We are willing to compare the crash test with the heavy truck products of the same specification at the same time of Universiade Automobile. If the heavy truck of the Universiade is defeated, we will pay the other party 1 ten thousand yuan. This is the explanation given by Yuan Qinshan, chairman of Universiade Automobile, on the safety of Universiade Automobile at a media conference. It is reported that the Universiade has made great efforts in safety: the cab is designed in bird's nest style, with an all-metal structure skeleton, and the lower part of the front wall adopts a unique energy-absorbing bumper pioneered by domestic heavy trucks. The overall safety of the car is at the leading level in China. In terms of comfort, the cab of the Universiade is designed with four-point suspension support, which has a large European space and the interior is made according to car standards. Universiade heavy trucks integrate all the needs of users. More importantly, in the stage of Universiade market expansion, high configuration does not mean high price, and Universiade has achieved all this for users at affordable prices.
Universiade was founded in 2004, but it was not put into mass production until June 5438 +2009 10. In the past five years, the Universiade has built four advanced production lines: stamping, welding, painting and final assembly, in order to improve the technical level. At the same time, heavy truck products are constantly tested and improved before they are put on the market to ensure reliable quality. Universiade Heavy Truck fully adopts automatic production line, mainly producing more than 50 0 sets of equipment 1 and more than 500 sets of main inspection and testing equipment, all of which have reached the domestic advanced level, and the technological process is completely modernized. Take the welding process with the highest requirements for process performance in the production and assembly of heavy trucks as an example. The welding process of high-quality products ensures high-strength butt joint and seamless connection between products. Domestic heavy truck enterprises choose experienced welders to ensure the technological level, while Universiade welding adopts high-precision welding robots purchased from Swedish ABB, which makes the welding accuracy reach 0. 1mm, ensuring the consistency of production and improving the work efficiency.
Compared with several enterprises in the industry that once created the Ou Man miracle and Shaanxi Automobile achieved an annual output of 10,000 vehicles, the Universiade sold nearly 6,000 vehicles in 2065,438+00-65,438+00 * *, and the sales volume was 65,438+065,438+0000 vehicles for the first time, which is estimated to be 206,500 vehicles. Moreover, the Universiade also signed overseas orders with overseas companies such as Ecuador, Egypt and Algeria. In the next five years, the total order volume will be 1.96 million, and the average annual export volume of heavy trucks will reach about 4,000. 20 1 1 year, Dayun Automobile Manufacturing Co., Ltd. plans to invest 2 billion yuan in the second phase of the Twelfth Five-Year Plan. After it is put into production, it will form an annual output of more than 654.38 million vehicles, and construction has started. The annual sales target of Universiade heavy truck 20 1 1 year is 20,000 vehicles, and the annual output of heavy trucks is 50,000 vehicles in 3-5 years and 654.38+10,000 vehicles in 7-8 years. Since 20 10, more than a dozen domestic TV channels, such as CCTV, Sichuan Satellite TV, Xinjiang Satellite TV, Shaanxi Satellite TV, Gansu Satellite TV, Guangdong Satellite TV, Shanxi Satellite TV and Henan Satellite TV, have broadcast shocking three-dimensional special effects advertisements for Universiade heavy trucks around the clock. This advertisement shows a heavy truck driving at high speed on a winding mountain road. In an instant, a dragon jumped up to block the way, and the Universiade car passed through the dragon with unstoppable momentum and drove at high speed ... This marked the take-off of the Universiade heavy truck! It is understood that the advertising cost of Universiade heavy trucks for this purpose is as high as several hundred million yuan, so as to shape a strong brand.
The strong launch of Universiade heavy truck advertisements quickly attracted excellent dealers from all over the country to join in. The number of dealers has increased from 10 at the time of listing to more than 100, and an average of 10 dealers can be added every month, and it is expected that the number will exceed 200 by the end of the year. According to reports, Universiade heavy trucks sold more than 5,000 vehicles from 2065,438+00 to September, with sales reaching 654.38+02 billion yuan.
Universiade heavy truck was put into production in June 2009, just 1 year. The Universiade has become a household name, which is mainly due to the vigorous advertising of the Universiade in CCTV and provincial TV stations and the marketing revolution to promote productivity. If you want to make a product, build a brand first! Universiade Heavy Truck invested 65.438+0.5 billion advertising fees to build a strong brand, ranking first in the domestic heavy truck field. Before the Universiade, the promotion of heavy truck products was mainly aimed at specific people. Manufacturers mainly choose to publish technical evaluation in professional automobile journals, set up huge billboards in expressway, and hold touring exhibitions in regional markets where coal mines and construction sites are concentrated. Universiade broke away from this convention. In addition to the above publicity, publicity has also been carried out among the general public, such as participating in the Volkswagen Auto Show, the Beijing Auto Show at the end of April 20 10 and the Guangzhou Auto Show to be held in February 10, and placing advertisements on major TV stations. The Universiade has been rewarded handsomely. Not only have more than 0/00 excellent dealers from all over the country joined, but also the network problems have been solved. It's just that the orders brought by the Universiade have caused users to queue up for the bus. When it comes to Universiade heavy trucks, many people immediately think of a classic slogan: "The wind runs all over the world, the Universiade car". On 20 10 12.20, Universiade Heavy Truck made a heavy attack on Guangzhou Auto Show, showing its brand image and product strength in a high profile. According to reports, Universiade heavy trucks have achieved rapid development within more than one year of production. It is estimated that the sales volume will exceed 8,000 vehicles in 2065,438+00, and the investment in the first phase of the project will exceed 2 billion, forming an annual production capacity of 50,000 heavy trucks. It is planned to complete the second phase of the project within three to five years, expanding to an annual output of more than 654.38 million vehicles with an annual output value of more than 30 billion yuan.
As a new force in the commercial vehicle industry, Universiade heavy trucks have sprung up under the background of numerous heavy truck brands and fierce market competition. The success of winning applause is inseparable from four weapons: solid infrastructure construction, the concept of paying attention to product quality, large investment in marketing and promotion, and caring for ubiquitous services.
Weapon 1: lay a solid foundation, accumulate thick and thin.
The Universiade, which started as a motorcycle manufacturer, began to set foot in the field of heavy trucks as early as 2004. After nearly six years' development, Universiade Heavy Truck has built four domestic advanced production lines, namely stamping, welding, painting and final assembly, and has independent intellectual property rights and many patents for cab and other projects. Universiade Heavy Truck has designed and developed more than 30 models in four series: trucks, dump trucks, special vehicles and tractors. From the production of 5438+00 in June 2009 to the high-profile attack of 20 10, the forward speed of Universiade heavy trucks is amazing.
At the same time, Universiade Heavy Truck also strengthened the training and exercise for workshop workers, greatly improving their operating proficiency. From the initial sales of dozens of vehicles to hundreds at most, but with the increasing sales figures of Universiade heavy trucks. In addition, Universiade Automobile has always attached great importance to the software construction of enterprises and strived to build an international, humanized, efficient and intensive management system. On September 8, 20 10, Shaanxi Dayun Automobile Manufacturing Co., Ltd. and UFIDA Software held the signing ceremony of U9 project. China's world-class management software, the world's first management software suite based entirely on SOA architecture, UFIDA U9 and related software of UFIDA Group will help Universiade Automobile to carry out large-scale information system reengineering project. Through the professional and integrated software and services of UFIDA, Universiade Automobile will form faster and faster strategic decision-making and execution capabilities based on high-level information development.
According to the insiders, following the principle of high quality and high reputation, Universiade Heavy Truck has laid a solid foundation in one year, accumulated a lot of funds and made progress towards the goal step by step. Moreover, by gradually expanding the production scale, the sales volume has been increasing, and the leap-forward development has been realized.
Weapon 2: Focus on quality excellence.
Universiade heavy trucks are favored by the market because they always adhere to the concept of "establishing enterprises by quality". Since the establishment of the enterprise, Universiade Auto has designed and developed more than 30 types of trucks, dump trucks, special vehicles and tractors in four series with international quality standards as its quality management goal and high grade, large tonnage and excellent price as its market expansion point.
The front face of the Universiade heavy truck adopts the popular European style and V-shaped structure. Based on the car design concept, the cab adopts the all-metal skeleton bird's nest structure and four-point suspension design, which is not only durable, but also reduces bumps and vibrations. In addition, the cab has large space, strong comfort, wide berth, high-end interior configuration and humanized design. For a heavy truck, customers may be more concerned about how much goods to pull, how much money to earn and whether the performance is stable. Therefore, in terms of the powertrain of heavy trucks, Universiade heavy trucks have good intentions and adopted all the most famous brands in the industry. If the engine adopts Wei Chai engine; The gearbox adopts fast gearbox, and the drive axle adopts manual bridge. These assemblies are almost the same as the most competitive Shaanxi Automobile Heavy Truck in China, and their good reputation is called the golden industrial chain in the industry. In addition, considering the actual operation of heavy truck users, Dayun Heavy Truck also adopts multi-power fuel-saving switch, so that the engine always works in the most economical fuel consumption area under different load conditions. In terms of bearing capacity, in order to ensure the bearing capacity of the suspension system, the leaf spring of the heavy truck adopts a special quenching process; In order to adapt to all kinds of road conditions and improve the bearing capacity of the whole vehicle, the bracket of the balance bridge strengthened by heavy trucks adopts optimized and improved structure, and the bending stiffness and bearing capacity of the front axle with enlarged I-beam section are also increased, and the rated axle load can reach more than 7.5 tons. In view of the current legal requirements of charging by weight, the Universiade heavy truck also takes into account the lightweight design, so that it has higher bearing capacity and lower body weight. All these fully show that Universiade is not a speculator in the heavy truck market, but a well-prepared investor. The heavy trucks we produce are very cost-effective.
Weapon 3: the sword is biased and focuses on marketing.
On a winding mountain road, a heavy truck was driving at full speed, and in an instant, a dragon took off. On the scene of Guangzhou Auto Show, the advertising videos that marked the take-off of the Universiade heavy trucks were continuously broadcast, and the creative advertisements of the Universiade attracted the attention of many fans. In fact, since April of 20 10, Universiade has boarded more than ten satellite TV channels such as CCTV, Guangdong Satellite TV, Shanxi Satellite TV and Shaanxi Satellite TV with great momentum. The shocking three-dimensional special effects, innovative advertising forms, high-density, all-weather circular broadcasting have made the image of Universiade heavy trucks deeply rooted in people's hearts.
As a new force in the field of heavy trucks, Universiade heavy trucks must have a strategic vision and brilliant plan to occupy the market, as well as a successful brand promotion strategy and forward-looking marketing concept to form a strong brand and a late-comer advantage, and to shape an internationally renowned brand. Shanxi Dayun Automobile Manufacturing Co., Ltd. is a blockbuster. The first shot is to invest 654.38+0.5 billion yuan in advertising fees. Their shocking three-dimensional special effects commercials cost millions of dollars, and their post-production team is an Australian special effects production elite who has participated in many blockbusters such as Avatar, and designed and created unparalleled shocking visual effects, showing the strong momentum of Universiade cars.
Weapon 4: Adding fuel to the fire, serving first.
Excellent cost performance and extraordinary marketing made Universiade Heavy Truck win a full house at 20 10, and the constantly upgraded brand service provided the source power for the continuous progress of Universiade Heavy Truck Market.
In fact, after-sales service is very important for the automobile industry. Therefore, Universiade Automobile is stepping up the construction of service stations and large-scale spare parts transit warehouses. In Yuncheng, Harbin, Lianyungang, Chengdu, Wulanchabu, Nanchang, Fuzhou and other large and medium-sized cities, the Universiade Auto 4S stores have been set up. It is also planned to build about 200-300 service stations and 30-40 large-scale spare parts transit warehouses before the end of the year, with each large-scale spare parts transit warehouse storing more than 5 million pieces, which will cover all provincial capitals and large and medium-sized cities in China.
Universiade released an intimate and ubiquitous service brand at Guangzhou Auto Show, and its core elements can be summarized as one center and two basic points. A center is centered on customer satisfaction, from customer rest to customer experience, from customer expectation to customer satisfaction; Two basic points mainly reflect the timeliness of Universiade services. Geographically, every place should have our services, shorten the service radius, and strive to achieve the goal of a service radius of 50 kilometers; From the aspect of service guarantee, accessory guarantee and service guarantee are seamlessly connected. Every user is a VIP customer. The car broke down. Whenever you make a phone call, it will arrive within an hour. The fault must be solved quickly.
Universiade heavy trucks are determined to make a difference in the field of heavy trucks. In addition to hard power such as manufacturing and product quality, the competition of soft power such as pre-sales and after-sales service is also very important. Universiade strives for both hard and soft, hoping to replicate its success in the motorcycle field and make trucks with higher cost performance for the South China market and even the national market. It is reasonable to believe that with the four magic weapons, Universiade heavy trucks will make great achievements, thus bringing unlimited business opportunities.