A senior executive from a Japanese truck company recently visited China in mid-October to assess the marketing network of its local partners. While this was an internal trip, the executive's remarks about certain Chinese light truck brands caught industry attention. He pointed out that some Chinese manufacturers imitate the design of Japanese trucks, but despite similar appearances, their internal quality remains subpar. After some time, these products often face serious issues, including safety concerns, which go beyond just being cheap options priced at around 20,000 yuan.
China and Japan both have their own strengths in the light truck market. This comment surprised many in the Chinese light truck industry. Industry insiders contacted by the reporter emphasized that while Japanese trucks may have a niche high-end market in China, it’s small—only about 5% of the total market. These users are not exclusive to Japanese joint ventures.
Experts noted that although Chinese light trucks aren't perfect, they are highly favored for their adaptability and cost-effectiveness. Domestic brands are the top choice for long-haul freight and city logistics, offering strong value that has helped them dominate the domestic market.
Wang Xiangyin, Deputy General Manager of Bei Xiang Fu Tian, clarified that their high-end model, Oumac, is not called "Ring." The vehicle incorporates European technology in the engine and chassis, with no direct link to Japanese tech. Their body is wider, and the frame is entirely different. Components like the four-way protection valve and load-proportional brake system are sourced from Japanese suppliers, but that doesn’t mean they imitate or copy. "We don’t need to imitate Japan," he said.
Regarding the issue of "bells" in product names, many Chinese companies don’t see it as something worth arguing over. After all, a product name is just a label. It's unclear what exactly the term "bell" implies, and it's not a fair way to judge the quality or originality of a product.
It's true that the Isuzu N series introduced in the 1980s helped modernize China’s light truck industry. However, times have changed. Chinese companies now have strong independent R&D capabilities and can develop products tailored to various user needs. Adding a "bell" to a product name doesn’t equate to imitation.
If we follow such logic, even Toyota and Honda would be seen as imitators. So who did they copy? The same could be said for Suzuki or Isuzu. Clearly, this kind of reasoning doesn’t hold up.
A marketing department staff member from Jianghuai Automotive explained that all JAC products have unique names. The name is just a way to distinguish the product, but what matters most is the value it delivers to users. Jianghuai focuses on quality, market needs, and improving people's lives through its vehicles.
Many Chinese light trucks feature the word "Bell" in their names, but they are developed using either indigenous technology or through the adaptation of foreign tech. These models cover a wide range of user needs, a capability that few foreign brands can match.
Industry experts point out that Chinese high-end light trucks, such as the Dongfeng Star, Shuai Ling II, and Omar, are comparable to Japanese models in performance and manufacturing. In some areas, they even surpass them. These vehicles not only meet domestic demand but are also exported in large numbers.
Jianghuai, for example, exports over 10,000 units annually and is making waves in the global market. Chinese light trucks, including those with “Bell†in their names, are not only popular domestically but are also gaining international recognition.
Some call them “jingle bells,†and that’s accurate. China’s light trucks are ringing louder and louder, and there’s no stopping their rise.
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