In 2008, Shaanxi Automobile Heavy Truck Sales and Marketing Target is locked at 80,000 units

In 2007, Shaanxi Automobile Group achieved remarkable growth in the heavy truck market. According to data from the China Association of Automobile Manufacturers, the sales growth rate for heavy-duty vehicles reached 46.63%, while Shaanxi Heavy Duty Trucks saw an impressive production and sales growth of 84.05%, securing the top position nationwide. The company excelled particularly in the high-horsepower tractor segment and the dump truck market, where it captured significant market share and recorded outstanding growth rates. Building on this success, Shaanxi Automobile set a target of producing and selling 98,000 vehicles in 2008, with 80,000 units dedicated to heavy trucks. At a recent ceremony marking the production and sale of 60,000 units, Chairman Zhang Yupu announced the progress made so far. In 2007, the company had even raised its production and sales targets twice, ultimately setting a goal of 60,000 units—10,000 more than initially planned. The final figures surpassed this target, helping Shaanxi Auto solidify its position as a leading player in the heavy truck industry. With the completion of Phase 2 of its assembly production unit, Shaanxi Automobile introduced two state-of-the-art assembly lines capable of producing two off-road trucks every seven minutes. Combined with the Xi'an Plant, the total production capacity now exceeds 100,000 units annually. This expansion supports the company’s goal of achieving 80,000 heavy truck sales in 2008, ensuring product quality and making room for the launch of the high-end Calderon F3000 model. In 2008, several new facilities were launched within the Shaanxi Automobile Commercial Vehicle Industrial Park, including the Hande Axle plant and the Cummins engine plant. Advanced vehicle frame assembly lines have been completed, with automation integrated into the main assembly processes. These improvements enable efficient and precise production, aligning with global standards. Another key development was the expansion of Shaanxi Automobile’s “golden industrial chain.” Weichai Power, a major partner, pledged full support for Shaanxi Auto’s growth. Additionally, the newly formed “National Heavy (Middle) Special Purpose Vehicle Alliance” strengthened the company’s special vehicle resources, allowing for professional conversion and manufacturing of specialized trucks. In terms of product innovation, the 2008 DeLong F2000 series of high-reliability, fuel-efficient heavy trucks was fully launched. Compared to previous models, these trucks offer improved performance, reliability, and environmental efficiency. In 2007, one model alone saw a sales increase of 284.44%, maintaining a 24-month streak of industry-leading growth. According to Liu Keqiang, Manager of the Marketing Department, the DeLong brand is well-established in the Chinese market. While competitors have followed suit, none can match Shaanxi Auto’s technological superiority. Leveraging German MAN technology, DeLong trucks are more complex and require longer production cycles than those based on Steyr technology. To meet delivery deadlines, Shaanxi Auto implemented lean management practices and collaborated with industry leaders like Weichai Power, ensuring seamless coordination across departments and rigorous quality control throughout the supply chain. To further boost sales, Shaanxi Auto focused on strengthening its service brand in 2008. Since 2006, the company has invested heavily in the “Big S Service” project. By 2007, the gold industry chain partners had established 3,100 service centers worldwide, with a real-time monitoring system for 1,100 GPS-enabled service vehicles. At the 2008 annual meeting, Executive Deputy General Manager Yuan Hongming announced the official launch of the second phase of the “Big S Service” project, reinforcing Shaanxi Auto’s commitment to becoming China’s top commercial vehicle service brand. Additionally, the company expanded its nationwide service network, conducting nationwide training events such as After-Sales Service Month and technical workshops to enhance customer support. Industry experts predict that China’s total heavy truck production and sales will reach at least 430,000 units in 2008. For Shaanxi Auto, aiming for 80,000 units seems conservative, especially given the strong order performance in early 2008, with daily sales exceeding 430 units and monthly sales surpassing 5,000 units. This growth reflects the company’s strategic planning, operational efficiency, and strong market presence. With continued investment in technology, infrastructure, and customer service, Shaanxi Auto is well-positioned to maintain its leadership in the Chinese heavy truck industry.

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