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Zhengzhou Nissan's high-end light-duty truck Capstone hits a high profile in Guangzhou and begins to sell in the country. Kai Pu Shida's listing has stirred up the pattern of China's high-end light truck market, and the Qingling high-end light truck with Japanese cars has encountered strong competitors.
Qingling dominates the high-end market for many years
When talking about China's high-end light truck market, Isuzu must be mentioned. After the reform and opening up, Japan Isuzu Motors Co., Ltd., famous for its commercial vehicles and diesel engines, had joint ventures with Jiangling and Qingling to produce Isuzu series light trucks in China and became a representative of the high-end light truck market. Qingling’s earlier introduction of the light truck model was the Isuzu 100P. In 2004, it launched 600P simultaneously with Isuzu, which has occupied the commanding heights of China's light truck market for several years.
Industry experts told reporters that there are many domestic light truck companies, but the market is dominated by Futian, Jianghuai, Dongfeng, Jiangling and so on. "Although Futian, JAC and other companies have a large market share, their products are not the most profitable, and the highest profit rate for the light truck industry is Qingling," said the expert.
In 2009, Qingling sold about 40,000 light trucks and had not entered the top 10 sales of light trucks, but Qingling was one of the companies with the highest profit recognition in the industry. According to experts, there are many low-end economic products in China's light-card market, and only Qingling high-end light trucks are at the top of the pyramid.
The terminator of the dominant pattern
With the ever-increasing market competition, domestic light truck companies are advancing toward mid- to high-end light trucks. Faced with the high profits of the high-end light truck market, light-duty companies such as Futian, Jianghuai and Nanjing Iveco have launched mid- to high-end products.
Fukuda and Nanjing Iveco launched high-end products Ouma and Europa in succession and challenged Qingling. Europa light trucks use Italian Iveco technology, and Omar can also be European style. As domestic users are more accustomed to Japanese light trucks, these two high-end light trucks have not shaken Qingling’s dominance. Jiangling Motors, which is synonymous with Qingling, is now positioned in the mid- to high-end light truck market. According to insiders, there is still a gap between Jiangling's light truck and Qingling 600P light truck.
Last year, Qingling had a strong challenger in the high-end light truck market that had an absolute advantage. In November 2009, Zhengzhou Nissan launched the high-end light-duty light card Kelpstar, which introduced Nissan technology. Before this product was listed on the market in China, there was a lot of discussion in the light truck industry and it was believed that the competitive landscape of the domestic high-end light truck market would be broken.
Shortly after the launch of Capstone, Qingling announced that it would cut the 600P light-bulb price from “12 million yuan†to “100,000 yuan†in order to save market share through price cuts.
Industry sources pointed out that Capstone started to sell in the country and was a landmark event in the light truck industry. Qingling’s monopoly on the high-end market will end.
Compared with the rival Qingling 600P light truck, Capstone uses Nissan's latest technology. It is understood that Qingling 600P light card technology has been introduced into China for many years. "The introduction of new models and new technologies into the market will change the competitive landscape of the light truck industry and promote the upgrading of high-end light truck technology." Industry experts told reporters.
Qingling and Zhengzhou Nissan have long played in the pickup market, and today's product competition has extended to the light truck industry. Compared with Qingling, although Zhengzhou Nissan is still a newcomer to the high-end light truck market, as an important part of Dongfeng and Nissan’s dual-brand strategy, the development momentum should not be underestimated.
According to reports, Zhengzhou Nissan is the main carrier of Dongfeng and Nissan LCV (light commercial vehicle) business. The introduction of Capstone is based on Nissan’s current technological capabilities and the requirements for Zhengzhou Nissan’s positioning to make a difference in this area. The listing of Capstones marks the official launch of the Nissan LCV business in China. Capstone added the product category of Zhengzhou Nissan, and the image of “LCV expert†is even more distinct.
Capstone is not produced in Zhengzhou, but is produced at Hubei Xiangfan Dongfeng Co., Ltd. LCV base, produced by Zhengzhou Nissan
Responsible for marketing. The Zhengzhou Nissan Technology R&D Center will share information and related resources with Nissan's global technology R&D center, and undertake R&D of the Nissan brand light commercial vehicle. This means that Capstone can rely on Dongfeng Corporation and utilize the powerful resources of Xiangfan's production base to launch an impact on Qingling’s long-term high-end light truck market.