1.0 INTRODUCTION
According to an Article from the Associated Press (by Yuri Kageyama, AP Business Writer - February 28, 2010), Toyota President Akio Toyoda will speak on Monday, March 1, 2010 in China about his company's quality problems.
The purpose of Toyoda's appearance in China is to boost confidence and ease consumer concerns in China (which is the World's Largest Automobile Market).
Toyoda testified (last week) at a U.S. Congressional Hearing, about the large number of recalls plaguing Toyota Motor Corporation.
Toyoda will be speaking to reporters at a Beijing Hotel on Monday, March 1; company spokeswoman Ririko Takeuchi said.
2.0 RECALLS IN CHINA
The number of recalls that have been issued in China (by Toyota Motor Corporation) have been small, compared with the 8.5 million recalls worldwide (since October 2009) for sticky gas pedals, faulty floor mat and glitches in the braking software.
In China, Toyota announced a recall of 75,552 RAV4 Sport Utility vehicles in late January 2010 due to the gas pedal problem.
The large number of recalls in the U.S. has shaken confidence in Toyota's reputation for top-grade quality.
3.0 TOYOTA'S PLANS FOR THE CHINA MARKET
Toyota has big growth plans in the Chinese Market.
The company stated that it plans to expands in the China, and expects to increase its sales (into China) from 709,000 to 800,000 vehicles per year.
China's overall vehicle sales ramped up 45% last year (to 13.6 million vehicles), overtaking the U.S. as the World's Largest Automobile Market.
Toyoda's desire to go to (and make this appearance) in China (despite the small number of recalls there) reflects the automaker's wishes to restore their reputation as a "high-quality" automobile manufacturer - which has been a key advantage that Toyota has enjoyed over many of the other automobile manufacturers.
4.0 CHINA'S VIEW ON THE RECALLS
To date, China's state-controlled media has made only muted comments about Toyota's recalls.
The Chinese mostly view these recalls as a "precautionary example" of possible pitful for China's relatively-new, emerging automobile industry.
According to John Bonnell, a J.D. Power Analyst in Bangkok; "It is a wake-up call (for the Chinese). This is not easy, this is a major challenge to ge tthe product right and keep customer's satisfied".
5.0 SUMMARY AND CONCLUSIONS
For all of the automakers, China and other fast growing emerging markets are providing growth and profits to offset losses in their traditional markets (e.g., Developed Nations).
"If it wasn't for China last year, a lot of the makers, Toyota, Nissan, Honda would be staying in the red. China is probably their most profitable operation," said Christopher Richter, an auto analyst with CSLA Asia Pacific Markets in Tokyo.
In this posting, I would like to emphasize a couple of the points that I made here.
1. That China is NOW, the Largest Automobile Market in the World (larger than Japan and the U.S.). This is partly due to the continued recession in both Japan and the U.S., as well as continued growth in the Chinese economy.
2. If it wasn't for China, all of the big automakers in Japan (e.g., Toyota, Nissan and Honda) would have been losing money in 2009.
If you would like for your business to participate in the growing Chinese Market (perhaps to offset losses elsewhere, or to actually grow your business), then learning to communicate and relate to these people is a good first step.
Many people believe that there is no better way to show a "potential business partner" that you are interested in them, and wish to communicate and work with them; than taking some time to learn their language (in this case Mandarin-Chinese).