At the recent Shanghai Auto Show, Italian carmaker Iveco demonstrated the new models and chassis that will be introduced into China in the form of imported cars. This also means that Iveco heavy trucks, which have been in sight for many years, have faded and returned to China.

Since Iveco formed a joint venture with SAIC and Chongqing Hongyan in 2007, Iveco trucks' import vehicle business has been suspended. The return of Iveco Heavy Trucks, Li Ziliang, consulting director of the Zero Research Group Automotive Research Center, is on the one hand due to Iveco's bullish demand for high-end heavy truck market in China, and on the other hand, the promotion of imported car business is beneficial to Iveco and joint ventures. "Complementary" is formed on the models to speed up sales of domestic models.

In recent years, the high-end heavy truck market has been dominated by international commercial vehicle giants such as Mercedes, Volvo, Scania, and Man. Whether the latecomer Iveco can get a share from it still needs to be observed by the market. At the same time, after Daimler and Volvo have chosen China's partners in succession, the domestic heavy truck market is also about to enter the new force and compete with Iveco’s joint venture vehicles in China.

Iveco heavy truck enters China for the second time

After 2008, affected by the debt crisis in Europe, Iveco in Italy is struggling in the European market. In a difficult situation, executives of Iveco's commercial vehicle business began to re-evaluate the Chinese market and decided to use China as an important breakthrough point for Iveco to solve the European market crisis.

In September 2012, Iveco (China) Commercial Vehicle Sales Co., Ltd. was formally established. Subsequently, in November 2012, Fiat Industrial Group announced the restructuring of its three business units - Iveco, Case New Holland and Fiat Power Technology - and continued to promote the import of Iveco's imported cars into the Chinese market.

In response, Wang Nannan of Iveco (China) Commercial Vehicle Company Marketing Department said in an interview: “Eurocargo, New Trakker and New Stralis that were previously exhibited at the Shanghai Auto Show will all enter China this year, of which the first two models have already begun to accept. Scheduled, and NewStralis is expected to go on sale this September."

It is reported that the introduction of the three new products positioned at 400,000 to 1 million yuan, the goal is China's high-end heavy truck market. This market segment is also seen as a market that will maintain steady growth.

According to Yang Zaiyu, deputy secretary-general of the All-China Federation of Political Parties, since 2010, the domestic high-end heavy truck market has increased at a rate of 1% per year; in 2012, domestic heavy truck sales volume has fallen by 28%, but the high-end heavy truck market still maintains sales growth, 2012 Sales in this market segment exceeded 10,000 units.

Import made up for domestic short board

According to Wang Ning, managing director of Fiat Industrial Group's Iveco China operations in Asia Pacific, China’s high-end imported trucks are expected to reach 16,000 units by 2016, and Iveco also hopes to “divide 20% to 30% of the market share”. .

However, at present, Mercedes-Benz and Volvo occupy about 80% of the market share in the imported high-end heavy truck market. The rest of the market is depleted by Man, Scania, and the first-ranked Japanese and Korean brands.

"The restart of import business can complement the products of the joint venture company on the one hand, and achieve full coverage from high-end imports to heavy-duty trucks and light trucks. In addition, it will increase the current joint venture between Iveco and SAIC and Hongyan by taking advantage of its position in the high-end market. The visibility." Li Ziliang thinks.

All along, SAIC Iveco Hongyan’s brand elements rely more on the influence of Hongyan, an old Chinese brand, and Iveco’s elements are more embodied in the technical aspect. The Lions heavy trucks of Fiat Tech Power matched with SAIC Iveco Red Rock, because of lack of visibility, caused its sales to fail to meet expectations. In 2011, sales of SAIC Iveco Hongyan continued to decline from more than 30,000 vehicles. In 2012, it sold 17,000 vehicles, a drop of 46%.

A person in charge of the public relations department of SAIC Iveco Hongyan Commercial Vehicle Co., Ltd. Sales Department said in an interview: “The main reason for the (sale) decline is that the company’s product structure is unreasonable, and sales of the dump truck “King Kong” have fallen sharply. At the same time, Jieshi, a logistics vehicle and tractor product, has failed to make up for the position."

“Although Jessie has a good price/performance ratio, the brand is still a short board relative to competing models.” The above person further stated that “Iveco mentioned that more people would think of Nanjing Iveco's light passenger and light truck products, while the heavy truck products It is not known. On the other hand, the consumers of Iveco Heavy Trucks do not necessarily know the technological content of SAIC Iveco Hongyan's products. Therefore, importing high-end trucks into China is a good opportunity to increase brand awareness.”

SAIC Iveco Hongyan is also adjusting its product structure and marketing strategy, hoping to change the sales model led by construction vehicles in the past, and increase the sales volume of highway logistics and tractor products.

Li Ziliang also analyzed with reporters that although there are currently many products in the company, SAIC Iveco Hongyan has not fully opened up the road logistics vehicle market in China in recent years, which has made it subject to the influence of the external macro environment and sales. Volatile, "to stand up in the heavy truck market, we need to lay out the product line as comprehensive as possible."

"From the current point of view, the results of the adjustment are still satisfactory." The responsible person said. According to statistics, in the first four months of this year, SAIC Iveco Hongyan sold more than 10,000 vehicles, an increase of 60%. In 2013, the company sold 30,000 vehicles.

At the same time, Iveco is also speeding up the distribution of imported car channels, expanding to 10 on the basis of the existing five dealers.

"To drive the growth of imported high-end cars," Li Ziliang said, "The key still lies in how Iveco correctly understands the Chinese market."

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