS period, which fell sharply to only 6,000 vehicles.

"20,032 cars!"

A month later, when the October sales figures came out, "Qin" broke the record again, selling 20,000 new cars and becoming a well-deserved king of the domestic sedan ranks.

"It's absolutely impossible!"

I thought that "Qin" would give up the throne, but I didn't expect it to continue to make great progress, and the distance between it and other brands behind it is getting bigger and bigger.

The number 20032 is like a shining slap in the face of the person who is waiting to see the joke.

There are also unspoken rules in the industry, and the patience of dealers is limited, and once the OEM plays too much, it will cause a collective backlash from dealers. Therefore, large-scale pressure can only be used once in half a year or once a year.

However, "Qin" was first 18,000, and then 20,000, and the sales volume continued to rise for two consecutive months, indicating that the speculation of the pressure warehouse is impossible, and this number is completely the real sales volume of "Qin".

"Who the hell is buying 'Qin'?"

4S stores in second- and third-tier cities are selling like crazy, and people in first-tier cities prefer joint venture brands, but consumers in second- and third-tier cities are more cost-effective.

A family car in the early 100,000s, on the whole, "Qin" is the most in line with people's expectations. The appearance should be good-looking, the interior space should be large, the ride comfort should be high, the power should not be stingy, and there must be an advanced on-board electronic system. The configuration price of "Qin" is specially obtained through market research, and we know the pain points of ordinary Chinese consumers.

In addition to the sales of "Qin", the sales of SUV "Tang" also took the opportunity to break 10,000.

"Tang" has no competitors in SUVs under 150,000, other domestic brands are too poor in workmanship, and the appearance is the same, only "Tang" stands out from the crowd.

If it weren't for the limited production capacity, the sales of the "Tang" would have had to increase by 50%, because the order has already been scheduled for three months.

Toyota's lawsuit, on the contrary, to a certain extent, helped China Motor find a better time to go public, and now the Hong Kong stock market has been rising all the way out of the small bull market.

Such a good result as a sales explosion has in turn stimulated the pricing of the soon-to-be-listed China Auto stocks.

"We were too conservative in our previous pricing, and if we go public now, the placement price will be increased by at least 30% from what I know.

This is still achieved in the context that we have not incorporated the assets of BMW China, and if we package the assets of BMW China, it is estimated that it will not be a problem to double. ”

As the person in charge of listing, Yin Qingxun said.