Toyota China changes its vertical product introducing mode in China. On April 20, the company introduces two new cars Corolla and Levin, which holds high attention by automobile industry. Since the first moment the two new cars stage launching, they are tightly watched by VW etc. opponents.
FAW- Toyota introduces European version Corolla, which is also the first generation global mode of Toyota. GAC- Toyota introduces Levin, which is American version Corolla. Toyota realizes that it is not possible to win the largest and also the most stiff competition middle class automobile segment only by one product. It is better to combine products fighting against opponents and take more market share.
There are at least 2 aspects shall by attention by its opponents. First, Corolla is flagship mode for Toyota, which is the most sales mode around the world up to now. Besides, last year, Corolla beats Focus and remained its top sales title for the year.
It shall highly alert by Germany VW. Toyota wants to imitate south and north VW strategy to introduce 2 different positioned cars with 1 platform into the largest single market around the world. One for sport and another one for family, which shall remainquality and segment position advantages.
Up to the Feb this year, Corolla has sold 40.72 million cars around the world since year 1966 it launched market. However, Corolla shall protect its “top sales ”title, because it is challenged by Focus now.
Local market unbalance influences Corolla sales. In Chinese market, Toyota price is believed too high for customers. It directly concerns with reliable quality of Toyota, low maintain cost and more rely on sales profit. VW price normally is higher, but customers identify its technology marketing. In year 2010, Corolla is sold 172 thousands, and the figure for year 2012 is 152 thousands. FAW- VW Sagitar and Shanghai VW Lavida monthly sales are close to 40 thousands. Toyota realizes that Corolla shall lose competition if it cannot win certain position in middle class automobile segment.
China now becomes the first large new car introducing market over America. The situation for Corolla now is Toyota shall prepare the best products to fight against and take back market.
The 11th generation Corolla owns 3 versions now, which are Japanese version, American version and European version. American version starts from North America Auto Exhibition since year 2013. It based onto design of Furia concept car with more fashion and younger factors, which represents future tendency of Toyota. The European version Corolla, which is introduced by FAW- Toyota is the 11thgeneration of Corolla as well. Design is more balance. Difference between the 2 cars is the dashboarddesign is like BMW 7 series, but not Japanese simple style.
