Guangzhou Automobile Toyota Wen Dali: Take on the heavy responsibility calmly or tread on thin ice?

Sometimes, opportunities wait. Wen Dali finally got rid of Li Hui and took charge of GAC Toyota China market.

At the end of last year, when GAC Toyota suddenly announced its appointment, the market was in an uproar. But for Wen Dali, it is undoubtedly the best New Year gift-the executive deputy general manager of GAC Toyota. Of course, at that time, Wen Dali did not expect that what was waiting for him was the opening of COVID-19, which was raging all over the world.

Wen Dali's old photos are loved by the media: he wears Guangzhou Automobile Toyota's work clothes and hangs a red "safety" armband. At that time, he talked about Kan Kan in front of the media and didn't see any sharpness and ambition. But in his speech, he always stood at the height of the overall situation, talking about the market, talking about corporate social responsibility, and even talking about cars and dreams.

Today, he has been playing the game of GAC Toyota for more than half a year. He has experienced the initial market pressure, the disillusionment of the product word-of-mouth myth and, of course, the current "stabilization". All this is a test and a professional experience for Wen Dali. However, is Wen Dali sure about GAC Toyota in the future?

Sell cars, or get rich together?

Wen Dali's opening is difficult. The car noticed that when Wen Dali "started", the market always "emphasized" his past-a person in charge of procurement and management, intentionally or unintentionally.

In the report of personnel appointment, some media wrote: Wen Dali, deputy general manager in charge of procurement and management of GAC Toyota, will replace Li Hui as executive deputy general manager of GAC Toyota on 20 19+02 17, and the personnel appointment will be officially implemented on 20 10. This almost gave the market a strong signal. This is the story of an autobot who lacks sales experience and R&D experience.

Indeed, Li Huigan, the predecessor of this position, worked for 7 years. In 2009, Li Hui joined GAC Toyota as deputy sales director and 20 13 as executive deputy general manager. At one time, GAC Toyota, whose sales volume was 265,438+00,000 when it just took over, was pushed to 580,000 vehicles in 2065,438+08; Just as the news of personnel changes came, GAC Toyota sold more than 600,000 vehicles 1 1 month last year, a year-on-year increase of 1 1.97%. It was the darkest period of the market. Wen Dali, the successor, seems to have no more circles in the sales field. There is only a report in the workshop that he was in charge of sales business for a short time.

However, Wen Dali is also an "old team" of GAC Toyota, working for 10 years. In 20 14, Zheng Heng was transferred from GAC Toyota's deputy general manager to GAC Honda as the executive deputy general manager, and Wen Dali, the deputy general manager of GAC Toyota, was also the general manager of GAC Toyota. Only at GAC Toyota, he seems to be better at talking about corporate social responsibility.

At that time, Wen Dali has been talking about corporate responsibility and corporate reputation image, which may be related to his long-term responsibility for human resources work. He once publicly stated: "As a responsible and law-abiding enterprise, it must abide by the requirements of laws and regulations, and this mandatory responsibility should become the conscious behavior of the enterprise", emphasizing that "it is incumbent on you not to forget your proactive attitude, so as to achieve your ultimate goal of taking from society and giving back to society."

These seemingly bureaucratic rhetoric is his responsibility, and at that time, Wen Dali always liked to go around and return to corporate social responsibility. At that time, he talked about enterprise safety in public, saying that he needed to be responsible for the safety of the general manager's office, purchasing department, finance department and other whole management departments, and even the safety of workers taking vacations outside the factory should be fully considered. Every time the holiday lasts more than two days, a special safety meeting should be held for this purpose. Then I will go back to enterprise social security and say, "As a big enterprise, it is terrible to have no social responsibility." As a big enterprise, GAC Toyota must have this responsibility, not only to make itself rich, but also to drive the industrial chain. Building a good society with stakeholders. "

Moreover, at that time, Wen Dali obviously had his own "understanding" of the concept of the automobile industry. He said: "Now that the economy is developing and the people are rich, everyone will buy cars one after another. This is sustainable development. How to use a car, not only to drive yourself to make money, but also to drive customers to have money to buy a car and finally find prosperity. This is very simple. You must have a sense of social responsibility. The richness of a certain field is unsustainable. Only when everyone is rich can we support the development of such a large consumer product. "

A difficult opening

Wen's vigorous opening is a bit difficult. When he started to take charge of GAC Toyota, it was the time when COVID-19 was raging. Of course, not only GAC Toyota, but also the whole automobile market is full of sorrow. But for a "newcomer" who has just taken the helm, it is obviously walking on thin ice.

The greater pressure comes from sales. In the cold winter of the automobile market, GAC Toyota has always appeared as a "standout". In 20 18, the total sales volume of GAC Toyota in 20 18 reached 580,337 vehicles, a big increase of 32%, exceeding the sales target of 580,000 vehicles at the beginning of the year by 337 vehicles and exceeding the annual sales task. In 20 18, the cumulative sales volume of Camry reached158,800 vehicles, up 97% year-on-year; The cumulative sales volume of Highlander was 65,438+00.130,000 vehicles, a slight increase of about 65,438+0% year-on-year; The cumulative sales volume of Lei Ling family is about 202,700 vehicles, up by 265,438+0% year-on-year; Yaris? The annual sales volume of L family Zhixuan and Zhixiang was about 6,543.8+million vehicles, up 654.38+ 02% year-on-year.

In 20 19, GAC Toyota continued to rise against the trend. Sales exceeded 680,000 vehicles, reaching 682,008 vehicles, up 65,438+08% year-on-year. In terms of models, in 2065+09, the cumulative sales volume of Camry, the main product of GAC Toyota, reached 65,438+085,245 vehicles, up 65,438+04% year-on-year. The annual sales volume of New Ralink once again exceeded 200,000 vehicles, reaching 22 1.629 vehicles, up 15% year-on-year. The new Highlander sold 98,506 vehicles throughout the year, ranking first 1 in the market share of large and medium-sized SUVs, of which 300,000-class models accounted for 80% and four-wheel drive models accounted for 86%.

Data is like a stone on Wen Dali's head. He has little reason to give a sales account for this "promotion". Obviously, this is not only his responsibility, but also Toyota's expectation for the China market and an evaluation of his successor, Vandali. In this personnel change, Toyota has expressed some adjustment directions and goals for the China market. For example, it is clearly stated that by 2030, Toyota and Lexus, two joint ventures, plan to sell more than 3.5 million vehicles in China. For another example, the government announced a series of organizational restructuring plans to promote development, separating the business in China from the business in Asia, and the business in China will operate independently. After independent business in China, it will further expand its production layout in China. Its production capacity in Tianjin FAW Toyota Plant, Guangzhou GAC Toyota Plant and Chengdu FAW Toyota Plant will be expanded, and the total production capacity in China will reach 2 million vehicles per year.

Whether it is "Excellence" from his predecessor or "expectation" from Japan, Vandali undoubtedly bears a heavy burden. Li Wenda started the first quarter as follows: from June to March 2020, GAC Toyota (car) produced 85,436 cars, down 22.75% year-on-year; From June 5438 to March 2020, the sales volume of GAC Toyota (cars) was 94,262, down 25.62% year-on-year. Of course, this answer sheet is under the pressure of the market environment.

Fortunately, in April, Wen Dali's pressure finally eased-GAC Toyota's sales reached 64,000 units, a year-on-year increase of 46.9%. Then, Li Wenda is like a complete clockwork. In the first half of the year, the cumulative sales volume of GAC Toyota was 365,438+065,438+0224, a year-on-year increase of 22%. In July, GAC Toyota * * * sold 7456 1 car, up 20% year-on-year. From June to July this year, the cumulative sales volume reached 395,449 vehicles, a year-on-year increase of 6%. As of the end of July, the cumulative sales volume of GAC Toyota exceeded 5 million units. However, the pressure will not go away. FAW Toyota, a "brother" company, sold 350,759 vehicles in the first half of the year and 429,809 vehicles in June and July. Although the growth rate is not as good as that of GAC Toyota, the competitive pressure should not be underestimated.

In other words, even if the sales volume is on the rise, the pressure on Vandali will only be alleviated, not disappeared. As a matter of fact, the short-lived Ma Pingchuan was full of dangers, and it seemed that his turning path was not smooth from the beginning.

Chicken feathers scattered all over the floor

With the increase of sales volume, the problems of GAC Toyota are still there. Moreover, no one dares to assert that these problems will be solved in the era of Wen Dali.

Behind the recovery of sales, one thing always makes consumers feel uneasy, and that is quality. Perhaps it is because Toyota feels that it has killed consumers in China, which is why Toyota, which has always won by quality, has seen a number of models exposed, and the emulsifying phenomenon of engine oil has increased. This happened in the era of Wen Dali, and the models include the proud Camry of GAC Toyota. In addition, the phenomenon of oil increase and emulsification has also appeared in Lei Ling.

However, Toyota's practice is disappointing-inviting Japanese experts to make a seemingly fair evaluation and acknowledging the problem of oil increase and emulsification, but it is not considered to be a quality problem, but a normal phenomenon. The specific reasons have been included in China's sales remarks in the market by Toyota. Affected by this incident, Camry has become a frequent visitor on the complaint list, but the official downplayed it and even remained silent.

And Willanda of GAC Toyota went to the market at this "chaotic" moment. At that time, the market was worried that Willanda was born in troubled times and it was difficult to create a sales peak. This must also be the problem that Wen Dali once feared. As we all know, Willanda, as the last link in GAC Toyota's complete product series, is the key to linking Camry and Lei Ling, and the integrity of this territory is also GAC Toyota's strategy. Willanda is an SUV based on TNGA architecture that Toyota highly respects, and of course it is also an SUV under the cover of "throttle".

Judging from the current situation, Wen Dali seems to have done his best. In July, Willanda sold 65,438+002,065,438+0 vehicles. Since its listing in February, the new Willanda has sold 32,265,438+00 vehicles, accounting for 65,438+00% of the cumulative sales of GAC Toyota in the same period. The market said that it is expected to be called another "killer" of GAC Toyota. However, everything should not be too happy. Wilanda has just been listed, and it will take a long time to become a "killer".

In addition, Wen Dali's GAC Toyota era will also face a great challenge-how to "win" the new energy market. All along, GAC Toyota mainly sells fuel vehicles and hybrid vehicles, which is almost a "newcomer" in the field of new energy. In 20 19, GAC announced that the first and second phases of GAC Toyota's new energy vehicle capacity expansion project have been approved by both shareholders, with a total investment of113.3 billion yuan, and it is planned to be put into production and completed in 2022. After the expansion, 400,000 vehicles will be added as reserves for new energy vehicles. At present, GAC Toyota is vigorously promoting iA5 to enter this market, and how to break through in the future is another difficult problem to be solved before Wen Dali.

Probably, it is time to show the corporate responsibility advocated by Wen, whether it is the "engine oil door" or the impact on the new energy market. It is hard to say that the present prosperity may be brewing a storm in the future. ? If you have nothing, you should plan ahead.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.