Japanese Brands' Strategy to Compete in China's Automotive Market

KatadataOTO – The EV (Electric Vehicle) era is currently dominated by various products from China. Various advantages are offered, one of which is an abundance of features at a price that tends to be cheaper compared to competitors in the same class.

In China, the EV competition among local manufacturers is fierce. While other manufacturers, including those from Japan, are in a difficult position, some brands have decided to go out of business because they are unable to compete.

To maintain sales in the Chinese market, Japanese brands are collaborating with local manufacturers. Two brands that have taken this step are Toyota and Nissan.

Toyota is partnering with GAC Group, which has experience in EV development through its Aion brand. 

Photo : CarNewsChina

“This joint venture has good electrified vehicles that can also be enjoyed by the younger generation,” said Wen Dali, Executive Deputy General Manager of GAC Toyota Motor, as quoted by Nikkei Asia on Monday (26/05).

Interestingly, according to a Nikkei Asia report, Toyota and Nissan have started designing electric cars according to the tastes of the local community. This has yielded good results.

It should be noted that previously, Toyota relied on its Japanese strategy for global application, including in China.

The bZ3X is an electric-powered SUV (Sport Utility Vehicle) that has successfully captured the attention of Chinese consumers, designed to suit the needs and tastes of the local consumer market. This product is currently only marketed in China.