Toyota’s Challenge to the Chinese Market Confidence

Toyota has not fully recovered in time to recall events because of the vigor of a large wound on his cast into the same again a cliff.

Aug. 26, Toyota’s sales in the United States announced the recall in 2005 to 2008 in North America, sales of the Corolla series model and its derivatives Corolla MATRIX. Information has been disclosed, said the recall involves a total of 1.13 million United States and Canada 200 300 Toyota Motor, the recall because the vehicle carrying the engine control unit defective.

Recall for the North American market, Toyota Motor (China) Investment Co., Ltd. has responded very quickly, they on August 27 issued a statement to tell China that Toyota owners, as the cause of the problem in overseas factories manufacturing engineering, and the problems The engine control computer is not manufactured in China COROLLA use models, therefore, does not involve the Chinese market COROLLA vehicle.

But Chinese consumers seem to see it all in the sneer. “Chinese and foreign are different” treatment, Chinese consumers have not the first time to witness.

Most recently in March this year, Toyoda M to China, “personally apologize,” a reporter asked why the Toyota recall millions of other countries in Europe and the United States units, a variety of models, while in China only recall one model RAV4? Although the Toyota spot I explained that in China only the RAV4 a model problem related to the accelerator pedal, does not involve other vehicles, and other problems, but the note did not resolve the public on Toyota’s safety concerns and doubts. Fenghuang Wang public survey on the “Toyota model made accelerator pedal problem does not exist,” a skeptical public to vote accounted for 92.4% of the total number of

Moreover, the same pedal block problem to the American owners of Toyota’s solution is part of the recalled vehicles to install BOS (brake priority system), while China’s recall of the RAV4, disposal measures are “embedded steel plate to reduce friction, “casts doubt on its” partiality. ”

“Criminal record” in this, the Toyota brand in China has confidence in the remodeling phase, it is hard to recall the events in North America will not affect China’s car owners, Toyota could face a new round of crisis of confidence.

China Automobile Industry Association’s statistics show that from January to July this year, car sales charts in FAW Toyota ranked tenth place result corporations are good, but came in a joint venture with Shanghai GM brands, north and south after the public has not model is much less fight than their rich Dongfeng Nissan, Beijing Hyundai, and even its own brand BYD, Chery, Geely behind.

Toyoda M Feb. tears the United States Congress, to “improve the safety performance of vehicles,” the promise, just the past six months, again with the massive recall of Toyota brand bundled together, the security challenge for Toyota resurgence, which For the smooth market “scar” is tantamount to worse.

“Toyota model” has created the myth of the automotive industry milestone, while in the pursuit of economy, how to ensure security, not only is the claim that type of show business, but also companies deliver a “foreign line” stance. Also, more importantly, yes, the product’s safety enterprises should clearly issues of strategic direction and secure the execution so that it can be subject to re-polish Toyota Ju.

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