In the first half of 2011, sales of heavy-duty truck industry decreased by 7.04% year-on-year, and some companies still outperformed the broader market, such as Futian Auman, Shaanxi Auto, and SAIC Iveco Hongyan. According to the data from the China Association of Automobile Manufacturers, in January-June 2011, Shaanxi Automobile sold 65,815 vehicles, up 2.07% year-on-year; Foton sold 65,746 vehicles, up 15.57% year-on-year; Hongyan sold 22,707 vehicles, an increase from 19,402 vehicles in 2010. 17.03%. In terms of market share, the three companies also have their own rises, among which, Futian Auman has increased the most from the previous 9.99% to 12.10%; Shaanxi Auto (12.11%) and Hongyan (4.18%) also performed well.
Shaanxi Auto: Special vehicles perform well
In the production and sales rankings for the first half of 2011, Shaanxi Automobile ranks the fourth, achieving a double increase in sales volume and market share. Although the increase is modest, given its larger base, Shaanxi Automobile's performance in the past six months is still commendable.
The growth of Shaanxi Auto mainly stems from the growth of special vehicles, because Shaanxi Automobile's advantage is that of dump trucks. In the first half of 2011, 70% of Shaanxi Auto's sales were contributed by dump trucks. In the first half of the year, semi-trailer tractors were one of the most declining models. In June, semi-trailer tractors continued to fall, with a total production and sales of 13,400 and 16,300 vehicles, a decrease of 20.63% and 24.05% from the previous quarter and a decrease of 62.42% and 52.88 from the same period of last year. %. In the first half of the year, the production and sales of semi-trailer tractors were 129,900 units and 137,600 units, which was a decrease of 35.13% and 31.96% year-on-year, indicating a downtrend in the tractor market.
From the market in the first half of 2011, the dump trucks are thriving. According to past experience, the dump truck market will rise in March. In January 2011, the dump trucks were good. According to reports, the Shaanxi Automobile Engineering Truck Express reported that the sales of dump trucks for the first time in three consecutive months was the largest in the industry, with sales of special vehicles surpassing 12,000, an increase of 17% year-on-year. In addition, Shaanxi Automobile Delong F3000's contribution to sales is not small, this product listed in 2009, after two years of market introduction has become the main model. DeLong F3000 sales have reached 60% of the total, successfully switching from F2000 to F3000.
This is thanks to Shaanxi Automobile's series of preparations for special vehicles. In recent years, Shaanxi Auto has built several production bases such as vehicle production, special vehicle manufacturing and spare parts supply in Hunan, Zhejiang, Shaanxi, Baoji and other places, making the company’s production layout more reasonable and not only lowering the cost of retrofitting. The delivery cycle has also been accelerated. At the same time, through deepening cooperation with special vehicle manufacturers, it encourages direct sales of special vehicle manufacturers, gives dealers support in product, financing, and business policies, and also enhances the enthusiasm of distributors.
In addition, measures such as improving service capabilities and service quality, improving distributors' assessment system, strengthening market discipline maintenance, and frequent sales promotion actions have also helped SAIC Motor to achieve a converse trend in the first half of the year. It is also necessary to mention Shaanxi Gas's natural gas heavy trucks. Although 1500 units were sold in the first half of the year, the overall proportion is small, but from the current natural gas heavy truck market capacity, 1,500 units are not decimal. In addition, from the perspective of future development, there is still room for growth in natural gas heavy trucks, and Shaanxi Automobile, which has taken the initiative, will focus on promotion in the second half of this year.
Hongyan: Western markets have advantages
From the perspective of production and sales, SAIC Iveco Hongyan ranked eighth, ranking not particularly high, but compared with the same period in 2010, Hongyan achieved rapid growth, an increase of 17.03%. The rapid growth, on the one hand, stems from the small base of Hongyan, and the same order of magnitude growth is reflected in Hongyan's body is even faster. On the other hand, it is also due to the gradual adjustment of joint ventures since 2010, new products. After the introduction period of 3 years, user approval begins.
Although the domestic heavy truck market was not very good in the first half of 2011, Hongyan’s performance still increased compared to the same period in 2010. Among them, dump trucks are still the main sales force, and Hongyan Jieshi also achieved breakthroughs.
Dump trucks have always been an advantageous model of Hongyan, and dump trucks in the first half of the year are an important force supporting market growth. Therefore, it is not surprising that Hongyan has achieved growth. At the same time, the development of the western region has played an important role in the sales of heavy trucks. The advantageous markets in Hongyan are Sichuan, Chongqing, Inner Mongolia, Shanxi, and Yunnan. The favorable factors in both areas have contributed to the growth of Hongyan's performance.
Hongyan Jieshi spent the market introduction period and gradually entered a mature period, which is also a boost to Hongyan’s first-half growth. With the improvement of Jessie's product lineage, the listing of the Jessie C100, and the launch of high-quality, high-, medium-, and low-end market products at Hongyan, Hongyan's products are more competitive.
But what is more important is the release of Hongyan's production capacity. In the first two years, it was constrained by the failure of the new factory's production capacity to be released and the efficiency of the manufacturing system to be relatively low. Hongyan lost some of its orders and caused dealers to complain. In April 2011, Hongyan Jieshi achieved breakthroughs of 1,000 units per month, which not only marked a new level in the production capacity of Hongyan Jieshi, but also reflected that the operating efficiency of Hongyan’s overall production and manufacturing system is continuously improving.
Auman: adjust the structure, enhance the ability
The relevant person in charge of Auman stated that although the heavy truck market has cooled down, Auman's production has not cooled down. Instead, it hopes that the market is not so good, and that companies with strong capabilities can gain a greater share.
Indeed, since heavy-duty truck market entered the rising channel in the second half of 2009, companies such as Futian Auman were limited by insufficient capacity and could only watch orders flow to small businesses. Until now, Auman’s responsible person recalled the scenario of users grabbing cars and lining up for a car in March of last year. Due to insufficient production capacity, Auman lost a lot of orders during the peak season of 2010. If these orders are not lost, it will not be a problem to complete 110,000 vehicles.
The previous year Auman should have performed better, but it has been limited by capacity and cannot break through. Until 2010, Auman still had the problem of insufficient capacity. In 2010, Auman’s production and sales exceeded 10,000 units for several months. For the first Auman plant with a design capacity of only 100,000 units, production was very difficult during the peak season.
In order to solve the contradiction between the growing market demand and insufficient capacity, Foton Motor started construction of the Auman GTL new energy-saving heavy truck digital factory in early 2010. The new plant was officially put into production in April 2011, and an average heavy truck can be produced every 4 minutes.
Breakthroughs in capacity bottlenecks did indeed help Auman regain lost orders. However, Auman can continue to maintain growth during the downturn of heavy trucks. What's more important is to adjust its structure and enhance its capabilities. Auman has done a lot of things in the past two years, especially after the financial crisis, focusing on the following tasks: development of sales schedules, marketing of customer relationships, adjustment of product structure, improvement of product quality, and service capabilities. Cultivating and so on, these efforts are gradually effective from 2010, but only limited by the production capacity. In 2011, as the above work was further deepened, Auman's market competitiveness began to show.
The specific analysis can see that the growth of Futian Auman, on the one hand, comes from the growth of dump trucks; on the other hand, its van products have also achieved breakthroughs. Auman focused on several key products, such as Auman's new 5 Series, 6 Series lightweight tractors, special vehicles, etc., help to seize the market share in the first half of 2011 in the case of tractor downturn.
It is worth noting that a joint venture between Foton and Mercedes-Benz in the second half of 2011 will not only enhance Auman's brand, but also more importantly, learn Mercedes-Benz's innovation system and product development process. This is the most core and most valuable thing. Ultimately, it is to enhance the ability of Auman’s management. Auman, aware of this, will be able to lay a good foundation for future development if he can learn from these joint ventures.
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