China Spotlight★ Guangzhou Motor Show Highlights Japanese Companies' Localization Focus

The China (Guangzhou) International Auto Show, one of China's three major motor shows, was held from November 22 to 30. The event continues to expand annually, featuring over 700 exhibiting companies and attracting more than 500,000 visitors during the period. Japanese automakers unveiled newly developed vehicles that clearly reflected their respective individualities.
According to the China Association of Automobile Manufacturers, Japanese automakers' passenger vehicle sales in China from January to October this year increased by 4.7% compared to the same period last year, marking a return to positive growth. Japanese car sales in China are said to be on a recovery trend. Among Japanese automakers, there is a growing movement to advance localization efforts to expand their business performance in China. NNA, which distributes economic information in Asia, reported on this.

Toyota Motor exhibited the new "Vios" from its joint venture with China FAW Group, Tianjin FAW Toyota Motor, and the new "Yaris L" from its joint venture with Guangzhou Automobile Group, GAC Toyota Motor. Both models were promoted to young consumers under the concept of "stylish and fun companions."
Toyota's Senior Managing Officer, Hirotsugu Onishi, referenced the catchphrase "China Toyota" introduced at last year's Guangzhou Motor Show, emphasizing the company's commitment to localization in the country. He stated that Toyota is on track to achieve its annual sales target of over 900,000 units this year and aims for 1 million units in 2014.
Regarding hybrid vehicles (HV), Toyota will collaborate with the R&D departments of China FAW Group and GAC Group to jointly develop HV systems. At the R&D base completed in November in Changshu City, Jiangsu Province, Toyota will research HV control systems tailored to Chinese road conditions. Core components will be installed in HVs for the Chinese market, scheduled for release around 2015. "This is the first time we've established an advanced hybrid technology development facility outside Japan," said Executive Managing Director Onishi, expressing determination to realize HV adoption in China.

 

Honda introduced models including the A-segment "Clerider" and mid-to-high-end sedan "Accord" from GAC Honda Automobile (a joint venture with Guangzhou Automobile Group), and the A-segment "Jade" from Dongfeng Honda Automobile (a joint venture with Dongfeng Motor Group). It also unveiled the "Concept V" sports utility vehicle (SUV) concept car for the Chinese market for the first time globally.
These models prominently feature "FUNTEC" technology, delivering superior environmental performance, safety, and comfort. Specific elements of this technology include high-performance, fuel-efficient engines; transmissions that enhance drivability and engine fuel efficiency; collision mitigation braking systems; and smartphone connectivity.
Honda's China General Manager Seiji Kuraishi stated, "We will introduce nine new models to the Chinese market over the next two years, aiming for an annual sales target of 1.3 million units by 2015." This signals Honda's intent to challenge the increasingly competitive Chinese market with its technological strength.

 

Nissan announced the "Teana VIP," a China-specific model of the premium sedan "Teana" produced by its joint venture with Dongfeng Motor Group, Dongfeng Nissan Passenger Vehicle. This move underscores Nissan's focus on the Chinese market.

Mazda unveiled its new Mazda3 equipped with its fuel-efficient Skyactiv technology in China for the first time. Local production will begin at Changan Mazda in the first half of 2014. China's major automotive industry website, NetEase Auto, assessed that "The Mazda3, combining high design and driving performance, could pose a threat to Ford's popular Focus model."

GAC Mitsubishi Motors, the joint venture between Mitsubishi Motors and Guangzhou Automobile Group, marked its first anniversary. This year, it co-exhibited with Mitsubishi Motors Sales, which handles Mitsubishi's import sales. They showcased nine models, including the facelifted version of the ASX SUV targeting urban young professionals. Since August this year, the company has been holding "SUV Experience Camps" across China, allowing consumers to experience the off-road capabilities of its SUVs, aiming to enhance brand penetration in this segment.