Before officially launching new truck models, many companies now conduct trial programs with selected customers to test the products, provide test drives, and offer follow-up services. This process helps identify and resolve potential issues before the official release, preventing major problems later on. This approach has gained popularity among truck manufacturers, with brands like FAW Jiefang J6, Liuzhou Auto Dragon 507, and Dongfeng Tianlong adopting similar testing methods.
Industry insiders note that this shift reflects a more mature mindset among truck companies. Rather than rushing for quick success in the market, they are now focusing on long-term stability and customer satisfaction. As one insider put it, “Truck companies are no longer chasing immediate results; they're becoming more strategic and customer-focused.â€
Testing is an essential part of product improvement. For example, FAW Group spent six years developing its high-end heavy truck, the Liberation J6. Before its official launch, the company conducted targeted trials in specific regions, selecting representative users to test the vehicle. Sun Yan, chairman of Xiangyang FAW Xinxing Automobile Trading Co., Ltd., worked closely with these testers, gathering feedback and relaying it to FAW for continuous improvements.
FAW Jiefang also maintained close communication with users after the trial sales. The service department monitored the trucks 24/7, calling users weekly and visiting them monthly. This ensured that any issues were addressed promptly, and user experiences helped refine the vehicle’s comfort, safety, and reliability.
Similarly, JAC Heavy Trucks also uses test marketing as a key step before launching new models. Wang Tingting, a brand manager at JAC, explained that they carefully select a group of local customers for testing, which helps assess market demand and improve the product based on real user responses.
Many truck companies focus on direct engagement with end-users, recognizing that word-of-mouth plays a big role in their decision-making. Roadshows, test drives, and live demonstrations are common strategies. For instance, Dongfeng Liuzhou Auto recently held a tour of the Balong 507 in Zhanjiang, Guangdong. Drivers gathered to experience the truck firsthand, with some even placing deposits after test drives.
Large customers are often the first to test new models due to their influence in local markets. Their feedback is highly valuable and timely, helping manufacturers make necessary adjustments quickly.
Test marketing also creates a "first-mover" effect. Dongfeng Liuzhou Auto's Balong 507, for example, saw three months of successful test sales, leading the company to plan to expand this strategy in the future. Advertising campaigns are often launched alongside these trials, further boosting awareness and interest.
Companies have found that satisfied test users often become advocates, promoting the product to others. Chen Qi, a user of FAW Jiefang J6, was so impressed by the quality and service that he recommended the truck to his family members, who also purchased it.
In summary, the growing trend of test marketing among truck companies demonstrates a shift toward customer-centric development, improved product quality, and stronger market trust.
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