Affected by the financial crisis, the domestic market of commercial vehicles such as heavy trucks declined sharply last year, but it has risen rapidly since February of this year, and prices have been generally favored in the second half of the year. At present, the world’s top heavy truck brands are clustered in the domestic market. However, in the past, imported brands that had insisted on a “high pricing†strategy have repeatedly been “Waterlooâ€.
In the increasingly complex market environment, GAC Hino's 700 series heavy trucks, which are known to make more than 80% of components locally, are priced between imported products and domestic high-end products. From the theme of the day's production ceremony, "new models, new forces, and new patterns," we can see the heart and soul of Guangzhou Automobile's Hino.
On the same day, the 700-series heavy trucks of the same line had a total of 8 models and 28 types of specifications. The "Hino" LOGO was attached, and all the Hino engines were assembled. The pricing ranged from 340,000 yuan to 60000 yuan. Compared with similar domestic products, this price is between imported products and domestic high-end products.
Li Shao, executive deputy general manager of Guangzhou Automobile Co., Ltd., believes that this price can meet the needs of its target customers. He said: "Our price is about 30% lower than that of imported cars, but our quality and reliability are basically the same as those of imported cars, and even in some respects it is more than imported cars."
However, after seeing the price of its 700 series heavy trucks, a local parts supplier focusing on Guangzhou Automobile's Hino was a little disappointed: “The seller is expensive, and it is difficult for domestic users to accept it. (Manufacturers) must consider China’s national conditions.†Years ago, Jinan Huawoo, a joint venture between Volvo and China National Heavy Duty Truck, insisted on a "high pricing" strategy, which was difficult for the market to accept, resulting in the joint venturers having to end up with a split.
In Japan, there are not many similar products available for GAC Hino. The only Japanese-owned joint venture commercial vehicle company, Dongfeng Nissan Diesel, has been producing by assembly. Due to the higher production costs, the prices are much higher than those of the same grade heavy trucks, so the production and sales have also been at a low level for several consecutive years.
GAC Hino clearly hopes to learn its lessons. The 700-series heavy trucks that were put into production from chemical plants have significantly increased the level of localization and adhered to a high localization strategy. Between RMB 300,000 and RMB 600,000, the Guangzhou Automobile Co., Ltd. positions Hino between imported products and domestic high-end products. Even in the international market, between 300,000 yuan and 500,000 yuan, there is a lack of cost-effective products.
In this regard, Li Shao said: “We have an in-depth analysis of the actual situation of the market last year, including the previous situation.†Cost-effective is one of the characteristics of GAC Hino products that he has always emphasized. Obviously, GAC Hino hopes to win a place in the domestic heavy truck market with a more pragmatic and highly localized strategy. However, this obviously needs to be recognized by users.
According to reports, GAC Hino 700 series heavy trucks in the original Hino 700 series heavy trucks a total of about 1,100 kinds of parts and assemblies, the design changes to nearly 840 kinds of parts and assemblies, accounting for about 80% of the total number of parts.
Hiroshi Maeda, General Manager of GAIC, also stated that Hino had exported products to China 30 years ago. Hino has also been recognized in China. Now the price is cheaper than imported cars, but the quality will not be lost to imported cars.
GAC Hino Chemical Co., Ltd. covers a total area of ​​1.06 million square meters. The first-phase construction began in February last year. The current annual production capacity can reach 20,000 heavy trucks and 30,000 light trucks. In addition, GAC Hino has established a 3S shop after-sales service network in the Pearl River Delta, Yangtze River Delta, Beijing-Tianjin-Tanggu, and large-scale mines, oil fields, and other important domestic economic regions.
Established on November 28, 2007, GAIC Hino Motors Co., Ltd. and Hino Auto Industry Co., Ltd. jointly invested and constructed a total of 50% of the company's shares, with a total investment of approximately RMB 3.1 billion. The company was established on the basis of reorganizing Guangzhou Yangcheng Automobile Co., Ltd. and Shenyang Shenfei Hino Automobile Manufacturing Co., Ltd. and continued to adopt the Yangcheng brand light truck and to develop and introduce the Hino brand 700 series heavy truck. At the same time, Shenyang Shenfei Hino Automobile Manufacturing Co., Ltd. was reorganized and renamed GAC Hino (Shenyang) Automobile Co., Ltd. to resume the production of the Hino bus in Shenyang.
"One project, two bases" and the process of starting development on the basis of reorganization were referred to by Li Shao as the "new model" of Guangqi Hino.
Li Shao admitted that at present, the domestic commercial vehicle market is dominated by European and American technologies, but he emphasized that GAC Hino has done a thorough research on the market. The final determination is to increase the quality and reliability of products while minimizing costs, so as to meet domestic users. Demand.
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