Recently, the reporter walked into the headquarters of Dongfeng Light Commercial Vehicle in Wuhan Economic Development Zone, Hubei Province, and interviewed Dongfeng Light Commercial Vehicle Company on the issues related to the overall environment of the light truck market, Dongfeng light truck product line, and the impact of the National IV upgrade. people. These responsible persons stated that although the light-duty card market continues to be sluggish, Dongfeng Light-duty trucks have the determination and confidence to blaze a trail of blood.
　　
Light truck market continues to slump
In 2014, the total sales volume of China's light trucks was 880,000, which was a year-on-year drop of 13%, and the market scale was reduced. In February this year, sales of light trucks fell even more severely. Only 92,000 vehicles were sold in the month, a year-on-year drop of 35%. Sales volume dropped by 23% in the first two months. The bad beginnings indicate a one-year market fortune, and the market this year is likely to remain sluggish.
He Weiping, sales director of Dongfeng Light Commercial Vehicle Marketing Co., said that in 2014, Dongfeng light trucks were greatly affected by the National IV upgrade, especially in the 4th and 5th months. CCTV reported that after fake country 4, sales volume of all light truck companies fell sharply. In 2014, Dongfeng Light Truck timely adjusted the product structure and strictly complied with the requirements of the state to implement the Fourth National Regulations. For the sales performance of Dongfeng Light Trucks, the company and distributors are very satisfied.
“In 2015, the entire light truck market will experience a 13% to 14% decline. This is our forecast for the 2015 young card market. For the market segment, I think the scale of the mid-to-high end light truck market will further expand, and the economy of light trucks will increase. The scale will decline, so Dongfeng will concentrate more resources to do marketing work for medium and high-end light trucks,†said He Weiping.
He Weiping revealed that Dongfeng Light Truck's sales target for 2015 is mid-end light truck sales of 51,000 units, accounting for about 30% of Dongfeng's total sales volume; sales of high-end light trucks is 17,600 units; sales of economic light trucks are 15,000 units (domestic pure light trucks). The sales volume does not include overseas exports.)
Dongfeng repositions product lines
The product line division of Dongfeng Light Trucks has been improving and will be further improved in 2015. Previously, Dongfeng Light Trucks divided its products into "Furika", "Dolica" and "Kapte", corresponding to three strains of low, medium and high grades. At the end of last year, Dongfeng Light Trucks reduced the three strains to two strains, namely "Dolica" and "Kapte," from the original horizontal brand strategy to a dual brand strategy separated by platforms and brands. The platforms are equipped with high, medium and low-grade products to meet the different transportation needs of users.
He Weiping said that the 2015 annual product division is also based on the 2015 market forecast. The increase in prices brought about by the laws and regulations has had a greater impact on the economy light trucks. Product prices have risen sharply and have coincided with the prices of medium and high-end light trucks. Based on the changes in customer purchasing behavior brought about by the changes in the mid- to high-end and light-duty light truck prices, Dongfeng Light Trucks promptly adjusted their thinking and integrated the product lines according to the trend of future market changes. The previous Kaipute series and Dolika The series and the Freka series were re-divided into two series, Capt and Dolica. Strictly speaking, the Furika system was not cancelled, but was upgraded. At the same time as the country’s fourth price increase, it upgraded the product according to Doljka’s quality requirements, and merged into the Dolika series, that is, the D series. . In addition, on the basis of the previous Capt Series, Dongfeng Light Trucks repositioned the high-end light trucks, clarified the future product orientation and direction of the brand, and gave this product more substantive content to meet the future requirements of the country. During the national five emission upgrade process, customers, logistics users, and high-end users demand high-end light trucks. Therefore, the Dongfeng light truck repositioned the N series, which is also the high-end series of Dongfeng light trucks. The high-end light truck series will have a larger proportion in the future. After the economical and mid- to high-end light trucks coincide, the scale of mainstream mid-end light trucks will become larger and larger, and the relative market share that mainstream light truck manufacturers can obtain will increase. Dongfeng light trucks will take advantage of timely adjustments.
Accumulation of technology is sufficient to deal with the National IV upgrade
From the perspective of R&D, Dongfeng has studied the fourth national product earlier. In 2008, Dongfeng actually invested a lot of technical force to develop the national four-vehicle; in 2009, Dongfeng's first national four-vehicle was put on the market, and Beijing's more than 100 sanitation vehicles used the Dongfeng light truck chassis.
Pu Fenglei, head of the light vehicle vehicle platform of Dongfeng Co., Ltd., said that Dongfeng’s early-developed S4 vehicles are mainly equipped with independent high-end engines. For example, the Cummins ISD series adopts SCR technology and its advantages in cost are not particularly obvious. . With the implementation of State IV, Dongfeng Light Truck gradually introduced some social resources, such as Yuchai, Chaochai, and other popular engine products, which played a significant role in promoting the enrichment of the entire product line, and also ensured the low-end The product can have a corresponding investment, including 2 tons of vehicles or 1.5 tons of vehicles. Dongfeng Light Truck also introduced the Changchai 484 model, using EGR emissions technology, so that the entire Dongfeng light truck product line is very complete.
At the same time, in order to ensure the smooth switching of the country's four countries, and in the country's four emissions environment, Dongfeng light truck product competitiveness has improved, combined with market research results, Dongfeng light truck began to study several topics, including breakthroughs in high-end products, product differentiation response The key to the improvement of the competitiveness of the National IV product is the layout of the core power engine. The study of these major topics has greatly improved Dongfeng Licca's four product competitiveness. As of the end of 2014, Dongfeng has completed emission upgrades for all its light trucks, which can further support Dongfeng's sales growth in subsequent markets.
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