Recently, a piece of news about the overseas recall of bZ4X by Toyota China has attracted much attention on the Internet. The specific content is as follows: This recall is for Toyota bZ4X sold in the United States, Europe and Japan; the reason for the recall is the presence of wheel hub bolts It may be loose and pose a safety risk; Toyota bZ4X has not yet been produced and sold in China, so it does not involve the Chinese market.
was originally a common thing, but it caused such a big sensation for two main reasons. First, because bZ4X is Toyota’s first pure electric exclusive platform model based on the e-TNGA concept, which is of extraordinary significance to Toyota. Second, because Chinese people have very high expectations for this car. Nowadays, a recall has occurred before it was even launched on the market, which has aroused widespread concern from all walks of life.
In fact, Toyota bZ4X, as the pioneer of Toyota's electrification transformation, assumes the task of opening up the market and testing market feedback. It will face all the difficulties Toyota encounters in its electrification transformation. But this is a step that must be taken to enable Toyota to quickly understand the real status of the new energy era in "actual combat".
The difficulty in the electrification transformation of traditional car companies lies in the transformation of car-making logic and the constraints of brand assets. The new forces building cars are not bound by brand history and can face the market with openness, creating new brand value every moment. The market also welcomes this kind of fresh blood. The market for traditional fuel vehicles has solidified, and fresh blood is needed to break the original consumer awareness and brand equity system established in the era of fuel vehicles and create new development opportunities.
Facing the process of electrification, the pressure faced by traditional car companies mainly comes from two aspects: First, they are half a step slower than the new forces in starting, and they must speed up the pace as soon as possible to keep up with their development pace. Secondly, the brand assets of traditional car companies are derived from fuel vehicles, and how to transfer these assets to the field of electric vehicles is also a big problem. As a super company in the era of fuel vehicles, Toyota naturally faces greater challenges.
Although the postponement of this press conference and overseas recalls will cause certain resistance to the development of bZ4X in China, this is also what traditional car companies must experience in the process of transitioning to electrification. Looking at the problem from another angle, after experiencing these market trials, Toyota's electrification transformation will become more and more mature, and its products will become more and more perfect. Therefore, everything experienced now is to accumulate experience for future long-term development. . I believe that after this continuous polishing, GAC Toyota will also better understand the needs of the new energy market, thereby providing better products to Chinese consumers.
For Toyota, which is undergoing an electrification transformation, this minor disturbance is not a bad thing, because discovering problems in advance will also allow it to grow rapidly. Based on Toyota's service and car manufacturing quality, I believe it can quickly to solve these problems. It can even be said that such an experience will help Toyota carry out in-depth localization in China in the electrification era. The same is true for the majority of consumers. After all, Toyota bZ4X is not yet produced and sold in the Chinese market. If problems are discovered in advance and solved in advance, more mature and stable products will be ushered in. Therefore, everyone should treat this Toyota bZ4X overseas recall with a normal mind.
