In 2025, FAW ushered in the “Big year of products”. How can FAW ensure industry leadership?
In mid-December, the FAW 2025 Global Partner Conference ended successfully in Qingdao. The “media Discussion” held during this period revealed a series of forward-looking layout on core issues such as liberation change, brand building, product research and development, and new energy layout in the new year.From the exchanges with FAW leaders, media reporters learned that in 2025, FAW will usher in another big product year.
Layout 2025, FAW Marketing is divided into “three steps”
The upcoming 2024 will be a relatively “difficult” year for the commercial vehicle industry, but FAW still has achieved the leading results in the domestic medium and heavy truck terminal market.Regarding the market environment in 2025, reporters are particularly curious. What does FAW think of it?What preparations have been made in terms of sales to ensure the leading position in the industry?FAW leaders answered questions from media reporters.
In the theme report of this global partner conference, FAW made the following judgments on the market in 2025: the demand for medium and heavy trucks in 2025 is expected to reach 1.05 million vehicles, an increase of 5% year-on-year, of which domestic and overseas demand reached 700,000 and 350,000 vehicles respectively; the domestic light truck market, the market size is expected to reach 510,000 vehicles.
Regarding the market environment in 2025, the leaders of FAW are optimistic.This is based on two reasons: first, the automotive industry is in the process of transformation. The transformation, including new energy and smart vehicles, has provided many opportunities for the market next year.In addition, the international environment is complex, and if the country wants to stabilize economic growth, it will definitely drive domestic demand. This is an opportunity for the commercial vehicle market.Backtracking The real outbreak of the commercial vehicle market began in October 2016. It is now 8-9 years away. Most of the vehicles purchased in the previous stage have also reached the end of the scrap period. In addition, the country has introduced additional stimulus policies, including the full introduction of the Fourth national replacement next year, which will have a new stimulating effect on the market. Therefore, it is predicted that the market will be better next year than this year.
Talking about FAW's marketing layout in 2025, FAW leaders summarized three points: First, the marketing layout still revolves around products.Next year will be the year in FAW's history when the most products will be launched, and many of them will be platform-level product updates; second, the marketing system must do a good job of basic work steadily. Although FAW has developed well in recent years, there are still situations where the basic work of distributors is not implemented in place. Solid basic work next year is also the focus of marketing work.Third, we must raise risk awareness and resolve agent risks.FAW has always been known for its excellent risk management capabilities in the industry. Throughout 2024, no agent has been eliminated due to the breakdown of the capital chain. Compared with the high elimination rate of other brands, FAW's ability to resolve risks is its valuable resource.In 2025, this advantage should be further consolidated and enhanced to help FAW sales continue to lead the way.
Sword refers to 2025, FAW will produce the product "combination fist”
Reporters are particularly concerned about what new product layout FAW will have in 2025 to support the continued expansion of market share?In this regard, Wang Jianyu, deputy general manager of FAW, dean of the Commercial Vehicle Development Institute and secretary of the Party Committee, replied——
Everyone noticed that the conference exhibition displayed more than 100 products. Why are there so many products?Because the current commercial vehicle market is becoming more and more segmented and user needs are becoming more and more diverse, our core is to meet user needs.2025 can be said to be the “big year” of FAW's product output. All traditional vehicles/new energy vehicles/smart vehicles will launch brand new products, and new platform products such as J7/JH6/J6 will also be fully refreshed, and FAW's product portfolio will be further expanded. The leading advantage will be further expanded. Give a few examples to illustrate our thinking about product layout.
First, in the field of new energy heavy trucks, FAW's product strategy is to “solve customer pain points, realize platform development, and strengthen the empowerment of independent assemblies” to solve product differentiation problems.To this end, FAW faces the short-distance market and the medium- and long-distance logistics market, focuses on the end-to-end operation scenarios of users, and has launched more than 30 brand-new products.On the one hand, the product is equipped with an industry-leading fully autonomous three-electric powertrain, which has reached the industry benchmark level in terms of economy, reliability, safety, and light weight.On the other hand, focusing on the client side will further help customers reduce TCO (full life cycle cost) and increase TVO (full life cycle profit).
Second, in the field of traditional vehicles, FAW's product strategy is to “focus on market segments, refine the layout, and lead the differentiation”.In 2025,FAW is expected to launch more than 50 brand new products.Among them, the FAW J7 Chuangling version, which is aimed at the cross-border logistics and transportation market, has a new shape, new performance, and new experience. It has reached the level of world-class heavy trucks, and is world-class in terms of fuel consumption, reliability, and durability.In addition, facing the efficient logistics market, we have prepared J7 and Yingtu dual high-end products for card friends, equipped with a brand-new replacement smart power domain independently developed, so that card friends can easily make money while better enjoying transportation life.Facing the general cargo flow market, we have prepared a fully upgraded JH6 Zhizun Edition and J6V Pilot Edition for card friends. The products will be full of monuments in terms of appearance, technology and comfort.
Third, overseas markets are still an important strategic layout point for FAW to increase sales and expand profitability.Relying on the advantages of FAW platformization, we will strengthen the modular design of domestic and overseas, and combine the needs of special overseas scenarios to launch more than 20 overseas product portfolios with regional differentiated competitiveness to boost the continuous rise of overseas sales.
