FAW Toyota has Failed in Annual Sales Target for Continuous 3 Years

In 2013, FAW Toyota failed again to achieve annual sales target. The sales volume of FAW Toyota in 2013 is 560 thousand and target is 580 thousand. Including 2013, FWA Toyota has failed in annual sales target for 3 years. No new products, less attention on Chinese market and political factors lead to unsatisfied sales volume.

The industry begins to worry about the FAW Toyota because of the failure in sales target for 3 years. Analysts think primary cause is in FAW Toyota itself. There are few new models after the RAV4 in 2008. Lack of new products lead to unsatisfied sales performance. The marketing method is one of the reasons for 3-year failure. There are few updates in FAW Toyota's marketing method so customers regard it as conservative. Besides these reasons, some irresistible factors such as global recall crisis, the earthquake in Japan and Diaoyu Island incident, also influence the performance of FAW Toyota.

In 2013, FAW Toyota had released new RAV4, new Reiz and new Vios. It is said new Carola and electric vehicle will also be released in 2014. But it is uncertain for these new models to break out of the market full of fierce competition. Relevant staff in FAW Toyota said the most important work for them to do is to stable the sales volume of Carola and Corolla besides the promotion of new models. But this is also an issue for FAW Toyota to deal with. Analysts think high ratio of few models in sales volume is dangerous for an auto manufacturer. So it is obviously FAW Toyota need to put forward a complete set of projects to achieve the expectation in the future.