In the previous article, the author introduced three Iranian self-branded truck models (
As mentioned in the article, the Iranian truck industry is greatly influenced by Europe, America and China. So what exactly did the Chinese truck manufacturers bring to the Iranian truck industry? How do Iranian truck users view Chinese trucks?
These must be what the readers want to know, here I will try to answer everyone with my own superficial understanding, and then express some personal opinions.
Are Chinese trucks honey or poison to Iran?
Politics is a very important reason for Chinese trucks to gain a foothold in Iran. Iran's relations with Europe and the United States have been ups and downs due to the "Iranian nuclear issue" in recent years, which has brought huge uncertainty to the operations of Oka giants such as Mercedes-Benz, Renault and Volvo in Iran.
For example, Mercedes-Benz returned to Iran in 2016 and was forced to withdraw in 2018 after the United States imposed economic sanctions on Iran.
Iran’s domestic truck industry is weak, and the domestic economy is extremely dependent on road transportation (road transportation accounts for more than 80%).
According to 2018 data, there are 127,000 trucks in Iran that are more than 25 years old and are still operating on the road. These old cars have problems with economy, environmental protection and safety and need to be replaced urgently. In addition, the withdrawal of Oka This has led to a huge gap in Iran's domestic truck demand.
At this time, as Iran’s "friend" China, it is necessary to recruit friends for both moral and economic interests. Therefore, the huge gap left by Oka is filled by Chinese trucks.
In 2005, the first Sinotruk Howo landed in Iran, starting the official journey of Chinese trucks in Iran. The price of a Chinese truck is about 50%-60% of Ouka, and the down payment is only 20%.
Chinese trucks quickly opened up the market with super cost-effective and flexible financial policies. By 2016, the sales volume of a model of Sinotruk Howo exceeded 16,000. The emergence of Chinese trucks has greatly eased the domestic demand for trucks in Iran.
In addition to selling cars locally in Iran, Chinese manufacturers are also helping Iranian partners to develop their own models. For example, Aras Khodro Diesel's brand Amico models are under the help of Hubei Qixing Release of. In addition, with the withdrawal of Oka, the survival of many companies in Iran that rely on the assembly and sales of Oka is worrying.
And cooperation with Chinese manufacturers has solved their survival problems and objectively guaranteed Iran's economy and employment. But some problems have been exposed over time.
Chinese manufacturers have a keen sense of smell, and they “flocked to them” when they heard that certain friends sold well in Iran. The Chinese truck brands currently in Iran include: FAW, Dongfeng, Sinotruk, Shaanxi Automobile, Auman, Dayun, United, etc., which basically cover most mainstream brands.
This is very different from the situation of European and American manufacturers. Their national truck brands are inherently few and generally do not have the situation of multi-brand melee like China. The consequence of "flocking" is uneven competition and disorderly competition.
After-sales service, the car is broken, there is no repair of parts, the car is not durable, there are many minor problems, and the value retention rate is low. What's more terrible is that there are frequent traffic accidents caused by two Chinese manufacturers' models due to poor braking forces, and there has been a situation of large-scale rights protection, which caused the image of Chinese trucks to plummet.
The Iranian people are more civilized and do not swear swear words, but before 2012, Chinese trucks were firmly tied to "bad quality and unsafe".
Chinese truck problem
Iran was once a secularized country, and European and American trucks occupied the mainstream in Iran during the honeymoon period. Although the Iranian economy has suffered due to political reasons in recent years, Iran is a "high-quality" consumer country in its heart.
Volvo, Benz and other brands not only enhance the "taste" of Iranian truck users, but also integrate advanced after-sales concepts into their hearts. Iranian truck users attach great importance to quality, comfort and safety.
and these are precisely the shortcomings of Chinese trucks. The difference in the hearts of Iranian truck users can be imagined. A side example is that Japanese trucks have also languished in Iran. The reason is that Japanese trucks are expensive and comfortable.
Every country has a special environment for using vehicles in each country. The poor image and quality of Chinese trucks in Iran is one aspect of the review, and more importantly, the lack of experience in preliminary research and overseas operations.
For example, when you first understand the car concept of Iranian users, you should face up to the gap with Ouka. After predicting the problems, we must do better after-sales and brand maintenance, and formulate negative public opinion public relations strategies. Instead of just begging to buy a car and leave it alone.
In addition, Iran is mountainous, and the local truck drivers have a sturdy driving style and have high requirements on the brake system. In the early stage, Chinese trucks did not make optimizations according to local conditions, and finally led to the vicious situation of frequent brake failure accidents. This shows that Chinese manufacturers have not conducted in-depth investigations and do not have a differentiated management and production concept of "seeing others to order".
Many models with a good reputation in China have encountered Waterloo in Iran. "Unacceptable water and soil" is a taboo of transnational operation. At the same time, the idea of "pollution first, governance" must be resolutely rejected.
The Nirvana of Chinese Trucks
Ouka’s exit has left a good development opportunity for Chinese trucks, but there have been so many Chinese manufacturers in 7-8 years Didn't seize the opportunity well and was a bit "dead". As far as Chinese trucks are concerned, domestic demand has stabilized, and competition in the incremental market and the stock market has become increasingly fierce. Going to the sea is a must.
The early "kill the chickens and get the eggs" type of management, at least in the Iranian market taught some Chinese manufacturers a profound lesson.
2012 can be a turning point for Chinese trucks in Iran, because Iranian users’ impression of Chinese trucks has bottomed out. The models represented by FAW Jiefang J6 and United U480 have been well received by Iranian users for their stable quality and power configuration that does not lose to Ouka. Although
still has a gap with Oka in terms of details and durability, it has been accepted by Iranian users.
Judging from the recent feedback, many Iranian users are amazed by the progress of Chinese trucks; some even expressed expectations for the future of Chinese trucks. After all, Iran’s domestic inflation has been severe recently. If Chinese trucks can guarantee relatively good quality at the same time It’s cheap and they won’t be so worried about their future livelihoods.
As the saying goes, wherever you fall, you can climb up. Chinese trucks have paid the price for their "barbaric growth". Looking back, they still have to rely on the product itself to restore the lost image.
There are still many Iranian users who do not trust Chinese trucks. They would rather choose second-hand Oka, which shows that Chinese trucks still have a long way to go. Fortunately, some Chinese brands are working hard, making adjustments from products to partner choices, with the intention of deepening the Iranian market. This is a positive sign.
Some thoughts of the author
Throughout the experience of Chinese trucks going overseas, "disorderly competition" is like a nightmare lingering , Many outstanding Chinese manufacturers overseas not only have to face competitors from other countries, but also beware of stabbing their domestic counterparts in the back.
In overseasChinese trucks are often regarded as a whole, and it is a relationship of both prosperity and loss. For example, the brake failure incident of a certain brand of trucks mentioned above directly impacts the overall image of Chinese trucks.
The recent positive changes of Chinese trucks in the Iranian market, a large part of which is the role of the market, not the result of the unity of Chinese manufacturers.
Now the country is vigorously promoting the brand strategy. The author thinks that the relevant departments can adopt the idea of investigating and handling the "Luckin Coffee Financial Fraud Incident", and supervise and punish those Chinese truck manufacturers that have caused a bad impact overseas. To maintain the overall image of Chinese trucks, a single mouse shit must not be broken into a pot of porridge.
believes that under the dual role of market and administrative power, the international competitiveness of Chinese trucks will be greatly improved. (Text/Card Number: Small K)
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