Truck market strategy changes from "based on me" to "user-oriented"

In the heavy-duty truck market, a new trend has emerged: "Economy + high uptime = profitable trucks." This formula is now evolving into a more comprehensive version: "Economy-efficient + high uptime + service convenience = profitable trucks." Experts believe this shift reflects a broader change in how Chinese truck manufacturers are approaching the market—moving from a product-centric strategy to one that's user-focused. Staying close to the market and understanding user needs has become a key priority. The concept of “earning heavy trucks” originated from Shaanxi Auto. According to Liu Keqiang, manager of Shaanxi Auto’s Market Department, the company breaks down user profit into total revenue minus fixed and variable costs. Since fixed costs are hard to reduce, they focus on increasing revenue through high-quality vehicles that ensure high uptime, and reducing variable expenses like fuel and maintenance costs. This approach highlights the importance of user revenue for Shaanxi Auto. It’s not just them—major players like FAW, Dongfeng, Foton, and CNHTC have also started prioritizing user needs, aiming to create trucks that help users earn more money. By analyzing the market and user feedback, these companies are able to develop products that better meet consumer demands. For example, Foton noticed a growing demand for high-speed, heavy-duty trucks due to improved infrastructure and urban logistics needs. They responded by launching the Olympic Bell light trucks, tailored for speed and efficiency. Meanwhile, Shaanxi Auto collaborated with Weichai to optimize fuel efficiency under various driving conditions, using advanced technologies to reduce fuel consumption and improve performance. Improving after-sales service has also become a major focus. FAW Liberation, for instance, has established long-term mechanisms for spare parts, training, customer support, and digital services to ensure smooth operation of their new models. These efforts aim to maximize user benefits and build long-term trust. The shift toward user-centric strategies has brought real value to consumers. With rising fuel prices and stricter regulations on overloading, trucks that are fuel-efficient, reliable, and easy to maintain have become essential tools for earning money. One truck owner told the reporter that such vehicles can generate up to hundreds of thousands of dollars more over their lifespan compared to regular models. Beyond benefiting users, this trend also helps truck manufacturers enhance their brand reputation and boost sales. A win-win situation is emerging where both users and companies gain. For example, the results of a “Make Money Truck” campaign by China Automotive News showed strong consumer recognition of brands like FAW Liberation and Foton Aoling. Shaanxi Auto stands out as a prime example. The company goes beyond just selling trucks—it provides detailed financial breakdowns to users, helping them understand how to maximize profits. This thoughtful approach has built strong consumer trust and led to impressive sales growth. From January to April this year, Shaanxi Auto experienced a 110% order growth, with a significant backlog and over 10,000 units sold. Industry insiders say this shift from a “product-based” to a “user-based” strategy marks a maturing commercial vehicle market. Companies are now more responsive to user needs, improving R&D, production, and sales integration. Consumers, too, have become more informed and rational, evaluating trucks based on cost-effectiveness rather than just price. However, challenges remain. With a vast and diverse market, regional differences in demand make it difficult for companies to fully meet every need. To succeed long-term, they must continue investing in research, customer engagement, and service quality—efforts that require dedication and precision.

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