Unlike any other new truck maker entering the market in Australia from Asia, FAW has chosen not to enter the market at the light duty end and work its way up the weight-scale, but instead bring in the top heavy duty prime mover as the first market entrant.
FAW have an agenda of getting rid of the Chinese truck stereotype that persists in Australia, explains Managing Director of FAW Oceania Clinton Zhou.
“FAW is the biggest vehicle group in China,” he says.
“FAW in China represents something more than just vehicles. It was the first manufacturer in China, so their social responsibility is actually more than just making the product. They actually have the responsibility to lead in pretty much every aspect of the industry.
“Everyone knows it would be easier to bring in a light duty truck. It has the least regulation and so on, but by coming in at the top end, we think it represents how good we are, as a company, to produce the finished product.”
Clinton points to the logistics companies in Australia as one of the brand’s targets, looking at those with logistical fleets.
“We’ve already been here for two, three years, but we’re still new,” says Clinton.
“We’re learning some new stuff every day. We have had six vehicles come through, just to do the testing.”
The first trucks brought to market will be aimed at single trailer and B-double work. In China, the GCM is limited to 49 tonnes on a single semi. However, they are actually designed to handle up to 90 tonnes.
Currently, the team are going through the process to get the first trucks rated at 72 tonnes GCM. When the higher powered J7 arrives, the expectation is that this will be rated at 90 tonnes GCM.
“We’re going to find the right sweet spot for the configurations and the chassis design,” says Clinton.
Practical realities
The three evaluation trucks on the road in Australia now are helping the team sort out customer specification issues. This sees them looking at preferences around mirrors, steps built into fuel tanks, plus bits as specific as what colour yellow the handrails need to be.
The FAW team is investigating getting bull-bars fitted in the factory in China. The plan is for FAW to offer options to buyers all the way from a plain cab chassis to a fully built up truck with options fitted in China.
In terms of distribution, the FAW strategy aims to copy most of the major manufacturers in having fewer truck dealers but with multiple locations. The plan would be to then move out to other locations that are smaller and into more regional ones. The target would be 16 to 20 outlets.
One thing the FAW organisation does know is that its biggest plus for potential clients is that it has a price advantage. If the brand does understand that one of the keys to success in the Australian truck market is service levels, then this, coupled with the right price, can win sales.
