Rebirth 99 to become a car giant.

Chapter 883: Sitting up in shock while dying of illness, Toyota’s struggle

"How do those Toyota people think so fast?"

Cao Yang was really surprised to hear Zhu Zhengfeng say that Toyota Motor intended to ease its relationship with Nanshan Automobile Group.

In recent years, Nanshan Automobile Group has definitely spared no effort to take the lead in suppressing Japanese car companies.

Although our relationship has not yet reached the point where it is like a deadlock with GM and Ford, it is not much better.

Now that the United States has begun to deal with Japanese car companies, Toyota has chosen to ease relations with Nanshan Automobile Group at this time, which really makes people think more.

"Toyota is preparing to launch several electric vehicles in China, and the batteries for these models may be considered to be made by Nanshan Battery."

"This should be the other party's pledge to ease the relationship with Nanshan Automobile Group."

"Today, the Chinese market is the largest market in the world. Last year, Toyota was the world's largest car company, but Toyota's share in China is far from matching its global number one position."

"Toyota must not be very satisfied with this situation internally."

In Zhu Zhengfeng's view, even if Toyota only sells 10 electric vehicles in China a year, Nanshan Battery's business will exceed 50 billion yuan.

But Cao Yang knew very well that Toyota's electric cars had not been launched even when he was reborn.

Let alone 20 vehicles a year, even 2 vehicles a year is very stressful.

This is definitely not the situation Cao Yang wants to see.

"Whether it is in terms of development speed or market grasp, there are relatively big deficiencies."

This is obviously unscientific.

After all, according to Toyota's plan, if it launches several electric vehicles at its two joint venture factories in China, the annual sales volume will definitely exceed 10 vehicles.

In the end, there was no production and it was left vacant.

Of course, he also knew that Toyota would consider this plan, and he was not really out of his mind.

If Cao Yang hadn't known that Toyota would not be able to produce electric vehicles in the next few years, he would have accepted this olive branch.

"So far, many traditional automobile giants are beginning to prepare to launch their own electric vehicles, and some brands of electric vehicles have even been mass-produced."

Objectively speaking, this sincerity is quite sufficient.

Even reaching 20 vehicles is possible.

"Although they both sell cars, there are still many differences between the ways of selling electric cars and selling fuel cars."

The key is that if the battery factory's production line is invested to produce 20 battery packs per year, it will be an investment of at least one billion, or even billions.

"Even the consumers in the two areas are different."

What kind of olive branch is being handed over by Toyota now? It is a bottle of poison.

It can be said that Toyota cannot find a better battery supplier than Nanshan Battery in the Chinese market.

He feels that if giants like Toyota really make up their mind to develop electric vehicles, the final result will definitely not be bad.

This is definitely a big deal.

When the people at Spring City Toyota came across this idea the day before yesterday, he specially arranged for someone to investigate and understand it before calling Cao Yang.

Although there are other ways to avoid investment risks, if you try to survive, you will avoid losses. If you want to make money from this project, don't even think about it.

"At worst, people will just launch electric versions of current hot-selling models."

In this case, we must find a way to maximize the benefits.

"After all, they have accumulated technology for so many years. It is not very difficult to develop several hot-selling electric vehicles."

That means this is really a big order. At that time, several battery production lines will need to be specially prepared to meet Toyota's needs.

As the general manager of Spring City Automobile Group, Zhu Zhengfeng receives a lot of information every day, and he can see the problems quite thoroughly.

So he definitely won't accept it.

"Once they enter this market in all aspects, I think it will not be that difficult to do well."

"Mr. Zhu, your statement is not necessarily wrong, but whether it is Toyota or Volkswagen, the electric vehicles currently developed by these international automobile giants are essentially using the same ideas and processes used to develop fuel vehicles in the past. Develop.”

But if you want to develop electric vehicles in China, it will be difficult to avoid Nanshan Battery.

"They simply removed the engine and gearbox and replaced them with batteries and motors."

Zhu Zhengfeng's views are obviously somewhat different from Cao Yang's.

"Coupled with the fact that both General Motors and Ford are promoting various measures to suppress Japanese car companies, Toyota naturally feels the crisis."

"But until now, no electric vehicle from any traditional international auto giant has been selling well."

By then, Nanshan Battery's losses will be huge.

If Toyota hands over battery orders for several electric vehicles to Nanshan Battery, it is equivalent to handing over half of its electric vehicle procurement business to Nanshan Battery.

In his opinion, more than half of the cost of electric vehicles is the cost of batteries.

It’s not like the electric vehicles developed by the world’s number one car company are inferior to some new car-making forces in China, right?

"I think it's obviously very difficult for Toyota to be an exception."

"Mr. Cao, the international automobile giants are indeed slower in developing electric vehicles. This is mainly because the development pace of their local electric vehicles is relatively slow."

Cao Yang definitely didn't agree with Zhu Zhengfeng's statement.

You have already seen the results, how could you be deceived?
Of course, he didn't argue with Zhu Zhengfeng for too long.

no need.

In the end, Zhu Zhengfeng saw that Cao Yang had no intention of accepting Toyota's olive branch, so he didn't force himself any further.

After all, Nanshan Hongqi is his heart and soul.

But when the news came back to Toyota, Watanabe Katsaki and Kobayashi Tetsuaki were very surprised.

In their view, they are already very sincere.

As a result, Nanshan Automobile Group did not accept it.

That’s not giving yourself face!
"President, I have heard before that Nanshan Automobile Group is behind China's suppression of Japanese car companies, Korean car companies and other international car companies."

"Most of China's self-owned brand models have a large number of parts purchased from Nanshan Automobile Group, so as long as the market share of self-owned brands continues to increase, Nanshan Automobile Group's turnover can continue to expand."

"If our electric vehicle battery business is given to Nanshan Battery, it will take several years to enter mass production."

"Nanshan Automobile Group probably does not want to give up its current plan for the sake of long-term interests."

Xiao Lin Zhemin was in a very bad mood.

In the United States, General Motors and Ford Motor are joining forces to suppress Japanese car companies such as Toyota Motor. In China, Nanshan Automobile Group is doing similar things with the help of general independent brand car companies.

It just so happens that Toyota's two partners in China are a bit interested in watching the excitement.

This is very depressing.

"Nanshan Automobile Group is ambitious and has big plans."

Toyota Motor's great sincerity was easily rejected by others.

This was something Watanabe Katsuaki did not expect.

In his opinion, even if Nanshan Automobile Group finally refused, it would definitely be a situation that only occurred after the two parties had communicated many times and the conditions were not agreed upon.

The result was that it ended before anything even started.

"Huaxia's own brands are now focusing on the export market and are competing with us to capture the market in many places."

"Now we are facing huge pressure in both the American and Chinese markets, and then the situation will really not be good."

Although Toyota has been promoting the devaluation of the yen, this plan will definitely not be effective so quickly.

That's why they are thinking of taking some action in markets such as China to relieve the pressure on the American market.

Now it seems that the first step failed.

"Nanshan Battery is not the only battery company in China. There are many companies that have always wanted to seek further development."

"Since Nanshan Battery is unwilling to cooperate with us, we will find other battery companies to cooperate."

"The best thing is to use this cooperation to change our passive situation in the Chinese market."

Katsaki Watanabe will definitely not give up the Chinese market easily.

Toyota Motor has been operating in the Chinese market for more than ten years. If you include earlier imported cars, it will be even longer.

Having witnessed the rise of the Chinese market with their own eyes, everyone inside Toyota believes that the Chinese market has great potential.

"President, I think a battery order alone may not be able to completely change our passive situation in China."

"Nowadays, China is vigorously promoting energy conservation and emission reduction and promoting the development of new energy vehicles."

"But our technological accumulation in this area is actually relatively weak."

"Can we use another method to reverse the unfavorable situation and compete with each other in the areas we are good at?"

As a strategist-level figure under Katsaki Watanabe, Tetsumin Kobayashi still has a lot of ideas.

And every idea is often very creative, and Watanabe Yoshiaki will consider adopting it after hearing it.

This is considered very rare.

"Turn things around in areas where we're good at?"

Katsaki Watanabe didn't understand what Tetsuaki Kobayashi wanted to express.

There are actually quite a lot of areas that Toyota Motor excels in, and Watanabe Yoshiaki can name a few casually.

I just don’t know what exactly Kobayashi Zheming wants to say.

"Yes, when it comes to energy conservation and emission reduction, the first thing that everyone thinks of is new energy vehicles, which are electric vehicles."

"In fact, hydrogen energy vehicles are the most suitable, but the cost is too high now, and there is no way to popularize them on a large scale in a short time."

"As for electric vehicles, we have always felt that they are not really that environmentally friendly or energy-saving."

"There are also a series of charging and other issues that need to be solved, and even battery recycling in the future is a big problem." "In this case, using hybrid technology to solve these problems is a very good compromise. "

"As the world's leading company in hybrid technology, we already have a lot of experience and products in hybrid vehicle production."

"I think the next step for the company is to promote hybrid models on a large scale in China to solve the problem of energy conservation and emission reduction."

When Kobayashi Tetsuaki said this, Watanabe Kyoshiaki couldn't help showing a disappointed expression.

Is this a proposal?

I have already considered it.

Although hybrid cars can reduce fuel consumption by about 30%, their prices are tens of thousands of yuan higher than gasoline cars of the same level.

For consumers, it will take many years to save tens of thousands of yuan in car purchase costs.

Most Chinese consumers only drive more than 1 kilometers a year, and then change cars after a few years.

In this case, consumers do not feel the fuel-saving advantages of hybrid vehicles very strongly.

After all, if you ask consumers to support the purchase of hybrid vehicles from the perspective of energy conservation and emission reduction, few people will pay attention to you.

All people think about is saving money!

Save fuel?

If I don’t save money, what does it have to do with me?

"It's not like we haven't launched hybrid models in China. Yangcheng Toyota's Camry is already selling a hybrid version, but the sales volume is only average."

"Even if more hybrid models are launched in the future, it will not change the current unfavorable situation."

"And hybrid cars are not a very mainstream model among various car companies in China."

"Even Xingchen Motors has launched several hybrid models before, but in the end they have not fully popularized this technology."

"They don't even promote their hybrid technology to Chinese independent brand car companies such as Chery and Geely."

Watanabe Yoshiaki has a relatively deep understanding of the Chinese market.

After all, it is the largest automobile market in the world, and it cannot be overemphasized.

According to his understanding, it is definitely very difficult for China to promote hybrid models.

"President, hybrids are good. I haven't seen those independent brands from China."

"It's just that most of the previous hybrid patents were in our hands, and it would be very difficult for them to completely bypass them."

'Nowadays, China's independent brand car companies have become bigger and stronger, and they have restrained a lot in directly copying the technology of other car companies. '

"So the development of hybrid models in China has become less than ideal."

"If we completely liberalize our patents in this area and all Chinese independent brand car companies can use our hybrid technology, then the situation will definitely be different."

As soon as Kobayashi Zhemin's proposal came out, Watanabe Katsaki was immediately shocked.

Release all patents on hybrid systems?

This proposal is too bold.

He had never thought of such an idea before.

"President, if we keep occupying most of the patents for hybrid technology, other car companies will not be able to use simpler structures to achieve hybrid functions."

"Then it will be difficult for hybrid models to become mainstream in China."

"If we liberalize this technology and allow all Chinese independent brand car companies to use this technology, then many car companies will definitely be interested."

"At that time, other advantages of hybrids will slowly become known to everyone, and more people will publicize them."

"Unlike now, when it comes to hybrids, everyone only calculates its purchase cost and fuel-saving effects."

"In fact, the starting acceleration performance and quiet performance of hybrid models are much better."

"And its comprehensive power performance is also much better, and the advantages are very obvious."

"From the perspective of relevant Chinese departments, hybrids can achieve a 30% reduction in fuel consumption without making too many changes to traditional fuel vehicles, which is definitely very supportive."

"At that time, everyone will launch hybrid models. As the initiator, we will not be able to have worse sales of hybrid models than other car companies."

Seeing that Katsaki Watanabe did not directly express his opinions, Kobayashi Zhemin couldn't help but add his own opinions on the side.

In his opinion, this matter must be beneficial to Toyota in the end.

Watanabe Yoshiaki was not stupid, and he slowly figured out the logic.

Finally, he said slowly: "Please sort out this plan in detail, and we will discuss it carefully within the company."

Although Katsaki Watanabe said that they wanted to discuss it, in fact, he, the president, and Kobayashi Tetsumin, the vice president, both agreed, and others would certainly not object easily.

In the end, this proposal was quickly implemented.

"Mr. Cao, someone from Toyota contacted us and expressed their willingness to license their hybrid system to us for free."

"Gely Auto can develop its own hybrid models based on their hybrid system."

"We can even go directly to Toyota's hybrid parts suppliers to purchase related products."

"Aisin's E-CVT, Denso's power control unit, and hybrid batteries can all be sold externally."

Li Su and Cao Yang are old acquaintances.

Although Toyota contacted Geely Auto this time, Li Su shared this information with Cao Yang without any hesitation.

Li Su still knows very clearly who is more important between Toyota Motor and Nanshan Automobile Group.

Besides, Li Su was also worried about whether there was any other special purpose behind Toyota's sudden offer of such an olive branch.

Especially during this period, there has been a lot of commotion in the United States over the imposition of tariffs on Japanese and Korean car companies. Matters involving related car companies have naturally become a bit more sensitive.

"Toyota Motors has been messed up by the United States. It doesn't dare to go to the American market to find a venue. On the contrary, it has always wanted to cause trouble in the Chinese market."

After hearing Li Su's words, Cao Yang was both surprised and took it for granted.

Hybrid models are models promoted globally by Toyota and Honda, and they have been slowly developing in recent years.

Especially in the Japanese and American markets, many consumers still recognize this technology.

Historically, Toyota has indeed released some of its hybrid system patents, allowing many automobile companies in China and even around the world to launch hybrid vehicles.

Even General Motors, Ford and Volkswagen are no exception.

But now the time is much earlier. At the beginning of 2014, we were ready to release patents to China's own brands.

Obviously, Toyota has a strong desire to survive and wants to maintain its leading position.

"Yeah, I also think their action is a bit sudden, so I wanted to have a chat with you."

Geely Automobile can also be regarded as the beneficiary of the decline in market share of joint venture car companies.

Li Su was also worried that if he accepted Toyota's olive branch, he would lose more than he gained.

After all, their current fuel vehicles are developing very well, and electric vehicles are also starting to gain momentum.

Under such circumstances, if the development direction is changed to hybrid, there will be a question mark as to whether it is a good solution.

"A few days ago, Toyota Motor was thinking of handing over battery pack orders for several electric vehicles to Nanshan Battery in order to improve relations with our group."

"But I rejected it."

"Now I'm contacting you so quickly to tell you that I'm going to let go of the hybrid system."

"I guess they are also in contact with some other car companies."

"Back then, Xingchen Motors also focused on developing hybrid technology, but combined with the current development trend of new energy vehicles, I think plug-in hybrids are obviously more promising than hybrids."

"On the one hand, the purchase tax reduction effect is very large. On the other hand, plug-in hybrids can solve mileage anxiety. It can also be driven as a gas car when there is no battery."

"So I think there is no need for Geely to accept Toyota's kindness this time."

He has already rejected Toyota Motor's cooperation, so Cao Yang naturally does not want other independent brands to stab him in the back at this time.

Of course, if any car company chooses to accept it, there is nothing to be afraid of.

I have plenty of ways to deal with them.

After all, the hybrid market segment has not fully developed even ten years later.

No matter how great the advantages that those who are optimistic about this technology think it has, the end result speaks for itself.

"Plug-in hybrids are indeed more worth looking forward to. We, Geely Automobile, will follow the pace of Nanshan Automobile Group in the future and focus on the development of plug-in hybrids and electric vehicles while developing fuel vehicles."

Li Su would choose to call Cao Yang, which actually meant that he actually had some choices in his heart.

So after listening to Cao Yang's words, he expressed his thoughts without any hesitation.

After all, if you happily follow the footsteps of Nanshan Automobile Group, it can be regarded as selling a favor to the other party.

If you act coyly, not only will your favor be lost, but you will also offend others.

Li Su obviously saw this very clearly.

As expected, CEOs from other car companies called Cao Yang to discuss similar topics.

Toyota obviously didn’t just contact Geely Automobile.

And Cao Yang also asked Zeng Tingting to simply investigate and see how big Toyota's actions were this time.

They are obsessed with the Huaxia Market. Since I have chosen to reject the olive branch extended by the other party, I have to find a way to kill them.

No matter how bad it goes, Toyota's sales in China will not be able to grow, otherwise it will be a slap in the face of Nanshan Automobile Group.

In order to achieve this goal, Nanshan Automobile Group obviously needs to take some action.

"Mr. Cao, I have a way to seriously damage Toyota Motor and even the entire Japanese car companies."

Zeng Tingting, who has always been very creative, was naturally at the forefront this time.

(End of this chapter)