Leverage Expertise to Win the Market: How Joint Venture Brands Create Premium Sedans Through the Lens of the Toyota Avalon

Recently, I talked with friends about the current situation of mid-to-high-end sedans from joint venture brands and found that there are still many consumers who prefer the mature products of traditional joint venture brands. They remain focused on factors such as product quality, driving experience, and brand sustainability. Today, let's take the FAW Toyota Avalon, a representative model in this segment, as an example to discuss this market niche.

In the era of new energy, gasoline vehicles must still adhere to low fuel consumption.

When it comes to traditional joint venture brands, one cannot overlook the changes brought about by new energy (mainly referring to electrification). Although the penetration rate of new energy vehicles in the domestic car market has exceeded 50%, when we break down the data, hybrid vehicles still occupy a dominant share compared to pure electric models. The convenience of "being able to burn fuel" remains unshakable in the short term. In other words, pure electric vehicles are still a choice for a minority, while gasoline and hybrid vehicles (regardless of whether they can be externally charged) better meet the usage needs of the majority of users.

Among all the vehicles that can run on fuel, products eligible for green license plates have diverted some users who have the option to externally charge, leaving the majority of users with the choice of either purely fuel-powered vehicles or hybrid electric vehicles (HEVs) that receive blue license plates. Traditional joint venture brands happen to better meet this demand, especially with versatile models like the Toyota Avalon, which offers both purely fuel-powered and hybrid versions.

Among all the joint venture mid-sized sedans (and even all sedans), most models can only offer a gasoline engine paired with a multi-speed transmission. In terms of power delivery smoothness and driving quality, they have an inherent disadvantage compared to models using CVT transmissions, especially those using dual-clutch transmissions. However, a certain Accord using a CVT transmission has significantly higher fuel consumption than the Avalon. When comparing WLTC cycle fuel consumption data, which is closer to real-world usage scenarios, the Avalon consistently has the lowest figures.

I know you want to say that some models of the Accord and Teana have more power, but the pure gasoline version of the Avalon also has a maximum power of 172 horsepower, which is already the ceiling for 2.0L naturally aspirated engines in China. Moreover, it still offers 2.0/2.5L hybrid versions, which further increase the combined power while having lower fuel consumption and faster response time. Considering multiple dimensions such as power, fuel consumption, and smoothness, the Avalon is the well-rounded performer with outstanding overall performance.

Safety is always the top priority.

Having discussed the powertrain, let's now look at the active and passive safety levels related to driving safety. First, let's talk about the most fundamental crash test results, using the more authoritative China Insurance Automotive Safety Index (C-IASI). The standards are based on the 2017 version of the guidelines (the 2020 and 2023 versions do not include the car we are discussing today).

From the published results, most models can achieve a full score of three "Gs." But don't celebrate too soon; for joint venture brands' mid-range sedans, these are all their flagship models, so getting a three "G" rating should be considered the baseline. If flagship sedans can't meet this standard, how can cheaper models be expected to?

Let's talk about the safety airbags that everyone usually cares about. The baseline includes front airbags for the driver and passenger, front side airbags, and full-length side curtain airbags. Adding rear side airbags and driver/passenger knee airbags is definitely a plus, as no one ever thinks there are too many airbags—only that there aren't enough. Based on this standard, the Toyota Avalon not only includes these features but offers them as standard across all models, making it a solid contender in the top tier.

In terms of higher-level active safety, the difference is truly surprising. Not to mention the lidar solutions, even the most basic Level 2 advanced driver assistance features are not standard across many flagship mid-sized sedans. For example, basic functions like full-speed adaptive cruise control, active braking, lane keeping assist, and road traffic sign recognition, which have long been considered inexpensive, are only standard on a few models like the Toyota Avalon. Data shows that when a vehicle is equipped with the most basic Level 2 driver assistance system, the likelihood of rear-end collisions can be dramatically reduced by approximately 71%.

Joint venture brands have quite different understandings of intelligence.

In terms of performance in intelligence, there are actually significant differences among these joint venture brands' mid-sized sedans. The high-spec solution features Qualcomm's Snapdragon 8155 automotive-grade chip combined with 128GB of large memory. This hardware configuration can easily handle multiple continuous voice commands and run third-party apps like in-car WeChat, K Song, and QQ Music without any issues. Furthermore, this hardware specification is sufficient to ensure the smooth operation of the car's system, making it as fluid as operating a smartphone. Additionally, all models of the Toyota Avalon that are mid-range and above come with this specification.

Additionally, the Toyota Avalon is relatively rare in supporting CarPlay, CarLife, and HUAWEI HiCar, the three major smartphone-to-vehicle connectivity features. Regardless of which platform a smartphone user is on, they can seamlessly connect with the vehicle system without any hassle, which is something that is challenging for other brands to achieve simultaneously.

Enhancing comfort, joint venture brands have more heritage.

When it comes to the performance of driving comfort, it is usually determined by the sense of spaciousness, seat support, the advanced feel of materials and craftsmanship, as well as the level of sound insulation and vibration filtering. For driving space, this is inherently a strength of Japanese cars. In the case of the Avalon, a mid-size sedan, its nearly 5-meter length and 2870mm wheelbase give designers ample room to work with. It is believed that every Avalon user would rate the spacious seating of this car highly.

The design of seating for the body’s support is actually a very profound subject. Each area requires specific materials, the structure of the seat frame needs to be designed appropriately, and the angles of the cushions and backrests must be set correctly, among other factors. These are all aspects that require in-depth research, and it is not uncommon to develop hundreds of proposals for a single seat. For a well-established company like FAW Toyota, with rich experience in research and development and accumulated data, it can create solutions that are suitable for a broader range of users. Of course, how the car manufacturers approach this is one aspect, but the actual experience of the user is also very important, and that can only be assessed through personal experience. Indeed, you need to make decisions based on your own comfort.

Large manufacturers have a deeper understanding of process control and material matching. Although various mid-sized sedans have employed more premium materials and finer craftsmanship to enhance tactile and visual quality, it remains rare for cars like the Toyota Avalon to use real wood for decoration. This is akin to evaluating high-end furniture.

In terms of sound insulation and vibration filtering, the standards of various car models are quite high. Here are two points based on my subjective feelings. Firstly, on superficial aspects such as more effective double-layer soundproof glass for side windows, I can understand the decision to use ordinary glass for lower trim levels to save costs, but why only install it for the front row in mid-to-high trim levels? Fortunately, the Avalon did not make this mistake.

Since Toyota fully adopted the TNGA architecture, there has been a noticeable improvement in the overall body rigidity of both high-end and entry-level cars, even in unseen areas. The level of sound insulation and shock absorption has also improved significantly, giving the cars a tight feel similar to European vehicles. Here's a fun fact: 60% of the parts in the Toyota Avalon are shared with the Lexus ES model.

The more high-end the car, the more it needs a stable design.

In terms of the most challenging aspect of design, models that follow a purely sporty route have almost all failed in the domestic market. After all, the vast majority of users who choose mid-sized sedans tend to prefer a calm and restrained style, which is related to our own culture and aesthetic preferences.

For the Toyota Avalon alone, I think it is one of the rare successful designs that harmoniously blends a sharp and aggressive front with a low-key and stable rear end, making it a model full of presence. Additionally, the 19-inch turbine wheels paired with the horizon-spanning taillights further enhance the luxury aura of this car.

Having discussed much about the performance of the Toyota Avalon, here’s a brief summary. This is a relatively low-profile but undoubtedly sophisticated model, scoring high marks in all aspects. It stands at the top tier among mid-sized sedans from joint venture brands, and it is worth a thorough examination. Recently, the official Time Renewal Plan was launched, offering an additional subsidy of one thousand for each year the car ages. Combined with current market discounts, it is a worthy choice for upgrading your family car. (For details, please consult your local FAW Toyota dealership.)

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