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Dongfeng Light Trucks ranks fourth in the domestic light truck industry. Since last year, Dongfeng has been ranked behind Futian, Jianghuai and Jiangling in the light truck market.
This year, in the pure light truck market, Dongfeng’s market share has increased by nearly one percentage point. However, compared with the top three light trucks, there is still a small gap. Dongfeng light trucks should be further promoted. This is the goal of their efforts. In 2016, Dongfeng has carefully prepared a series of measures to challenge the status of Futian, Jianghuai and Jiangling.
Since it is going to call the top three, what kind of hand is Dongfeng light truck?
Recently, at the Dongfeng light truck fuel-saving challenge East China area rematch, Zhang Bin, deputy general manager of Dongfeng light commercial vehicle marketing company and the reporter face to face, analyze the light truck market, revealed Dongfeng light truck next year's "big move."
　　
Domestic share increased by 0.8 percentage points Four strongest concentration reached 80%
In 2015, the light-duty-card market continued to decline under the pressure of economic slowdown and the implementation of the National IV. According to data from the China Automobile Association, from January to October, the cumulative sales volume of the light truck market was 1,273,900, down 7% year-on-year. If we remove construction vehicles, pickup trucks, new energy sources, and export products, the domestic pure light truck market is expected to sell 600,000 vehicles in the year, a year-on-year decrease of 18%. The situation is still not optimistic.
“From January to October, the domestic pure light truck market dropped by approximately 19.3%. Dongfeng declined by 13%, better than the overall level of the industry, and the market share increased by 0.8%. This is not easy,†Zhang Bin told reporters. “The Dongfeng in October Sales of 4500 pure light trucks will perform better in November. We expect to sell 65,000 light trucks for the full year, a 10% drop, and the market share will increase by 1 percentage point from the same period last year."
Zhang Bin believes that with the arrival of the Fourth National Era, the concentration of the light-duty truck market has rapidly increased, and the past situation in which market share has been excessively dispersed has been greatly improved. In the industry structure, Futian, Jianghuai, Jiangling and Dongfeng are the first group companies, each selling at more than 60,000 units, with a total market concentration of about 80%; the second group’s annual sales volume is below 30,000 units. Including Kama, Qingling, heavy trucks and other companies. The third group army includes a large number of marginal enterprises.
The reporter had also previously analyzed that one of the main reasons for the change in the industry structure was the upgrading of emission standards, which led to a significant increase in the price of light trucks, and the company’s technological superiority and brand advantage with its engine production capacity. In the era of mechanical pump before the National Fourth, the market share was relatively decentralized, and the concentration rate of the top four was less than 60%. A large number of small and medium-sized light truck companies had nourishment in the market due to their price advantage.
Now, the top four, Dongfeng can go further? 
Pushing the Capt. E280 to be a high-end black horse next year
“Although the market share has increased, it has not yet reached our expectations. Our goal is to quickly narrow the gap with the top three.†Dongfeng light commercial vehicle marketing company executives on the performance of Dongfeng light truck this year, obviously not too satisfied .
To this end, from the second half of the year, the adjustment of Dongfeng Light Truck further accelerated, and introduced an economical Kaipute product. According to reports, this "economy" mid-to-high-end light truck named Kaiput E280 will be the dark horse product and strategic new product of Dongfeng light truck in 2016. Dongfeng Motor hopes to pass the Kaiput E280 and really cut 70,000 yuan. The mid- to high-end segments of the yuan are competing with star products from Jiangling Shunda, Futian Oumac, Foton Aoling and Jianghuai Shuai Ling.
In fact, since the integration of Dongfeng light trucks at the end of 2014, the Dongfeng light truck product line has been streamlined from the original three strains to two lines, Dolika and Capt. Among them, Dolika main economic and mid-market, Capt push the high-end, equipped with Nissan ZD30 and Isuzu technology D28 engine Capt N series, the price of more than 90,000 yuan or even higher. The high and low scores allowed Capt to not really land, but also made Dongfeng Capt’s market performance unsatisfactory.
It is for this reason that, at the end of the third quarter of 2015, Dongfeng Light Truck introduced the new Capite E280, which was taken from the first letter of the English economy, which means “economicalâ€. The car was launched in the near future, and as a designated racing vehicle in the resumption of the Dongfeng Light Truck Fuel Economy Challenge Southwestern District, it ran a minimum fuel consumption of 5.47 liters per 100 kilometers.
In addition to fuel consumption, does the E280 have other places that can compete with Jiangling Shunda, Shuai Ling, Ao Ling TX, etc.?
　　
Three characteristics challenge the mainstream market competing products <br> <br> According to the Minister of Dongfeng light commercial vehicle marketing company Marketing Chen Shui-sensitive presentation, E280 car with Kai Pute N series is not the same place, first of all is the price. The main selling price of the Capt. N series was above RMB 90,000, and the E280 reduced the minimum selling price to RMB 72,000 through means such as cost reduction and reduction. In this way, Dongfeng has a competitive product in the range of 70,000-80,000 yuan. "The first to be launched is the S series narrow body air brake type, equipped with a D28 engine. At the end of the year, a mid-body and wide-body vehicle will be launched to achieve a full range of coverage."
Followed by its level of adjustment. Chen Shuimin told the first commercial vehicle network that the E280 has sold more than 1,500 vehicles since its launch in more than a month, and customer feedback has been very good. “We have carried out a lot of tuning work on this car, for example, gearbox rematching, adding a Schaeffler actuator, greatly improving the smoothness of shifting gears; re-optimizing the transmission system, increasing the low-speed torque, and increasing fuel consumption. In the Southwest semi-finals, the double-row E280 wagon with a 3.3-metre wheelbase ran a comprehensive fuel economy of 5.47 litres per 100 kilometers, which was beyond expectations."
"The car's high-speed, low-speed, climbing, fuel consumption and other indicators are very good, it is also the only one in the industry's Isuzu technology products that can pull 7 tons of goods. Other Isuzu technology light trucks around 2.8L Can only pull up to 4 tons of cargo." Chen Shuimin added.
The third is its sensory experience. Chen Shuimin frankly stated that Dongfeng Light Trucks did not attach much importance to the quality of the sensory system, but rather emphasized the inherent quality, such as the reliability of the chassis and the quality of key components. “There is no qualitative approach to sensory quality, but it is an objective reality, such as the feeling of customers at first glance, that this car is full and solid, exquisite, and good workmanship; for example, after sitting in the car, the gear is smooth and smooth, and the steering wheel is not light. The quality of the sensory quality of the throttle and clutch is not very light.This year we used the sensory quality as a part of the quality of vehicle manufacturing. This has never been mentioned before. The quality department of the company has also re-organized the testing standards for sensory quality. Therefore, compared to other models, the sensory quality of the Kepute E280 has been greatly improved, and we are more confident in it." 
It can be seen that the Capt. E280, this light-duty card for the mid to high-end light-duty card market, which is capable of being loaded and has extremely high cost performance, is the "trump card" of Dongfeng in 2016.
How bad is this trump card? Will you still encounter other companies with bigger cards?
Everything can still be expected.