Born Global! FAW Jiefang International Marks First Anniversary
August 16, 2024, marked the official establishment of FAW Jiefang Group International Vehicle Co., Ltd. (hereinafter referred to as “Jiefang International”), which operates the overseas business of the Jiefang brand end-to-end as a corporate entity. This accelerates the transition from traditional trade models to deep localized operations, injecting new momentum into FAW Jiefang’s global development. Today, let’s review the strategies Jiefang International has implemented and the achievements it has made over the past year.
Rapid Investment and Layout Accelerate the "Going Global" Pace of Jiefang Brand
Over the past year, Jiefang International has deepened its global business and expanded the international market with full power. By the end of 2024, it completed the acquisition of FAW Africa Investment Co., Ltd. and Jiefang Motors (Tanzania) Co., Ltd. In July 2025, the FAW Jiefang Board of Directors reviewed and approved the "Proposal on Establishing New Overseas Subsidiaries," planning to invest and布局 in eight countries, including Uzbekistan, Indonesia, Vietnam, Saudi Arabia, and Mexico, by setting up wholly-owned subsidiaries with a total investment of RMB 498 million. This further accelerates the process of localized operations and speeds up the transition from general trade to localized management. Currently, FAW Jiefang products have been exported to 100 countries and regions across Eastern Europe, Central Asia, Southeast Asia, Latin America, and Africa, with 127 first-tier dealers and nearly 300 distributors in 44 countries and regions worldwide. It has established three overseas subsidiaries in countries such as South Africa and Tanzania, and set up 23 assembly plants in 14 overseas countries.
Strengthening Market Insights to Build a "Born Global" Product Matrix
This year, Jiefang International has focused on the global market, strengthening market insights and penetrating diverse transportation needs across different regions and scenarios to create "born global" Jiefang products. It accelerated the introduction of the J7 high-end expansion products into overseas markets, successfully launching them in the Middle East, Latin America, Australia, and other regions. The company implemented a sixth-generation product strategy, upgrading and iterating products like the New Dawei and J5, while continuously expanding the reach of sixth-generation products such as the J6P, JH6, and J6L into mid- and low-end markets. This created a comprehensive "high-mid-low" product series matrix, making the product portfolio more multidimensional and competitive. Focusing on complex operating conditions overseas, such as extreme cold, heat, and deserts, Jiefang International successfully developed 40 specialized products with regional differentiated competitiveness, including cold-region editions, Africa editions, and Latin America editions. This enhanced product adaptability to harsh overseas conditions and continuously improved customer satisfaction. From Southeast Asia to the Middle East and Africa, from express logistics to coal and mining, Jiefang International has built its foundation on scenario-specific products, establishing long-term partnerships with nearly 15 major clients across various industries and creating a positive cycle of "cooperation-value creation-repeat purchases."
Seizing Cooperative Opportunities to Actively Integrate into the "Belt and Road" Initiative
This year, Jiefang International, with "strategic synergy and ecological co-building" at its core, collaborated with more large central enterprise clients to create a "共商共建共享" (consultation, contribution, and shared benefits) platform,practicing the "Belt and Road" initiative through concrete actions. It expanded collaborations with 18 new major central and state-owned enterprise clients, achieving a 150% year-on-year surge in sales courses.In total, it has covered over 50 subsidiaries of central and state-owned enterprises, with products distributed across more than 30 overseas countries and regions. Additionally, Jiefang International actively participated in national aid projects, from emergency support for post-disaster reconstruction to long-term empowerment of livelihood projects, fully demonstrating the responsibility and commitment of a state-owned enterprise. Over the past year, the company’s participation in infrastructure aid construction projects in African countries grew by nearly 100%. Through clear work cycle mechanisms and increased on-site service personnel, it ensured the efficient and timely progress of these projects.
Accelerating Brand Penetration: Jiefang Trucks Embark on a Global Renewal
This year, Jiefang International focused on three main lines: "enhancing the brand, securing customer groups, and promoting transactions," refining brand operations with deep planning and meticulous to fully showcase Jiefang’s brand cultural confidence and international vision. At the end of 2024, it hosted the first "FAW Jiefang Global Partners Conference," where the "SPRINT 2030" internationalization strategy was officially launched, laying a solid foundation for global development goals. In the Middle East, the J7 and J6P products were simultaneously launched in Saudi Arabia, with the Jiefang brand leveraging technology as its spear and service as its shield to jointly shape a new future for smart logistics with local partners. In Central Asia, multiple products such as the J7, JH6, and HU 6G were showcased at the Astana Exhibition in Kazakhstan, using the dual engines of "scenario-specific products + cross-border service ecology" to intimate the commercial vehicle market in Belt and Road countries. In Southeast Asia, the 2,000th all-wheel-drive dump truck rolled off the production line in Vietnam, further deepening the strategy of "localized manufacturing + scenario-specific products" and the philosophy of "quality first." In Northwest Africa, the successfully launched Africa-optimized J6P in Senegal helped achieve comprehensive breakthroughs in the region.
Looking ahead, FAW Jiefang will fully implement the "SPRINT 2030" internationalization strategy, increase investment in overseas markets, accelerate localization processes, further expand sales and service networks, and deepen cooperation with local partners. This will achieve a strategic upgrade from "going global" to "becoming strong," continuously enhancing product competitiveness and brand influence in the international market, making new breakthroughs in overseas markets, and shining the Chinese truck brand on the global stage!
