Everyone Talks About "User Thinking," Except GAC Toyota

The strong sales of the Bora 3X are a concrete manifestation of the "user-first" philosophy, but GAC Toyota's China strategy is still ongoing, paying meticulous attention to everything from products to emotional connections with users.

Since the beginning of 2025, the nearly frenzied price war and intense market competition have inevitably put car companies in a dilemma of whether to follow suit or not. However, with the government's rectification of industry chaos, after prolonged entanglement, this year's Chinese car market has finally established a long-lost order.

How exactly should the market move forward? Whether it is independent car manufacturers or joint ventures, they generally have developed their own set of logics.

Especially the latter, since GAC Toyota used the bZ3X as an anchor in March, from the localization adaptation of the product itself, to the reconstruction of the pricing system, and then to the readjustment of the enterprise management mechanism, in the face of the heavy pressure of transformation, "joint venture" is finally no longer associated with being outdated.

Not only that, when the Platinum Wisdom 3X stabilized at a monthly sales level of over 6,000 units, GAC Toyota, as a representative of joint ventures, increasingly focused on the theme of "building a new industry ecosystem," demonstrating the qualities expected of a joint venture company.

Previously, like all joint ventures, we often heard GAC Toyota emphasize terms such as "long-termism" and "big manufacturer quality." In their view, the key to establishing a brand always seems to be inseparable from user support.

Today, as we witness the industry's competition shift from pre-sales to after-sales, and from automakers to dealers, these intangible assets, though seemingly elusive, always originate from the people and return to the people. This has always been the underlying principle of a major company: "In China, For China."

On the eve of the Chengdu Auto Show, GAC Toyota chose to head to Chongqing, holding the first User Conference to give back to all owners of the bZ3X, thanking them for recognizing GAC Toyota’s transformation amidst these turbulent times.

This journey can be seen as a microcosm of GAC Toyota's initial success in electrification, but in reality, what GAC Toyota is contemplating is how to amplify its "user-centered" development philosophy and materialize it, thereby driving the company to continue its deep cultivation in China.

At this moment, in order to address users’ core concerns when purchasing electric vehicles—such as “fear of spontaneous combustion, fear of parking accidents, and fear of inadequate after-sales service”—GAC Toyota has taken the industry lead by implementing corporate responsibility and directly providing users with lifetime “spontaneous combustion liability” and “parking liability.” This ensures maximum protection, including replacement with a new vehicle in the event of spontaneous combustion and full compensation for property losses resulting from parking accidents.

Whether it is to further enhance the safety of intelligent driving assistance or to improve the interactive experience of the intelligent cockpit, the largest OTA update of the year for the Paozhi 3X has already been scheduled. We believe all of this demonstrates strong industry foresight.

In 2025, joint venture automakers, exemplified by GAC Toyota, see a successful product launch as more than just a correction of past mistakes. When users are willing to rally around products like the Bozhi 3X, it signifies that the future of China's new energy vehicle industry has a foundation for sustainable development.

The success of Puzhi 3X is not a coincidence.

I vaguely remember that on the launch day of the bZ3X, senior executives from both China and Japan at GAC Toyota made a rare joint appearance to recount the stories behind the creation of the bZ3X. Numerous details highlighted how the bZ3X, as a pure electric SUV bearing the Toyota badge, was crafted inside and out for Chinese users.

In terms of positioning, unlike all previous joint venture electric vehicles, the BZ3X does not prioritize brand premium. In the price range of 100,000 to 150,000 yuan, GAC Toyota's requirement is to lower the threshold for owning this car, while also remaining competitive against Chinese pure electric SUVs in the same segment.

Therefore, in addition to offering the largest and most spacious interior in its class, to meet the stringent demands of Chinese consumers for intelligent experiences, the Bozhi 3X is equipped right from the start with 27 high-spec sensors, including 1 LiDAR, 11 HD cameras, 12 ultrasonic radars, and 3 millimeter-wave radars for driving assistance hardware. Collaborating with Momenta to improve 329 key aspects, it provides a seamless full-scenario driving assistance system, making it the most cost-effective intelligent SUV in the 150,000 RMB segment.

At this product level, overall vehicle safety is often overlooked due to cost concerns. However, the bZ3X strictly adheres to the principle that safety and quality are inviolable bottom lines—every feature and performance aspect must give way to this Toyota-style manufacturing philosophy. From battery safety to body rigidity and even software security, not a single element can be compromised.

Since its launch, the bZ3X has received over 40,000 orders, with cumulative deliveries exceeding 32,000 units. Its strong market performance over the past months has proven that the bZ3X is an outstanding "Chinese" electric vehicle. Its arrival has timely brought long-awaited recognition to Toyota's electric vehicles.

Through such products, it demonstrates to the outside world that joint ventures are not novices incapable of producing electric vehicles. More importantly, it tells us that joint venture car companies have begun to understand that since the Chinese market has its own specific consumer demand characteristics, it is worth learning the rules of operating in this market and putting them into practice.

After the launch of the Beyond 3X, GAC Toyota showcased the Beyond 7 at the Shanghai Auto Show.

Although the planned launch date for this pure electric D-segment sedan is set for 2026, it is evident that the research and development is fully entrusted to the Chinese partner. Moreover, with suppliers such as Huawei, Xiaomi, and Momenta Bolzhi 7 on board, it further reveals that joint venture automakers represented by GAC Toyota no longer intend to underestimate China due to inherent mindsets.

After all, who would have thought that the first car of the Huawei and Xiaomi dual ecosystem would actually be the GAC Toyota Bozhi 7!

In this rapidly changing era, it is very difficult to achieve 100% "responding urgently to users' needs and thinking what users think." However, GAC Toyota is willing to give it a try, which means that the challenge of electrification transformation for joint ventures is finally showing signs of progress.

From the Leahead 3X to the Leahead 7, these new era products with strong Chinese characteristics demonstrate the transition from listening to user voices to fulfilling user needs. GAC Toyota achieves this by employing "full lifecycle peace of mind" and "precise demand upgrades," transforming "customer first" from a slogan into a tangible driving experience.

Now, when GAC Toyota's Peng Baolin offers users the industry's first user rights that take responsibility for spontaneous combustion and driving assistance accidents, it undoubtedly further strengthens GAC Toyota's commitment to building cars for users.

To put it bluntly, since electric vehicle users often worry about unresolved issues arising from accidents caused by spontaneous combustion or assisted driving during use, GAC Toyota dares to break industry conventions by directly providing benefits from the manufacturer—taking direct responsibility for electric vehicle spontaneous combustion and intelligent parking accidents. This is a concrete manifestation of the responsibility and technical confidence of a major manufacturer.

As of today, it's certainly impossible to say that consumers have no concerns about the safety of electric vehicles. However, GAC Toyota, unlike some emerging players who "focus on marketing over security" and "shift responsibility to insurance companies," utilizes its own system capabilities to comprehensively protect users' driving safety.

Not only that, the Platinum Intelligence 3X, which carries all of this, will also officially launch the largest OTA upgrade of the year in the near future. Who can still say that GAC Toyota in 2025 is not keeping up with the times?

Yes, GAC Toyota has always promoted that, as a major manufacturer, every move it makes, including all intelligent upgrades, is guided by the underlying logic and highest priority of "safety." All innovations must be carried out within Toyota's stringent safety framework, and anything that does not meet Toyota's safety standards will definitely not be implemented in the vehicles. This inevitably leads to the perception that the upgrades and optimizations of the Bozhi 3X will not come quickly.

Now, while adhering to the bottom line of technology, being able to respond so quickly to new user demands—no matter how you look at it—truly shows that GAC Toyota places the changes in the Chinese market at the very heart of its development.

Every change in the Bolizhi 3X reflects GAC Toyota's understanding of user needs and insights into consumption trends, while also guiding its own future development and providing a reference model for the entire industry regarding transformation.

"The first person of the new joint venture force, strength proven, deservedly so."

Today, as China's automobile market has developed, its exploration and implementation of new energy technologies, as well as its drive for innovation, have indeed placed it at the very center of the world stage.

However, there is one point we must acknowledge: as the market gradually matures, users are increasingly weighing brand strength alongside considerations of price and features when choosing a car. This is also one of the reasons why most brands have not survived the growth phase during these years of explosive growth in the new energy sector.

Given the current situation, even if GAC Toyota claims to be the first and most thorough "joint venture new force," who could object?

In just half a year, as a joint venture company, who would have thought that GAC Toyota would adopt the car-making concepts of new forces and launch brand-new models like the Bozhi 3X and the "first smart ecological vehicle" Bozhi 7, both perfectly tailored for China? On the other hand, having been deeply rooted in China for over 20 years as an experienced player, GAC Toyota certainly isn’t after mere spiritual victories on the internet.

"Traditional car companies" are not synonymous with being outdated. The long-termism and development resilience they often tout are far more profound than their literal explanations.

On the surface, the transformation from "product provider" to "user companion" stems from the dual advantages of "joint venture quality + user orientation," but ultimately, GAC Toyota aims to set a good example for the Chinese new energy industry to go further.

Price wars will eventually come to an end, and by then, GAC Toyota wants everyone to understand that a great car company relies not only on a vast product range but also on the loyal support of a large number of users, which is the foundation for the company's continued growth.

Reviewing the history of GAC Toyota, we certainly know that the Platinum Intelligence 3X User Conference held this time is the first of its kind in the company's 21-year history. However, it is precisely because of this that compared to the past era when joint ventures were accustomed to natural market growth and easy successes, GAC Toyota in 2025 has experienced unprecedented growth.

"Joint venture new power" is a very unfamiliar title. But it is clear that "taking the best of both and eliminating the limitations of both" is the best explanation under this label.

Technically, GAC Toyota has completely broken the path dependence of traditional joint-venture brands, achieving a "catch-up" in intelligent capabilities with new forces on 100,000-yuan-class SUVs like the Bozhi 3X (being the first in the sub-150,000-yuan segment to feature the Momenta R6 large model, with OTA upgrades enabling functions such as automatic passage through highway ETC barriers and head-in parking).

In terms of ecology, to rival new forces, GAC Toyota is actively introducing Chinese technology companies such as Huawei and Xiaomi, which have strong user perception and can provide emotional value to users, to jointly build an open and continuously evolving "Human-Vehicle-Home" ecosystem. The bZ7 has become the first joint venture under this ecosystem.

In terms of channels, gradually abandoning the traditional, generalized vehicle usage experience from the manufacturer to 4S stores and then to car owners, GAC Toyota, based on the hardware foundation of 610 dealerships, aims to absorb and integrate the communication methods of new force brands and users. Through dedicated one-on-one service advisors for users, GAC Toyota hopes to transform service from a cold, procedural process into a warm, predictable, and long-term relationship.

Systematically and comprehensively optimize the organization's multi-level internal reporting structure, truly implement flat management, strive to ensure that the latest demands obtained from the terminal market can be communicated to the company's top management in the first instance, and make timely adjustments.

This can be said to be the strategic upgrade of the joint venture's organizational structure, communication model, and brand identity towards a "user-centered" approach. It marks the shift in communication between GAC Toyota and its users from "one-way dissemination" to "two-way co-creation," featuring a strong characteristic of the "new forces."

In order to create a synergistic effect with all of this, the joint venture automakers’ prudence and boundary-setting in technical calibration, the long-established brand loyalty and service system built through user communication, as well as the mature internal mechanisms developed for solving key problems, all empower GAC Toyota with strong confidence when making any adaptive changes. These factors are also intended to highlight the responsibility and commitment of a well-established joint venture enterprise in the era of new energy vehicles.

After all, there are still too many uncertainties in China’s auto market in 2025. Conversely, for the entire joint venture camp, it is precisely these unsettled circumstances that make the market full of development opportunities.

On one hand, it adapts to the changes in China’s industrial landscape, while on the other, it remains steadfast in its own commitments. GAC Toyota is by no means the only joint venture company to move with the times; however, it is precisely its adherence to a "customer-centric" approach—demonstrated by the launches of the bZ3X and bZ7—that promptly proves to the Chinese market the courage and ingenuity of the "new joint-venture forces." At the same time, it reveals the determination to continuously evolve in order to contribute to the healthy development of China’s automotive industry.