Rebirth 99 to become a car giant.

"President, our sales volume in 2014 was 828 million units, which is quite a difference from the 1000 million units we planned for the medium and long term."

"The main reason is that the performance of the American and Chinese markets did not meet expectations."

Tetsuaki Kobayashi came to Akio Toyoda's office with a heavy heart.

Although they made a lot of efforts, Toyota's performance was not very ideal in the end.

Not to mention being the world's number one, it doesn't even have a chance to be second.

“What are GM’s sales?”

Although this is bad news, Toyota's poor performance in the American and Chinese markets is not a new phenomenon.

So Akio Toyoda was actually mentally prepared to a certain extent.

"GM's full-year sales were 932 million units, which was also down compared to last year, but the decline was not as large as ours."

In Kobayashi Tetsuaki's opinion, out of GM's sales of 932 million vehicles, an estimated 100 million were snatched from Toyota.

Otherwise, if General Motors lost the Chinese market, it would certainly not be able to maintain the 900 million threshold. Even if it did not take actions to suppress Japanese and Korean car companies, it is estimated that it would not even be able to maintain sales of 800 million vehicles.

“Will General Motors be the world’s number one in sales this year?”

"No, Volkswagen is the world's number one. Their global sales this year reached 943 million vehicles, more than more than General Motors."

After hearing what Kobayashi Tetsuaki said, Akio Toyoda couldn't help but sneer.

General Motors' efforts were in vain, and in the end the throne of world number one fell into the hands of someone else.

Of course, strictly speaking, their efforts are not meaningless, otherwise it would not have the right to be the second in the world.

"If we want to surpass Volkswagen and General Motors, we have to rely on the Chinese market. Otherwise, other markets will not be able to contribute so much growth."

China is the world's largest automobile market, and Toyota is absolutely reluctant to give it up.

If Toyota abandons the Chinese market and suppresses the American market, its global situation will become very difficult.

"It seems that we need to communicate with Chuncheng Automobile Group and Yangcheng Automobile Group and give up some of our interests appropriately so that they can support the development of our joint venture in China."

"Otherwise, people think they can grow and prosper by relying on their own brands and live a good life."

Kobayashi Tetsuaki is naturally more familiar with the development of Nanshan Hongqi and Yangcheng Trumpchi in China.

The better these two companies develop, the more their two joint venture partners will shift their focus from Toyota to their own brands.

"You arrange for someone to communicate and contact them, and complete the trip to China before the Chinese New Year."

Akio Toyoda naturally agreed with Tetsuaki Kobayashi's proposal.

Toyota Motors has been able to grow bigger and stronger, and the vision of its managers must be good.

However, some things obviously cannot be solved by just having a good vision.

……

While Toyota was upset about not being the number one in the world, Chery Automobile was also worried about losing the number one position in China.

"Mr. Yin, Changan Automobile sold more than 100,000 vehicles last year than we did. As long as we make adjustments this year, we may still be able to surpass them."

As the head of Chery Automobile's sales department, Wang Ze must be under a lot of pressure at this time.

Although I don't have much confidence in my heart, I must show my confidence to my boss at the beginning of the year.

What else to do?

You can't just give up like this, right?

"How to adjust?"

"We have been adjusting over the past few years and have added several models."

"There are already more than a dozen models on the market, but sales are declining."

Yin Chuan said very unhappily.

He was very dissatisfied with last year's sales performance.

Even though he knew that the situation of several domestic brands such as Geely and Great Wall was somewhat similar to Chery, he was still very unhappy.

Because the sales of Nanshan Hongqi and Changan Automobile, as well as brands such as Mercedes-Benz, BMW and Xingchen Automobile are all increasing.

Even Changan Automobile's sales have exceeded 100 million vehicles, making it the first domestic independent brand to achieve annual sales exceeding 100 million vehicles.

Originally, this honor belonged to Chery Automobile, and Yin Chuan even felt that it had a chance to achieve sales of 100 million last year.

But now there are only about 900,000.

Although this result is pretty good, it is not the first after all.

"The sales growth of various joint venture automakers has basically stagnated, except for luxury brands such as Mercedes-Benz and BMW."

"Under such circumstances, competition among domestic brands will certainly become more intense."

"I think the company should focus on competing with domestic manufacturers in the next stage and try to grab some market share from them."

"Otherwise, it may not be that easy to achieve rapid growth."

What Wang Ze said makes some sense.

After all, with the market developing to its current state, it is impossible for it to continue to grow every year.

This is abnormal and unrealistic.

Compared with other markets in the world, there are indeed many players in China's automobile market.

The key is that many players have very good sales.

At this time, internal competition will naturally begin.

"That's true, but it's not that easy to seize the market from other domestic brands."

"We want to take away other people's jobs, and other manufacturers also want to take a piece of our pie."

"After all, the cake we eat is still relatively big."

Yin Chuan is still self-aware. He knows that everyone will talk about seizing the market, but it is not so easy to actually implement it.

Especially for current domestic brands, engines and gearboxes generally use products from Nanshan Automobile Group.

If you criticize others in this regard, you are basically criticizing yourself.

If there is no way to tamper with the two most critical components, the strength of tampering in other places will be very weak.

And if the purpose is to discredit the engines developed by various domestic brands, then Chery itself will easily fall into the trap.

This situation is obviously unwise.

"It is definitely difficult, but apart from this method, it is difficult to find a better way."

"We are working hard on exports, but it will be very difficult to achieve explosive growth in the short term."

"So even if we don't want to, we will eventually participate passively."

"In this case, why don't we take the initiative and attack, maybe we can gain an advantage."

After Wang Ze said this, Yin Chuan did not refute.

The market has developed to its current situation and is indeed starting to pick up.