Before officially launching new truck models, many manufacturers now conduct trial sales and test drives with a selected group of customers to identify and resolve potential issues before full-scale release. This approach helps prevent major problems after the product is launched and has gained popularity among truck companies. Brands like FAW Jiefang J6, Liuzhou Auto Dragon 507, and Dongfeng Tianlong have all adopted this method, showing a shift toward more thoughtful and user-focused product development.
According to an industry insider, "This trend reflects that truck companies are no longer rushing for quick success in the market. Instead, they are becoming more mature and customer-oriented."
A key element of product improvement lies in extensive testing. For example, FAW Group launched the next-generation high-end heavy truck J6 after six years of development. Before its official launch, a group of users in Funan County, Anhui Province, had already been using the J6. Sun Yan, chairman of Xiangyang FAW Xinxing Automobile Trading Co., Ltd., regularly communicated with these users, collected feedback, and provided timely input to FAW Liberation.
During the J6 development phase, FAW placed great emphasis on user experience. They selected representative regions and users for targeted trial sales. After the trial period, FAW Jiefang’s service team monitored the trucks closely—keeping phones on 24/7, conducting weekly check-ins, and visiting monthly. This allowed users to provide real-time feedback, helping FAW refine the vehicle’s comfort, safety, and reliability.
JAC also uses test marketing as part of its product improvement process. Wang Tingting, JAC Heavy Duty Brand Manager, explained: “Before a new product launches, we carefully select a group of local customers for test drives and trials. This helps us understand market demand and improve our sales strategies based on user responses.â€
Truck buyers often rely on personal experience or word-of-mouth from others. To cater to this, companies frequently use roadshows, test drives, and demo events to connect directly with end-users. Recently, Dongfeng Liuzhou Auto partnered with Zhanjiang Teda Automobile & Trade Co., Ltd. for a tour of the Balong 507 model in Zhanjiang. The event attracted many drivers who were eager to learn about the truck’s features, even climbing into the cab for a firsthand experience.
Participants from the event shared that several drivers expressed strong interest in the Balong 507, with one driver who had already reserved a truck from another brand deciding to switch after testing it.
Similarly, Shanxi Auto Deyu first tests its products with large customers, who have significant influence in their regions. Their feedback is both representative and timely, allowing manufacturers to quickly adjust and improve their products.
Test marketing not only helps companies refine their products but also creates a powerful word-of-mouth effect. Dongfeng Liuzhou Auto’s Balong 507 has seen three consecutive months of successful test sales, and the company plans to continue this strategy. Advertising campaigns are often launched alongside test marketing, further boosting awareness and interest.
Many users who try out new models become enthusiastic advocates. For instance, Chen Qi, a test user of FAW Jiefang J6, was so impressed by the quality and service that he recommended the truck to his family members, who then purchased J6 trucks as well. This kind of organic promotion highlights the effectiveness of test marketing in building trust and loyalty among customers.
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