Toyota Motor Chief Executive Zhang Fujifu Toyota Motor has accelerated the pace of its entry into the Chinese auto market. It is expected that the company will soon announce that it will co-produce the Camry sedan with the Guangzhou Automobile Group, a midsize sedan that is currently selling well in the US market.
Toyota Motor Chief Executive Zhang Fujiev said in an interview in Tokyo last week that “at the moment we are working hard for government approval.†He refused to disclose details of the joint venture before the Chinese government’s statement. At the same time, Toyota Motor Corp. has further expanded its distribution network and plans to increase the number of automobile dealerships in China by five times by 2010 to reach 800 companies.
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According to Toyota’s top management, the Japan’s largest automaker plans to sell 1 million vehicles in China by 2010, expanding its market share in China’s auto market to 10%. The above two initiatives are of crucial importance to achieving this goal. The company’s executives stated that Toyota must achieve this goal by ensuring a 15% share of the global automotive market. Other foreign automakers such as General Motors are also actively expanding their business in China. Volkswagen, which has been in China for many years, still accounts for one-third of China's auto market, but its market share has been about 50% in the past few years.
Toyota executives hope to fill an important gap in the company's China strategy through its alliance with Guangzhou Auto. The joint construction of the two companies will allow Toyota to have its own production force in Guangdong, a large province in South China, which is exactly what the company urgently needs.
A Toyota executive said, "If we do not fill the gap in our production base in Guangdong, this gap will become a fatal flaw in the company's China strategy as Toyota strives to expand its influence in the Chinese auto market."
Toyota’s executives stated that the company’s management formally decided in early September to form a joint venture with Guangzhou Automobile Group to produce Camry’s cars and engines. Guangzhou Automobile also has a joint venture with Toyota’s main competitor in Japan, Honda Automobile, which mainly produces mid-size sedan Accord, which is also popular in the United States.
It is not yet clear where Toyota and Guangzhou Auto's joint venture plant will be located, nor is it clear that the plant is planning to produce Camry cars and the number of engines each year.
Considering the launch of auto loan service in China It was also reported that Toyota Motor Corp. said on Friday that it is considering launching a car loan service in China to increase sales in China's rapidly growing auto market.
Many competitors such as General Motors have already started car financing business in China. Analysts believe that the potential of China's auto financing market is huge. Less than 20% of domestic auto sales are achieved through loans, which is far less than 70% of that of developed countries.
As a relatively late company to join the Chinese market, Toyota hopes that loan service can trigger the demand of middle-income consumers, because from the current situation in China, the possession of private cars is a patent of high-income people.
Industry observers predict that after the Chinese government decided in early October to liberalize the auto market for foreign companies, the Chinese financial regulator will establish a legal system to allow foreign companies to provide auto loan services. China currently only allows large Chinese banks to provide car loan services.
According to a report by Japan’s Kyodo News last Friday, Toyota Motor will soon submit an application to China’s financial regulatory agency, hoping to launch this new service by the end of this year or early next year. A spokesman for Toyota Motor declined to comment on the report. He said that the company has not finalized the details of when to submit a permit application, and must wait for the establishment of a new legal system.
Other automakers are also preparing to start car loan business in China. Earlier this month, Ford Motors Chairman and Chief Executive Bill Ford said the company is negotiating with Chinese regulators to form a car finance company. In addition, according to "Nihon Keizai Shimbun" reported earlier this week, General Motors and Daimler-Chrysler may launch auto loan services in China early next year.
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