Ricardo j toyota's operations in china

Toyota’s Operation in China 1
Joseph Ricardo
American Military University
Bus 601
July 6, 2014

Toyota’s Operations in China
Abstract
As the most successful automobile company in the world, Toyota Motor Corporations new main
target will be the world largest purchasers of the automobile, the Chinese. Toyota Motor
Corporation is already the top selling brand in the world as of 2013, and also has the top selling
single model car in the world the Corolla. They are the second top selling brand in the United
States, the top selling brand in both Japan and Australia. They are currently the third top selling
brand in China but have plans to become the top selling brand in their rival country China.
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Toyota Motor Company has in recent years been critically acclaimed as one of the most
successful automobile manufacturers in the world. Their automobiles imbue value, quality and
economy in their purchase value and fuel efficiency. Just driving down any road here in the
United States of America or around many local neighborhoods, one can’t help but notice the
overwhelming amount of Toyota branded vehicles. Toyota Motor Corporations success has
extended not only in its native country of Japan and throughout Asia, but in North America,
Australia and throughout the world. Toyota is the number one manufacturer in the world and
they have the top selling single branded automobile in the world.
When I was in high school and everyone wanted fancy BMW’s or Mercedes Benz’s I
always wanted a Toyota. Two of my friends had Toyota Corollas, great on gas, little to no need
for repairs or maintenance needed, this was ideal to me. My first car was a Chevy I bought for $
200 it only lasted a few months, then I purchased a Chrysler Acclaim for about $ 500 which I
soon sold and used the extra money to buy my first Toyota. I purchased a 1991 Corolla for $
2,500 in 2000 which I had until I sold it in 2006. I never once had to make any major repairs
besides routine maintenance. My parents decided to reward me with a 2006 Camry, even though
I protested that my Corolla was just fine. They insisted that I get a new car as I was going to
school for free, thought scholarships plus my mother worked at the college. I had my Camry
until 2012 when my parents gave me their 2000 Toyota Solara; again I insisted there was nothing
wrong with my Camry (even though there were a few repairs needed). These vehicles grew on
me because they were never a problem, even as I saw people continually having to take their
brand new vehicles to the shop for repairs. All three of these vehicles have been great on fuel
economy, and needed little maintenance. My story is just one of many stories out there from a
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satisfied Toyota customer. I have no plans to purchase an automobile in the future besides a
Toyota or Lexus, preferably a hybrid for my next car.
In 2013 the Toyota Motor Corporation (Japan) outsold both General Motors (United
States) whose sales were 9.71 million globally as well as Volkswagen (Germany) whose sales
were 9.7 million globally, with a record of 9.98 million sales of their automobiles worldwide
(Horie, 2014). Toyota has now set their 2014 sales goal at over 10 million as they and other
experts are predicting 10.32 million in sales. Worldwide the Toyota Corolla is the top selling
vehicle with over 1 million sales of the unit in 2013. This is an all time annual sales record for
any single vehicle model (Focus2move, 2014). Toyota controlled 11.8% of the total global
market for auto sales in 2013, followed by General Motors with 11.5% (Lowry, 2014). Toyota
Motor Company is currently the most successful automotive company in the 21st
century and
there is no sign of their sales letting up.
Toyota Motor Corporation is not surprisingly the best selling automobile manufacturer in
its native Japan. Let us not forget the amount of quality automakers coming from Japan such as
Honda, Nissan, Suzuki, Mazda, Mitsubishi, Subaru just to name a few. There is stiff competition
at home for Toyota and yet their sales nearly double that of their closest competition. Their auto
sales in 2014 almost doubled that of their next closest competitor with 1.5 million sales
compared to Honda with 760,000 sales (Bekker, 2014). This was actually down 6.7% from 2012
where they had 1.6 million sales. Their sales actually saw the lowest drop in sales out of the top
20 auto manufacturers in the country. Yet they still completely dominate the auto market in
Japan, and are at the same time working on expanding operations worldwide. Toyota Motor
Corporation not only dominates its native land but also is the leading auto mobile manufacturer
in many countries, regions and continents around the world.
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Toyota is also a very successful brand here in North America and particularly in the
United States. Toyota has four of the top ten selling vehicles here in America. Their Camry came
in at number three with 408,484 sales, falling behind only two American brand automobiles the
Ford F-150 and the Chevrolet Silverado (Wayland, 2014), two trucks which would make the
Camry the number one selling car in America. Their Corolla came in ninth with over 300,000
sales and their Prius and Rav4 came in 16th
and 17th
respectively. Toyota is the second top selling
automaker in the United States with 2.05 million sales for the 2013 year as of November, second
only to Ford Motor Company who had 2.2 million sales as of that same time (Young, 2013).
Toyota’s American sales were only 150,000 less then Ford’s which puts them in a good position
to outsell them in 2014, with the right marketing and/ or sales program. General Motors did sell
2.55 million but they sell their automobiles under several different brand names and only their
Chevrolet brand came close to Toyota’s sales with 1.79 million sales. Toyota is in a very
opportunistic position to eventually take the top spot as America’s number one auto
manufacturer in sales. Toyota’s only problem is the longevity of their vehicles which makes their
product one of the top sellers in used automobiles. Their automobiles rank only second in both
luxury (Lexus) to Acura and in non-luxury (Toyota) to Honda in their retained value as of 2014
(Edmunds, 2014).
Toyota was the top selling automobile in Australia for the 17th
year in a row in 2013.
They control an 18.9% market share on the Australian continent, with a total of 214,630 total
sales (Holden, 2014). Their top selling car is the Toyota Corolla the best selling single
automobile on the continent with 43,498 sales. Their HiLux and Camry also hold the number 3
and 6 spot with a total of 39,931 and 24,860 sales respectively.
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Toyota’s market share in Europe is extremely low at only 4.4% in 2013 (Bekker, 2014).
Toyota falls behind numerous other companies such as Volkswagen, PSA, Renault, GM, Ford,
and BMW, who share the top six spots in the European market respectively. In fact Toyota was
ranked at the 10th
most popular brand in auto sales in Europe. Toyota’s sales were stagnant in
Europe rising only a miniscule 0.1% from 2012 to 2013. They are planning to increase their
market share to 4.8% in 2014. With the increase in popularity of hybrid cars in Europe Toyota is
planning to increase its sales in 2014 (Automotive News Europe, 2013). Toyota’s manufacturing
plants in France, the U.K. and Turkey are at full capacity, which means Toyota is ready to
saturate both the European and Russian markets. Europe remains the only major market where
Toyota is not placing sales within the top five.
Toyota Motor Corporation’s focus is primarily in the Asian, Australian and North
American markets. They will continue to focus on expansions in Europe and other regions of the
world, as they continue to dominate their main markets. It will be the new and developing sector
of the Asian market, that we will be discussing; a country whose streets were primarily
dominated by bicycles only a little over a decade ago.
The focus of this discussion will be the Toyota Motor Company’s operations in China.
Before we venture into Toyota’s operations within the Republic of China let us first review the
brief history of the automotive industry in China. The popularity of the automobile and
affordability has only begun to grow within that country in the past two decades. We will also
review the history of political tensions between China and Japan the home of the Toyota Motor
Corporation. This analysis of conflict will allow us to see the difficulties and challenges this
Japanese auto manufacturer has had to face in growing their operations in China.
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Just to show how much of a success Japan’s Toyota Motor Company’s has had with its
sales in China let us take a brief look at the history of conflict and tension between the two
countries within our modern times. The history of their modern conflict goes back to 1894,
where Japan and China went to war, the result was a victory of Japan within none months due to
their forces being better equipped (BBC, 2014). In 1895 China cedes Taiwan to Japan and allows
Japan to trade within China (This will allow Toyota to begin operations in the country by 1936).
In 1931 Japan invades Manchuria (Northeastern China) and installs its own government within
the country. In 1937 Japan begins aggressive actions against China in pre-World War II. They
capture the cities of Shanghai, Beijing and Nanjing, the atrocity of killing over 300,000 citizens
in the latter city will become infamously known as the “Rape of Nanjing”. The conflict between
Japan and China during World War II was known as the Sino-Japanese War. At the outbreak of
the Second World War, Japan moves in to take over French Indo-China. Normal diplomatic
relationships did not occur until 1972 after a visit to China by the Prime Minister of Japan. In
April of 2001 there was a huge trade dispute between China and Japan over Japans high import
tariffs on Chinese agriculture. In response China issues high import taxes on Japanese vehicles
and other imports. The year 2005 saw tensions rise between the two nations again after the
printing of a Japanese history book omits certain atrocities by Japan in World War II, leading to
violent protests and a deteriorated relationship with Beijing. In September of 2010 diplomatic
relationships between the two countries deteriorate again when Japan arrests a Chinese trawler
crew in long disputed region of the East Chinese Sea. After releasing the crew Japan refuses to
apologize after China’s demand for one. So as we can see the relationship between China and
Japan has continued to go through ups and downs even into modern times.
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China also feels that its Confucius ideals were exported to countries such as Vietnam,
Korea and Japan; and that those countries are the children of Chinese culture and philosophy.
This entitlement that China feels also leads them to believe that they are the natural leaders of
these countries, due to China’s long history and influence on these countries. China still
continues this paternalistic ideology in their relationship in developing countries such as Vietnam
and Laos, which is rooted in the old tradition of Qing Empire of the 18th
century.
Yet times have changed and Japan has become a global leader in the world with their
countries superior technology, and a very high standard of living compared to that of China. On
the other hand China’s economy is in a fast paced growth even though their standard of living is
a lot lower than that of Japan and many in their country live in poverty. This long history of
conflict and the current tensions between these two countries gives us an idea as to how difficult
a Japanese countries success in China is, as the two have a long history of conflict and still hold a
lot of animosity toward one another.
China has always seen Japan’s global position and wealth in the world as an ill-begotten
gain at the expense of China, a gain they feel was awarded through the shedding of Chinese
blood (Westad, 2013). In February of 2011, Japan’s global economic position was overtaken by
China as the world’s second largest economy. China was finally become able to outpace their
Japanese rivals. Due to their extensive manpower and low wages they have been able to grow
their economy to surpass that of Japan. Even thought their economy has surpassed that of Japan’s
their standard of living and per capita wealth is still far behind that of Japan. China’s per capita
wealth was around $ 6,800 in 2013 and Japan’s was around $ 38,000, actually down from
$46,000 in 2012 (The World Bank, 2014).
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Just recently in 2012, Toyota was forced to halt its operations in China due to protests
over their purchase of islands claimed by both countries in the East China Sea. They are claimed
as the Senkaku Islands by Japan and by the Chinese as the Diaoyu Islands, Taiwan also claims
these islands as well. China actually cancelled a ceremony which was to mark the 40th
anniversary of restored diplomatic relations with Japan due to these events. The people of China
boycotted Japanese products for three months from September to November. Protesters set fire to
their auto showrooms and were on a rampage destroying Japanese vehicles at local auto
dealerships. The result was an estimated decline in sales of 20 to 30% (Yamaguchi and Ozasa,
2012). Different territories of China have held on to the animosity of the two countries, mainly
the Zhejiang and Jiangsu provinces which were two of the provinces that Japan invaded and
occupied in the 1930’s (Shirouzu and Takada, 2013). In February of 2013, China puts a radar
lock on a Japanese naval ship in the disputed area. In November of 2013 Japan warns China that
their newly claimed “air defense identification zone” in the East Chinese sea is dangerous and
could lead to unexpected consequences. Shandong the one of the largest auto markets in China
also holds on to animosity between the two countries. Yet the province of Guangdong’s Japanese
auto market sales are in the 41% range.
Toyota’s operations in China first began with its export of four G1 truck units to the
country in July 1936 (Toyota Motor Corporation, 2012). Between 1938 and 1939, Toyota opened
two assembly plants in China in both Tianjin and Shanghai where they assembled buses and
trucks. In 1940 the Tianjin plant was divided into two separate operations, one being the Hokushi
Jidosha Kogyo Toyoda Steel Works, (which is currently the Steel Works, Ltd.) and the Toyoda
Physical and Chemical Research Institute (Toyota Commemorative Museum of Industry and
Technology, 2014).
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In 2000 Sichuan Toyota Motor Co., Ltd. begins production in China, a joint venture
production plant with China FAW Group Corporation (Toyota, 2005). They began the
production of their hybrid Prius vehicle there in 2005 in hopes that China’s new eco-friendly
automobile policies would spur sales of the vehicle. In 2002 Tianjin Toyota Motor Co., Ltd.
begins production in China. By 2011 another joint venture operation with China FAW Group
Corporation produced 2 million engines (4-Traders, 2011). In 2004 they opened a joint venture
auto manufacturing plant with the GAC Group (Chen, 2011). They began manufacturing the
Camry in 2006, the Yaris in 2008, the Highlander SUV in 2009, and the Camry hybrid in 2010.
As of 2011 the GAC- Toyota venture production hit the 1 million mark. As of 2014 Toyota has
announced plans to bring 15 new models to China by 2017 as part of their effort to double their
auto sales in China to 2 million (Yu, 2014).
China’s automotive industry began in 1931 during the Republic era. Let’s not confuse
this with the beginnings of the American auto industry which took off under Henry Ford and his
Model T. China’s automotive industry was very slow to grow. In fact their automotive industry
did not grow until the 1990’s as in 1992 their vehicle sales finally topped 1 million (Mack,
2014). By the year 2000 their automobile sales topped 2 million. After China joined the World
Trade Organization in 2001 their auto sales grew on average of 21% from 2002 to 2007. In 2008
China became the second largest automobile manufacturer surpassing the United States and
falling only behind Japan. In 2009 their auto sales were over 13 million. China became the first
country to have automobile sales of over 20 million, with sales of over 22 million in 2013 (China
Briefing, 2014).
Even though Japan and China have had a long history of political, cultural differences,
Toyota has been able to become the third top selling automobile brand in China. The top selling
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company in China is the Volkswagen, the German automaker sold over 2.4 million units in 2013
(Kennedy, 2014). The second largest automobile manufacturer was South Koreas Hyundai
followed by Japan’s Toyota Motor Company. A little over a year after the major boycott of
Japanese products in 2012, Toyota was able to hit record sales of 917,500 units in China, up
from 840,000 vehicles in 2012 (Shirouzu, 2014). Toyota is expecting their sales in China to top
1.1 million for the year of 2014, 20% up from 2013.
In April of 2014 the new Toyota Corolla was introduced in China at the 2014 Beijing
Auto Show. The price of the car is between 17,000 and 21,000 American dollars or 107,000 to
134,000 Yuan’s (Ning, 2014). It is being manufactured by Toyota and FAW’s joint venture and
is the “international version” of the Corolla which is sold in North America as the Toyota Levin
and manufactured by Guangzhou Toyota in China.
Toyota has also recently in 2014 securitized car loans in China in hopes of freeing up
investment funds in the number one auto market in the world. They freed up a total of 800
million Yuan (128 million dollars), the same amount as Ford. By pooling together these loans
and offloading them to a Special Purpose Entity they will reduce their overall risk by taking debt
off of their balance sheet.
While China has aspirations of turning Shanghai into a modern Detroit, or automotive
capital in the world, more than 70% of auto mobile sales in their country come from foreign
markets (Schuman, 2014). The problem in China is they lack the technology, experience or
brand power over their foreign competition. China’s biggest exports are to third world countries
whose main concerns are more about price, then quality and name brand.
China has a few problems with their increase in automobiles in their countries. One major
problem is the fact that so many Chinese are just starting to drive for the first time and are not
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properly trained to drive. China’s streets are among some of the worse in the world as they are
saturated with millions of people who are just learning to drive an automobile for the first time.
These people are not just teenagers getting their licenses like here in America; these are people
of all ages and walks of life. In 2009 China had 67,759 accident related deaths on the road more
than twice that of the United States (Pierson, D., 2011). Also we need to remember the fact that
China has 40% less automobiles on the road than here in the United States. At driving schools
now in China they have to watch a 30 minute film showing charred human remains, injured
cyclist and people flung in the air like rag dolls from automobile accidents as well as the families
of the victims. Another problem in China is there is little enforcement of traffic laws and
therefore many drivers will just abandon what they learn in driving school.
Another problem is the increasing pollution problem due to the fast growth of emissions.
In large cities like Beijing automobiles disappear in gray clouds of smog which are choking out
the cities (Watt, 2013).With the recent expansion of the middle-class in China the automobile has
become the new symbol of their prosperity, and the quality of the air in China has suffered as a
result. 20 years ago the roads were dominated by bicycles not automobiles. In the 1990’s the
only people who owned automobiles were government official and companies owned by the
state.
This recent increase in pollution had become a hazard to China’s productivity as well as
their citizen’s health and quality of life. It is estimated that vehicle emissions account for 22
percent of the pollution problems in China, followed by 17 percent from coal burning and 16
percent from construction site dust (Watt, 2013). Toyota offers a number of hybrid vehicles but
the problem is that out of China’s 22 million auto sales in 2013, only a little over 3000 were
hybrids (ICRA Online, 2014). Toyota sold over 1 million hybrid vehicles worldwide but mainly
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in Japan, North America and Europe. Toyota is planning to make their hybrid vehicles more
affordable to the Chinese market as the price of importing them to China is increasingly high. In
November 2013 Toyota decided to begin producing their hybrid vehicle batteries in the in the
Jiangsu Province of China. They are also partnering with Chinese automakers China FAW
Group and Guangzhou Automobile Group, which will help keep production costs low. Toyota is
planning to launch these hybrid vehicles in China in 2015.
Toyota Motor (China) Investment Co. Ltd. has launched several initiatives to help with
the automotive pollution problem in China. In 2001, Toyota launched the 21st Century Chinese
Capital Metropolitan Environment and Vegetation Demonstration Joint Project between China
and Japan (ChinaCSRmap, 2014). Recently 30 million Renminbi (Approximately $ 8 million
dollars) to Tsinghua University for the co-founding of the Center for Industrial Development and
Environmental Governance (CIDEG) and promised an annual funding of 6 million RMB
(Renminbi) One of this groups main focuses is in resources, environment and sustainable
development.
China and its government really need to work on providing their citizens incentives to
purchase hybrid vehicles as their roads become saturated with vehicles with high emissions that
are polluting their cities and poisoning the health of their citizens. The Chinese government has
been reluctant to offer incentives in subsidies on hybrid vehicles due to their own country not
having the current technology and fears of global competition in the hybrid arena. In September
of 2013 they did not include hybrid vehicles in their three year subsidy plan which included only
electric vehicles. They omitted hybrid vehicles even though the country has an eco plan of
having 500,000 eco friendly vehicles on their roads by 2015 and an even larger goal of 5 million
by 2020, which seems entirely unrealistic considering the low sales of eco friendly cars of only a
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little over 17,000 total in 2013. The big problem with China subsidizing electric vehicles is that
sales are still stagnant due to a lack of infrastructure in power stations to charge these vehicles.
China’s auto mobile economy is now the biggest in the world and Toyota has plans to
move up in that market. I for one believe in due time they will be able to capture the number one
spot in China, as their cars are more reliable, have better fuel economy, and require less
maintenance than Volkswagen and Hyundai. What Toyota will have to do is work on producing
their automobiles at a more affordable rate than their top two competitors. This will certainly not
be an easy task as Volkswagen in Germany and Hyundai in South Korea do not have the history
of conflict with China that Japan does.
Toyota Motor Company has had a lot of obstacles to overcome in the global economy
and especially in the Chinese market. Toyota has a top quality brand product and has been able
to overcome the political and cultural strife between themselves and China. As the leading brand
worldwide Toyota has overcome extremely tough competitions from other global auto
manufacturers such as Volkswagen, GM and Ford. Many of these companies have had a longer
history of success, and better resources. But what Toyota has been able to provide with the
quality of their vehicles, their affordability and excellent fuel economy has allowed them to
surpass every other automaker as the number one auto manufacturer worldwide. With China now
becoming the new leader in automotive purchases, Toyota will have to continue their efforts to
surpass Volkswagen and Hyundai to become the top auto manufacturer in the largest country
both by population and auto sales in the world.
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