Leveraging Volvo Dongfeng to Boost Shares of Heavy Trucks


On January 26, 2013, Dongfeng and Volvo completed a seven-year joint venture negotiation. On the evening of January 27, Dongfeng Motor announced that the company and its affiliates will repurchase commercial vehicles under Dongfeng Motor Co., Ltd. (hereinafter referred to as Dongfeng Motor Co., Ltd.) for a total consideration of RMB 11.7 billion.

According to reports, the repurchase path is first of all from Dongfeng Limited (a joint venture between Dongfeng and Nissan Automobile) to repurchase its heavy commercial vehicle business and assets, and transfer most of it to a joint venture with Volvo. Subsequently, Volvo reinvested RMB 5.6 billion from Dongfeng to acquire a 45% stake, forming a joint venture between the new Dongfeng commercial vehicle company.

Many reasons for choosing Volvo

Why choose Volvo? For Dongfeng, the domestic heavy truck leader, there are still huge gaps between the core technologies and foreign brands in the medium and heavy commercial vehicles that they own, such as environmental protection, light weight, safety, and dynamics. As Volvo is the world's second-largest truck manufacturer, Dongfeng hopes that through the alliance, it can absorb the advanced technologies of multinational companies to enhance the level of vehicle manufacturing. In addition, Dongfeng has too many layers of commercial vehicle plates, resulting in complex decision-making and long process of investment approval. Dongfeng hopes to use this alliance's opportunity to rationalize its own commercial vehicle assets and improve the efficiency of enterprise management.

In the cooperation of the alliance, Volvo valued the cost advantages of Dongfeng medium and heavy commercial vehicles in overseas markets and the Chinese market. In Volvo's view, how to use Chinese auto companies to cultivate their future market opportunities in China and in developing countries is the driving force of Volvo and Dongfeng Alliance.

Leveraging Volvo to expand overseas markets

After the cooperation, Dongfeng and Volvo established a strategic alliance with capital as the link. The platform formed in the future will be shared by both parties. Dongfeng Commercial Vehicle Company, a joint venture between the two parties, will use the technology and expertise of both parties to carry out the product platform for medium and heavy commercial vehicles. The continuous upgrading and upgrading will enhance the commercial planning and R&D capabilities of Dongfeng Commercial Vehicles, build a world-class advanced commercial vehicle technology center and product planning system, and build overseas manufacturing systems and overseas sales bases to meet overseas strategic needs.

According to Dongfeng's overseas strategic plan, by the year 2016, it will achieve exports of 300,000 units and reach 10% of the total sales of its own brands. In order to achieve this goal, Dongfeng established the International Business Department in 2011 and connected to Dongfeng’s overseas business operations units with capital as the link. According to Zhu Fushou, general manager of Dongfeng Motor Corporation, there is no capital support for China's commercial vehicles to go out strategically, because the brutal price competition and low R&D investment in China's commercial vehicle industry brings short-sighted commercial vehicle development.

Relying on Volvo's position in the world commercial vehicle market, Dongfeng Commercial Vehicle has more advantages in terms of export, which is Dongfeng's strategic consideration in selecting this partner. According to reports, Dongfeng has formed a framework for its overseas deployment in the future, including building overseas plants and building overseas markets.

Through a series of asset restructurings, Dongfeng Liuzhou Automobile, which was originally in Dongfeng Co., Ltd. under the Dongfeng Co., Ltd., will rise to two levels and become a direct business unit of Dongfeng. At the same time, Dongfeng Commercial Vehicle Finance Co., Ltd. will become the largest financial company directly under Dongfeng, which means that it will be faster and more convenient in the future.



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