Reporter Zhao Jian of Entrepreneur Daily
Speaking of domestic pickups, it is somewhat embarrassing, because pickup trucks have always been a niche demand in the market. Born in the early 20th century, pickup trucks, as a combination of cars and trucks, can be used as special vehicles, multi-purpose vehicles, official vehicles, commercial vehicles, and family cars, and are widely used in cargo, tourism, rental and other scenarios.
However, since entering the mainland market in the last century, it has been simply classified as a truck, and many places in China have many restrictions on it, such as entering the city, licensing plates, scrapping, regular annual inspection and other policy restrictions and requirements, so the sales and development of the domestic pickup truck industry have been inhibited for a long time.
Now, with the steady recovery of the global economy and the upgrading of consumption, the State Council and relevant departments have issued three documents in 2022 to study further relaxing the restrictions on pickup trucks entering the city. Driven by the lifting of the ban on pickup truck policies, the continued boom in exports, the superposition of new energy, and the upgrading of consumption structure, younger consumer groups, quality demand, and leisure life with cars, the sales volume of the industry continues to grow, and pickup trucks have ushered in new development opportunities.
According to authoritative data, thanks to the cost advantage of the domestic supply chain, from 2018 to 2022, the overseas sales distribution of pickup trucks of Chinese automakers increased from 37,000 to 125,000 units. However, at present, in the domestic market, the sales of pickup trucks have been weak for a while. On June 27, data released by the Passenger Car Market Information Joint Branch of the China Automobile Dealers Association showed that the production and sales of pickup trucks in May this year were 42,000 and 45,000 respectively, down 4% and 1% year-on-year, respectively.
In fact, in the mainland auto market, pickup trucks are no longer a new thing, and many domestic car companies have been involved in the field of pickup trucks. However, not too many brands have survived. In the face of the slow development of the domestic pickup truck market, while the export market is booming, a new force is urgently needed to stir up this silent waters.
On June 28, China National Heavy Duty Truck, a leading domestic commercial vehicle company, launched an international all-field pickup truck - China National Heavy Duty Truck "Bosheng" series of pickup trucks, which quickly became the focus of market attention at the same time, it seems to give the answer to the market development problem.
As a new force in the field of domestic pickup trucks, "Bosheng" pickup trucks rely on Sinotruk's long-term technology accumulation, profound car-making heritage and innovation capabilities to lead the industry trend.
██ "Catfish" Effect: Setting off a new trend in the pickup truck market
Strictly speaking, the pickup truck in the mainland market is still in the initial stage of promotion, consumers' perception of pickup products, the player group is not large enough, the cargo pickup audience is a niche in the freight army, etc., all determine that the pickup truck in the mainland car market is not large enough, which means that it will take time for pickup trucks to become mainstream automotive consumer goods.
According to SINOTRUK engineers, SINOTRUK's pickup products are by no means a whim. After going through the process of project establishment, project suspension, project abortion, project restart, etc., the advent of Sinotruk's "Bosheng" pickup truck can be regarded as the right time, place and people. Policy, environment and market need not be repeated, the key lies in people. Because, as a member of Shandong Heavy Industry Group, China National Heavy Duty Truck has the blessing of a fairly complete supply chain system in the group.
Driven by nearly 100 years of car manufacturing history and technological innovation, SINOTRUK has launched a strategic product representing the new direction of global pickup truck development - "Bosheng" pickup series products, which not only inherit Sinotruk's consistent exquisite craftsmanship and excellent quality, but also achieve a comprehensive upgrade in terms of power, comfort and intelligence. And with its international all-round all-round pickup truck positioning, reshape the domestic pickup market pattern.
Industry insiders commented that China National Heavy Duty Truck is now the leader in the heavy truck market, ranking first in domestic sales and market share, but also by virtue of the hard-core product force and the global coverage of the "steel network", accounting for more than 50% of the mainland's heavy truck exports, products are exported to more than 110 countries and regions, becoming the backbone of China's intelligent manufacturing to sail to the sea. Such a strong profitability, mature sales network and high-quality service system will give a strong endorsement to the "Bosheng" pickup.
With the blessing of Sinotruk and Weichai, the "Bosheng" pickup truck has obtained the lowest parts purchase price, the world's best parts support, the most powerful sales and service network in the field of shared commercial vehicles, and of course, more importantly, the strongest lineup of technology research and development in the industry. With so many good cards in hand, I believe that the "Bosheng" pickup will definitely set off the development trend of the pickup market.
██ "Catfish" Weapon: Use technology to enhance competitiveness
Now it seems that the core competitiveness of "Bosheng" pickup truck lies in its excellent performance and excellent quality. As a strategic product of SINOTRUK, it is positioned as an international all-field large pickup truck, covering three models: off-road, passenger and commercial, each of which is customized for specific car scenarios, which will undoubtedly meet the needs of more consumers. The all-round attributes of the Bosheng pickup make it far from mediocre in the pickup market, but unique.
As a new masterpiece of China National Heavy Duty Truck, the "Bosheng" pickup truck is divided into three versions: commercial S6, passenger S7 and off-road S9. In terms of cost performance, the price range of the "Bosheng" pickup truck is 110,800 yuan to 191,800 yuan, which has obvious advantages compared with pickup trucks of the same level.
The new car not only integrates oriental aesthetic elements into the design, but also has super performance in the five technical levels of power, quietness, reliability, intelligence and off-road. The Weichai Power WP2H 2.0T diesel engine equipped with the "Bosheng" pickup truck has a maximum power of 140kW and a maximum torque of 420N·m, ranking first in the single-turbo 2.0T engine in China in terms of power and torque, which can easily cope with various road conditions. At the same time, Sinotruk's self-developed 8-speed automatic manual transmission also provides a smoother and more efficient power output for the vehicle.
In addition to leading the same class in power and torque, the WP2H engine has created the submarine deep-sea silent technology, cooperated with the vehicle 5-fold noise reduction technology, developed diesel ultra-low temperature starting technology, and helped the pickup truck start at a time of nearly 40°C below zero with six black technologies; The innovative use of urea dual injection technology can accurately control the urea injection capacity, reduce the blockage probability of the after-treatment system, improve the exhaust gas response efficiency, and avoid the speed and torque limit of pickup trucks. The use of the above cutting-edge technologies has completely overcome the current problem of diesel pickup trucks.
In order to fundamentally improve the driving comfort and let the pickup truck enter thousands of households, the off-road and passenger types of the "Bosheng" pickup truck adopt a rear multi-link integral axle suspension, the chassis tuning and setting adjustment parameters, and the handling and stability are ahead of the same level, which has been highly praised by industry experts such as China Automotive Research Institute. After the engine, transmission, and chassis were innovated and upgraded, the three models of the "Bosheng" pickup truck were customized for different car use scenarios.
In terms of off-road ability, the "Bosheng" pickup off-road model is equipped with BorgWarner's intelligent and timely four-wheel drive system, all-terrain management system, and front, middle and rear three locks, which can meet the needs of deep off-road without modification. In addition, the "Bosheng" pickup truck also adopts a rear multi-link integral axle suspension, which has been carefully tuned, and the handling and stability are ahead of the class, bringing users a more comfortable and safe driving experience.
For commercial users, the "Bosheng" pickup is also outstanding. The commercial model is built in strict accordance with the durability and reliability standards of heavy trucks, the body is made of high-strength steel, and the frame is made of 51CrV4 high-strength steel, which has a stronger load-bearing capacity and is more durable. At the same time, the "Bosheng" pickup truck also provides two models of long axle and standard axle, with a cargo volume of 1450L and 1220L respectively, to meet the needs of different commercial transportation scenarios.
At present, the development direction of pickup trucks and high-end has become the consensus of the industry, giving birth to a number of models positioned as passenger pickups, with infinite trends in the interior design and configuration of family SUVs, to create a more passenger, more high-end, more comfortable driving experience, "Bosheng" pickup passenger type is such a car.
The passenger interior of the "Bosheng" pickup truck adopts a black and brown color contrast design, which is calm and atmospheric, and highlights a sense of luxury; The stitching on the seat is neat and even, and it is both firm and beautiful. In addition to the overall layout of the cockpit, the "Bosheng" passenger pickup truck also has many passenger details to fully meet the needs of users.
Intelligence is the core of the passenger transformation of pickup trucks. As far as the "Bosheng" pickup truck passenger type is concerned, advanced configurations such as large-size screens, Internet of Vehicles systems, and high-end intelligent driving systems are all applied, and the passenger car market is also at a leading level. In terms of intelligent configuration, the "Bosheng" pickup truck performed well. The passenger model is equipped with a 12.3-inch central control screen, a car networking system and an L2.5+ intelligent driving assistance system, which provides a wealth of audio-visual entertainment functions and intelligent driving assistance functions to meet the needs of users for intelligent travel.
In addition, the intelligent driving system of the "Bosheng" pickup truck passenger type has reached L2.5+ level, including 14 intelligent assisted driving functions, which comprehensively improves driving safety and operation convenience, and is equipped with ACC adaptive cruise function and remote control function, which makes it easy to use the car.
██ "Catfish" value: promote the high-quality development of the industry
The listing of Sinotruk's "Bosheng" pickup truck has undoubtedly produced a huge "catfish effect" in the pickup truck market. It is not only an important breakthrough for SINOTRUK in the pickup truck market, but also a concrete embodiment of its continuous innovation and pursuit of excellence. It breaks the pattern of the traditional pickup truck market, will further accelerate the competition in the pickup market, arouses the attention and follow-up of other companies in the industry, and will prompt other pickup brands to continuously promote the technological innovation and industrial upgrading of the pickup industry, and improve product quality and service levels.
At the same time, the launch of Sinotruk's "Bosheng" pickup truck has also stimulated consumers' enthusiasm for buying and promoted the prosperity and development of the pickup market. SINOTRUK has been committed to providing consumers with high-quality, high-performance products. Through excellent performance and excellent cost performance, the "Bosheng" pickup truck has successfully attracted the attention of consumers.
At present, on the occasion of the release of the new car, SINOTRUK has further improved the user experience and satisfaction through rich car purchase activities and high-quality after-sales service. In order to celebrate the launch of the "Bosheng" pickup truck, SINOTRUK has launched a series of car purchase welfare policies, including replacement subsidies, financial loan subsidies, interest-free car purchases, DJI drones, etc., and also provided six commitments to ensure the user's car purchase and car experience. These welfare policies have not only attracted the attention of many consumers, but also further enhanced the market competitiveness of "Bosheng" pickups.
China National Heavy Duty Truck "wins" pickups, this "catfish" successfully stirred up the pickup market. In the future, SINOTRUK will continue to be driven by technological innovation, continuously improve product quality and service levels, and promote the development of the pickup truck market in a more diversified and personalized direction.
With the increasing maturity of the pickup truck market and the diversification of consumer needs, pickup truck multiplication has become a new trend in market development. The listing of SINOTRUK's "Bosheng" pickup truck has set a new benchmark in the pickup truck market, and "Bosheng" will also become another strong competitive sector in SINOTRUK's product system, helping SINOTRUK continue to consolidate its industry position as the most profitable commercial vehicle company!