The history of China’s automobile exports can be traced back to the late 1950s. With the development of the automobile industry, a number of domestically produced cars began to emerge in the international market in the 1990s; in 2018, domestically produced automobile exports exceeded the million mark for the first time; in 2023, China topped the global automobile export list for the first time. In line with the wave of global development, Chinese auto companies have been fighting overseas for more than 60 years, and the footprints of domestically produced cars are all over the world.
With the further expansion of domestic automobile production capacity and the further upgrading of product strength, Chinese auto companies are accelerating the overseas strategy with unprecedented enthusiasm and determination to find new growth poles in the international market. At present, the export of domestic passenger cars and commercial vehicles has become a trend, forming a scale effect, but the export of pickup trucks is still in its infancy. In China, pickup trucks are niche models, but overseas pickup trucks have broad market prospects and unlimited growth potential. Therefore, many pickup truck manufacturers have turned their attention to overseas, and opening up overseas markets has become an inevitable trend and strategic choice for the development of domestic pickup truck brands. The international all-round pickup truck, SINOTRUK Bolden pickup, which was launched at the end of June, is a strategic model for SINOTRUK to build a ‘world-class full-series commercial vehicle group’. It has been looking at the world very early. From the beginning, it has been aiming to go global. Whether it is market layout, product creation, or the establishment of a marketing network, it adheres to the global thinking and concept, and is committed to creating a full-field applicable model for global pickup enthusiasts.
Deployment in five continents, expanding international territory
Looking at the global automobile market, pickup trucks are multi-functional and multi-scenario applications, with unique value of being both business, play and home. They are unique among many automobile categories and are loved and sought after by users all over the world. According to data from ‘Automotive Industry Analysis’, pickup trucks are the sales champion models in nearly 39 countries (regions) in the world. In recent years, the global pickup truck market has continued to grow. In 2023, the total market size will reach 5.68 million vehicles, of which the overseas market will reach 5.35 million vehicles. From the perspective of regions and countries, North America, Southeast Asia, Australia and other places are all markets with vast capacity. For pickup truck brands, sailing overseas can achieve greater breakthroughs.
Against this background, Bolden pickup has formulated a globalization strategy with its profound market insights, strong support from the group and its own product strength, and selected countries across five continents such as Mexico, Ecuador, Arabia Saudí, South Africa, Russia, Vietnam and Australia as target export markets. This global strategic layout reflects Bolden pickup’s accurate grasp of the global pickup truck market and also demonstrates Bolden pickup’s firm determination to build a world-class pickup truck brand.
Focusing on users and implementing localization strategies
Formulating an overall strategy is only the first step. In order to gain a foothold in the fiercely competitive international market and win the favor of users around the world, it is also necessary to have a deep understanding of local users’ brand awareness, vehicle needs and vehicle usage scenarios. First of all, the English name of Bolden pickup is ‘BOLDEN’. The root word bold of the name has a positive meaning that is universally used. It is consistent with the connotation of confidence and courage of the Bosheng brand. It is also positive and powerful in multiple languages such as French, Spanish, Russian, Arabic, etc., and the pronunciation rhythm is clear and the syllables are clear. It is a global English name that meets the aesthetic needs and language usage habits of users around the world.
Bolden pickup has launched three models: off-road, passenger, and commercial, which can fully cover the needs of users in different regions and professions around the world. In the few years before the official launch, the Bolden pickup design team also went to major overseas markets many times to conduct systematic and in-depth research, and developed products adaptively according to the special vehicle needs caused by the geographical environment, environmental protection regulations, etc. in different countries. For example, the Middle East has a tropical desert climate with hot and dry summers. Bolden pickup has equipped the front and rear seats with ventilation functions; changed the engine gear train, adjusted the compressor transmission ratio, increased the engine idle speed; replaced the 850W high-power fan and other technical improvements to meet the needs of users in the region in hot weather, and added DAB functions and ECALL systems according to local needs.
Russia and other high-latitude countries have severe winters with an average temperature below minus 30℃. Facing the problem of users using cars in high-altitude cold environments, the WP2H 2.0T diesel engine equipped with Bolden pickup can start at minus 40℃ with its original diesel ultra-low temperature starting technology, without fear of severe cold. In addition, Bolden pickup also configures windshield heating, washing nozzle heating, exterior mirror heating, steering wheel heating, seat heating and other functions for users in the region, so that they can start warmly in the cold winter.
In addition to different natural environments, emission standards in different places are also different. The emission of Bolden pickup meets the National VI b standard and can meet the emission requirements of most countries implementing the Euro 6 standard. For countries such as Ecuador and Cambodia that implement other emission standards, Bolden pickup also carries out targeted modifications to the intake system, fuel system, and post-treatment system to enhance the adaptability of oil products and make the emission comply with local regulations, so that users can use the car without worries.
Global marketing network enables pickup trucks to break through the waves and go overseas
As a pioneer in exploring the globalization strategy of the heavy-duty truck industry, SINOTRUK has started exporting heavy-duty trucks since 2004, and exported more than 400 heavy-duty trucks that year. Since taking the first step in internationalization, SINOTRUK has become an undisputed leader in heavy-duty truck exports. In 2023, the export sales exceeded 130,000 units, ranking first in the domestic heavy-duty truck export sales for 19 consecutive years. In 2024, it achieved a new record of 14,000 units exported per month, and an average of one Sinotruk product was sold overseas every three minutes.
The outstanding sales volume is inseparable from the highly competitive global marketing network. After 20 years of deep cultivation in overseas markets, by 2024, SINOTRUK has developed about 300 distribution outlets at all levels in more than 90 countries around the world, and has established nearly 600 service outlets and parts outlets in more than 110 countries around the world. The mature and complete marketing network system basically covers developing countries and major emerging economies such as Africa, the Middle East, Central and South America, Central Asia and Southeast Asia, as well as some mature markets such as Australia, New Zealand and Hong Kong.
It is time to sail to the sea. In the second half of this year, Bolden pickup will be officially launched overseas. With the support of the group’s strong marketing network, the product will be quickly promoted to major target markets after it is launched. At the same time, SINOTRUK Vehículos ligeros has established five major overseas battle zones. Professional and efficient teams will provide global users with high-quality car buying experience and after-sales service. Bolden pickup is becoming a new force for independent pickup brands to go overseas, allowing pickup enthusiasts around the world to experience the charm and value of Chinese pickups.
To become a world-class national independent automobile brand, you must have a global vision. With its forward-looking overseas strategy, product development that meets the needs of global users, and the group’s integrated resource advantages, Bolden pickup, as a latecomer, has strength that cannot be underestimated. In the future, among the large number of Chinese pickup brands going overseas, Bolden pickup will open up a new path in the international market, show the world the innovative power and technological leap of Chinese pickups, and write a new story of the overseas expansion of national pickup brands.
© China National Heavy Duty Truck Group (SINOTRUK) 2024
