Cherish the Time, Drive with Confidence | FAW Toyota's 23rd Anniversary Value-Retention Festival and Used Car Brand Upgrade Event Grandly Kicks Off
On September 26, the "Joyful Time · Ever More Reassured" FAW Toyota 23rd Anniversary Brand Value Preservation Festival landed at the Changde Toyota Store in Xixian New Area. Xue Bin, Used Car Director of FAW Toyota's Customer Operations Department; Pan Lei, Director of the China Automobile Dealers Association and Vice President of Jingzhengu; Wang Xiaopeng, Chief Technology Officer of Battery Home; Li Xiaogang, Northwest Regional General Manager of Chaboshi; and other industry guests attended the event.
The event was structured around three chapters—Encounter, Mutual Understanding, and Companionship—integrating brand strategy announcements, technical strength demonstrations, and owner appreciation givebacks, visually presenting the comprehensive strategic upgrade of FAW Toyota's certified used car business. The newly opened Changde Toyota Used Car Center, a newly minted used car elite store, served as a landmark footnote to the brand upgrade's arrival at the terminal level. This was not an ordinary anniversary celebration. Viewed at the juncture of policy and landscape reshaping in China's 2026 used car market, FAW Toyota's choice has its own industry logic.
Selecting Time | Upgrading the Brand Core, Solidifying Value Preservation Strength
In the "Selecting Time" brand renewal segment, the data Pan Lei announced on site deserves careful reading: from 2025 to 2026, FAW Toyota won the China Automobile Value Retention Rate Industry Benchmark Award issued by the China Automobile Dealers Association, with its three-year vehicle value retention rate consistently ranking at the top among mainstream joint venture brands; among them, the Crown Kluger claimed the top spot in the mid-size SUV value retention rankings with 67.76%, its outstanding market performance earning dual recognition from both the industry and consumers.
In 2026, the ripple effects of the new car price war are overturning the traditional value preservation system. As the faith in "value preservation" is shaken, the value of a brand-certified used car system is instead pushed to the forefront.
In his speech, Xue Bin expressed sincere gratitude to the tens of millions of owners over 23 years, as well as the more than 200,000 certified used car owners for their long-standing trust. He mentioned that as early as 2005, FAW Toyota took the lead in laying out its brand-certified used car business; now the brand core has completed its iterative upgrade, evolving from the original "Peace of Mind, Safety, Love of Use" to "Selecting, Craftsmanship, Joyful Value," with service commitments expanded from twelve to fifteen items, and a solemn on-site proposal of the long-term user warranty commitment of "One Toyota, 10 Years of Peace of Mind."
Twenty years of accumulation point to a simple conclusion: the essence of value retention rate is the monetization capacity of brand credit. When a vehicle, after circulating in users' hands for many years, can still return to the brand system at a reasonable price, what the user gains is not just a transaction, but confirmation of their original choice.
Subsequently, FAW Toyota, in partnership with Chaboshi and Battery Home, announced the new energy certified used car selection plan, relying on third-party authoritative inspection capabilities combined with original factory standard certification to build a complete safety protection chain covering the entire vehicle, power battery, and spanning from inspection to after-sales assurance, filling the market gap with an enterprise-level solution ahead of others.
In June 2026, the Ministry of Commerce explicitly proposed advancing the construction of a vehicle full-lifecycle information interaction system. The lack of unified standards for residual value assessment of new energy used cars, especially the detection of power battery health status, has long been a core bottleneck restricting circulation. Whoever can build consumer trust in battery health status holds the key to new energy used car circulation. If this system can run successfully and form a replicable model, its industry significance will transcend any single brand.
Crafting Time | Artisan Inspection Standards, Interpreting Quality Confidence
The "Crafting Time" segment's display of the 170-item professional inspection process was the most "hardcore" part of the entire event. Each certified used car must go through five procedures: 170-item initial inspection, full-vehicle deep cleaning, high-standard reconditioning, renewal and upgrade, and 170-item final inspection. The headlight restoration comparison demonstrated on site by gold-medal technicians allowed the audience to truly feel the craftsmanship strength of vehicles "taking on a new look."
The confidence of "10 Years of Peace of Mind" comes precisely from the rigor of these 170 inspections, from the completeness of the five remanufacturing procedures, and from the uncompromising original factory standard certification. New car sales establish user relationships, trade-in recycling brings vehicles back into the system, standardized reconditioning gives vehicles a second life, and certified resale completes value realization. The awarding of 35 new elite retail stores in 2026 and the opening of the Changde Used Car Center demonstrate that this model is moving from the strategic level to landing as a channel network. Dealers' willingness to participate is the key variable testing whether a brand's used car strategy can scale.
Joyful Value Time | The "Second Vote" of Quality Trust
The "Joyful Value Time" chapter turned its gaze to vehicle owners, using real stories to interpret the mutual commitment between brand and users. Owner Ms. Wu purchased a Vios, a Corolla Dual Engine, and a bZ5 in succession, experiencing fuel, hybrid, and pure electric models; ride-hailing operator Mr. Meng owns 200 Toyota operating vehicles and purchased an additional top-trim bZ5; owner Mr. Dai (represented by family member) traded in a Prado for a FAW Toyota certified used car Granvia, and proactively recommended it to friends and relatives. These real cases confirm that users' high loyalty to the brand stems from reliable products and stable service.
Changde Toyota General Manager Cai Feng stated that vehicle delivery is not the endpoint of service but the starting point of companionship, with subsequent trade-in, maintenance, and inspection services continuing to accompany users. In the subsequent new owner collective delivery ceremony, the anniversary limited-time purchase policy was officially announced: from September 26 to October 7, purchasing a vehicle entitles buyers to a cash voucher of up to 5,000 yuan; the Fengxianghui "Xiaohebao" multi-model trade-in expansion fund will be renewed and launched in October, with Granvia up to 18,000 yuan, and Crown Kluger and Prado up to 15,000 yuan. The Granvia offers six-fold family enjoyment gifts, with comprehensive savings up to 55,000 yuan, including 4 years/9 free maintenance services, 5 years zero down payment with 0 interest for the first 3 years, and other benefits; from purchase to trade-in, from maintenance to finance, this policy combination covers the key nodes of the user's entire vehicle usage cycle, turning "10 Years of Peace of Mind" from a promise into perceivable benefits. Finally, the song "Special Love for Special You" played warmly on site, as guests and owners shared the anniversary cake together, celebrating the brand's 23rd anniversary.
Conclusion: Quality Certainty Is the Scarcest Supply in the Stock Era
China's used car transaction volume is expected to reach 22 million units in 2026. The ratio of new car consumption to used car transactions is approaching 1:1, and the used car business has become the most adhesive link in the entire automotive circulation cycle.
FAW Toyota's choice to complete its certified used car brand upgrade at the 23rd anniversary juncture sends a clear signal: in the second half of stock competition, what matters is not just who can sell more cars, but who can use quality certainty to provide more trustworthy value assurance for users' vehicle assets. Looking ahead, it is believed that FAW Toyota will continue to honor the commitment of "One Toyota, 10 Years of Peace of Mind," continuously improve its full-cycle service ecosystem, and steadily advance amid the waves of industry development.
The direction of "One Toyota, 10 Years of Peace of Mind" has been set: in an automotive market of intensifying uncertainty, the scarcest thing a brand can offer is quality certainty. And the used car business is precisely the best touchstone for testing the true quality of that certainty.
