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 transitioning from opportunity to strategic
â– Market share leading the industry
â– Strengthening pilot status in the heavy truck sector
Yesterday, Dongfeng Commercial Vehicle Company held its annual marketing meeting titled “Transformation, Breakthrough, and Win-Win†at the Dongfeng Workers’ Club. Over 900 dealers and partners from across the country gathered to discuss the future of Dongfeng Commercial Vehicles. Key attendees included Mr. Xu Ping, General Manager and Party Secretary of the company, Mr. Nakamura Katsumi, President of Dongfeng Motor Co., Ltd., Mr. Tong Dongcheng, General Manager of Dongfeng Commercial Vehicle Co., Ltd., and other senior executives. Huang Gang, Party Secretary and Deputy General Manager of Dongfeng Commercial Vehicle Co., presided over the event.
During the meeting, several outstanding units and individuals, such as Hubei Condor and Shichichi Chitian, were recognized for their contributions.
The market reflects a strong performance with an annual target achievement of 111%
Since the beginning of this year, Dongfeng Commercial Vehicle has been actively competing in the market. From January to November, total sales of heavy trucks reached 450,000 units, a year-on-year increase of 62%. Medium truck sales amounted to 210,000 units, up 20% compared to the same period last year. Combined sales of medium and heavy trucks reached 660,000 units, a 45% increase year-over-year—marking the highest level since 2004. This performance set another historical high in the medium and heavy truck market.
In response to this trend, Dongfeng Commercial Vehicle proactively adjusted its product structure and marketing strategy, seizing 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 of reaching 180,000 by the end of the year—exceeding the annual target by 11%.
Heavy trucks continue to lead in sales
In a challenging market environment, Dongfeng’s heavy trucks stood out. From January to November, they sold 77,000 units, with an expected total of 83,000 for the full year. China Card also saw strong growth, selling 56,000 units in the first 11 months and expecting 61,000 for the year. With consistent monthly sales, Dongfeng Heavy Trucks have firmly established themselves as the market leader.
Mr. Xu Ping emphasized that in 2007, Dongfeng Motor Corporation aimed to become a million-unit auto company, with the commercial vehicle division as its core. The company is committed to achieving the goal of being "China's No. 1 and among the world's top three," while improving market share and brand influence as key drivers in building a sustainable and successful Dongfeng.
Sales of Tianlong and Hercules surpass 20,000 units
On May 18 of last year, the new-generation Tianlong and Hercules heavy trucks were officially launched. Within just 10 months, sales exceeded 1,000 units per month, and by November, monthly sales surpassed 3,000 units. The annual sales are expected to exceed 22,000 units. This rapid success sets a new benchmark for the Chinese heavy truck industry, showing how quickly Dongfeng can launch and scale new products.
Two years ago, only 7% of Dongfeng’s commercial vehicle products were heavy trucks. By November this year, that proportion had risen to 26%, indicating that high-performance, high-value-added heavy trucks have become the mainstay of the company. The launch of Tianlong and Hercules marked a turning point, allowing Dongfeng to compete effectively in both domestic and international markets and reshaping the industry’s perception of its capabilities.
Major shift in export strategy from opportunistic to strategic
2007 was a milestone year for Dongfeng Commercial Vehicles’ overseas expansion. At the Shanghai Auto Show in April, the company received over 2,000 overseas orders in just six days. It is expected that total exports will reach over 6,000 units this year, including more than 4,600 Tianlong and Hercules models. Markets in Russia and Iran showed significant progress, helping to establish the Dongfeng brand internationally. These trucks are now becoming key players in export markets.
This shift from opportunistic to strategic exporting marks a major step forward in the company’s global ambitions. Additionally, in September, the “Dongfeng†brand truck became the first Chinese truck brand to be recognized as a “Top Brand Product†by the General Administration of Quality Supervision, Inspection and Quarantine. This recognition highlights the growing influence of the Dongfeng brand in both domestic and international markets.
Leading market share in the industry
According to data, from January to November, 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 consistently driven strong sales performance.
In mid-2007, the company not only reinforced its presence in traditional western markets but also expanded into weaker regions. It retained key clients like China Petroleum and China Post while gaining new customers in the logistics sector, such as Debon and Weijia. Internally, the company improved coordination between departments and subsidiaries, ensuring smoother collaboration and clearer product focus.
More importantly, Dongfeng’s market share in China’s heavy truck segment continues to grow, solidifying its pilot status in the industry.
Next year’s sales target: 182,000 units
Mr. Tong Dongcheng announced that 2008 would be a pivotal year for Dongfeng Commercial Vehicles, marking a transition phase. The initial target is to sell 182,000 units throughout the year, including over 40,000 units of Tianlong and Hercules, the launch of the D530 series, and 6,000 units in overseas exports.
Next year, Dongfeng will introduce its main products: the new Tianlong and Hercules, strategic models; upgraded versions of existing medium and quasi-heavy trucks, the 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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