GloballyAccidentally ExposedReflects Prius Struggle Situation in China: Best Game but No One Played

Prius, which called “Hybrid Originator”, has met some problems recently.

Japan Toyota has announced to recall 1.9 million 3rd Prius hybrid power globally. It is because of control model of hybrid existing problems, which may cause car automatically shut down. Recalled cars are concerned about rolled off operation line from March 2009 to Feb 5 2014. It has concerns with 713 thousand cars in North America, and 997 thousand in Japan, and 130 thousand in Europe. It concerns with some cars in China as well.

AQSIQ has published Prius recall in China. According to Sichuan FAW Toyota Co. LTD requirement according to , the company submits its recall plan to AQSIQ. It plans to recall Prius which are made from Dec 20 2011 to Jan 28 2014, which total 3210 cars.

About the recall, insider of Toyota tells reporter during interview that it is a normal thing, and shall not influence Toyota sales. The recall does not happened accident, but because of quality self-inspection, and production improvementcontinuously requirement.

The recall, may just like he says, shall not influence Toyota sales in China, but just more than 3 thousand sales of Prius in China exposes Prius development in China is not good enough those years.

As the first mass produced hybrid car globally, Prius is the most mature hybrid power automobile and widely accepted. Prius has sold 3.16 million globally since it produced in 1997. It takes half sales of the entire sales of Toyota oil and electronic hybrid cars. However, different from hot sales in Japan and U.S, it is always “best game no one played” situation in Chinese market since it launched.

In 2006, the 2nd Prius has introduced into China and cooperated with Toyota joint venture in China FAW-Toyota. It is the first time Toyota set Prius produce base out of Japan. After 3 years, Prius sales in China are less than 4 thousands. At the end of 2009, Prius leaves Chinese market quietly. Because of assemble cost is high and it is unable to get finance subsidy like in Japan and U.S, management has no idea to develop Chinese market with 300 thousand Yuan price. In 2011, Toyota has come back at Guangzhou Auto Exhibition. FAW- Toyota 3RD Prius launched Chinese market the followed year. However, it still cannot open market sales.