Foton Motor and Daimler Collaborate to Deploy Commercial Vehicle Market
Foton Motor and Daimler have signed a letter of intent to establish a strategic partnership. The collaboration involves forming a 50:50 joint venture in China, where Daimler will contribute capital in cash, while Foton will transfer its Auman-related medium and heavy truck business into the joint venture after due evaluation. This new entity is expected to serve as the global operational hub for both companies, overseeing key areas such as management decisions, R&D, production, supply chain, and marketing. The joint venture aims to leverage the strengths of both partners, combining Daimler’s advanced technology with Foton’s local market expertise.
The joint venture will produce Auman heavy trucks equipped with Daimler’s Euro V-compliant OM457 engines, rated at 460 horsepower. These vehicles will be sold under the Auman brand, but they will also carry the "Mercedes-Benz Power" label, highlighting the technological collaboration. Daimler’s branded medium and heavy trucks will target the high-end segment, focusing on premium niche markets, while Auman products will cater to mid-to-low-end segments, aiming to capture broader consumer demand. This dual positioning allows both companies to strengthen their presence in the Chinese market and expand globally through shared resources and brand equity.
Recent sales data from Foton shows significant growth, with annual performance outpacing industry growth by 18.8% year-on-year. In March alone, sales surged by nearly 50%. Looking ahead, Foton aims to reach an annual sales volume of 80-100 million units by 2010, with 20% of that coming from overseas markets. Experts predict that Foton could double its sales from 500,000 to 1 million units within two years, making this partnership crucial for sustained growth.
Through collaborations like this with Daimler, Foton is enhancing its technical and managerial capabilities, setting the stage for long-term expansion. With Daimler’s engineering and branding strength combined with Foton’s distribution network, the company is well-positioned to become a leading player in the heavy truck sector. Sales are projected to hit 150,000 units in this segment. Meanwhile, Foton’s light trucks, supported by Cummins technology, are gaining traction, with expectations to exceed 250,000 units in 2010. With continued improvements in technology and brand reputation, hitting 400,000 light truck sales annually is seen as a realistic goal.
This strategic alliance marks a major step forward for Foton Motor, reinforcing its position in the commercial vehicle industry and opening up new opportunities for global expansion.
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