Toyota seeks establish Chinese own brand focusing on new energy vehicles

   Date:2012-05-21 (Shanghai May 21) - Toyota China has announced its intent to establish an own brand focusing on new energy vehicles, Beijing News reported today. Along with upcoming products for its two joint ventures, FAW Toyota and Guangqi Toyota, the own brand will help further increase Toyota China's progress in the new energy field.

Toyota's strategy for new energy vehicles in China has varied from those of its counterparts. According to the manufacturer's so-called 'Yundong' plan, which was announced in March, Toyota China aims to develop and manufacture hybrid vehicles with its JV partners in the country, thereby increasing their expertise in the field of new energy vehicle technology. This differs from several other manufacturers, which supply their JV partners with outdated models or are focused solely on developing pure electric vehicle technology, which will take years before becoming mature. Toyota has emphasized the importance of localizing advanced technologies, improving domestic management and marketing systems, and introducing products suitable for Chinese consumers.

Toyota also plans to bring over advanced battery and electric motor technology to the country. The new Toyota Motor Engineering and Manufacturing (China) R&D Center in Changshu, Jiangsu will play a crucial role in the manufacturer's future Chinese plans. By 2015, the first domestically made hybrid vehicles will begin being produced and sold by Toyota's two JVs. The manufacturer also has plans to begin producing its Prius in the US and China, making it the first hybrid Toyota to be made outside of Japan. Toyota Motor Senior Managing Director Tadashi Yamashina has also announced the manufacturer's intention to share hybrid technology with domestic suppliers, research bodies and other organizations.

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