On February 26 this year, Malaysia’s mainstream English-language newspaper “Star” featured “China's Rise: China's Heavy Trucks Starting to Comply with Western Cars” in the cover story of its auto business page. The full-page publication of Dongfeng Commercial Vehicles (Malaysia) ) The company's articles and pictures of dealer garages, as well as the Dongfeng commercial vehicle's field operation diagram.

From a sales point of view, the Dongfeng brand has no advantage in the Malaysian market compared to other truck brands. Why does the Malaysian media give such a high rating to the Dongfeng brand? This reporter visited the Malaysian market to explore the story behind the rise of the Dongfeng brand in Malaysia.

Dongfeng brand "squeezed" into Malaysia

From Kuala Lumpur Airport to the city of Malaysia, there are large and small trucks running back and forth. Most of these trucks are Hino, Volvo, Scania and Renault.

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"Compared with other brands in China, the quality of trucks, and the price and service of Japanese cars in Europe, through differentiated marketing, has enabled customers to gradually accept Dongfeng commercial vehicles. The Dongfeng brand has also gradually emerged in Malaysia."

Cost-effectiveness is the competitive weapon of Dongfeng brand

On the outskirts of Kuala Lumpur, Malaysia, a construction machinery sales company named MASTERMAC is located on the hillside. Under the blue sky, in front of the dark green palm trees, a row of white Dongfeng Hercules stops on the hillside. Vincent On, the company's market leader, introduced that the company started to represent the Dongfeng brand cement mixer from August 2012. By the beginning of March this year, it had sold 20 vehicles. In the past, this company mainly represented the European cement mixer trucks and all of them exited last year. Speaking of the reasons for changing to the Dongfeng brand, VincentOng believes that Dongfeng trucks have the technology of European cars and the price is only half that of European cars.

The reporter met a customer at the service station and drove the Dongfeng winder for maintenance. His name is Yang Jingxin, who is 40 years old in Kuala Lumpur, Malaysia. He told reporters that the Dongfeng Tianlong he drove was bought by the owner last year. So far, no problems have occurred except for normal maintenance. At the same time, he frankly stated that he had been a truck driver for eight years. Previously, he had opened Japanese cars. This was the first Chinese-made car he opened. He felt fuel-efficient, powerful, and fast. They mainly transported fertilizer and traveled 90-100 km on highways. The efficiency was high. He suggested that the boss buy another Dongfeng Tianlong this year.

“Welcome to the historic Malacca, Malacca is a tourist city with a beautiful environment. It has a history of 650 years. These Dongfeng windmills from China are very good!” Mr. HAJIMAT, chairman of HAJIMAT, was very enthusiastic about the arrival of the reporter and his party. HAJIMAT is a sanitation company in Malacca, Malaysia. There are 20 garbage disposal vehicles, of which 5 are Dongfeng Tianjin. After more than a year of use, he was very satisfied with the use of the five Tianjin units and considered the service to be very good and cost-effective. At the same time, he hoped that Dongfeng Commercial Vehicles could install automatic transmissions so that their drivers could stop and go when households collect garbage.

Dongfeng Brand's Overseas "Obligation Consultant"

Huang Jianwei, chairman of Malaysia Pa Hham Post Transportation Co., Ltd., is Dongfeng Commercial Vehicle's first customer in Malaysia and one of the loyal customers of Dongfeng Commercial Vehicles. He has provided many valuable suggestions for Dongfeng Commercial Vehicles to explore the Malaysian market. Huang Jianwei is a Malaysian Chinese who is proficient in Chinese, English, and Malay. He studied in the UK at a young age and received a master's degree. He has a deep understanding of trucks and the local transportation industry.

Since the start of the purchase of Dongfeng Commercial Vehicles in 2009, Huang Jianwei’s company has owned more than 40 Dongfeng commercial vehicles, Tianlong and Tianjin. In recent years, the company has been replacing Japanese vehicles and will gradually be replaced with Dongfeng. Speaking of the road of cooperation in recent years, Huang Jianwei expressed a lot of emotions: “There have been many twists and turns and complaints in the middle. In the process, the East Windmill has been improving and progressing.” Huang Jianwei summarized the improvement of Dongfeng Commercial Vehicles. : First, the design is more refined fashion, more international range of children; Second, the versatility of parts has also increased a lot; Third, a lot of comfort increased; Fourth, the engine noise is much smaller than before.

Overall, Huang Jianwei believes that Dongfeng Commercial Vehicles is highly competitive in Malaysia. In terms of price, it is 30% lower than Japanese cars; in terms of daily use, vehicle maintenance costs are relatively low, chassis design is better than Japanese cars, engine power is large, and bearing capacity is relatively large. These comparative advantages have enabled Huang Jianwei to consistently purchase Dongfeng Commercial Vehicles and expressed that Dongfeng will continue to purchase Dongfeng Windmills in the future.

“Because of the dedication to the Dongfeng brand, I would like to give some advice to Dongfeng Commercial Vehicles. If these recommendations are adopted, I can be sure that the Dongfeng brand will occupy more markets in Malaysia within two years.” Huang Jianwei proposed three aspects. Recommendations: First, the reliability of the circuit should be strengthened; second, the noise of the engine should be reduced; third, the three major parts of the fan, water tank and water pump should be improved.

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