As the Chinese head of FAW Toyota, Huang Yong will cooperate with Takehito, the Japanese head, to promote the further development of FAW Toyota's business in China. It is worth noting that as the Japanese head of FAW Toyota, Da Zhuren only came from Lexus at the end of last year. The substitution of high-level personnel between China and Japan means that a change is coming.
But it is not easy to change, especially under the background of the black swan and the oil valve in the cold winter of the automobile market, which will test the leadership art and management wisdom of Huang Yong, the new leader.
Under the shadow of 0 1 oil valve, the problem becomes more and more complicated.
The fireworks in March of 2020 has obviously become an eventful autumn, and the problem is even worse for FAW Toyota.
China's automobile market has been in a new era of "stock competition", and the coldness of the automobile market began to appear as early as 20 19. Nowadays, the superposition of epidemic factors makes major manufacturers face the test of "life is worse than death".
Although the sales volume in March has not yet been announced, the forecast from the Federation shows that the automobile market is expected to decline by 36% in March, and according to the forecast of the China Automobile Association, the sales volume of the automobile market is expected to decline by 25% in the first half of this year. This means that the China automobile market, which has entered the stock competition, will once again encounter "cold spring".
For FAW Toyota, the sales slump is not only caused by the big environment and epidemic situation, but also the influence of throttle. Judging from the list of automobile complaints in March, the two main sales models of FAW Toyota, Asia Dragon and RAV4, have entered the TOP3 of monthly complaints. Similarly, it is the increase in "engine oil" of Asian Dragon and RAV4 that has been continuously fermented since February this year that has sent them to the complaint list. What's more, some media broke the news, and Corolla also experienced an oil price increase, which means that the models under the TNGA framework promoted by FAW Toyota have been recruited.
Although FAW Toyota later denied that the increase in engine oil was a quality problem and blamed the problem on consumers' "improper use of cars", it obviously caused more dissatisfaction. Whether it is a forum or a group of riders, the feedback of various questions is still fermenting. This means that Toyota's reliable signboard faces great challenges.
A high-quality butterfly flapping its wings will often set off the stormy waves of the brand. The continuous fermentation of the engine oil gate is likely to lay a hidden mine that may detonate at any time for Huang Yong.
Seven years of strong rebound and seven years of risk accumulation.
Despite twists and turns, in the hands of Wang Gang, the former head of FAW Toyota, FAW Toyota achieved the positive growth target of sales from low to high and from weak to strong.
Especially in the years after the Diaoyu Islands incident, FAW Toyota was able to quickly formulate sales policies and product strategies in response to market changes, promote the return of brand sales, and finally the tower collapsed. Wang Gang contributed a lot.
However, a fact that cannot be ignored is that in the years when FAW Toyota rebounded strongly, the problems and risks it faced were also accumulating. On the one hand, FAW Toyota's mid-to-high-end models have encountered development difficulties, including the gradual decline in sales of the famous Reiz, Crown and Prado, and Prado even faces production suspension under the general trend of fuel distribution and the arrival of the National Sixth.
At the same time, the newly launched Asian Dragon also suffered an oil valve incident, which made its already poor sales worse. As the main model of SUV, RAV4 is difficult to compete with Volkswagen Tiguan, Nissan Qi Jun and Honda CR-V, etc. In addition, the future sales of Guangfeng's new Willanda food are not optimistic.
This also makes FAW Toyota leave the impression of "serious partiality" and real hammer to the industry. The data shows that at present, Corolla has occupied nearly half of FAW Toyota's sales. In 20 19, the cumulative sales volume of Corolla reached 357,800 vehicles, accounting for 48.5% of the total sales volume of FAW Toyota. This means that Corolla is the explosion of FAW Toyota, but it also highlights the lack of development of other brother models.
From a distance, we will find that FAW Toyota has made steady progress in sales in recent years, but it has already highlighted its decline. Judging from the growth rate, its growth rate has lagged far behind that of Guangzhou Automobile Toyota. The data shows that in 20 19, the year-on-year growth rate of FAW Toyota was only 1.2%, while that of GAC Toyota was 16%.
This means that although FAW Toyota was established earlier, with many outlets and a thick foundation, it has accumulated many risks in the past seven years. Coupled with the influence of the oil valve, Huang Yong, who took office in FireWire, is facing a big test.
The "recovery plan" is more than just resuming sales.
There is a view that Huang Yong, the new top leader of China, is not as skilled as Wang Gang in the marketing and management of passenger car industry, so it is hard to say whether he can firmly grasp FAW Toyota. Empirically speaking, this does make sense.
But in the view of the automobile industry, this is not a problem. Because, for Huang Yong, who has been transferred from the personnel director of FAW Group to the executive vice president of FAW Toyota, what he wants to solve is a deeper and more complicated contradiction.
According to information disclosed by insiders of FAW Toyota, FAW Toyota has formulated a "recovery plan". Despite the epidemic, FAW Toyota will "unswervingly adhere to the business objectives set at the beginning of the year". According to the consistent style and thinking of FAW Toyota, since the goal has not changed, we must make every effort to achieve it. To achieve this goal, the first thing is product and quality.
According to the previous exposure plan, in addition to the existing mid-term replacement models, FAW Toyota may introduce three new models in the future, such as Highlander sister model, new generation Harrier model and new generation Sienna model. Their arrival is expected to inject new vitality into FAW Toyota.
However, in 2020, it is not easy to convert new products into new sales. Because on the one hand, GAC Toyota will also launch these new products, which will inevitably divert the sales of FAW Toyota. On the other hand, in terms of quality, although FAW Toyota's previous QDR (high quality, high durability and high reliability) quality image is deeply rooted in the hearts of the people, the influence of the oil valve is still fermenting, and its quality image has also been impacted.
In addition, it is worth noting that after years of precipitation and development, the bloated and inefficient internal structure has become a stumbling block for FAW Toyota. In the era of incremental competition, this contradiction is not prominent. But in the era of stock competition, this problem can no longer be delayed by the double catalysis of epidemic situation and oil valve. As a former organization and personnel minister, Huang Yong will obviously have a deeper understanding and cognition.
Therefore, the so-called "recovery plan" needs to recover not only the sales volume affected by the epidemic, but also the quality reputation, product image and internal organizational efficiency of FAW Toyota. It is understood that Huang Yong's first fire after taking office has always been to improve the efficiency of internal organization, and he once proposed that "FAW Toyota should slim down".
Write at the end:
This time, Huang Yong took over FAW Toyota, which can be seen as an ordinary personnel change, but it can also be seen as a personnel adjustment caused by FAW Toyota's concern about its new predicament. Huang Yong can be seen as the party who took over the baton and was ordered at the critical moment. No matter what consideration, Huang Yong's first year will be the most tested year in his future years as head of FAW Toyota, and it will also be the most interesting year in his career. How will he answer this question? We will wait and see.
(This article was originally created by the editorial department of new media in the automotive industry, and the source should be indicated in the reprint)
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.