Ford Competes with Toyota in China, Fourth Quarter Market Performance Highlight

As the sales champion around the world, Toyota has not find easy way in Chinese market. It not only faces GM and Volkswagen chasing behind, but also been pressed by Ford.

Sales goal of Toyota in China this year is 900 thousand. As mentioned by a former senior manager of Ford that the company will make 900 thousand sales volume in China this year, sales might exceeds 1 million. David Schoch, CEO of Ford Asia Pacific told media on 9 Oct that Ford is expected to take 5% market share in China at fourth quarter, which is double than the performance of 2011.

The fourth quarter has started already. It is important for both parts. The new cars introduced this year are trump cards for both companies as well.

Toyota and Ford have announced their sales figures for the first three quarters in the peak season of auto. According to Toyota announcement, it sales has dramatically increased 63.5% to 72 thousand in Sept. it is taken as a signal that Japanese car recovery. Influenced by Diaoyu Island last Sept, Toyota sales has stunned 48.9% than last year, sales was only 44.1 thousand.

In the first three quarters, Japanese auto has under recovery. Toyota has sold 637 thousand in the first 9 months, which has increased 0.5% than last year. Main reason for slight decline is because mainstream cars of Toyota is replacing. For example, RAV4 sales is more than 10 thousand per month, but sales of August was only 1 thousand plus. It contributes to 72.1 thousand sales in China. In fact, Toyota august and Sept sales are less than figures for June and July.

Ford Sept sales in China reaches 96 thousand, which has increased 61% than last year. It includes 72 thousand Changan Ford. Ford has sold 647.8 thousand in China in the first three quarters, which has increased 51% than last year.

Two generations Fox are the stars for contributing sales increase. They have 900 thousand sales volume goals this year. However, Ford shall sell 84.8 thousand average per month to achieve its 900 thousand goal.

Integrated with sales situation right now, it is not hard for Ford to achieve 84.8 thousand sales per month. Besides, Takanori Yokoi, representative of Toyota, believes that “we are very confident to achieve 90 thousand sales in China this year.”

New cars are trump cards for both sides. Both companies have accelerated its new products introduction. Ford new cars media conference normal in the first half year, except new Mondeo will launch market in the next half year, Maverick, EcoSport and 2013 Carnival have met consumes in first half year. At present, all products, include 2 SUV and new Mondeo, have met their market expectation.

Mainstream products of Toyota have unveiled in the next half year RAV4 and Reiz, which have launched market already, make a fairly good market performance. Particularly RAV4 remains good growth with no discount according to reporter research. Toyota will introduce new Vios and Yaris into market in the fourth quarter. Toyota publishes guide price for Yaris which is 69.8 thousand Yuan. According to disclosure by a FAW Toyota dealers that Vios will launch market with relatively low price.