In August, 2008, Toyota released a classic Toyota Corolla Advertisement “Have you ever seen a broken down Toyota”. This advertisement is 32 seconds long whose purpose is to show Toyota Corollas rarely break down. This video has a pretty woman in a white shirt who is standing at her broken down Toyota Corolla on the side of a road and two men driving by in another Toyota Corolla. The male driver recognizes it’s a trap and sped off quickly because Toyota Corollas don't break down. Once the two men have passed, the sexy woman, peels off her face mask, revealing a very ugly, and scary man underneath.

     According to Brand Value (China)Network, Toyota cars are generally considered to be highly reliable vehicles. The average lifespan for a Toyota vehicle is 200,000-250,000 miles. With proper care and maintenance, some Toyota models can last as long as 500,000 miles. In the United States, 2023 Toyota Corolla is the least expensive new Toyota car with a starting price of $21,550 MSRP (Manufacturer Suggested Retail Price)) for the Sedan and $23,005 MSRP for the Hatchback. The fully gas-powered 2023 Toyota Corolla has an estimated gas mileage of up to 31 city/40 highway mpg. So, it’s not surprising to know that The 2023 Toyota Corolla is second only to the Toyota RAV4 as the world’s best-selling car. 

According to Brand Value (China) Network, one of the biggest reasons why Toyota cars are so reliable is due to their “Toyota Production System” , which focuses on  “Just- In-Time Manufacturing ” and “Kaizen”. “Just-In-Time Manufacturing ” means making only what is needed and only when it is needed and only in the amount needed. “Kaizen” is a Japanese word which means small, continuous, incremental improvement. By comparison, American car companies are still using many of Henry Ford’s early production techniques by keeping operations in full swing in order to maximize efficiencies of scale and repairing defective cars after they rolled off the assembly line. Toyota, however, places a cord above every work station in its plants so that any worker could pull to stop the entire assembly if they spotted a problem. In this way, the whole team can work together to prevent it from happening again and the number of errors can drop dramatically. As a matter of fact, other companies have looked to Toyota to learn their “Toyota Production System” . For example, Boeing is perhaps the most famous, restructuring a plant to better suit this system. Intel is another example who is exploring Toyota’s principles in the context of Artificial Intelligence. 

       Toyota is a Japanese multinational automotive manufacturer headquartered in Toyota City, Aichi, Japan. It was founded by Kiichiro Toyoda and registered on August 28, 1937. As of today, Toyota is one of the largest automobile manufacturers in the world, producing about 10 million vehicles per year. In 1956, Toyota entered the American Market and exported Toyota Land Cruiser and Toyota Crown. In 1959, it opened its first factory in Brazil. In 1965, Toyota produced 600,000 cars a year and at the end of 1960s Toyota Corolla was recognized as the best selling car in the world. In the year of 2022, Toyota sold 10.5 million vehicles according to its statement on January 30, 2023 and it therefore continued to be the world’s top-selling automaker for a third straight year. 

      On the ranking of “The 3rd Daguan· Keweiwei World Brand Value Top 900” released on March 18, 2023, Toyota’s brand value was 704.789 billion RMB, ranking the 18th. Intel’s brand value was 611.550 billion RMB, ranking the 29th. Boeing’s brand value was 144.387 billion RMB, ranking the 176th.

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作者：杨瑞安