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

In 2007, the Chinese automobile industry witnessed remarkable growth, particularly in the heavy-duty vehicle segment. According to data from the China Association of Automobile Manufacturers, the sales growth rate for heavy trucks reached an impressive 46.63%. Among the leading players, Shaanxi Heavy Duty Trucks stood out with a production and sales growth rate of 84.05%, securing the top position nationwide. The company made significant strides in key market segments, dominating the high-horsepower tractor market and showing strong growth in the dump truck sector. Building on this success, Shaanxi Automobile Group set an ambitious target for 2008, aiming to produce and sell 98,000 vehicles, including 80,000 heavy trucks. At a recent ceremony marking the production and sale of 60,000 units, Chairman Zhang Yupu announced that the company was on track to meet these goals. In 2007, Shaanxi Zhongqi had adjusted its targets twice, ultimately setting a goal of 60,000 units—10,000 more than initially planned. The company surpassed this target, entering the first tier of the heavy truck market. With the completion of Phase 2 of its assembly production unit, Shaanxi Automobile expanded its capacity significantly. Two modern assembly lines, meeting international standards, can now produce two off-road trucks every seven minutes. Combined with the Xi'an plant, the total production capacity exceeded 100,000 units annually. The 80,000-unit target for 2008 was set not only to ensure continued product delivery but also to support the launch of the high-end Calderon F3000 model. In the Shaanxi Automobile Commercial Vehicle Industrial Park, new facilities such as the Hande Axle plant and the Cummins engine plant were already operational. The vehicle frame assembly line, equipped with advanced technology, was fully completed, with main components automated and ready for final assembly. This efficient production system ensures timely delivery and high-quality output. In 2008, Shaanxi Automobile also focused on expanding its "golden industrial chain." Weichai Power, a key partner, pledged full support for Shaanxi Auto's development. The newly established "National Heavy (Middle) Special Purpose Vehicle Alliance" provided a solid foundation for special vehicle resources, enabling professional conversion and manufacturing of specialized trucks. On the product front, the 2008 DeLong F2000 series, known for its reliability, fuel efficiency, and environmental friendliness, was fully launched. Compared to previous models, it offered improved performance and technological advancement. In 2007, a single model of the DeLong series saw a staggering 284.44% sales increase, maintaining a 24-month growth streak. According to Liu Keqiang, Marketing Manager at Shaanxi Automobile, the DeLong series is based on German MAN technology, making it more complex and requiring longer production cycles than Steyr-based models. To meet tight deadlines, Shaanxi Auto implemented lean management practices and collaborated with industry leaders like Weichai Power. Through coordinated efforts across departments and rigorous monitoring of materials, processes, and services, the company ensured top-quality products and laid a solid foundation for its 80,000-unit target. In 2008, Shaanxi Auto also focused on strengthening its service brand. Since 2006, the company invested heavily in the "Big S Service" project. By 2007, the gold industry chain partners had formed the world’s largest service network, covering 3,100 locations. A joint call center monitored 1,100 GPS-enabled service vehicles in real-time, reinforcing Shaanxi Auto’s leadership in after-sales service. At the 2008 annual meeting, Executive Deputy General Manager Yuan Hongming announced the “Shaoxin Automotive Service Brand Declaration,” reaffirming the company’s commitment to becoming China’s top commercial vehicle service brand. The Big S Service Project 2 was also launched, and the company completed its national service network, conducting nationwide training and events such as After-Sales Service Month. Industry experts predict that total heavy truck production and sales in China will reach at least 430,000 units in 2008. For a competitive player like Shaanxi Auto, the 80,000-unit target appears conservative. Reports indicate that Shannong Heavy Duty Trucks achieved record orders in January, with daily sales exceeding 430 units and monthly sales surpassing 5,000, marking a successful start to the year.

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