Rebirth 99 to become a car giant

Watanabe Jiezhao originally planned to stay in China for three or four days.

But because of the Highlander incident, his return ticket has been delayed twice.

The Yangcheng Toyota and the Dongying people of the Toyota Huaxia branch were under a lot of pressure.

Especially those in charge of the sales field feel the invisible pressure.

On the one hand, negative news about Highlander is flying all over the Internet.

The matter of increasing the price to buy a car before was also brought out and approved.

The most troublesome thing is that after such a toss, the sales of Highlander have dropped sharply.

2.7L is the best version sold by Highlander, and the price of 3.5L is too high.

No one buys the 2.7L Highlander now, so the sales data is naturally ugly.

"Last week, the sales volume of the Highlander was less than 300?"

"Sliding down so much?"

Mu Linsen looked at the data collected by Ma Hongjian, and his heart was bleeding.

"Now is the period when sales are most severely affected. Even the emoticons in QQ chat have some related emoticons."

"This made many consumers who originally wanted to buy the Highlander choose to wait and see, or consider other models."

"Changan Automobile's CS95 sales in the past week are said to be much better than before, with a month-on-month growth of at least 20%."

"And it is under the condition that the price needs to be increased by 5,000 yuan."

"As for our Highlander, now not only is there no price increase, but you can already buy a Highlander worth more than 10,000 yuan in 4S stores."

When Ma Hongjian said this, Mu Linsen's heart ached even more.

When I bought a car with a price increase of 20,000 to 30,000 before, although the money from the price increase did not go to Yangcheng Toyota.

But because the car is easy to sell, they hardly need to give any sales support to the 4S shop.

Now not only is there no way to increase the price, but also to start giving discounts.

The difference between the up and down has brought losses to the entire industry chain of more than 100 million yuan per month.

Not to mention the impact on long-term sales in the future, there is no way to calculate it.

"Toyota has decided that for a small number of consumers who strongly demand to return their cars, they will repurchase them at the price of used cars."

"For some consumers who are not so resolute, we will provide a gift package of ten free maintenance for five years."

"I hope that through these methods, the heat of this matter can be subsided as much as possible."

"Employees will also be restrained in each 4S store to avoid conflicts with Highlander owners."

"Pay attention to whether the market has changed after this policy goes on."

Ma Hongjian was not surprised by Mu Linsen's news.

If things get serious, money must be spent to eliminate the disaster.

It's the same reason behind all the hot news in the auto industry.

Whether it is the "brake door" or "anti-monopoly" created by the United States at the beginning, the final solution is to pay for it.

What else?

"Tomorrow, I will personally go to 4S stores in various places to see how the actual situation is on the front line."

"However, I think consumers in China are relatively forgetful. Even if our 2.7L Highlander really can't climb some special ramps, many people will still buy it."

"In the future, we will achieve localization. After the price is greatly reduced, the sales volume will even have the opportunity to double."

Ma Hongjian's words were not only comforting Mu Linsen, but also comforting himself.

Of course, although ordinary consumers will feel uncomfortable hearing this, it is still a big truth.

Many hot-selling models have had accidents, but in the end, it is not because of various reasons that they continue to sell well?

Did Accord's wedding door incident affect its sales now?

Anyway, there is no way to confirm the news that the model has a major problem, and it will eventually be forgotten.

That is to say, Volkswagen was unlucky after all, and the incident of Passat colliding with Passat was nailed to the pillar of shame.

As a result, Passat's sales have not risen until now.

...

"Mr. Cao, the popularity of Weibo's visit to Highlander has gone down. The past two days have been full of messy things in the entertainment industry."

"Toyota Motor finally showed weakness to consumers this time, and the matter is slowly passing."

Zeng Tingting is quite clear about what happened to Highlander during this period.

The sales department even arranged for people to meet with Changan Automobile's people to discuss some publicity plans on the Internet.

"It's normal, it's been more than a week."

"No matter how slow Toyota's response is, it still needs to make some moves."

"Continuing the turmoil will cause greater losses to Toyota Motor, and spending money to eliminate disasters is an inevitable thing."

"We didn't expect that through this incident, Toyota's sales in China would completely decline."

"Even if the sales of Highlander have fallen sharply in the past week or two, it is estimated that it will recover slowly in a month or two."

"It's just that if they want to increase the price to buy a car, I'm afraid it will not be so easy to go back."

Cao Yang was not surprised by what Zeng Tingting reported.

No matter what hot news it is, it will eventually be replaced by even hotter news.

Besides, strictly speaking, the matter of Highlander is not particularly big.

It's just all kinds of coincidences and promotions that made it last a week.

This has achieved Cao Yang's expected goal.

"The people from Chang'an Automobile are probably going to be overjoyed. They achieved such a successful result in the first shot."

"In the past few days, the sales of Changan CS95 have not been affected, but have become better."

"It seems that there is still a market for this kind of 7-seater SUV."

"Even if only two children can sit in the third row, many people want it."

Zeng Tingting actually thinks that the Highlander, a 7-seater SUV, cannot be compared with Yang Wang.

One is a medium and large SUV with a length of less than 4.9 meters, and the other is a large SUV with a length of 5.2 meters.

Regardless of the difference of more than 30 centimeters, if it is placed in the last row and in the luggage compartment, the gap is huge.

Sometimes, she can't understand why consumers buy such tasteless products.

This idea should also be the idea of ​​​​many car company marketers.

Therefore, there are very few 7-seater SUVs in China.

However, starting from this year, with Changan, Yangcheng Automobile, Great Wall and other car companies successively launching their own 7-seater SUVs, consumers will have more and more choices.

It is obviously impossible for Toyota's Highlander to live the good old days.

Even Changan Automobile's CS95, it is impossible to always increase the price of the car.

"Domestic consumers still have a lot of demand for family cars when they buy cars."

"When you go out to play, if you are checked for overload, it will be quite troublesome."

"Even if the last row of the 7-seater SUV is not very friendly, at least people can use it in an emergency."

"The most important thing is that consumers like big cars, and this will not change for a long time in the future."

"When the price is not too high, everyone will definitely buy a bigger SUV."

Combining his own knowledge of later generations, Cao Yang gave his own judgment with certainty.

...

When China's auto industry was busy for half a month because of the Highlander, some interesting things happened in the American auto market.

Some time ago, the Insurance Institute for Highway Safety of America announced the 25% offset crash results of 13 SUV models, only one of which received an "excellent" evaluation, and most of them only received "pass" or even "poor".

And this SUV model is the star car to look up to.

Such a good publicity opportunity, Ford Motor will naturally not miss it.

After all, although Yangwang is wearing the logo of Xingchen Motors, all sales in the American market have been handed over to Ford Motors.

The hotter the model sold, the more Ford made.

In the context of last year's huge losses, no matter how small a mosquito is, it is still meat.

What's more, looking up is not a mosquito, but a big fat pig.

"President, as a result of this 25% offset collision, the driver's space of the Highlander is greatly lost."

"The upper part has 25cm intrusion at the hinge posts, the instrument panel has 20cm intrusion, and the lower part has 17cm intrusion at the hinge posts."

"Before the steering column moved forward to the right, the head of the dummy had almost no chance of touching the steering wheel airbag, and directly faced the hard structure ahead alone."

"At the same time, the restraint of the seat belt is not enough, which makes the dummy's head and torso have excessive displacement, further amplifying this danger."

"And Highlander's side air curtains also need a larger coverage area."

"According to the current situation, under the impact of this intensity, the driver's left hip will be greatly impacted, and the two calves will not be able to escape."

"So Highlander's 25% offset collision result is poor."

Tetsuaki Kobayashi, as the head of the North American headquarters of Toyota Motor, just wanted to report the situation that the Highlander encountered in the United States to the president Katsuaki Watanabe in a timely manner.

Especially what happened to Highlander in Huaxia some time ago, he has also heard about it.

"Apart from our Highlander, are there any other models that perform worse?"

Watanabe Jiezhao's heart was a little heavy.

The 25% bias collision is something that everyone didn't pay much attention to in the past.

Now that the Insurance Institute for American Highway Safety has begun to pay attention to it, many car companies are not ready yet.

"The performance of the BMW X5 is not particularly good."

"After the collision, the occupant's empty compartment was severely intruded by the body structure. The intrusion distance of the left foot rest pedal was 40 cm, the instrument panel was intruded by 15 cm, and the dummy's right foot was stuck in the empty compartment under the brake pedal."

"However, the BMW X5 suppressed the forced movement of the dummy very well during the collision, and the head hit the center of the steering wheel airbag, which was protected to the greatest extent."

"However, the X5's side air curtains are somewhat insufficient for the coverage of the front row, and this Highlander is the same."

"Finally, data from the dummy showed that in such a crash, the X5 driver's left calf injury was inevitable, but the probability of injury to other body parts could be kept at a low level."

After Kobayashi Zheming finished speaking, Watanabe Jiezhao couldn't help but asked: "You just said that Xingchen Motor's Yangwang performance is very good, how can it be excellent?"

As the president of Toyota Motor, it is naturally impossible not to know about Xingchen Motors, and it is impossible not to know about Nanshan Group.

This is the one that has caused the greatest confusion to Toyota among all the auto-related companies in China.

"The collision results showed that the parts in the cockpit looking up after the collision kept a good distance from the occupants in the car."

"The invasion distance is 10cm from the lower part and 5cm from the upper part."

"In addition, the forced movement of the dummy during the crash is well controlled by the safety belt, and the dummy's head is always in contact with the center of the airbag until it rebounds, so it is protected by the airbag to the greatest extent."

"The area of ​​the side air curtain is large enough to cover the front area, which can effectively reduce the injury caused by the collision between the occupant and the side structure of the vehicle body, and the side airbag can also be deployed smoothly."

"Overall, looking up can reduce the probability of occupant injury to a relatively low level in an impact of this magnitude."

Kobayashi Tetsuaki reported while observing Watanabe's reaction.

This result is definitely not what Watanabe wants to see.

"President, in fact, in this test, the evaluation of the body structure of most SUV models is not high."

"Judging from the results of the collision, the passenger compartments of most of the SUV models that participated in the test were damaged to a large extent like the Highlander."

"At the same time, the occupant's head would move to the front left due to the rotational offset motion that the vehicle typically has following a collision."

"If the seat belt can't play a good role in restricting the movement of the occupant's head, and the airbag can't buffer the movement of the occupant's head, it will cause great harm to the occupant."

"I think that as long as the 25% offset collision is fully considered in the design of new models in the future, these problems can be solved."

Kobayashi Tetsuaki's explanation did not satisfy Watanabe.

However, considering that besides looking up, the SUVs of other car companies are not performing well, Watanabe is not easy to get angry.

But there is no need to mention the aggrieved heart.

And with such a good crash test result, Ford Motor will naturally not give up the key publicity.

There are pictures and truth!

Even Ford Motor, in order to convince American consumers of what it said, even put information about one of its underperforming SUV models in the comparison promotional materials.

In this way, looking up to the American auto market, it became popular in no time.

Among the 13 SUV models participating in the test, only one of them performed well.

If this is not convincing, what is convincing?

Coupled with the fact that Yangwang is sold in Lincoln's sales channels, American consumers subconsciously think that this is another independent brand of Ford Motor.

In this way, consumers will have fewer concerns about buying and looking up.

"Cao, look forward to the sales breaking through 3,000 this month, and it is expected to exceed 4,000 next month, and even challenge 5,000."

"Hurry up and arrange production, and ship it in advance."

The vice president in charge of sales, Melgen, personally called Cao Yang.

The transportation of cars must be by sea.

Floating from Yangcheng to the United States, plus all kinds of export and import procedures, a month's time is gone at once.

"Mergen, congratulations, Ford Motor has made a very correct choice."

Although looking forward to the best sales in the United States, Ford is the one that makes the most money, but it must be a good thing for Xingchen Motors.

After all, the more people look up to the export, the better the publicity effect will be.

According to this rhythm, looking forward to this year is expected to break through the annual sales of 100,000 vehicles.

That would be great.

After all, this is a high-end luxury large SUV with a price of more than one million.

"Mr. Cao, Tongxi, is there any problem with the production capacity of your Xingchen Automobile?"

"The current sales situation should be much better than the previous plan."

Melgen was in a really good mood.

Although the sales of thousands of vehicles are nothing compared to Ford's monthly sales of hundreds of thousands of vehicles.

But selling one Yangwang makes more money than ten Mondeos.

In this case, looking forward to the sales of thousands of vehicles a month, the impact is not small at all.

Especially since Mulally took office, he has been promoting increasing revenue and reducing expenditure.

Looking up to sales is definitely a very good open source project.

"Don't worry, even if I give up the production capacity in the Chinese market, I will give priority to guaranteeing the supply of Ford Motors. I have clearly promised in the contract that I will give priority to ensuring the supply of the American market."

Production capacity is obviously not a problem for the current Xingchen Automobile.

As long as Cao Yang wants to increase production capacity, he directly changes from single-shift production to double-shift production, and the production capacity will increase immediately.

If it doesn't work, it will invest in some new production lines on the reserved space, directly doubling the production capacity.

Not to mention the next few years, at least the production capacity in the past two years will definitely not be a problem.

"This time Yang Wang can stand out among various SUV models, which has a lot to do with its excellent crash performance."

"When consumers buy a new car, they still care about these performances."

"Of course, looking forward to the abundant power, rich configuration, and classic shape are also very key factors."

"Cao, I heard that you still have an SUV under development. I hope that you will also consider the needs of the American market in consideration of the relevant preparations for the launch at that time."

"Before the global unified listing, transport a batch of vehicles in advance."

Melgen is now very interested in Xingchen's SUV.

Although the various performances of Ziweixing and Xingkong are also excellent, there is no way to compare with Yangwang in terms of sales.

Mainly in the field of sports cars, all American car companies have performed poorly, and consumers still prefer European car companies.

It will take some time to slowly change.

But SUVs are different. The SUV market in the United States is the largest in the world.

Consumer acceptance of this model is also relatively high.

Looking up has an absolute advantage, and the market reaction is naturally very good.

"According to the current progress, Xingchen 4 will be available for sale by the end of this year."

"At that time, I will ask the people in the sales department to connect with you in advance and make arrangements for the global listing."

"Compared to looking up, I think the sales of Star IV will be more worth looking forward to."

"Whether it is in terms of rich power configuration or stunning appearance, Star IV is a product that I am particularly satisfied with."

Taking advantage of the enthusiasm of Ford Motor to help sell the products of Xingchen Motors, Cao Yang naturally wants to make a big deal.

As a very young car brand, it is very important to increase sales as soon as possible.

Otherwise, there is no sales, and what you say is meaningless.

Once the global annual sales of Xingchen Automobile can reach the level of 300,000 vehicles, it will be considered as a firm foothold.

It can be stabilized at more than 500,000, even if it has a place in the luxury car brand.

The subsequent performance is the icing on the cake, let's see if we can do better.

Sure enough, after hearing this, Melgen became more interested.

He said that the next time he came to China on a business trip, he would go to Xingchen Motors to check the situation of Xingchen 4 in advance.

The two then chatted casually, and they were very satisfied with each other.

After hanging up the phone, Cao Yang immediately called Yu Yu from Auto Home.