Author: Qiuyue Ying hydrogen cloud chain CEO; Yang Dongchuan hydrogen cloud chain analyst

Guide: For the layout of the fuel cell technology, the open and cooperative strategy is selected in a contrary to conservative Toyota. The hydrogen cloud chain believes that compared with modern enrollment, Toyota seems to be more cautious and clear, clear, and more strategic for domestic policy environments. Despite this, the hydrogen chain believes that anyone will underestimate the “world hydrogen car leaders” to seize the ambition of the Chinese market? At present, China, Japan and South Korea’s “Three Kingdoms” in the field of hydrogen automobiles, the wind is calm, and underground dark flow is surging. In the case of the underlying domestic policy, Toyota and Billion Huatong depth bundled, lending the layout, and the entry of the opportunity may be more realistic.

On March 29, 2021, Beijing Yuantong Technology Co., Ltd. and Toyota Motor Company once again signed a contract, and officially successfully promoted the company’s “Huafeng Fuel Battery Co., Ltd.” in the business car fuel cell system. It is reported that the new company will be established in 2021, with a total investment amount of 8 billion yen, Yasantong and Toyota share 50%. The main production and sales of Yuanqiandong, Toyota and other four automakers have set up the fuel cell system developed by Joint Fuel Battery System R & D (Beijing) Co., Ltd. in August 2020.

Figure 100 million Huatong announcement

Although Toyota Mirai is mainly based on overseas markets, Toyota is obviously cautious but does not give up for the Chinese market. Toyota’s smart is to look for like-minded partners as much as possible, and actively find the soil of blooming results in this “ambition”. This article reviews Toyota enters China path, analyzes the strategy into China, and provides a reference for Chinese companies “with the wolf dance”.

First, Toyota enters China path

Toyota has already started to plant in the seeds of the China hydrotional fuel layout. Starting from November 2010, Toyota has partnership with Yi Huadong, reshaping technology, FAW, Guangzhou Automobile, Futian, Snowman Shares, Haridi Bus, Dongfeng, Beiqi, etc. From this 11-year Wuta in China’s cooperative project, for fuel cell technology, open and cooperation was chosen to open and cooperate in turmoil.

Table 1 Toyota Hydrogen Entering China Road Table

Source: hydrogen chain database

Second, how many ambitions in Toyota have in the domestic hydrogen fuel field?

In fact, in 1992, Toyota has begun. In 1996, Toyota launched the first hydrogen fuel cell concept car FCHV-1. Subsequently, Toyota has launched more than 10 hydrogen fuel cell concept cars or modified models. The representative model of the commercialization of Toyota’s hydrogen fuel cell is Toyota Mirai. The car began in Japan in December 2014 that the sales range began to expand sales to the United States and Europe in the fall of 2015, and the annual output was also from about 700 in 2015, and approximately 2,000 vehicles in 2016, and then to 2017. About 3,000 vehicles, 2457 in 2018, 2494 in 2019, 1770 in 2020.

In the technical patent level, Toyota has absolute words, which specifically involves a plurality of core modules such as electric stack, hydrogen production, high-pressure reservoir, fuel system software. However, the restrictions on cost and hydrogenation infrastructure are limited, and Toyota’s hydrogen fuel cell vehicles have never achieved large-scale promotion. As of 2020, Toyota Mirai has only 12,000 in the world’s promotion volume.

When analyzing Toyota Hydrogen fuel cell development, domestic experts generally believe that Toyota has basically mature research and development of Hydrocarbon-fuel vehicles, and currently restricting its development, the main cost issues and infrastructure construction issues, but these two issues are also in scale Tightly connected, interacting. Therefore, Toyota needs to be resolved, one is to reduce the cost of the hydrogen fuel cell itself, and the other of its second is to build a sufficiently large hydrogen station infrastructure.

The head of the hydrogen energy industry is transferred to East Asia, and only the Chinese market has enough space to achieve solving costs and infrastructure problems. Toyota saw the opportunity in the Chinese market. However, it is, China is still adhering to the pure electric technology route in the new energy passenger car field, although it is also encouraged to hydrogen fuel cell technology, but short-term hydrogen fuel cell technology has not become mainstream. Compared to the field of passenger cars, hydrogen fuel cell technology is easier to develop in commercial vehicles. Therefore, select from the commercial vehicle area, and use this as a foundation to find a wide range of comrades, and slowly penetrate to the field of passenger cars. For Toyota, it may be a strategy of China’s national conditions.

Third, explore Toyota “open” new model

At home appliances, consumer electronics, Japanese companies have generally exported from China-Tour Machine Manufacturing Market, focusing on the business segments of both ends of the smile curve, namely the upstream core parts field, thereby gaining more profits. Toyota has also begun to appear similarly: Although Toyota has always adhered to the manufacture of a product car, for fuel cell technology, it is necessary to choose to open.

(1) Open patents. In 2015, Toyota opened thousands of fuel cell related patents in the past.

(2) R & D cooperation. Toyota has developed overall development cooperation with multiple companies, including BMW, Audi and other international giants use Toyota fuel cell system;

(3) Product sales. Toyota also launched a packaged fuel cell system module product, allowing customers to “plug and play”, very convenient to launch fuel cell products. Especially the third mode, Toyota is shown as a new idea of ​​a whole vehicle: no longer limited to vehicle sales, willing to be a product supplier. In 2019, “Nikai Asia Comments” “Toyota is a strategy in China.” The “Toyota Inside ‘Strategy Kicks Off In China with Fuel Cells” is also pointed out that this Japanese car company hopes “Copy Intel’s Success”.

Figure 2 Toyota electric stack module product map

In China, Toyota also took two ways to walk. which is:

(1) Cooperate with billionaicong to conduct system levels to provide fuel cell system products and services for car companies;

(2) Introducing with car companies to discuss the introduction of the vehicle products.

In the future, Toyota is also likely to establish a wholly-owned company in China, produced alone, and sell fuel cell products. As a result, Toyota can have more flexible business models in China. With the further deepening with Yarongtong cooperation, Toyota construction line estimate will also put on the agenda.

However, it should be noted that Toyota has no fireball in China, and it is often used as the main body when working with car companies. Although Toyota Mirai is dominated by overseas markets, it is clear that Toyota is very cautious about the Chinese market.

Fourth, Toyota and Modern Path Selection

It is worth mentioning that as two major actors of fuel cell vehicles, Toyota is different from modern strategies in China.

(1) In the product, Toyota tends to provide electric stack and system products, driving domestic fuel cell vehicles in the product; modern but more tend to provide vehicle products, promote industrial development through demonstration projects.

(2) In the development rhythm, modern is more rapid than Toyota. At present, modernization has signed the construction project of vehicle and fuel cell products in Sichuan and Guangdong, and the modernity of Sichuan is changed to a wholly-owned enterprise through operation.

In contrast, Toyota’s movements are much slower. At the end of 2019, Guangqi has hinted to introduce Toyota fuel cell system and cars, including the production of whole vehicles and putting Toyota fuel cell systems on GAC independent brands, but due to the current Toyota still has no specific projects in Guangdong. In the national cooperation, Toyota is also more product trade.

You must know that Toyota has already conducted road testing on Mirai in China, and built a wholly-owned hydrogen station, which can be said that Toyota has been a long time to China’s fuel cell car market; at the same time, Toyota has carried out the cooperation of vehicle development and vehicle operations in Europe and America. There is no big action in China. Toyota is one of the most successful foreign car companies in China. When the domestic fuel cell car industry has developed rapidly, Toyota reduces the rhythm, which is intriguing.

Five, Toyota’s opportunity and strategy

China strongly supports the development of hydrogen energy vehicles, and most of the government’s government orders will be locked by domestic enterprises. Japanese and Korean enterprises are based on a passenger car, but the domestic passenger market has not officially launched; domestic on the self-employment of fuel cell products is particularly valued, and the self-employment of self-employment is basically used, and the cost and product optimization iteration stage, It is not dependent on the technology of Japanese and Korean companies.

What is the “Korean modern layout China Hydrogen energy ecological significance? “In one article, the hydrogen cloud chain discusses modern hydrogen energy development methods in China.

On the basis of “two legs walking”, we discuss Toyota’s hydrogen energy business development strategy in China.

1. Borrowing billion Huatong, gradually penetrating the domestic market

Toyota is very familiar with the domestic auto industry. Early establishment of joint ventures has also shown that Toyota is highly adaptable for domestic automotive industry rules. Therefore, Toyota’s determination to develop independent new energy vehicles in the country should be understood:

(1) Although there is no “white list”, the subsidy is still very difficult to flow into foreign / joint venture;

(2) Local government tends to support local enterprises, and foreign companies are difficult to obtain limited orders;

(3) The auto market has not until the outbreak phase, and the return period is long.

However, Toyota did not participate in the development of domestic pure electric vehicles, which may not be like a fuel car like a fuel truck for the national new energy vehicle development strategy. Therefore, Toyota chooses to cooperate with Yarongtong to gradually enter the domestic fuel cell car market through “mutual benefit”.

After all, hundreds of Huadong is a system company. There is still a certain demand for electric stacks; The specific situation of policies. Yasong has a number of resources in the domestic fuel cell automotive field. It is conducive to the development of business in China.

Interestingly, Toyota enters China’s pure electric car market has also used similar methods, such as developing electric vehicles with bien Di.

2. Enter the new stage to expand and then go to the front desk

The domestic auto market is gradually lifting restrictions on foreign enterprises. At the same time, with the landing of fuel batteries, the domestic fuel cell car market will be opened quickly.

After familiar with domestic new energy automotive industries, after the market situation, Toyota or will expand business, build fuel cell components and vehicle production lines, and actively participate in demonstration projects and market expansion passenger cars to introduce self-product products. The commercial vehicle is more likely to use the way. In addition to driving the automotive project, Toyota is actively involving a series of market-oriented demonstrations such as ships and distributed power generation. It is important to point out that in BMW, Mercedes, Volkswagen, Modern, Ford has exploded or have actually have a sole proprietary of the whole vehicle enterprise, Toyota, Honda and other Japanese car companies still adhere to the joint venture model. Therefore, at least at the end of the vehicle, the hydrogen chain is speculated that Toyota may not be independent of the construction of the factory.

Compared with modern enrolled in China, Toyota seems to be more cautious and clear, clear, and more strategic for domestic policy environments. Despite this, the hydrogen chain believes that anyone will underestimate the “world hydrogen car leaders” to seize the ambition of the Chinese market? At present, China, Japan and South Korea’s “Three Kingdoms” in the field of hydrogen automobiles, the wind is calm, and underground dark flow is surging. In the case of the underlying domestic policy, Toyota and Billion Huatong depth bundled, lending the layout, and the entry of the opportunity may be more realistic.

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