© Sinotruk Howo Truck
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Amidst increasingly inward-looking competition in domestic and international markets, Shandong Heavy Industry has been increasing its existing market share, forging new paths amidst competition, and enhancing quality amidst this internal competition. It has consistently maintained a steady and strategic focus, the courage and determination to challenge the international landscape, and has accelerated its global strategic layout, gradually transitioning from a single vehicle export model to a three-dimensional structure encompassing global markets, a localized ecosystem, and an international brand.
In the first half of the year, despite the industry’s challenging export situation, Shandong Heavy Industry launched a comprehensive “Optimizing Market Layout and Building a Brand Matrix” initiative as early as September 2024. This initiative precisely adjusted its market layout to target high-potential, high-value-added, and high-end markets, leveraging the synergistic driving effect of the large group’s brand matrix to continuously enhance its resilience in hedging against domestic and international market risks. Amidst major industry changes, Shandong Heavy Industry has demonstrated strong momentum to navigate the storm and rise against the trend.
“We must accelerate the construction of a ‘1+N’ brand matrix, jointly promoting the global reach of the parent and subsidiary brands of the Group and its subsidiaries, and strengthening brand family value recognition. We must prioritize the international market, optimize our market presence, strengthen business collaboration, continuously consolidate advantageous markets, expand potential markets, and tap into emerging markets. We must accelerate the localization of teams, operations, and manufacturing in key regions.” Man Shengang, Party Secretary and Chairman of Shandong Heavy Industry Group, stated at the staff representative meeting that the Group is committed to building an “international heavy industry.”
Continuously optimizing market presence and making targeted strategic adjustments—
In the first half of this year, driven by adjustments to its export strategy, Shandong Heavy Industry seized development opportunities from the Belt and Road Initiative while exploring new strategic blue oceans. It shifted its export focus to high-potential growth markets such as Asia Pacific, the Middle East, the Americas, and Europe. Leveraging superior product technology, a comprehensive service network, and a strong brand reputation, the Group has consistently secured large orders and achieved breakthroughs, leading the global expansion boom.
Zhongtong Bus exports the first batch of 895 pure electric buses to Chile
In Chile, a touch of Chinese red weaves through cities, beaches, and mines, adding to the country’s vibrant greenery. This touch of Chinese red is Zhongtong Bus. In March, Zhongtong Bus secured a major order for 895 pure electric buses to serve the public transportation system in Santiago, Chile’s capital. Zhongtong’s N-series pure electric and H12plus pure electric high-end tourist buses have earned unanimous praise from the Chilean government and major customers, becoming a proud example of Made in China.
Shandong Heavy Industry’s high-end new energy buses are just one example of Shandong Heavy Industry’s efforts to leverage its core products into the global high-end market. Since last year, Shandong Heavy Industry has continuously implemented a “quality, innovation, and cost” management improvement initiative. Benchmarking against world-class companies, it has continuously increased its investment in resources to enhance product quality, technology, and cost competitiveness. Against this backdrop, a series of high-tech, cost-effective, and high-value-added products have become a global brand name for Made in China.
The pace of innovation never ceases. In Southeast Asia, Weichai’s independently developed “Golden Powertrain” system has completed export orders for thousands of sets, and China National Heavy Duty Truck’s high-performance engineering vehicles were personally received by local government leaders, who praised the quality of China’s intelligent manufacturing; in Mexico, Weichai’s big data center generator sets have successfully penetrated the jungle of international giants with their full-chain speed advantages of “complete layout, fast response, and excellent performance”; in Europe, Zhongtong’s N12 series new energy buses made their debut in Northern Europe and were exclusively customized for Danish customers… The Group’s heavy-duty trucks, buses, and power generation equipment are forging ahead in the global high-end market.
Weichai’s full range of power generation products in all fields were unveiled at the Shanghai International Power Equipment and Generator Set Exhibition
In the first half of this year, Shandong Heavy Industry Group’s export revenue and profits increased by 5.6% year-on-year. The group’s heavy-duty truck exports firmly held the top spot in the industry, while light truck exports increased by 73% year-on-year. China National Heavy Duty Truck Group’s heavy-duty truck exports surpassed 70,000 units, a 3% year-on-year increase. Weichai’s data center generator sales increased by 664% year-on-year.
Sinotruk high-performance engineering vehicles delivered overseas
As Man Shengang, Secretary of the Party Committee and Chairman of Shandong Heavy Industry Group, said, “Amidst the complex and volatile international landscape, we must continuously optimize our market presence. We must focus our efforts wherever products offer higher added value, generate greater profits, and are safer, more efficient, and more sustainable.”
Rather than exacerbate internal competition or erode its brand through inefficiency, Shandong Heavy Industry has chosen to capture growth in a broader space, strategically adjusting its strategic pace, and embarking on a path of steady, high-value growth.
Steady Global Development and Deep Local Operations—
Why has Shandong Heavy Industry earned the trust and favor of global customers? This is due to Shandong Heavy Industry’s deeply embedded global mindset, its adherence to the philosophy of “In the World, for the World,” its comprehensive localization efforts, its deep understanding of local market needs, and its unwavering commitment to providing superior products and technologies to local markets. It brings the philosophy and efficiency of China’s advanced manufacturing plants to the world, committed to providing differentiated products and customized services to global customers.
To meet the demands of overseas markets, Shantui, with the support of Shandong Heavy Industry Group, established an Application Engineering Department to ensure the local adaptability of its products. In the Australian market, Shantui’s DH16-B3 bulldozer, custom-designed to address the market’s unique characteristics and the demanding and complex mining environment, features 3D-assisted automatic leveling technology, significantly improving construction accuracy and efficiency. It also features an integral positive pressure and ROPS & FOPS cab to further ensure equipment safety and comfort. Earlier this year, Shantui and Weichai launched the “Quality Service Thousand Miles” campaign, covering over 600 units in over 20 countries. Through these visits, Shantui provides customers with equipment inspections, technical training, and after-sales service.
Shandong Heavy Industry Group Delegation Appeared at DDT, Australia’s Largest Engineering Machinery Exhibition
In addition to enhancing the local adaptability of its products and providing comprehensive, customer-centric services, Shandong Heavy Industry’s global network is a strong pillar of its global reach and response. To date, Shandong Heavy Industry has over 300 overseas offices, over 1,000 marketing channels, 36 trading platform companies in 25 countries, and 40 overseas factories (including KD factories). This enables localized assembly and manufacturing in over 30 countries, with nearly 2,000 employees stationed overseas. Its subsidiaries have established a global network, and its products are exported to over 170 countries and regions.
At the same time, Shandong Heavy Industry leverages the resources of a large group, leveraging its strengths in leveraging the weak, the large in supporting the small, and implementing integrated sales. Leveraging the overseas channel networks of strong brands like Sinotruk and Weichai, Shandong Heavy Industry shares these channels with companies like Shantui, Zhongtong Bus, and Lovol Smart Agriculture. Currently, Shandong Heavy Industry has over 1,000 overseas channels, nearly 300 of which are shared. This collaborative effort has driven rapid growth in the group’s bus, construction machinery, and agricultural equipment businesses.
Carrying Global Responsibility and Building a Warm Brand—
While Shandong Heavy Industry Group strides outward and sets sail globally, striving to polish its “Made in China” brand, it also engages with local people through heartwarming stories of connection and connection.
Shandong Heavy Industry’s Weichai and other companies rushed to support the Myanmar earthquake
In Kazakhstan, Shandong Heavy Industry Group is preparing to build the Nishan Bookstore to strengthen exchanges and mutual learning among civilizations and contribute to local education. In March of this year, a 7.9 magnitude earthquake struck Myanmar. Shandong Heavy Industry’s subsidiaries, including Weichai Group, Sinotruk, Shantui, and Lovol Smart Agriculture, actively provided material and equipment assistance to the region. Weichai delivered generators to the earthquake-stricken area, Sinotruk rushed to the quake zone with a 40-ton load of earthquake relief supplies, and Shantui’s SE210LC excavator reached the epicenter. Sinotruk successfully planted 1,000 saplings in Kenya’s Kakamega Forest, contributing to the local ecological environment. In May, Sinotruk held its 2025 International Trainer Training Camp, with 25 participants from nine African countries participating to cultivate professional talent for the local automotive industry.
Sinotruk 2025 Foreign Trainer Training Camp African Region Training in China
Shandong Heavy Industry (SHI) has established a platform for communication with customers globally through hosting Global Partner Conferences. To date, the company has held numerous Global Partner Conferences in Indonesia, Dubai, and Mexico, reaching out to all five continents. This year, the conference will also be held in Qingdao, inviting global partners to visit Shandong and Shandong Heavy Industry to further deepen cooperation, build consensus, and achieve win-win development.
A delegation of 100 people from sister cities of Germany, Hungary, Malaysia and other countries visited Shandong Heavy Industry
In the hall of international brands, the Shandong Heavy Industry brand family shines brightly. A number of century-old brands under the Group, including Dematic, Riva, Linde Forklift, and Baudouin, enjoy global acclaim. Sinotruk and Weichai are also striving to become century-old brands. Building a century-old brand is an inevitable requirement for Shandong Heavy Industry to build a “strong heavy industry” reputation and represents its most sincere commitment to its customers and brand.
Striding forward towards globalization, Shandong Heavy Industry is not a sprinter, but a determined long-distance runner. From “going out” to “entering the market” and then to “going up,” Shandong Heavy Industry’s internationalization journey is entering a new stage.
© Sinotruk Howo Truck
