Masashi Mizutani： Asia Dragon FAW Toyota’s future new flagship model

International Online Auto Channel News (Wei Wei): Since the official debut of Toyota’s TNGA architecture, the Yize IZOA under the Honeycomb concept has allowed the Chinese market to gradually understand and accept the significance of Toyota’s TNGA architecture and its product characteristics, and its products have also successfully entered the market. So in 2019, FAW Toyota will continue to start a new round of offensive based on the TNGA architecture. At this Guangzhou International Auto Show, the International Online Auto Channel invited Masashi Mizutani, executive deputy general manager of FAW Toyota Motor Sales Co., Ltd., and made in-depth communication on future development.

FAW Toyota Motor Sales Co., Ltd. Executive Deputy General Manager – Masashi Mizutani (photo provided by FAW Toyota) 　　

It’s not a good idea.Question: What are the positioning and advantages of the Asian dragon?

Masashi Mizutani: The Asian Dragon is the global flagship model of Toyota TNGA and the new flagship model that marks the future of FAW Toyota. And it has been improved by leaps and bounds in terms of bipolar driving control, overall handling stability and superior comfort experience. In addition, we have reached the extreme of "bold and dynamic appearance" and "exquisite and elegant interior". TNGA has enabled new research and development of the powertrain, and also made breakthroughs in the fuel performance of automobiles.

It’s not a good idea.Question: What are the advantages of the Corolla PHEV? The Asian Dragon is the new flagship model. What are the characteristics of this flagship model?

Masashi Mizutani: About PHEVs. As we all know, in such a market environment of new energy models, competition is becoming increasingly fierce. Toyota’s overall initiative on electrification has actually started 20 years ago. The Prius was launched in 1997, and the Corolla Dual Engine, which is currently popular in China, is also a well-known hybrid model. Toyota’s global hybrid model sales have probably reached 12 million vehicles. Over the past 20 years, we have accumulated relevant hybrid technology and consumer trust, and we will invest in future PHEVs. In the future, our Corolla PHEV model is a re-upgrade of the Corolla Dual Engine, and more and better models will come to China.

Tian Qingjiu: Because the Asian Dragon is the flagship model of TNGA and the future flagship model of FAW Toyota, it will provide consumers with a car experience above the B + level in the future. At present, our Crown is also on sale, which is also a flagship model and a high-end product line brand of Toyota. I think there is no problem with them selling in parallel. The Asian Dragon is the main "uncompromising" and more enterprising spirit. The reputation of the Crown among users is stable and atmospheric.

FAW Toyota Motor Sales Co., Ltd. General Manager – Tian Qingjiu (photo provided by FAW Toyota)

It’s not a good idea.Question: The new brand slogan is "True, Extreme", so what actions will we take in the future to support it and implement this slogan?

Tian Qingjiu: FAW Toyota has gone through 15 years. The most important things in "Zhizhen, Zhizhi" are "True" and "Extreme". "True" is a value, which is sincerity and authenticity. We sincerely and sincerely listen to and satisfy the needs of consumers. "Extreme" is a methodology. We want to provide the ultimate product, the ultimate quality and even the ultimate user experience.

First, constantly upgrade from the product. In addition to the series of products launched in the TNGA architecture, the electrification, intelligence and networking will continue to improve.

Second, from R & D, procurement to production, we will make a comprehensive upgrade in the TNGA architecture to ensure that our products have achieved excellence in production, manufacturing and quality from the beginning of development. Asia Dragon and Yize are both produced by Toyota’s first TNGA factory overseas, the new one in Tianjin.

Third, we should also do some upgrades in marketing to support the brand. I use a hot word "new retail era" upgrade to summarize, which is to do the reconstruction of good people, goods and markets.

It’s not a good idea.Question: Yize has been listed for a while. What other special marketing methods will there be for Yize?

Tian Qingjiu: Yize, as the first model of FAW Toyota’s TNGA architecture, was launched at the end of June. As of now, with the continuous climb of production capacity, we have sold 16,800 units, approaching the level of 17,000 units, which is fully in line with expectations. And this month, we can climb to such a level of 5,000 units. Due to Yize’s unprecedented appearance, unprecedented power, and unprecedented driving control, we have made a lot of innovations in marketing.

The first is fan marketing, using the WeChat Mini Program platform to develop "Fengchao World", where there is a fan community, you can share some experiences in car life and clothing, food, housing and transportation. At the same time, use "two micro and one shake", namely Weibo, WeChat, Douyin, to fully interact with fans. FAW Toyota has established 1955 WeChat Moments, which can trigger 205,000 people at one time. If 100 people forward it, we can reach 100 million people. Through the calculation of Yize listing, our valuable content can reach 35 million people at one time.

Secondly, cross-border marketing. Combined with the characteristics of the model, we have cooperated with iQIYI’s "China New Rap" (formerly called "China Has Hip Hop") and the Spring Wave Music Festival for cross-border marketing, with the aim of making some effective interpretations of its fashionable and trendy tonality, so that consumers can pay more attention to and understand our products.

Finally, experiential marketing. We experienced all the features of the model firsthand through a large-scale exhibition tour and some test driving experiences.