Aiming at foreign brand domestic commercial vehicles

On March 31, Valin Motors celebrated the production of its 5,000th truck, marking a significant milestone in the company's journey. According to a spokesperson from Valin Motors, the brand's high-quality, affordable trucks and exceptional customer service have attracted many customers who previously favored foreign brands. These trucks have become a popular choice among buyers in East and South China, challenging the dominance of imported vehicles. This development has drawn attention from reporters, highlighting the growing competition between domestic and imported commercial vehicles. Further interviews revealed that the competitive edge of domestic heavy trucks and buses over their foreign counterparts is becoming increasingly evident. While they have long held advantages in mid- to low-end segments, they are now making inroads into the mid- to high-end markets. Even foreign-branded vehicles assembled in China are struggling to maintain their market share. In the past two years, domestic brands have dominated the commercial vehicle market. Although foreign brands have increased their presence in China, they haven’t shown strong expansion trends and have retreated to the high-end segment. Last year, the domestic heavy-duty truck industry experienced its first negative growth due to national macro-control policies. Import truck sales dropped significantly, with Japanese trucks falling from 7,000 units to around 1,000, while European and American imports fell by 60% year-on-year. The performance of foreign joint ventures in the bus sector has been disappointing. Companies like Changzhou Iveco, Yaxing-Benz, and others have struggled, with high-end passenger car sales nationwide barely exceeding 1,100 units last year. Most of these were dominated by domestic brands. Industry insiders point out that the narrow product range and outdated business models of these joint ventures don’t meet Chinese market demands. On the truck side, even Huawo Trucking, which was once highly anticipated, only produced less than 200 units annually. In contrast, domestic bus and truck companies are gaining momentum through innovation. At this year’s Shanghai Bus Show, local manufacturers showcased new technologies such as hybrid systems, public transport concepts, and hydrogen-powered buses—showcasing the future direction of the industry. Brands like Valin, Foton, and China National Heavy Duty Truck are actively competing in traditional foreign-dominated markets. For example, Foton Motors’ OMARCO Light Card entered the Beijing market, breaking Japan’s long-standing monopoly in the high-end light truck segment. Domestic trucks are not only cost-effective but also improving in quality and after-sales service. A sales representative from a domestic heavy truck company noted that the quality of domestic trucks is about one-third of European models or half of Japanese ones, yet their price advantage is clear. An analyst from Shanxi Auto emphasized that the key to success lies in sustained independent innovation. Companies like Futian, China National Heavy Duty Truck, Hualing, Yutong, and Jinlong all prioritize innovation to enhance quality, reduce costs, and improve service. Valin, for instance, partnered with Mitsubishi to absorb and develop its own technology, aiming to build a strong brand identity. Through this process, Valin has learned and applied advanced techniques to its own production lines, combining imported knowledge with internal innovation. Suzhou Jinlong, known for its innovative approach, has achieved over 10,000 unit sales last year. The company focuses on original innovation rather than simple imitation, tailoring products to China’s unique market needs. As one executive put it, “There is no trace of foreign brands in our success.” While domestic brands have made great progress, challenges remain. Experts warn that multinational companies will not easily give up the Chinese market and may accelerate localization efforts, lower prices, and increase marketing. High-end markets are still dominated by imports, and domestic companies must continue innovating, especially in core technologies, safety, and fuel efficiency. Valin’s overseas ambitions are clear. Despite difficulties, the company is determined to compete globally. Whether in China or abroad, the road ahead for domestic commercial vehicle brands remains long, but their determination to rise and compete on the world stage is unwavering.

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