This is the goal of Feng Xingya.
On November 8, 2011, GAC Toyota announced its seventh-generation Camry. The vehicle manufacturer hopes that this high-level product can become a leader in the Chinese automotive market segment. As the executive deputy general manager, in the view of Feng, Camry's sales should seize the market first place. This is consistent with the level that the Camry wants to achieve when it is listed on the sixth generation of Camry.
The difference is that this time, Camry emphasized the technological content of the product itself. This is very different from the previous sales focus of GAC Toyota. Feng believes that the maturity of the Chinese auto market has reached the point where it is necessary to use the advanced nature of the product itself. The new Camry is responding to this trend. Therefore, GAC Toyota has identified this generation of Camry as a generation of technology. However, from the perspective of China's high-end automotive segment, it needs a truly revolutionary generation of products.
In the past 10 years, the competition in China's mid- to high-end automotive segment has seen tremendous changes. Around the year 2000, all brands of mid- to high-end cars mainly targeted the business sector, and Japanese, German and American brands were the main forces. Ten years later, in addition to the business sector, the tendency of personal consumption has formed a huge group, and their loyalty to the brand has been divided. This requires each vehicle manufacturer to use different product sequences to meet the needs of the market. Facts have proved that all brands that can adjust in time on the consumer population have achieved different successes.
The seventh-generation Camry also made adjustments to the product sequence when it went public. It introduced three series of products. In addition to the flagship model of the main business people, it added the hybrid Journey series models and the Jungui series models that emphasize sportiness to achieve full coverage of the market segments. This brand and product combination is the first time in the Toyota system.
At present, in the Chinese market, most mid-to-high-end brands have improved and enriched their existing brands through products, hoping to further enhance their competitiveness. Camry regards new energy as an important direction, which is more in line with the status quo in the Chinese market. As the consumer groups of new energy vehicles are mostly at the high end of the market segment, the Zunrui series models have become more favorable choices. Junrui series can meet the individual needs of consumer groups. The flagship series models can be used in the business sector. The three have formed a very complementary combination.
For Feng Xingya, the seventh-generation Camry must succeed. As the backbone of the Chinese passenger car market, the sixth generation of Camry has triggered a change in the overall market landscape. The seventh generation of Camry must go beyond the existing situation. Only in this way, GAC Toyota and Feng Xingya have more room within the system.
In 2011, the competition in China's mid-high auto market segments was extremely fierce. All major brands have accelerated the speed of product launch. In a comprehensive view, the products in this segment of the market have taken the improvement of the technical content as an important part, and at the same time, some models have begun to cross over to higher-level products. In formulating the new Camry’s sales target, Feng Xingya set its monthly sales to 16,000 units. For such sales, he believes that neither conservative nor aggressive, based entirely on his own situation.
The new Camry has an extremely important significance for the current Toyota, not just sales but also brand influence. Feng Xingya said that the new Camry’s combined strategy has been actively coordinated by the Japanese side and the communication with Toyota is also more efficient. This has a lot to do with Toyota's change.
In an interview with the media, Akio Toyoda said: "My mission is to make decisions." So, after experiencing a series of challenges, his dominant adjustment of Toyota Motor is still continuing. In the past three years, Akio Toyoda has been hoping to change the entire Toyota style. He himself believes that the speed of making decisions now is the most important. For the Chinese market, decision-making efficiency needs to be higher.
In terms of strategy, Toyota finally established the center of China in 2011. This includes Toyota's thinking about the Chinese market. To change or enhance the role of this market, Toyota Motor needs to have similar strategic decisions. In terms of Chinese consumers’ perception of Toyota, Toyota Motor needs to adopt new technologies. In the new Camry, Toyota's newly developed engine and powertrain technology has been applied. It can be said that this is the appeal of the new Camry's flagship technology card.
On November 8, 2011, GAC Toyota announced its seventh-generation Camry. The vehicle manufacturer hopes that this high-level product can become a leader in the Chinese automotive market segment. As the executive deputy general manager, in the view of Feng, Camry's sales should seize the market first place. This is consistent with the level that the Camry wants to achieve when it is listed on the sixth generation of Camry.
The difference is that this time, Camry emphasized the technological content of the product itself. This is very different from the previous sales focus of GAC Toyota. Feng believes that the maturity of the Chinese auto market has reached the point where it is necessary to use the advanced nature of the product itself. The new Camry is responding to this trend. Therefore, GAC Toyota has identified this generation of Camry as a generation of technology. However, from the perspective of China's high-end automotive segment, it needs a truly revolutionary generation of products.
In the past 10 years, the competition in China's mid- to high-end automotive segment has seen tremendous changes. Around the year 2000, all brands of mid- to high-end cars mainly targeted the business sector, and Japanese, German and American brands were the main forces. Ten years later, in addition to the business sector, the tendency of personal consumption has formed a huge group, and their loyalty to the brand has been divided. This requires each vehicle manufacturer to use different product sequences to meet the needs of the market. Facts have proved that all brands that can adjust in time on the consumer population have achieved different successes.
The seventh-generation Camry also made adjustments to the product sequence when it went public. It introduced three series of products. In addition to the flagship model of the main business people, it added the hybrid Journey series models and the Jungui series models that emphasize sportiness to achieve full coverage of the market segments. This brand and product combination is the first time in the Toyota system.
At present, in the Chinese market, most mid-to-high-end brands have improved and enriched their existing brands through products, hoping to further enhance their competitiveness. Camry regards new energy as an important direction, which is more in line with the status quo in the Chinese market. As the consumer groups of new energy vehicles are mostly at the high end of the market segment, the Zunrui series models have become more favorable choices. Junrui series can meet the individual needs of consumer groups. The flagship series models can be used in the business sector. The three have formed a very complementary combination.
For Feng Xingya, the seventh-generation Camry must succeed. As the backbone of the Chinese passenger car market, the sixth generation of Camry has triggered a change in the overall market landscape. The seventh generation of Camry must go beyond the existing situation. Only in this way, GAC Toyota and Feng Xingya have more room within the system.
In 2011, the competition in China's mid-high auto market segments was extremely fierce. All major brands have accelerated the speed of product launch. In a comprehensive view, the products in this segment of the market have taken the improvement of the technical content as an important part, and at the same time, some models have begun to cross over to higher-level products. In formulating the new Camry’s sales target, Feng Xingya set its monthly sales to 16,000 units. For such sales, he believes that neither conservative nor aggressive, based entirely on his own situation.
The new Camry has an extremely important significance for the current Toyota, not just sales but also brand influence. Feng Xingya said that the new Camry’s combined strategy has been actively coordinated by the Japanese side and the communication with Toyota is also more efficient. This has a lot to do with Toyota's change.
In an interview with the media, Akio Toyoda said: "My mission is to make decisions." So, after experiencing a series of challenges, his dominant adjustment of Toyota Motor is still continuing. In the past three years, Akio Toyoda has been hoping to change the entire Toyota style. He himself believes that the speed of making decisions now is the most important. For the Chinese market, decision-making efficiency needs to be higher.
In terms of strategy, Toyota finally established the center of China in 2011. This includes Toyota's thinking about the Chinese market. To change or enhance the role of this market, Toyota Motor needs to have similar strategic decisions. In terms of Chinese consumers’ perception of Toyota, Toyota Motor needs to adopt new technologies. In the new Camry, Toyota's newly developed engine and powertrain technology has been applied. It can be said that this is the appeal of the new Camry's flagship technology card.
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