Dongfeng Commercial Vehicle's "Defending the Battle of the Guard" Completely Completes
The neatly parked commercial vehicles in Zhangwan Youth Square attracted many participants and citizens.
â– Annual target mission completion at 111%
â– Sales of medium and heavy trucks ranked first in the domestic industry
â– Sales of Tianlong and Hercules exceeded 20,000 units
â– Exports shifted from opportunistic to strategic
â– Market share leading the industry
â– Further consolidation of the pilot status in heavy trucks
At the recent annual marketing meeting of Dongfeng Commercial Vehicle Company, held in the Dongfeng Workers’ Club, over 900 dealers and partners from across the country gathered to discuss the future of the company. Key figures such as Xu Ping, General Manager of the Dongfeng Company, Nakamura Katsumi, President of Dongfeng Motor Co., Ltd., Tong Dongcheng, General Manager of Dongfeng Commercial Vehicle Co., Ltd., and other executives attended the event. Huang Gang, Party Secretary and Deputy General Manager of Dongfeng Commercial Vehicle Company, presided over the meeting.
During the meeting, several outstanding units and individuals, including Hubei Condor and Shichichi Chitian, were recognized for their contributions.
The market reflects a strong performance with an annual target achieved at 111%
Throughout the year, Dongfeng Commercial Vehicle Co., Ltd. launched a series of aggressive strategies to strengthen its market position. From January to November, the total sales of heavy trucks in the industry reached 450,000 units, a 62% increase compared to the same period last year. Medium truck sales reached 210,000 units, up 20% year-on-year. Combined sales of medium and heavy trucks totaled 660,000 units, a 45% increase, marking one of the highest levels since 2004. This strong performance was followed by another record high in the medium and heavy truck market.
In response, Dongfeng Commercial Vehicle proactively adjusted its product structure and improved its marketing approach, capitalizing on market opportunities to maintain its top position in the domestic medium and heavy truck industry. As of November, the company had sold 170,000 units, with expectations to reach 180,000 by year-end, achieving 111% of its annual target.
Heavy trucks lead in consecutive months
Dongfeng’s heavy trucks have consistently performed well in a challenging market. From January to November, the company sold 77,000 heavy trucks, with an expected total of 83,000 for the year. China Card also saw strong performance, with 56,000 units sold in the first 11 months and an expected total of 61,000 for the year. With several months of consecutive monthly sales leadership, Dongfeng has firmly established itself as the market leader this year.
Xu Ping emphasized that in 2007, Dongfeng Motor Corporation aimed to build a million-unit auto company, with Dongfeng Commercial Vehicles as its core. The company continues to pursue its goal of becoming “China’s No. 1 and among the world’s top three,†enhancing its market share and brand influence as part of its broader strategy to become a sustainable automotive giant.
Sales of Tianlong and Hercules exceed 20,000 units
On May 18, 2006, Dongfeng launched its new-generation heavy trucks, Tianlong and Hercules. Within just 10 months, commercial vehicle companies achieved over 1,000 units sold per month, and by November 2007, monthly sales surpassed 3,000 units. By the end of the year, it is expected to exceed 22,000 units. This rapid growth set a new benchmark in the industry, showing how quickly Dongfeng can bring new products to market and achieve success.
Two years ago, only 7% of Dongfeng’s commercial vehicle products were heavy trucks. By November 2007, this proportion had risen to 26%, indicating that high-performance, high-value-added heavy trucks are now the core of the company’s offerings. The launch of Tianlong and Hercules helped reverse Dongfeng’s previous disadvantage, proving its ability to compete globally and significantly improving its image in the commercial vehicle sector.
Export strategy shifts from opportunity to long-term planning
2007 marked a significant milestone for Dongfeng Commercial Vehicles' overseas expansion. The brand's international presence grew steadily. During the Shanghai International Auto Show in April 2007, the company received over 2,000 overseas orders in just six days. It is expected to export more than 6,000 units throughout the year, including over 4,600 units of Tianlong and Hercules. Markets in Russia and Iran saw major breakthroughs, helping to establish the Dongfeng brand internationally.
These achievements signal a shift from opportunistic exports to a more strategic, long-term approach, accelerating the company’s internationalization. Additionally, in September 2007, the "Dongfeng" brand truck became the first Chinese truck brand to be selected as a Top Brand Product by the General Administration of Quality Supervision, Inspection and Quarantine, further confirming its growing influence both domestically and globally.
Leading market share in the industry
According to data, from January to November 2007, Dongfeng Group sold 148,000 heavy trucks, a 28% increase year-on-year, with a market share of 22%, placing it at the top of the industry. Multiple models of Tianlong have created consistent sales highlights.
In the middle of the year, the company not only reinforced its traditional strengths in western markets but also expanded into weaker regions. It maintained relationships with key clients like China Petroleum and China Post while also winning new customers in the logistics sector, such as Debon and Weijia. Internally, the company improved coordination between different departments, clarifying product focus and enhancing collaboration.
More importantly, Dongfeng’s market share in China’s heavy truck segment continues to grow, solidifying its pilot status in the industry.
182,000 sales target for next year
Tong Dongcheng outlined the goals for 2008, calling it the year of launching and transformation. The initial target is to sell 182,000 units, including over 40,000 units of Tianlong and Hercules, the successful market introduction of the D530 series, and reaching 6,000 units in overseas exports.
Next year, Dongfeng will introduce its main products: the new Tianlong and Hercules, strategic models; existing medium and quasi-heavy trucks, upgraded CPB12 series, and the new D530 series, which will debut at the Beijing Auto Show in April. Additionally, new self-branded passenger cars will be introduced, further expanding the Dongfeng commercial vehicle portfolio.
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