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Beijing Jinhua, Secretary of Party Committee and General Manager of Beiqi Foton Motor Co., Ltd., which has always been “deeply simplifiedâ€, unexpectedly appeared at the 2010 (3rd) China Green Energy Automobile Development Summit Forum and released a focus on building overseas plants, new energy business and international development. Foton Motors "2020 Strategy". Afterwards, Fukuda formally announced a change of mark, and a "diamond" graphic trademark emerged.
All the participants did not expect that Foton would release a major corporate strategy in such a forum, especially the replacement of the corporate brand logo, which was surprising. It is understood that the new Logo is jointly designed by German world famous designer Erik Spiekermann and domestic Olympic visual image designer Wang Min and others. Compared with the original logo's planar form, it restores and strengthens the “diamond†stereoscopic sense, which means “science and technology, quality, high value and enduringâ€. At the same time, it is supplemented by the peripheral "halo" to form a circle-like figure that surrounds the diamond. It contains the "humane care" temperament and "achieves the harmonious beauty of people, cars, and nature" that Futian cares for and cares for its customers.
The release of the “2020 Strategy†and the replacement of the brand logos were completed in one day, which has deep meaning behind them. According to industry insiders, after Futian surpassed Mercedes-Benz to become the world’s largest-selling commercial vehicle company last year, Foton began to pave the way for an international strategy. The bid change aims to internationalize the business and reflect the internationalization of the brand image. Wang Jinyu, the head of Futian, was an insider and practical person. He did not receive any interviews and hardly attended any corporate activities. His sudden appearance also caused people's heated discussions. “Feng Tian earns a lot of money,†Fukuda, do you want to change direction, as a benchmark company in China commercial vehicles stand in front? This started with agricultural vehicles, has now become the world's largest commercial vehicle company, is it intended to no longer be low-key?
In Futian's “2020 Strategyâ€, it proposed to establish a “world-wide†commercial vehicle brand image, establish the status of “mainstream enterprise†in the field of domestic passenger vehicles, and become a comprehensive international automobile company with high integration of fashion technology and humanistic environmental protection, becoming China’s first A world-class car brand. Foton Automobile News spokesman Zhao Jingguang said: "Automotive companies do not have regional or national standards, but only world-class. Foton chose the automobile industry, it must be an international enterprise, and it must integrate resources and market in a global scope. The ability of strategy, otherwise it cannot survive."
Zhao Jingguang's “survival theory†in his mouth is an industry issue. Although China's commercial vehicle industry is doing well, its technical strength has yet to be improved. Compared to Mercedes-Benz, Mann, and other commercial vehicle giants, China's commercial vehicle high-end models are relatively missing, generally low profits. To be an international company is not just a slogan, but it actually includes self-requirements for mastering core technical capabilities. In order to realize the goal of globalization, Futian not only proposed the concept of “integrated knowledge, linked innovationâ€, but also cooperated extensively with international giants such as Cummins and Daimler, and seized the opportunity to develop new energy commercial vehicles. A new road.
On the same day that Futian changed the mark, the “International Alliance for Sustainable New Energy†was officially unveiled at Foton Motor. It is reported that the first company to join the League has three U.S. companies and three Chinese companies, including IBM, AECOM, Eaton and Foton, CITIC Guoan Mengguli, and Ocean Motors. Zhao Jingguang said: “Fukuda has inspected many system suppliers in the development of new energy vehicles, and the technical level of each enterprise in the alliance is in the leading position in their respective sub-industries. Through alliances, Futian is expected to master the world's leading new energy core technologies. â€
It is worth mentioning that in this alliance, Foton is the only manufacturer of complete vehicles, that is, the end product's producer. The ability to gain the trust of IBM and other international companies is not only the name of the world's largest commercial vehicle company, but also because of the forward-looking perspective of Foton in the commercial vehicle industry, allowing partners to see great business opportunities.
In 2009, Foton completed production and put into operation 1200 new energy vehicles. This business has become one of the highlights of Futian's industrial growth. According to Zhao Jingguang, Fukuda will provide mixed-use and pure electric vehicles for cities from various aspects including public transport, sanitation vehicles, and taxis. By 2015, the annual operating income of Futian New Energy Automobile will reach 7 billion to 8 billion yuan.
Five emerging economies - India, Russia, Brazil, Mexico, Thailand, three mature economies - Western Europe, North America, Japan, plus China, will dominate the global automotive industry by about 90% from sales and sales revenue The commercial value. "By 2020, overseas sales will account for more than 25% of Foton's total sales, and Foton will become a truly international company."