The strong rise of Shaanxi Auto and Foton started the five major battles in heavy truck market
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The rapid rise of Shaanxi Auto and Foton Auman has significantly reshaped the traditional dominance of the "three pillars" in China's heavy truck industry. Driven by favorable macroeconomic conditions, domestic heavy truck sales have seen a strong rebound this year, becoming one of the fastest-growing segments in the automotive market. As company strengths shift, the once-dominant positions of FAW, Dongfeng, and Sinotruk are now evolving rapidly. With the swift growth of Foton Motors, the market landscape is shifting from a three-pole structure to a more competitive top-five scenario.
Interestingly, the Steyr platform—used by China National Heavy Duty Truck, Foton Motors, and Shaanxi Heavy Duty Trucks—is playing a key role in their market expansion. These companies are not only gaining traction but also outperforming traditional leaders in terms of growth rates.
Fukuda and Shaanxi Heavy Duty have emerged as standout performers in the industry. Their success is closely tied to the broader economic environment. For instance, in the first four months of this year, China’s highway freight turnover reached 342.72 billion ton-kilometers, reflecting a 15.4% year-on-year increase. At the same time, construction and road transport vehicles continue to show steady growth. Government policies supporting rural development, environmental protection, and western region growth, along with the opening of the financial sector, are all contributing to rising demand.
From January to May 2007, cumulative heavy truck sales totaled 127,924 units, up 63.66% year-on-year. Major manufacturers performed well, with Shaanxi Heavy Duty and Foton Motor showing particularly impressive growth. Over 17 consecutive months, both companies saw annual sales growth exceeding 100%, signaling a potential transformation in the competitive landscape of the Chinese heavy truck market.
In terms of sales volume, the gap between Shaanxi Heavy Duty and Foton Motor and the former market leaders—FAW, Dongfeng, and Sinotruk—has narrowed to just 10,000 units. Their market share has risen above 10%, while the original leaders still hold a much larger share. However, the growth rate of the new players is far outpacing that of the traditional giants, and the gap continues to shrink.
Shaanxi Auto experienced its own ups and downs before Weichai Power acquired it. This acquisition provided Shaanxi Auto with unique opportunities through Weichai’s supply chain and Fast’s support, enabling it to maintain growth rates consistently above 100%. This rapid expansion has set a record for the fastest-growing segment in the Chinese heavy truck market.
Foton Auman’s journey has been less smooth. In 2004, it sold over 40,000 units, capturing an 8.75% market share and ranking fourth. Its success was driven by strong marketing. However, quality control issues during rapid expansion led to a sharp decline in 2005, with sales dropping by 53.15% year-on-year and market share falling to 6.4%. By mid-2006, sales began to recover, and by the end of the year, cumulative sales had increased by 109.61%, with market share rising to 10.37%.
This year, Foton launched the new Auman ETX model, which covers a wide range of applications, from 3-ton to 40-ton trucks. The product line includes the 9 Series, 6 Series, Raiders, and ETX Intercontinental models, catering to both domestic and international markets. This expansion has positioned Foton once again on a fast-growth trajectory.
Meanwhile, FAW and Dongfeng, once market leaders, are finding it harder to maintain their dominance. Although they have seen continued sales growth, their growth rates are lower compared to the newcomers, and their market shares have declined. In the first quarter of 2004, FAW and Dongfeng held 64.5% of the market, but by this year, their combined share dropped to 38.95%, while Steyr-based companies like Sinotruk gained significant ground.
Both FAW and Dongfeng initially focused on medium-heavy trucks (8–14 tons), lacking strong presence in the large-horsepower segment. However, both are gradually adapting. Dongfeng introduced the Tianlong series last year, while FAW released the J6 model this year. High-power trucks are now at the center of competition, marking a shift from traditional Steyr products.
FAW’s Aowei series was among the earliest to enter the market, and its transformation has helped it maintain a strong position. However, its edge over Steyr-based models is not clear-cut. Only with the full launch of the J6 series this year could FAW potentially turn its situation around. Dongfeng’s Dragon series, though introduced later, is gaining user acceptance, and the Tianlong model achieved double-digit growth this year, boosting confidence within the company.
Here’s a summary of main heavy truck manufacturers' sales figures from January to May:
- FAW: 46,882 units
- China National Heavy Duty Truck: 42,889 units
- Dongfeng: 35,574 units
- Shaanxi Zhongqi: 26,183 units
- Foton: 24,963 units
- Hongyan: 11,100 units
As the heavy truck market evolves, the balance of power is shifting, and new players are emerging as serious contenders.