The hottest Iveco heavy truck entered China's over

2022-08-18
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Iveco heavy truck entered China's overweight high-end heavy truck market during the year

Iveco heavy truck entered China's overweight high-end heavy truck market during the year

China Construction machinery information

Guide: at the recent Shanghai auto show, the Italian automaker Iveco showed the new models and chassis that will be introduced into China in the form of imported vehicles. This also means that Iveco heavy truck, which has been out of people's sight for many years, returns to China again. Since Iveco established a joint venture with SAIC and Chongqing Hongyan in 2007

at the Shanghai auto show a few days ago, Italian automaker Iveco showed the new models and chassis that will be introduced into China in the form of imported cars. This also means that Iveco heavy truck, which has been out of people's sight for many years, returns to China again

since Iveco established a joint venture with SAIC and Chongqing Hongyan in 2007, the import business of IVECO trucks has been suspended. According to liziliang, the Consulting Director of the automotive research center of horizon consulting research group, Iveco's comeback this time is due to Iveco's optimistic view that melamine plastic tableware in China's high-end heavy truck market is toxic? On the other hand, to promote the business of imported vehicles is conducive to the "complementarity" between Iveco and the joint venture in terms of models and speed up the sales of domestic models

in recent years, the high-end heavy truck market has been dominated by international commercial vehicle giants such as Mercedes Benz, Volvo, Scania and Mann. Whether Iveco can get a share of it remains to be seen by the market. At the same time, after Daimler and Volvo have chosen Chinese partners, the domestic heavy truck market is also about to influx of new forces to compete with Iveco's joint venture models in China

Iveco heavy truck entered China for the second time

after 2008, affected by the European debt crisis, Iveco in Italy was struggling in the European market. When in trouble, the executives of IVECO's commercial vehicle business began to reassess the Chinese market and decided to take China as an important breakthrough point for IVECO to solve the crisis in the European market

in September 2012, Iveco (China) Commercial Vehicle Sales Co., Ltd. was officially established. Subsequently, in November 2012, Fiat industrial group announced the restructuring of its three business units - Iveco, casneul Netherlands and Fiat power technology, and continued to promote the introduction of imported Iveco vehicles into the Chinese market

in this regard, Wang Nannan, marketing department of IVECO (China) commercial vehicle company, said in an interview: "eurocar go, new Trakker and newstralis, which were previously unveiled at the Shanghai auto show, will enter China within this year, of which the first two models have begun to be booked, and newstralis is expected to go on sale in September this year."

it is reported that the three new products introduced this time are positioned at 400000 ~ 1million yuan, and the goal is that China's high-end heavy truck market is currently on medium-end detection instruments. This market segment is also regarded as a market that will maintain stable growth

according to Yang zaishun, Deputy Secretary General of the all China Federation of passengers, the domestic high-end heavy truck market has increased by 1% every year since 2010; In 2012, domestic heavy truck sales fell by 28%, but the high-end heavy truck market still maintained sales growth. In 2012, the sales volume of this segment exceeded 10000 vehicles

imports make up for domestic weaknesses

according to Wang Ning, managing director of IVECO's China business in the Asia Pacific region of Fiat industry group, by 2016, China's high-end imported trucks are expected to reach the scale of 16000, and Iveco also hopes to "share 20% - 30% of the market" rdquo; Wang Liping said

however, at present, Mercedes Benz and Volvo account for about 80% of the market share in the imported high-end heavy truck market, while the rest of the market is consumed by Mann, Scania and the first Japanese and Korean brands

"the resumption of import business, on the one hand, can complement the products of the joint venture to achieve a comprehensive coverage from high-end imports to heavy trucks and light trucks; on the other hand, by taking advantage of its position in the high-end market, it can improve the popularity of the products of Iveco, SAIC and Hongyan joint ventures." Liziliang thinks

for a long time, the brand elements of SAIC Iveco Hongyan rely more on the influence of Hongyan, an old domestic brand, while Iveco's elements are more reflected in the technical level. The sales volume of Jieshi heavy truck of Fiat technology power, which is matched with SAIC Iveco Hongyan, failed to meet expectations due to its lack of popularity. In 2011, the sales volume of SAIC Iveco Hongyan continued to decline from more than 30000 vehicles to 17000 vehicles in 2012, a 46% decline

in an interview, a person in charge of the public relations and Communication Department of the sales business department of SAIC Iveco Hongyan Commercial Vehicle Co., Ltd. said: "the main reason for the decline (Sales) is the unreasonable product structure of the company. While the sales of dump truck 'King Kong' have fallen sharply, the logistics vehicle and tractor product Jieshi have not achieved replacement."

"although Jieshi has good cost performance, compared with competing models, the brand is still weak." The above person further said, "when referring to Iveco, more people will think of Nanjing Iveco's light passenger and light truck products, while heavy truck products are not well known. On the other hand, consumers who know Iveco's heavy truck do not necessarily know the technical content of SAIC Iveco Hongyan products. Therefore, importing high-end trucks into China is a good opportunity to improve brand awareness."

SAIC Iveco Hongyan is also adjusting its product structure and marketing strategy, hoping to change the past sales model dominated by engineering vehicles and improve the sales of highway logistics and Tractor Products Jieshi

Li Ziliang also told the analysis that although Jieshi has a variety of products at present, SAIC Iveco Hongyan has not fully opened up the domestic road logistics vehicle market in recent years, which makes it significantly affected by the external macro environment and has large sales fluctuations. "To gain a foothold in the heavy truck market, we need to layout the product line as comprehensively as possible"

"from the current point of view, the adjustment result is fairly satisfactory." The person in charge said. Data show that in the first four months of this year, SAIC Iveco Hongyan sold more than 10000 vehicles, an increase of 60%. In 2013, the company aims to sell 30000 vehicles

at the same time, Iveco is also accelerating the layout of imported vehicle channels, expanding to 10 on the basis of the existing 5 dealers

"to drive the growth of imported high-end vehicles," Li Ziliang said, "the key is still how Iveco correctly understands the Chinese market."

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