High-end light-duty card changes: independent brands picking big beams

In recent years, the commercial vehicle industry has been consolidating and the overall sales volume of high-end light trucks has slowed down. However, compared with the market conditions where the surface is slightly “flat,” the manufacturers’ competition for market share and new product development has been heating up. The high-end light trucks of self-owned brands represented by Shuai Ling have new products every year. The market share has been rising year by year and has gradually grown into an important force in the high-end light truck market in China.

Through the phenomenon to see the essence, the rise of the independent brand high-end light truck against the market is not accidental. Industry analysts said, "After China's leading high-end light truck products have entered China, the independent brands have undergone a process of pain, adjustment, and accumulation. It is now in a new phase of the market's upward spiral. And it is not just the domestic market. The internal data of the JAC light truck also shows that high-end light trucks have accounted for more than 80% of their light truck exports."

In China's high-end light truck market, Chongqing Isuzu has long occupied the most profitable spire part, and its price is more than 60% higher than that of its own brand. Is the gap between self-owned brands and Isuzu products so much?

In recent years, Jianghuai Shuai Ling, Jiangling Kairui, Dongfeng Kaipute and Futian Oumac and other independent brands of high-end light trucks, whether it is product features or process quality, have made great progress. The author visited a large number of first-line drivers and learned that from the perspective of use alone, high-end light trucks of their own brands may not be as good as Isuzu products. Taking Jianghuai Shuai Ling as an example, the brand's latest generation of product research and development marks Japan, Europe and the United States as the leading light truck product, and comprehensively upgrades the cab, engine, and chassis, and integrates power and transmission system design. In particular, the reliability, high-speed dynamics, fuel economy, and adaptability of harsh environments and working conditions required for efficient logistics have become more prominent. It is a combination of meticulous design, exquisite craftsmanship and advanced and outstanding technology. In actual use, its performance not only surpasses Isuzu 600P in all aspects, but many aspects such as bearing performance and braking performance are even better than Isuzu 700P, and 700P is the latest generation of Isuzu's mid-card products.

The status of Chongqing Isuzu in the high-end light truck market has historical reasons. In the past, the domestic light truck technology was still relatively low, and the demand for high-end light trucks was relatively small. After a long period of operation, Chongqing Isuzu gradually monopolized this market.

However, in terms of product layout, update speed, and after-sales service, domestic independent brands have unparalleled advantages over Isuzu. In fact, it is through these aspects that the high-end light trucks of their own brands have made great efforts to make up for the gaps in the brand, and have gradually formed distinctive advantages in high-end light trucks. From the perspective of product competition strategies, domestic brands can be divided into two categories.

One is a one-on-one competition strategy, such as Jiangling Kai Rui 800, Dongfeng Kaipute. Both brands are single-width cabs and single engines. Taking the newly-listed Jiangling Kai Rui 800 as an example, the single-row, half-row, and double-row cabs of the car are all of the same width. They are all equipped with JX4D diesel engines and are equipped with different wheelbases to evolve a series of models. Compared with Isuzu, this direct way of competition is not much different, and it is difficult to divert users from Isuzu.

The other is a many-to-one competitive strategy, such as Jianghuai Shuai Ling and Futian Oumac. Both of these brands combine a wide variety of cabs, multiple engines, and multiple wheelbases to create a product lineup that meets the needs of different users, and win customers with a richer product line. For example, this year's new Jianghuai Bell, the cab's cab has a wide body, medium body and narrow body three different widths for the user to choose, the engine also provides a 2.8L displacement JAC 4DA1, Cummins 2.8L, JAC Navistar Maasfo 3.2L, JAC Navistar Maasfu 4.8L four series of engines to meet the user's different preferences. Based on this, the models with different wheelbases are formed, making the handsome Bell's product models as many as hundreds. It can be said that the models not owned by Isuzu are available here in JAC Shuai Ling. For high-end customers, in the case of little difference in quality, selecting a branded vehicle to build a fleet is more convenient than selecting a multi-brand vehicle in the latter stage of maintenance, and it can also get more support from manufacturers. With a rich product line, Jianghuai Shuai Ling and Isuzu have formed their own competitive advantages.

Fukuda Omar can also use this strategy. The only regret is that because the shape of Omar can still remain at the stage of Isuzu's previous generation 600P, it lacks a sense of high-end. This to some extent hindered Omar to go further in the market.

In recent years, with the rise of e-logistics, the demand for modern logistics vehicles represented by high attendance, high safety, high comfort, and low fuel consumption has driven the entire high-end light truck market, and the market players of high-end light trucks have gradually moved from the government. And public institutions have turned to the people. In this competition in the light truck market, the center of gravity of the competitive landscape is shifting.

In fact, Isuzu not only gradually lost its dominant position in the country, but also in the international market, its own brand is also connected with its short-sleeved soldiers, and continue to capture its traditional advantages of the market. In 2012, Jianghuai Shuai Ling sold more than 20,000 units in China, and its market share increased to 17%, ranking among the top three in high-end light trucks. At the same time, in the international market, sales of JAC Shuai Ling also exceeded 20,000 units, making it an international high-end line. Light truck camp.

The laws of the market tell us who's products can better understand customer needs and who will become the helmsman of the next stage of the market! Huang Yue, a veteran who has long been engaged in the analysis of the light-card market, told the author: As a representative of high-end light trucks' own brands, Shuai Ling’s momentum is rising rapidly. It is just a matter of time before Isuzu has achieved a complete overtaking of products and brands.