China National Heavy Duty Trucks Beijing Corporation held a lightweight Haoqi A7 Extreme Edition tractor user promotion meeting in Weichang County, Chengde City, Hebei Province, to promote the tractors that represent the highest product level of Heavy Duty Truck.
On July 15th, FAW Liberated the J6 fitted with 6DM 11-liter engine off the assembly line of the 8×4 dump truck. This was the 60th heavy truck that liberated J6 from the production line. On the same day, this heavy truck was listed on the seventh Changchun Motor Show. FAW Liberation placed high hopes on this dump truck.
At the end of last year, Dongfeng Commercial Vehicle launched a new generation of Dongfeng Titan heavy engineering vehicles and Dongfeng Tianjin medium engineering vehicles. Li Jingqiao, Secretary of the Party Committee of Dongfeng Commercial Vehicle Co., Ltd., recently went to Shizuishan City, a heavy-duty truck sales market in Ningxia, and hoped that Dongfeng Commercial Vehicle Ningxia.com members could make breakthroughs in the vulnerable strains.
In addition to these three backbone heavy truck companies, SAIC Iveco Hongyan, Valin Motors, and Bei Ben Heavy are also aggressively promoting new tractor-based products such as Jieshi, Xingkaima, and V3.
The actions of these backbone heavy truck companies are, at first glance, just common product promotion behaviors. After careful observation, they will find that behind these actions are important measures for heavy truck companies to reverse the irrational product structure and try to increase market share.
Everyone has his strong and weak points
After the outbreak of the global financial crisis in 2008, the Chinese government launched a series of policies to stimulate domestic demand and achieved remarkable results. In the first half of this year, the demand for trucks showed an explosive growth, and the production and sales volume of various heavy truck companies increased significantly. Most enterprises believe that after the extraordinary growth, the market will eventually return to normal development, and the problem of unreasonable product structure will become increasingly prominent.
When it comes to product structure adjustments, several backbone heavy truck companies must be mentioned.
The products imported by FAW from the Soviet Union belonged to medium-duty trucks. After reform and opening up, they were changed several times according to market demand. Products were changed from long heads to flat heads. Gasoline engines were changed to diesel engines, and the load capacity was increased to 8 tons. Liberation of “Baping†Once in the market, medium-heavy trucks gradually became the main model of FAW liberation. Similarly, Dongfeng commercial vehicles are mainly medium and heavy products.
In the segmented market, the road vehicles of FAW Jiefang and Dongfeng Commercial Vehicles have obvious advantages such as light weight and low fuel consumption, which gradually became the best-selling models of the two companies. After Dongfeng Commercial Vehicle Co., Ltd. and FAW Jiefang successively launched the Tianlong and J6 series heavy trucks, the performance of the dump trucks was no different from mainstream products in the market. In some aspects, it even surpassed mainstream products in the market, but traditional concepts have been formed among users, and Dongfeng and Liberated tractors are better.
After the introduction of Steyr heavy trucks by Sinotruck, with a lot of product advantages, it has a large share in the dump truck segment market. Shaanxi Automobile and Chongqing Heavy Duty Truck, separated from the former China National Heavy Duty Truck Group, also produce products that belong to the Steyr platform, and have performed outstandingly in the dump truck market. Valin Motors and Bei Ben Heavy Duty Truck have established a more prominent brand image in the dump truck industry. The reporter saw that on the websites of these companies, the full range of products such as traction, dumping, and cargo loading are available. However, the scale is short and there are advantages. Although the engineering products of these companies have a good performance in the market, there is still much room for improvement in the road vehicles, especially the tractor segment market.
Structural adjustment enters the critical stage
In the booming truck market, the backbone heavy truck companies developed rapidly based on their respective advantages. They temporarily took into account their own shortcomings, and gradually formed imbalanced product development. After the market has stabilized, further adjustments to the product structure have become tasks that heavy-duty truck companies are currently paying attention to.
Since the dominant products of various companies have formed a certain set of patterns in the user groups, it is not easy to change traditional concepts. Moreover, the short products that companies need to make up are often the strengths of their competitors. Taking a short attack on one’s length is like starting a difficult battle. It will not work without hard work.
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