China's commercial vehicle high-end light truck 30 years

In the commercial vehicle industry, when it comes to high-end light trucks, there is always a kind of inexplicable pride. In this age when high-end products are generally dominated by foreign-funded/joint-joint brands, perhaps light truck products are the only exceptions: foreign brands cannot enter the Chinese market, and the ownership of joint venture brands is firmly controlled by the Chinese side. Some data in the light-duty truck industry may not be known to the public. For example, China has long been the country with the most light-card production/consumption in the world; the light-duty truck industry began to introduce advanced foreign technologies and production lines in the 1980s. As developed countries generally use light buses instead of light trucks to undertake urban logistics and transportation tools, we can literally describe the Chinese light truck industry in terms of many aspects: “The world is China, and China is the world” . Let's let the author and everyone together, open the pages of history, share the stormy history of China's high-end light trucks.

1981-1993: Clear-sighted wisdom, Isuzu enters the Chinese market

Japanese light trucks are the leaders in the light truck industry, and Isuzu is the best in the Japanese light trucks. When it comes to high-end light trucks, most of the consumers’ first response is “Isuzu”. In the era of rapid reform and opening up in China, a local truck company that was not known at the time - the Jiangxi Jinggangshan Brand Tractor Factory, introduced the Isuzu advanced technology and production line boldly since 1984, and began producing Isuzu “NKR/NHR” series light domestically. Cargo trucks created a precedent for domestic high-end light trucks. In the 1980s and 1990s when domestic auto products were in short supply, these light trucks were called “fifty-year-old” by consumers. The reason was Jiangling’s Isuzu model. Its consumers were mainly government officials of about 50-60 years old. Replace manned transport on foot. Jiangling Motors (000550, stock bar) also borrowed Isuzu model reputation Shenzhou North and South, "a famous car, China Jiangling" became a true portrayal of China's light truck market.

1993-2008: Green out of blue, independent research and development to establish a new pattern

The development of the market requires continuous improvement and innovation of products. In particular, after a large number of passenger car brands enter the domestic market, consumers of high-end light trucks are gradually transferred to urban logistics vehicles. This puts forward new requirements on product prices; The expensive price of the Isuzu model produced by the brand has caused many consumers to stand still. At the same time, after more than a decade of development, Jiangling Motors has already mastered the key core technologies for the production of high-end light trucks, such as the 4JB1 diesel engine that is still praised by consumers today. Jiangling's decision-makers once again realized their eyes, boldly carried out their own brand R&D and promotion, and introduced Jiangling “JMC” brand light trucks, which are popular for 22 years. Due to the cancellation of trademark fees, the price has been significantly reduced, successfully establishing the position of the domestic high-end light truck overlord. From the first introduction of foreign advanced light-card technology and production lines, to the first independent research and development and production of domestic high-end light truck products, 10 years to cast the glory of Jiangling Motors, also contributed to the rapid development of domestic high-end light truck market. The high sales of domestic high-end light truck products such as Jiangling directly lead to foreign investment products that are difficult to enter the domestic market and occupy a place. Once the performance is close, they cannot reduce prices. Secondly, as latecomers, it is difficult to challenge the entrants' leading position.

2008-2012: Affordable to the public, cost-effectiveness first to popularize the market

After the 1990s, more and more domestic light truck companies joined the "Isuzu" army, and even the product name is closely related to "Bell." Regardless of whether the propaganda marks are true or not, objectively speaking, due to the adoption of numerous Isuzu technologies, product performance and quality have improved substantially compared with before; Jiangling Motors also has prices for its light-card products as market share and sales volume increase. Further down the space. Since the beginning of 2008, Jiangling Light Trucks has put forward the slogan “Human-vehicle-society harmonious development” and strives to “share the good cars and benefit the people”. It plays a major role in popularizing Isuzu light truck technology in China. In 08, 09, and 10 years, the price of the product was substantially reduced three times. The premium version of Shunda was launched, and the minimum price was reduced to RMB 61,800. The price was close to the price of many domestic original low-end products, leaving the entire light-bulb industry in an uproar. Compared with the passenger vehicle industry, Jiangling Light Truck successfully subverted the traditional fixed-minded thinking of “high quality must be high price” and once again disrupted the domestic light truck market structure. Regardless of whether Jiangling Motor's price cut will affect the profits of the company itself, it has contributed to the healthy development of the domestic light truck industry, and users have also benefited greatly.

In 2012, China's light truck market is expected to reach a market scale of 1.7 million units, becoming an important driving force for the rapid development of the domestic automotive industry; many foreign-funded products are also preparing high-profile to enter the domestic market; domestic light-card manufacturers are also gearing up to launch a large number of replacement products, The domestic light truck market, especially the high-end light truck market, has shown a trend of vigorous development. Looking at the development of high-end light trucks in China for 28 years, we have every reason to believe that in the Chinese automotive industry, domestic light truck/light truck companies will continue to have sufficient right to speak and continue to inherit the corporate philosophy of “good car sharing and affordable people”. It is also expected that a group of well-known domestic brands represented by Jiangling can go further and further.

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