Hong Yan interprets "Veterans' New Biography"

In 1984, during the 35th anniversary of the military parade, the eyes of many people from Chongqing were not focused on new weapons but rather on the powerful traction of strategic vehicles rolling down the road. The name of the vehicle was "Hongyan," a symbol of China's growing automotive strength. The birth of Hongyan was closely tied to the country's "Three-line Strategy," a large-scale industrial relocation plan in the 1960s. As one of the key projects under this strategy, the State Council approved the construction of China's first heavy truck manufacturing plant in Dazu County, Sichuan (now known as Chongqing Hongyan Automobile Co., Ltd.) in 1965, with an investment of hundreds of millions of yuan. From the very beginning, Hongyan engaged in collaboration with France’s renowned military truck manufacturer, Belle École. Through technology introduction, digestion, and innovation, Hongyan eventually developed its own national brand—Hongyan. This marked the birth of a Chinese heavy truck industry that could stand on its own. By the 1960s, Hongyan had already introduced and adapted foreign technologies, leading to the launch of the CQ260 off-road vehicle, which marked the official debut of Hongyan Automobile on the international stage. It became the starting point for China’s heavy truck technology development. Over the years, the company produced six major models, primarily for military use, gradually establishing itself as a national brand. In the early 1980s, it shifted focus to civilian markets, launching the CQ30290 model, which filled a critical gap in domestic demand and became one of the earliest heavy truck brands during China’s reform and opening-up period. In the mid-1980s, Hongyan adopted Austrian Steyr technology, aiming to improve its competitiveness. While this helped modernize the industry, it also revealed a challenge: without strong independent R&D capabilities, the technological gap between China and the world remained significant. Traditional brands like Yellow River and Yan'an were gradually replaced by Steyr-based models. However, Hongyan stood out by maintaining its own identity. With over 40 years of experience in heavy truck manufacturing, it successfully transitioned to civilian products, built its own market, and cultivated a dedicated R&D team. Its unique national brand continued to evolve and strengthen. In the 1980s, Hongyan began exporting its vehicles, and in recent years, its international presence has grown rapidly. In the Kazakh market, Hongyan trucks outperformed Russian competitors, with customers praising their superior climbing ability. Today, Hongyan is the largest domestic auto company with an independent brand. It has registered trademarks in over 30 countries, including Russia, Africa, and Europe. It manages its global sales through a unified approach, often financing its own marketing efforts. In key markets like Kazakhstan, Algeria, and Angola, it has established local representation and plans to build 4S stores in the coming years. Exports of Hongyan heavy trucks have surged, with recent contracts involving large orders to Tanzania. The payment method used, TT after delivery, reflects the trust placed in the brand. At the turn of the century, the former Heavy Truck Group was restructured into three competing companies: Chongqing Zhongqi, Jinan CNHTC, and Shaanxi Automobile. Faced with fierce competition, Hongyan’s leadership, led by Zhang Yupu, realized that simply relying on existing models would not be enough. A stronger brand strategy was essential. In 2004, Hongyan partnered with SAIC and Iveco Italy, forming SAIC Iveco Hongyan Commercial Vehicle Co., Ltd. After years of effort, the joint venture received government approval in 2007. This partnership allowed Hongyan to integrate advanced European technologies while maintaining its core brand identity. With the introduction of hybrid technology and advanced assembly methods, Hongyan aimed to enhance its product quality, especially in cab design, which is crucial for long-haul trucks. The company emphasized the importance of developing its own R&D capabilities, mastering core technologies, and aligning product development with global standards. Hongyan continues to invest in three main platforms: improving existing models, upgrading them with advanced tech, and creating a new generation of world-class heavy vehicles. The goal is to ensure that national brands are not just preserved, but strengthened through continuous innovation. This year, Hongyan plans to expand its tractor lineup, which requires more advanced cabin designs. As it moves forward, the company remains committed to building a strong, independent national brand that can compete globally.

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