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today, the penetration rate of domestic new energy vehicles has exceeded 50%. in contrast, japanese car companies such as toyota, honda, and nissan, which focus on traditional fuel vehicles and gasoline-electric hybrids, have continued to shrink in market share.

at the same time, japanese car companies are not sitting still. they have also chosen to make efforts in the new energy market, launching their own new energy models such as toyota's bz series and honda's e:np series. unfortunately, these efforts failed to achieve significant results in the market. can japanese car companies, which have always focused on energy conservation, really not do well in new energy?

is japan really not good at producing new energy?

in fact, japanese car companies' exploration in the new energy field is not just a passive move following their own brands. they were even ahead of the curve in some respects.

for example, nissan launched its first pure electric vehicle, the leaf, as early as 2009. to date, the cumulative sales worldwide have exceeded 600,000 vehicles, with a total driving mileage of more than 20 billion kilometers, and even exceeded tesla is a recognized pioneer of electric vehicles. nissan also introduced its technology through its own joint venture, the venucia brand under dongfeng nissan, and launched models such as the morrowind and sylphy pure electric versions.

toyota's history of manufacturing new energy vehicles can be traced back to the rav4 pure electric version in 1997 and the first-generation hybrid model, the prius. a total of 1,484 units of the first-generation rav4 ev model were produced, equipped with a 27kwh nickel-metal hydride battery pack, which can reach a cruising range of 150km. since then, toyota has also entered into technical cooperation with tesla and launched the second-generation rav4 ev model. the prius has become a world-famous hybrid vehicle. it can be said that japan's exploration in the field of new energy is actually no later than that of independent brands.

why can’t japanese new energy be sold?

if japan's early exploration of new energy failed, it was because of technological immaturity. but why have japanese car companies with mature hybrid technology and historical experience in the trial production of pure electric vehicles become laggards in the field of new energy? this includes both the influence of the external environment and the internal constraints of these car companies.

1. lack of support from the domestic industrial chain

the development of domestic new energy vehicles is inseparable from the support of a rich and complete industrial chain from power batteries, motors, electronic controls, etc. however, japanese car companies have a relatively low degree of localization of three-electric technology, resulting in disadvantages in cost control capabilities in the early stages of market promotion. for example, nissan's pure electric suv, ariea, has a large battery capacity of up to 90 degrees, and its product capabilities are outstanding. however, because the core three electric systems are all imported, the guide price was as high as 284,800 yuan when it was first launched. , it is difficult to gain recognition from consumers in the market.

2. subject to the influence of the fuel vehicle product line

in order to avoid direct competition with their existing fuel vehicle products, which have huge sales, japanese car companies often deliberately avoid the pricing range of fuel vehicles when pricing new energy vehicles. although this approach avoids internal competition to a certain extent, it also results in the price of new energy vehicles being too high and difficult for consumers to accept. for example, when toyota and honda launch plug-in hybrid models, their prices are generally higher than gasoline-electric hybrid models based on the same platform technology. for example, the price threshold of the plug-in hybrid version of the corolla (dual engine e+) is even more than 70,000 yuan compared to the gasoline hybrid version (dual engine), which seriously affects product competitiveness.

3. lack of intelligent technology support

new energy models of independent brands are not only supported by three electric technologies, but also empowered by intelligent technologies. however, the investment of japanese car companies in intelligent technology is seriously lagging behind the demand development of the domestic market. whether it is toyota's bz series or honda's e:np series and other japanese pure electric models, they seem to be "out of touch" in terms of vehicle performance, voice control capabilities, intelligent driving, etc. , are unable to exceed consumers’ expectations.

4. own conservative style

the serious conservative style problem of japanese car companies is not unfounded in the automotive industry. for example, akio toyoda has repeatedly questioned pure electric vehicles in public and opposed the full electrification of cars, and has received support from isuzu, suzuki, mazda, honda, and yamaha. akio toyoda believes that electrification cannot completely solve environmental problems and will have a huge impact on the automobile industry. this conservative thinking not only affects the investment and development of japanese car companies in the field of new energy vehicles, but also makes it difficult for them to keep up with the development pace of new energy vehicles in the market.

summarize

although exploration in the field of new energy has been carried out for a long time, the conservative style of japanese car companies has turned them into a backward force in the wave of new energy. today's japanese companies have to fully "invest in china" in new energy technologies, such as the introduction of byd's sanden technology, huawei and dji's intelligent technology, etc. however, consumers have formed a backward impression of japanese brands. in the future, japan’s journey on the new energy battlefield will only become more difficult. do you think japanese cars in the future will have a chance to catch up with domestically produced cars in the new energy market?