Gasgoo Munich- On November 1, at the Automotive Industry Global Expansion Innovation and Development Conference hosted by the Chebaihui Research Institute, Wen Hua, deputy general manager of Dongfeng Liuzhou Motor Import & Export Co., stated that Chinese automakers have moved beyond simply exporting products to exporting brands and entire industries. Compliance is the baseline for entering a market, but localization is the lifeline for survival. The brands that will ultimately take root overseas are those that deeply localize and systematically cultivate key markets.
Image source: Chebaihui Research Institute
Wen Hua has been based in Europe, Southeast Asia, and the Middle East for over a decade. He believes that mature domestic product solutions cannot be directly transplanted abroad; climate, road conditions, load requirements, and energy structures differ by region and all require adaptive development.
For markets like Central Asia, Africa, and Latin America, where charging infrastructure is weak, Dongfeng Liuzhou developed natural gas models with an LNG solution consuming 17 kg per 100 km. During a visit to Brazil, the company found fewer than 10 high-pressure charging stations nationwide. Consequently, it developed range-extended trucks capable of traveling over 100 km on pure electric power under load.
In right-hand-drive markets, Dongfeng Liuzhou avoided simply converting left-hand-drive models. Instead, it redesigned the platform, launching four powertrain solutions—internal combustion, natural gas, pure electric, and range-extended—specifically for Southeast Asia, East Africa, and Australia.
In terms of strategic layout, Dongfeng Liuzhou is leveraging its Forthing and Chenglong brands to advance the "Forwind Dual Engine 2030 Plan." The plan targets cumulative overseas sales of 1 million units and cumulative investment of 20 billion CNY during the 15th Five-Year Plan period. The company intends to build 15 new factories in addition to its existing eight overseas facilities, covering 12 key countries and expanding to surrounding markets. Currently, its brand channels cover 120 countries, with plans to add 300 new sales outlets.
Regarding the service system, Dongfeng Liuzhou prioritizes establishing after-sales and parts networks ahead of sales, continuously shrinking its overseas service radius from an initial 160 km toward a target of 65 km. For talent development, the brand partners with local vocational schools in Vietnam, Laos, and Myanmar; more than 800 individuals have traveled to China for academic and vocational training.
Deep market cultivation is already delivering returns: in Vietnam, Chenglong trucks account for half of all logistics vehicles, while in Laos, Dongfeng Liuzhou holds the top spot among Chinese brands by market share. Wen Hua emphasized that "trust is never promoted; it is earned." He argued that companies should consolidate one market before expanding to the next, ensuring that after-sales, service, and customer satisfaction are firmly established.
