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Foton Motor, recognized as China's first commercial vehicle brand, currently holds the top position in the domestic commercial vehicle industry and has become a pillar of Chinese automotive brands. Over the past decade, it has evolved from a single product line to a comprehensive range of commercial vehicles, achieving remarkable growth. Recently, Foton Motor ranked 42nd in the "China's 500 Most Valuable Brands" list with a brand value of 17.538 billion yuan, solidifying its position among the industry's top three. Its brand value continues to rise, especially within the commercial vehicle sector.
A major development came when Foton Motors partnered with Mercedes-Benz, marking a new chapter in the auto industry. This collaboration introduced a dual-brand strategy: Mercedes-Benz would target the high-end market, while Auman would focus on mid-to-low-end segments. This approach represents an innovative model for joint ventures in China. Under this agreement, Daimler will integrate Auman into its global brand strategy, providing technical and managerial support that could help Foton capture 30% of the domestic light truck market.
While many consumers are familiar with Foton’s trucks and Auman models, the Shanghai Auto Show last year showcased the company’s broader capabilities. From SUVs and pickups to MPVs, Foton presented a wide array of models such as Zhongou Kaouman, Light Card Omar, Ao Ling, Fukuda Scenery, Piccasap, Futian SUV Legend, and Mengpak MPV. Many visitors were surprised by the breadth and quality of Foton’s passenger car lineup.
Mengpike, Foton’s high-end MPV, has gained popularity among business professionals due to its third-generation chassis technology and excellent handling. It was even launched in Spain in 2007 and received praise from IOC Honorary President Samaranch.
Looking ahead, Foton plans to introduce a high-end minivan codenamed “C2†in early 2008. With a 1.7-meter height and a 2.7-meter wheelbase, the C2 offers spacious and comfortable interiors. It achieved a high score of 15.47 in the side-impact test at the Changchun CNCAP, making it one of the best-performing self-owned brand models in this test. The C2 excels in design, space, handling, safety, and cost-effectiveness.
Zhao Jingguang, Deputy Secretary of Foton Motor’s Party Committee, emphasized the company’s commitment to both commercial and passenger vehicles, maintaining its strengths in light trucks and medium-to-heavy trucks.
In terms of innovation, Foton has developed a unique model called “integrated knowledge, linked innovation.†Each product is the result of combining advanced technologies and market resources. According to Zhao, the company focuses on integrating available resources efficiently to ensure rapid and cost-effective innovation.
Fu Xuetian, Deputy General Manager and Chief Designer, highlighted Foton’s partnerships with key suppliers like Hefei Yanfeng Visteon, Fast, Dandong Shuguang Axle, and Weichai Power. These collaborations have accelerated development and reduced costs.
Foton also expands internationally, including a joint venture with Cummins Engines. This project produces high-performance, low-emission engines meeting Euro III and IV standards. Additionally, Foton collaborates with international firms such as AVL, Lotus, MIM Design, Motorola, and Eaton.
According to Foton’s “Eleventh Five-Year Plan,†the company aims to achieve sales of 800,000 to 1 million units by 2010, with overseas sales exceeding 20% and revenue reaching 60 to 80 billion yuan. To reach these goals, Foton emphasizes talent, R&D, branding, and service systems.
Foton’s research institute has attracted top talents like Yan Xuebin, Ye Qingqing, Tan Fangping, and Ren Qilong, who contribute to the company’s growing R&D capabilities. From 2003 to 2005, Foton upgraded eight major brands, improving noise control and other technologies to leading domestic levels.
Foton’s management philosophy, “seven-point management, three-point technology,†reflects its focus on brand building. Zhang Bin, Director of Foton Automotive Brands, believes that brands are created through effective management rather than just planning. The company has implemented a comprehensive BIS (Brand Identity System) to enhance brand value.
Service is another key strength. Foton operates 3,300 domestic service stations and has a large call center with 40 seats, 60 customer service representatives, and a 95% connection rate. This ensures reliable and continuous support for users.
With its strong brand presence, technological innovation, and strategic partnerships, Foton Motor continues to grow and solidify its position as a leading automotive brand in China and beyond.
October 10, 2025