High-end market disposition The high-end truck trend is unstoppable

Posted by bruce zhu on January 10th, 2021

In recent years, the proportion of high-end domestic heavy trucks has gradually increased. According to Roland Berger's forecast, the share of high-end heavy goods vehicles (with a unit price of over 400,000 yuan) in total heavy truck sales is expected to increase from 5% in 2015 to 39% in 2025. In fact, these In recent years, major equipment manufacturers have started to expand into the high-end market. Jiefang J7, the flagship of Dongfeng Tianlong, Sinotruk Howo, Shaanxi Automobile X6000, Geerfa K7, these high-end heavy trucks are mostly sold above 400,000. In addition, high-end brand Huanghe heavy trucks Sinotruk and JAC V7 are also expected to be introduced to the market, and the domestic premium brand team will continue to grow. Large OEMs launching high-end brands and rolling out high-end markets are not blindly following the trend, which is behind a deep industry and market context. Only by mastering the core technology of independent research and development, we can better master the initiative and the right to speak, and we are determined to promote the domestic automobile brand, which has now become the consensus of the Chinese automobile industry.

Changes in the main buyers of the market are also important reasons for high-end trucks. First of all, the user group is younger. At present, the people after the 80s and 90s have become the main players in the industry. Earlier, Manbang Group released the "2020 China Mainline Truck Drivers Big Data", showing that the average age of truck drivers is only 37 years old, and the proportion of truck drivers under 45 is almost 80%, the post-80 and post-90 are the backbone. These new generation groups that have grown up in the internet age have stronger preferences and needs when it comes to ride comfort, ride comfort, and smart operation. Second, the trend of fleet development has obviously boosted the popularity of the premium heavy-duty truck market. With the rapid development of the logistics industry, the proportion of heavy truck users has changed, and the fleet customers have increased; the trend of integration of the logistics industry is evident, and the proportion of logistics companies in the car purchasing group continues to increase, paying more attention to operational efficiency and increasing vehicle use. This is more evident in the transport of the cold chain with high added value. "Competition in the transport market is becoming more and more fierce. In a situation of more serious homogeneity, we have started to choose high-level vehicles and to modernize our equipment to gain in competitiveness." People said. In addition, the continuous upgrading of heavy duty emissions, the significant increase in engine technical difficulties and the continuous improvement in vehicle performance have all resulted in an increase in the cost of a single vehicle. Take the example of the howo truck, the average unit price has increased from 284,000 yuan in 2012 to 339,000 yuan in 19 years, and the annualized growth rate of the unit price is 2.5%.

Under the influence of many factors, the trend of high-end heavy goods vehicles has become more prominent. Combined with the current premium heavy-duty trucks on the market, its characteristics are mainly reflected in high horsepower, smart upgrades and improved comfort. High horsepower is favored: user emphasis on operating efficiency makes high horsepower models more popular; On the other hand, high power engines have the characteristics of low speed and high torque, their torque range is wider, and the economic speed range of the engine is also wider, which can delivered for better saving effect fuel. Currently, HOWO is equipped with the National VI Weichai WP13H engine with a maximum of 600 horsepower and a maximum torque of 2685 Nm. Heavy-duty AMT is gradually popularized: with the intelligentization of domestically-made heavy trucks and upgrading national VI emissions, heavy-duty AMT which can improve fuel economy and reduce driving intensity began to be widely used. Improved comfort: Unlike older generation drivers, younger users pay more attention to driving comfort.