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 representative from Valin Motors, the brand’s heavy-duty trucks have gained popularity due to their high quality, affordable pricing, and excellent customer service. This has attracted many customers who previously intended to purchase foreign-branded trucks, making Valin a strong competitor in the East and South China markets. Further interviews revealed that domestic commercial vehicles are increasingly challenging imported models. Their competitive edge is becoming more evident not only in mid-to-low-end segments but also in mid-to-high-end products. Even foreign-branded vehicles assembled in China are struggling to maintain their market share. Looking at the domestic commercial vehicle market over the past two years, local brands have taken the lead. While foreign brands have accelerated their entry into China, they haven’t seen significant growth and have largely retreated to the high-end segment. Last year, the domestic heavy-duty truck industry saw its first negative growth, with sales dropping by 29.46% year-on-year. Imported trucks fared even worse, with Japanese truck sales falling from 7,000 units to around 1,000, and European and American truck imports declining by 60%. The development of foreign-owned joint ventures in the passenger car sector has been challenging. Companies like Changzhou Iveco, Yaxing-Benz, and others have struggled, with annual sales of high-end passenger cars barely exceeding 1,100 units. These were mostly dominated by Chinese brands. Industry insiders suggest that joint ventures lack a broad product range and fail to meet local consumer needs. In contrast, domestic bus and truck companies are showing strong potential. At this year’s Shanghai Bus Show, Chinese manufacturers showcased innovations such as hybrid buses, public transport concepts, and hydrogen-powered models. Companies like Valin, Foton, and Sinotruk are actively competing in traditional foreign strongholds. For instance, Foton Motors’ OMAR Light Truck has challenged Japan’s long-standing dominance in the high-end light truck market. Domestic brands are gaining traction due to their cost-effectiveness, improved quality, and better after-sales service. A salesperson from a domestic truck company noted that their trucks are only one-third the price of European models or half that of Japanese ones. Independent innovation is key to their success, allowing them to better understand and meet local needs. Companies like Futian, Sinotruk, Hualing, Yutong, and Jinlong all emphasize independent innovation as a core strategy. By focusing on quality, affordability, and service, they are building a strong reputation. Valin’s collaboration with Mitsubishi is an example of how they aim to absorb and develop their own technologies, leading to self-reliance. Suzhou Jinlong, for instance, has achieved over 10,000 vehicle sales, emphasizing original innovation tailored to China’s market. Experts warn that while domestic brands have made progress, they must continue innovating to compete in the high-end segment. Foreign companies are also adapting, with Volvo and Scania investing in the Chinese market. Despite these challenges, Valin remains determined to go global and compete with international giants. The road ahead is long, but with continued innovation and improvement, domestic commercial vehicle brands are well on their way to making a lasting impact.

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