From the joint venture company with Germany's Daimler-Benz Group, the world's largest commercial vehicle manufacturer, to the exclusive hosting of the 2008 (first) China Green Energy Vehicle Development Summit Forum, Beiqi Foton Motor Co., Ltd. has recently attracted much attention. With the pace of China's economic development, Foton has been transformed from a farm vehicle manufacturer into a second-largest commercial vehicle manufacturer second only to Mercedes-Benz in just 12 years. This is a miracle for the development of the Chinese automotive industry.
From the agricultural vehicle "boss"
To the automotive industry "new recruits"
Fukuda's start has benefited from the spring breeze of reform and opening up. In the 80s and 90s of last century, China's rural reforms gave birth to the vigorous demand for agricultural vehicles in rural markets. At that time, inexpensive and affordable agricultural vehicles were popular in the market because they conformed to the level of China's rural economic development and suited China's national conditions.
At that time, the predecessor of Foton, Shandong Zhucheng Motor Vehicle Factory, did a great job in the agricultural vehicle industry. However, the company is clearly aware that the field of agricultural vehicles is small and the life cycle will not be long. With the development of China's economy, it will not become mainstream.
Businesses began to find a way out. In January 1994, with the support of local authorities, the Zhucheng Motor Vehicle Factory brought the net assets into Beijing Automobile & Motorcycle Co., Ltd. and changed its name to Zhucheng Vehicle Factory of Beiqi Motor Company. This was the key first step in the reform and development process of Futian. It was referred to by the “People's Daily†commentator’s article as “a dowry to find her husband’s familyâ€. Two years later, the company's agricultural vehicle production and sales ranked first in the country.
Although the benefits of producing agricultural vehicles are good, companies have never given up to find a way out for the future. “The technical level of agricultural vehicles is relatively low. With the development of China’s economy, rural consumption will surely escalate,†said Zhao Jingguang, deputy secretary of the Party Committee of Foton. On August 28, 1996, Beiqi Foton Motors Co., Ltd., which was co-sponsored by 100 automobile companies such as Beiqi Motor Company and Jiangsu Changchai Group, was announced.
Three years later, Foton realized product structure adjustment and officially entered the automotive industry. Zhao Jingguang said: “The model that was first introduced plays a key role in the future development of the company. At that time, we studied the macroeconomic policy and learned about the market demand from the dealers.†Eventually, Foton grabbed the gap of the compact light trucks of the time. , launched the "Fukuda small card" between the micro-card and light truck. Due to satisfying the consumer demand of urban and rural users, this "moderate, just right" product hits the ground and Foton Motors has embarked on a new journey. The single-vehicle model created by Futian Xiaoka has a monthly sales record of more than 7,000 units and has not yet been broken.
From light truck to heavy truck
Accomplished China's Commercial Vehicle Sales Championship
Futian, the latecomer in the auto industry, has been steadfast in its momentum. Since achieving light truck sales in China in 1999, this achievement has been maintained so far. Many people who initially suspected or even opposed Futian's entry into the auto industry were convinced. However, what they did not think was that Fukuda took another second step.
In 2002, the first year after the company moved to Beijing, the first heavy-duty truck Auman in Foton went offline. In 2004, Futian Euro V Bus was listed. Fukuda realized the transition from producing light trucks to a full range of commercial vehicles.
Why is there such a change? Zhao Jingguang replied: "In the process of seriously studying the macroeconomic development situation, the company found that the improvement of the infrastructure such as the highway will greatly promote the development of the logistics industry. In the future, there will be market demand. We must follow up promptly." Futian's strategic judgment is very good. accurate. At that time, light truck projects were launched in many areas and the industry was highly competitive. At that time, under the macroeconomic situation of investment-driven economic development, the construction of a large number of key projects led to an explosive growth in demand for medium and heavy trucks.
In 2003, as the most modern commercial vehicle production base in Asia - Foton Motors Beijing Auman Commercial Vehicle Base was officially completed, Foton became China's largest commercial vehicle production, the most complete variety of companies. The company's 2007 annual report shows that Futian sold more than 400,000 vehicles each year, an increase of 16.9% year-on-year, and a net profit of 380 million yuan. This sales volume also makes Foton the world's second-largest commercial vehicle manufacturer after Mercedes-Benz. Today, Fukuda heavy trucks still maintain high growth, but also become a profit growth point for the company.
Pathfinder Passenger Vehicles Target Internationalization
Fukuda did not stop to advance. In light of the fact that the light trucks have brought the first barrel of gold to the company and the heavy trucks have laid a solid foundation for the development of the company, Futian has begun to set foot in the field of passenger cars. This decision also benefits from Foton's research and strategic planning capabilities. "We have noticed that most of the world-renowned large-scale automotive companies have complete product lines. As a means of transport, the market demand for passenger cars will exist for a long time," Zhao Jingguang said.
As a result, Foton Corporation first extended its product line to pickup trucks, SUVs and other fields. At the end of 2006, the company introduced MP-X MP-X, an exclusive MPV product with X-TEC technology.
The pace of Futian's entry into the passenger vehicle industry has been accelerating, but it has been very steady. At this year's Beijing International Auto Show, the company’s cross-border vehicle, the company, was officially unveiled. According to reports, this hybrid car technology, a crossover between the family car and the MPV is expected to be available before the end of the year. The development and production of Futian cars are also under preparation. Fukuda officials said that Fukuda did not set a specific timetable for the launch of cars, but it will certainly choose the right time.
Entering a new stage of development, Fukuda is not confined to a local foothold. In 2006, the company and the United States Cummins Engine Co., Ltd. signed an agreement to establish a peer-to-peer joint venture company to produce light-duty diesel engines. Zhao Jingguang said: "This joint venture cooperation will ensure that Foton will lead the light truck power market for 20 years."
The recent cooperation with Mercedes is even more impressive for Fukuda. Because this cooperation is no longer a "market for technology" - Fukuda will not only give up its own brand and independent innovation, but also through joint ventures to enhance the visibility and competitiveness of independent brands.
The international market will become a major fulcrum for the future development of Foton. Futian's general manager Wang Jinyu once said: "Automotive companies do not have local, local, or even national ones, but only the world. Only the world-class companies can survive in the future, so we must sell globally and become international companies."
At present, Futian is attacking the goal of an internationally first-class car company.
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