China FAW Group Co., Ltd. (FAW) celebrated the 40th anniversary of its overseas business development on December 26.
To date, FAW’s overseas market spans 97 countries and regions,. and FAW get remarkable achievements in international sales.
Creating Export Ventures
In December 1984, FAW established the Jiefang Automotive Industry Import and Export Company, laying the foundation for its overseas business. This entity facilitated the import and export of advanced technology, equipment, vehicles, and raw materials.
FAW's Jiefang trucks quickly gained international recognition. In 1986, the Jiefang CA141 truck debuted at the Guangzhou Trade Fair and secured orders for 501 units, marking FAW's first foray into vehicle exports. By the early 1990s, FAW's products were sold in 15 countries and regions, including Japan and South Korea, generating over $140 million (1.022 billion yuan) in foreign exchange revenue.
Finding New Paths
In 1994, the Chinese government issued new policies to deepen foreign trade reform, paving the way for FAW to develop global business. By 2010, FAW's export portfolio included microcars, light and heavy-duty trucks, buses and passenger cars from brands like Hongqi and Bestune. Its market reach extended to more than 40 countries across Europe, Southeast Asia, the Middle East and Africa.
On January 9, 2004, FAW exported 600 microcars to Syria from Tianjin Port. [Photo/sasac.gov.cn]
To support its growing international operations, FAW established key logistics and operational hubs, including the FAW (Dalian) International Logistics Center and facilities in Tanzania, Kazakhstan, Myanmar and Pakistan. During this period, FAW also intensified its branding efforts, building a strong foundation for its global reputation.
Building Its Brand
In 2014, FAW launched a large-scale localized production plant in South Africa in collaboration with the China-Africa Fund. This facility, along with a commercial vehicle sales and service network, facilitated deep integration into the local market. Through talent training programs, optimized operational mechanisms, and regular community initiatives, FAW shared development benefits with local communities.
On March 13, 2023, a shipment of 117 Bestune electric vehicles departed from Lianyungang Port to Mexico. [Photo/sasac.gov.cn]
In 2017, FAW introduced its Bestune and Jiefang brands in Egypt. In 2018, FAW unveiled a new Hongqi strategy, debuting its cutting-edge vehicles at the 2019 Frankfurt Motor Show. Hongqi's futuristic vision of intelligent, sustainable mobility captivated international audiences and showcased the brand's innovative spirit.
Promoting Industry Transformation
Since 2020, the global automotive industry has undergone rapid transformation, and FAW has capitalized on opportunities in electrification and smart technology to demonstrate its strength.
The Hongqi brand has focused on deepening its presence in Europe and the Middle East. In 2020, 400 vehicles were exported to Saudi Arabia, and in 2021, Hongqi's electric models entered the Norwegian market, achieving 1,000 deliveries in just six months. The brand has since expanded to the Netherlands, Sweden, Denmark, Germany and France, showcasing its vehicles at prestigious events like the Frankfurt and Paris Motor Shows.
In addition to winning key governmental and royal fleet contracts in the Middle East and Southeast Asia, Hongqi has collaborated with international fashion and sports IPs to elevate its global image.
On January 11, 2023, a batch of 150 Jiefang tractors was exported to Indonesia from Lianyungang Port. [Photo/sasac.gov.cn]
Bestune, meanwhile, has developed its business in the Middle East, Latin America, Central Asia and Southeast Asia, focusing on tailored marketing initiatives and leveraging local media to enhance brand visibility.
Jiefang has made significant strides in high-end exports, with products like the J7 truck gaining popularity across regions such as Southeast Asia, the Middle East, Latin America and Eastern Europe. Major developments include establishing a financial company in South Africa and launching KD assembly projects in Uzbekistan and Mexico.
Guided by its vision of elevating Chinese national automotive brands, FAW is poised to drive forward with full momentum into a future of unprecedented opportunities.
(Executive editor: Zhu Zeya)
