Dawei pulls the market to FAW liberation to a new level


“Dawei has been favored by users since its official launch in January this year, and its growth rate is relatively fast. It should be said that Dawei changed the situation where FAW did not have heavy dump trucks.” Minister of Foreign Trade of China No. 1 Automobile Industry Corp. Liu Zhenguo made an interview in an interview with reporters recently. Out of this evaluation.

According to reports, in the first quarter of this year, under the market environment where the total volume of medium- and heavy-duty trucks fell by 11.37%, FAW Jiefang won the top spot and achieved sales of 28,000 units, regaining the dominance of domestic heavy-duty trucks, and Dawei undoubtedly played a strong role. Pull action.

Not only that, Liu pointed out that “Dawei began loading vehicles only at the Qingdao plant, and now the trading company decided to install it at FAW headquarters” in response to the growing market demand for Dawei.

For the intensely competitive heavy-duty truck market, it is really enviable that a new model has just made its debut on the market. So where are the secrets?

A lasting heart

Those who are familiar with the vehicle understand that the core of the vehicle is the engine. The level of engine performance determines the quality and price of the vehicle. It is understood that the engine of Dawei Heavy Truck is the CA6DF2L series diesel engine produced by FAW Dalian Diesel Engine Co., Ltd. (hereinafter referred to as "Dai Diesel"). “

Understand that the truck meets the requirements of the market, especially when the user is in non-standard use conditions, and the various conditions of the engine, so that they will take the initiative in the market and product development will be one step faster than the market demand. “Fan Yanfeng, general manager of FAW Group, placed great hopes on Dachai. The successful operation of the CA6DF2L series of diesel engines also proved once again that Dachai people still have the resilience and fighting power in the play-by-play market.

According to Wang Anhe of Dachai Propaganda Department, the CA6DF2L series diesel engine draws on the development concept of German DEUTZ products and adopts DEUTZ's technology and standards. It took 3 years of design and verification to be put into production. The series of diesel engine power covers 280 to 340 horsepower, emissions meet the national II standard, with the national III, national IV potential. In addition, CA6DF2L series models also have the characteristics of large power, long life, low emissions and good adaptability, and can be widely used to match heavy trucks and large and medium-sized high-end passenger cars.

“In addition to these advanced qualities, we have inherited the mature technologies of the CA6DE and CA6DF series, and we are inseparable from the new processes and strict quality assurance measures adopted in the entire production.” The staff of the product engineering department introduced the entire production process. Truly: It is better to sacrifice the beat of production, reduce the number of production, and not give up the quality; it would rather do more work in the factory and will not let users use it. In the assembly, the key bolt torque adopts the digital control tightening technology and the three-section tightening technology, which eliminates the leakage of the diesel engine, leakage, and leakage of oil from the source. The use of anti-error technology such as computer photos eliminates the occurrence of misinstallation accidents.

Steadily moving forward

“Actually, Dawei had already come out in late 2003, but Liberation was not eager to make a full play in the market.” Liu Zhenguo stated that, for prudent reasons, FAW Group Company and Liberation Company repeatedly analyzed market conditions and decided Adopting the policy of steadily advancing to the market: First of all, a small number of trials were put in the Central Plains region, and the products were further matured through continuous improvement until they were able to assume the important task of liberating them to the hard-working market. Practice has proved that this strategy is correct.

Shandong is a major province for transportation, and it is an advantage market for emancipating the brand. The market contribution rate is very large. Therefore, the group company regards Shandong as one of the regions where Dawei was first put. So what's the effect of delivery? “Dawei has low cost and is suitable for initial accumulation,” Wang Mingkun, manager of FAW Jiefang Shandong Branch, told reporters with confidence that since the vehicle was developed on the basis of the original mature product, the stability was good and the overall economic performance was better than that. Similar products in the market.

In Tangshan, the relocation of Shougang increased the amount of traffic here. It is understood that Dawei sells very hot locally. Liang Yuzhong, General Manager of Tangshan Jidong Liberation Sales Service Co., Ltd. disclosed: “In our country, Dawei has sold the best of all models so far this year. After the Spring Festival, the user has got 225 in the truck. Vehicles, because of the limited ability to be converted, also owed more than 300 users.

The ability to convert has become a major obstacle to sales, which is beyond the company's expectations. In addition, there is another issue of financing. "If these two problems are solved, it will be no problem to sell 1,000 Dawei this year." Liang Yuzhong told reporters rationally.

Practice has proved that although the steady progress of the market sales model can not bring in excess size at the initial stage, it has laid a solid foundation for steady and rapid growth in the future. During this period, product reliability is a fundamental factor. According to reports, Dachai's CA6DF2L engine, liberated mature frames, Fuller's mature transmissions, domestic mature reduction bridges and other advantages resulted in Dawei’s vehicle advantages, making Dawei’s average failure interval among similar heavy-duty trucks in China. The highest mileage.

Innovation profit model

“FAW Liberation must truly reflect the concept of users first, it needs to have the first product, the first quality and the first service.” Xu Jianping, general manager of FAW Liberation Company, broke the consumer's mentality: “To the user In fact, products that make money and make more money are good products."

For this reason, the company decided to innovate the profit model, work hard on the cost, and truly “make it to the people”. Dawei Heavy Truck is the typical practitioner of this model. According to reports, the reason why “Dawei” is so loved by users is because Dawei heavy trucks have obvious cost advantages in domestic similar products. This is mainly reflected in the four aspects of the user's car purchase cost, maintenance cost, energy saving cost and operating cost.
In terms of operating costs, the engine characteristic curve of Liberation Dawei Heavy Duty Truck is perfectly combined with the transmission system, achieving the optimal combination of power and economy, ensuring that 100 kilometers is saving 3 to 5 liters of oil than similar products. Liu Zhenguo calculated for the reporter that when a 320-hp 8×4 dump truck was carrying 42-45 tons, Dawei’s fuel consumption per 100 km was at least 3 liters less than its competitors. According to the annual mileage of 200,000 km, Dawei saved the user. 24,000 yuan/year; 280 horsepower 4×2 tractor traction 50~55 tons, Dawei 100 km fuel consumption than the competition at least 2 liters, in accordance with the annual mileage of 200,000 km, Dawei saves users 16,000 yuan/year .

In terms of maintenance costs, the main components of the CA6DF2L series diesel engine and the CA6DF series diesel engine have high versatility and process inheritance, and the spare parts price is low. In addition, the maintenance network has a high density. Dawei Spare Parts can be purchased at 549 FAW service stations, 115 Dachao Special Service Stations, 21 Dachai spare parts bases and more than 400 Dachai Grade 1 and 2 spare parts outlets across the country, and the purchase radius is small, shortening the maintenance waiting time for users.

In terms of car purchase costs, as Dawei is developed on a mature platform, the manufacturing cost of new models is greatly reduced and the price has great advantages. Therefore, Dawei cars are 1 to 20,000 yuan cheaper than similar products on the market.

All the signs have shown that the dazzling start of the liberation of Dawei will have an even better performance in the coming days, becoming the preferred "money-making machine" for more and more users.


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