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01 Liberation of Dongfeng Longhudou
They are the first two national-size truck manufacturers in New China; they are the competitors in the domestic top-heavy card sales for many years; they are eager to break the image of their past products in the card, quasi heavy truck; they have chosen to create high-end heavy trucks Come for your own name
FAW Liberation: The Rise of J6
For FAW Jiefang, nothing is more exciting than the success of J6 heavy trucks in the market, because FAW people are expecting too much of this self-developed high-end heavy truck product. The time goes back ten years. In January 2001, the Liberated J6 heavy truck project was formally established. At that time, FAW’s liberation had just gone through a joint venture with Mercedes-Benz, because both parties had differences on whether to retain the “liberation†brand and eventually parted ways.
For the "liberation" of this old brand of feelings, so that FAW people decided to develop a heavy truck product, this is not only to their own breath, but also to change the old liberation is not the image of real heavy truck. And with the emergence of Chinese society's demand for high-end models, they have chosen to create a high-end heavy truck that can match the world. R & D Liberation J6 heavy truck, FAW Technology Center spent a full seven years. Li Jun, director of FAW Technology Center, said: "The process of independent research and development is arduous, and many basic research and development are started from scratch."
However, the market's attitude toward new products is harsh and it is viewed with cold eyes. It is true gold or cloud, only to rely on product performance to speak. Two years later, the Liberation J6 finally became elated. It proved to the people that the Chinese can create high-end heavy trucks by themselves, and also proved to the market that it is a shining gold. Seven years of research and development, coupled with two years of unremitting efforts, the market has also given it the proper return.
In 2010, FAW Jiefang achieved sales of 260,000 heavy trucks, an increase of 56% year-on-year. Among them, the liberation of the J6 heavy truck has achieved explosive growth. The annual sales volume has surpassed 60,000 units, compared to 18,000 vehicles in 2009, an increase of 233% year-on-year. It is also supported by the hard data of sales volume. On January 14, 2011, the J6 heavy truck of FAW Jiefang successfully won the first prize of the 2010 National Science and Technology Progress Award at the awarding ceremony of the National Science and Technology Awards Conference.
Dongfeng Commercial Vehicle: Strategic Improvement
313,000 vehicles, a year-on-year increase of 59%. This is the seventh consecutive year that Dongfeng Commercial Vehicles has become China's top heavy truck sales. However, for Dongfeng Commercial Vehicles, in the future market competition, in addition to sales and market share, it is necessary to maintain industry leadership at all times, and improving product quality and core competitiveness is the key.
Dongfeng Tianlong and Dongfeng Tianjin are the most favorable weapons to enhance the competitiveness of Dongfeng commercial vehicle products. In 2006 and 2008, Dongfeng Commercial Vehicles took the lead in launching these two products in an increasingly homogenized market. As it turned out, as the first person to eat crabs, these two products now bring great returns to Dongfeng Commercial Vehicles.
Competitors saw the success of Dongfeng Commercial Vehicles in the high-end market and have launched corresponding products to compete. The J6 heavy truck of the old rival FAW Liberation also began to catch up. It is not easy to stop opponents from responding to competition, but it can be done by building itself into a stronger company. Dongfeng Commercial Vehicles is further adjusting the proportion of new products in sales.
In 2010, Dongfeng Tianlong achieved sales of nearly 100,000 vehicles, an increase of approximately 104% year-on-year. The proportion of heavy-duty trucks was close to 50%. Dongfeng Tianjin sold more than 30,000 vehicles three years after its listing, an increase of approximately 183% year-on-year. The proportion of card products exceeds 30%. The growth rate of both products is much higher than the sales growth of Dongfeng Commercial Vehicles in 2010.
In 2011, Dongfeng Commercial Vehicles made a conservative estimate of the market's development situation and set the target to maintain the scale of 2010, but the strategic upgrade to increase market share and new product sales ratio will continue.
02 Enemy Three Musketeers
China National Heavy Duty Truck, Shaanxi Heavy Duty Truck and Futian Auman, these three entangled competitors, are wrestling with their own methods
These are three entangled competitors and there are too many stories between them. China National Heavy Duty Truck Group and Shaanxi Heavy-duty Truck Co., Ltd. are both brothers of the same roots in the past, but they have become pinpointed to Maiman because of Sino-Chinese heavy truck and Weichai's struggle. Shaanxi Heavy Duty Truck and Futian Auman launched fierce competition in order to compete for the fourth place in the sales of medium-heavy trucks. In 2009, Fukuda defeated Shaanxi Auto, and Shaanxi Automobile successfully counterattacked in 2010. Futian Auman and China National Heavy Duty Truck are well-established. It is exactly the same time when Sinopec has fallen into a trough. Futian Auman has seized a large number of talents from China National Heavy Duty Truck and realized its rapid rise in the heavy-duty truck market.
China National Heavy Duty Truck: The Year of Reorganization
For ten years, China National Heavy Duty Truck Corporation has grown from a dying enterprise to become the leader in today's heavy truck industry. In 2010, Sinotruk made people not remember the sales of 195,000 units, not the 50th anniversary of the birth of the first heavy-duty truck and the celebration of the 10th anniversary of the reform and reorganization of Sinotruk, but a series of big shots made by Sinotruk. Mergers and acquisitions. In August 2010, it invested in Chengdu Trump with capital increase and share expansion. The two parties jointly invested in the establishment of Chengdu Trump Commercial Vehicle Co., Ltd., China National Heavy Duty Truck Group. Sinotruk holds 80% of its shares and builds an annual base of 400,000 commercial vehicles.
This acquisition is different from the previous restructuring of China National Heavy Duty Auto Gear Co., Ltd., Guangxi Liuzhou Yunli Special Purpose Vehicle Factory, and Hubei Warwick Special Purpose Vehicle Factory. Sinotruk not only needs to produce heavy trucks at this southwestern production base, but also has to develop medium, light, and micro A series of commercial vehicle and other automotive products business will achieve the target of 100,000 Taichung, heavy trucks, and 300,000 light and micro cards by 2015.
A month later, China National Heavy Duty Truck grabbed Shanghai Huizhong’s heavy-duty assets from Weichai to expand the product line of CNHTC Jining Commercial Vehicle Co., Ltd. In accordance with China's "12th Five-Year Plan", it is not to be a heavy truck leader, but to build itself into a large-scale commercial vehicle group with international influence, and strive to achieve sales of 200 billion yuan.
Shaanxi Shouqi: backed by big trees
At the end of 2009, Fang Hongwei, chairman of Shaanxi Heavy-duty Truck Co., Ltd. deliberately changed a large glass of wine for the purpose of achieving the target of 100,000 heavy truck sales in 2010 at the business annual dinner. In that year, Shaanxi Heavy Duty Truck sold 70,000 heavy trucks. In 2010, under the escort of Shandong Heavy Industry's gold industrial chain with Weichai Power as its core, Shaanxi Zhongqi not only achieved the sales target of 100,000 units, but also won the fourth place among medium- and heavy-duty truck sales among Futian Auman. competition.
Copy past glory. In 2006 and 2007, Shaanxi Automobile achieved over 100% leapfrog growth for two consecutive years. Now, Shaanxi Automobile also hopes to take advantage of its strong performance in 2010 to launch a new product, the 2011 “Caijiu†heavy truck series and the Delong M3000 series that fills the shortcomings of the previous Chinese card products. It advocated the establishment of China's new energy heavy truck strategic alliance to ensure its advantage in the new energy heavy truck.
In 2011, Shaanxi Sinotruck set a target of 13 to 150,000 vehicles, and the target of 200,000 to 250,000 vehicles will be achieved by the end of the “Twelfth Five-Year Planâ€. Together with the mini-vehicle project invested in 2009, it will challenge 50 to 600,000 vehicles in 2015. The goal is to achieve 100 billion yuan in revenue.
Futian Auman: Investment in the Future
In 2010, 100,000 heavy-duty trucks were sold, and Futian Auman delivered a seemingly good answer. However, they are obviously not satisfied, and they will be assessed in accordance with the sales of 85,000 vehicles in 2009. The constrained engine resources have caused their sales growth to fall far behind their opponents in 2010.
The immediate achievements can only become history. Futian Auman invested in the future in 2010. On September 27, 2010, Foton Motor’s Board of Directors approved a joint venture program with Daimler AG and Daimler Northeast Asia Investment Company to produce medium- and heavy-duty trucks and their engine projects, and set up a joint venture Beijing Futian Daimler Automotive Co., Ltd. .
A long-distance love run that spans seven years between the two companies has finally arrived. The joint venture company will use "Fukuda" and "Auman" as trademarks, and will be equipped with a domestically produced Mercedes-Benz OM457 heavy-duty engine to produce Auman TGL heavy trucks, which will enhance product strength and international competitiveness.
In 2010, Foton Motor revealed that it will spend RMB 2.6 billion to establish Futian Auman's second plant to increase its production capacity. In early 2011, this plan has already begun to implement. However, this year, Futian Auman did not propose a high-profile target and could only maintain the sales scale of 100,000 vehicles.