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In May and June this year, the "curse" of Isuzu heavy trucks began in Wenzhou. Users reported that the braking system of the Isuzu mixer trucks was unresponsive, raising serious safety concerns. As a crucial component of vehicle safety, the brake problem caught the attention of local traffic management authorities. After spot checks, it was confirmed that the issue was real. In response, the Wenzhou Vehicle Management Department invited manufacturers and quality inspection agencies to investigate the root cause of the problem while temporarily halting the operation of 99 Isuzu concrete mixers on the road until the risks were resolved.
This situation had a significant impact on construction projects, as each mixer truck was tied to an ongoing project. With nearly 100 Isuzu heavy trucks affected across the city, the disruption was substantial. Some of the vehicles were brand new, and their owners had not yet obtained license plates. Without the ability to drive, these users wanted to return the trucks and switch brands, but the process was far from simple. Every day a truck remained idle meant a project was delayed, causing frustration for both the project owners and contractors.
In response to the crisis, Wenzhou authorities quickly initiated discussions with relevant departments to find a solution. The key was determining how to assess and manage the safety risks. National safety standards were used as a benchmark for decision-making. In March of this year, when Isuzu faced a similar issue with its steering system, the most severe measure—cancellation of 3C certification and import suspension—was taken because the product failed to meet the required standards.
Regarding the current brake problem, experts from the AQSIQ (General Administration of Quality Supervision, Inspection and Quarantine) took a cautious approach. After investigation, they concluded that the brake issue could be rectified. As a result, Isuzu was urged to develop practical and feasible improvement plans, which would then be reviewed and approved by the expert group before being implemented publicly.
To minimize the impact on construction projects, the Wenzhou Vehicle Management Department issued temporary licenses for the parked trucks, valid for five days at a time. This allowed for timely identification and adjustment of any issues. Although the incident initially affected only 99 trucks in Wenzhou, the scale of Isuzu’s operations in China is much larger, with over 7,000 heavy trucks imported annually. This makes the need for swift corrective action even more urgent.
In an interview on August 26, Terahara, General Manager of Isuzu (China) Investment Co., Ltd., acknowledged the reported problems. To ensure user safety and confidence, Isuzu announced four improvement measures starting in late August, addressing issues such as slow brake response and insufficient air tank capacity. These included increasing the air tank size, linking the foot brake with the exhaust brake, improving the sensing-loaded proportional valve cushion, and providing training on maintenance and driving techniques.
Isuzu also pledged that future C-series models exported to China would incorporate the improvements, ensuring similar issues would not recur. Chinese users cannot afford to overlook the safety and quality defects in the brake system. On one hand, the overall quality of the C-series heavy trucks has declined; on the other, foreign brands are often neglected by Chinese consumers due to a lack of understanding or tailored support.
As multinational automakers enter the Chinese market, they must consider the unique environment and driving conditions in China. The country's infrastructure, road conditions, and driver behavior differ significantly from those in developed nations. Therefore, foreign vehicle manufacturers must adapt their products—from research and development to design, production, and after-sales service—to meet the specific needs of Chinese users.
Only by truly valuing the experiences and requirements of Chinese consumers can foreign brands build a strong reputation and achieve long-term success in the world's largest and most competitive automotive market. Simply emphasizing product advancement or blaming users for improper handling will not sustain market share or lead to lasting success in China.
Zhang Bing
September 30, 2025