Foton Motor unveils five strategic thrusts, new brand identity

Shanghai (Gasgoo)- On August 28, 2023, amidst the celebration of its 27th anniversary, Chinese major commercial vehicle (CV) Foton Motor marked the occasion with the launch event of its refreshed brand identity at the Simatai Great Wall in Beijing. This event heralded the introduction of five major business strategies and an entirely new brand emblem. Adding to the significance, the event featured the unveiling of two new products: the Auman iBlue bottom battery swappable heavy-duty truck and the Xiangling Q.

Chairman of Foton Motor, Chang Rui, unveiled and expounded on the company's five strategic thrusts: the dual-carbon strategy, the new energy vehicle (NEV) strategy, the digital ecosystem construction strategy, the globalization strategy, and renewed brand strategy. These strategic directions will propel the automaker to drive technological empowerment, business model innovation, and global operations.

In line with its innovation agenda, Foton Motor positions the NEV strategy as its primary developmental focus. It aspires to reach carbon peak by 2028, carbon neutrality for core factories by 2035, and complete carbon neutrality throughout the full value chain by 2050. Besides, the company plans to release its inaugural ESG report in 2024.

New brand identity; photo credit: Foton Motor

Simultaneously, Foton Motor is poised for an accelerated transition to NEVs, targeting urban markets, city clusters, and long-haul logistics. Focusing on pure electric, hydrogen fuel, and hybrid technology routes, the company aims to expedite the expansion of its NEV product portfolio. A target of 20% NEV penetration rate is set for 2025, with ambitions to reach 50% by 2030.

Beyond this, Foton Motor underscores its commitment to low-carbon usage of NEVs, pioneering innovative marketing formats, and constructing a digital high-efficiency ecosystem. By fostering the innovation in marketing models, the automaker aims to guide dealerships toward transitioning from traditional sales, service, and parts provision to customer management, second-hand vehicle trade, business-oriented leasing, energy supply, etc. As a part of its comprehensive upgrade, the company aim to create a network of new energy ecological harbors and customer service centers, while hastening the digital transformation for greater operational efficiency.

Taking a strategic leap in the context of rapid NEV transformation, Foton Motor embarks on its fourth brand update, unveiling a fresh brand strategy: "Easy Move". This strategy encapsulates the company’s aspiration for seamless mobility of people, vehicles, goods, energy, digits, and value – allowing a blend of virtual and real-time interaction, painting a picture of a promising future where these facets move with freedom across time and space.

Foton Motor said its new emblem inherits the tradition of innovation and excellence associated with the diamond quality, while embracing the new concept of environmentally-friendly development. The radiant diamond signifies Foton's pursuit and legacy of impeccable quality and hints at renewed breakthroughs. The circular element, shaped by the global ecosystem, symbolizes an industry-wide commitment to a greener, low-carbon, and digitally ecological future. The new design showcases Foton Motor's dedication to harmonious advancement of both technologies and nature, and signifies technological empowerment and business model innovation to ensure effortless value creation.

With the fresh strategic direction, Foton Motor is gearing up to upgrade its brand architecture, extending its presence from vehicles and components to digital technology and business ecosystems. Its roadmap will introduce new sub-brands covering electric drive bridges, hybrid power solutions, hydrogen energy, carbon assets, and more.

Auman iBLUE bottom battery swappable heavy-duty truck; photo credit: Foton Motor

During the event, the Auman iBLUE bottom battery swappable heavy-duty truck was also put onto the market.

Xiangling Q; photo credit: Foton Motor

Moreover, as a stylish micro-truck graced the stage, the Xiangling Q made its global debut. Gong Haidong, Vice President of Business of Foton Motor Group, introduced the Xiangling Q as a "global micro-truck emerging force," a new-generation micro-truck that harmonizes global resources with practical and aesthetic design – marking the first product following Foton Motor's latest brand renewal.