Amazing! The only CV brand who surpassed 7,000 units, FUSO has dominated the 3.5t above LDT segment and the total CV market for 29 consecutive years
In reviewing the tough year globally in 2020, it is grateful that Taiwan’s industries continue to operate despite the severe economy situation and the positive result from different industries was reflected in the number of CV registration. The market for CV in 3.5t above (inclusive) with the total number of registered licenses was 22,997 units. Despite the epidemic’s influence, it only slightly decreased by 0.13% in compared with 23,305 units in 2019; and it remained in the level of above 20,000 units, which deserved the applause from the audience. In addition to the fact that the general environment did not affect much on CV demand, the regulation landscape changed continues to support the growth of the market kept the market momentum on CV demand. Despite the size Taiwanese market, the level of competition within commercial vehicles segments remained high. The leading brand of FUSO strongly promoted the latest 5t main product of "PRO 5" in the second half of the year. It delivered the yearly volume of over 7,000 units, with a market share of 31.7%; FUSO won the championship again, and it was the most successful brand among the competitors. FUSO has been the champion of 3.5t (inclusive) and above segments for 29 consecutive years. The championship this year enriched the winning record of FUSO since 1992.
The CV market not only has many brands, but also has various types of vehicle models. LDT in 3.5t is the largest segment in the market, it is about 40-50% of the total market. 3.5t trucks was upgraded to 5t models in September in 2020. As soon as the news came out, the market boosted the purchase of 3.5t trucks due to the lower price positioning. The national representative vehicle in CV industry, FUSO Canter 3.5t truck, was sold out in the short period of time; but "FUSO PRO 5" 5t truck attacked the market in the second half of the year. Pro 5 equipped with "7-inch large screen/integrated driving visual assistance system" safety features and the flexible channel on sales successfully regained the market share. How popular is "FUSO PRO 5"? A total of 3,309 units 5t LDT have been registered in the market. "FUSO PRO 5" model alone accounted for more than 65%. If 3.5t LDT were included, the total number of 3.5t and 5t trucks in the market was 9,770 units. FUSO accounted for more than 40%, so FUSO could be called the double sales champions in 3.5t above segment and the total CV market.
The market believes that FUSO is able to keep the market leadership for many years because it has been deeply rooted in the Taiwan market for more than 60 years; it has a broad customer base, and a complete product line from small, medium and heavy trucks, small buses to large tourist buses. FUSO's customers have the confidence on products’ durability and reliable after sales service. FUSO's network has the most extensive coverage rate exceeds 95%. In addition, there is the moving pits fleet, the extensive service network has formed a strong support to the customers. After Taiwan Daimler Commercial Trucks Asia (DTAT) took over the distributorship of FUSO in 2017, it has been actively promoted the network quality improvement plan with its dealer. Yue Ye Motors (YYM). A new generation of service workshop was introduced with spacious and bright workshops with automated parts management to provide customers with a brand new experience. Hsinchu, Keelung and Luzhu workshops have been reconstructed in the past two years. Not only the improvement of hardware, FUSO repositioned its brand on "Moving with you, success in Taiwan". "FUSO HERO Trilogy" was launched from 2018. The unique marketing techniques was used by launching the brand video in the beginning of the year, then followed by online voting of FUSO Hero recruitment in the middle of the year and ending the year by the year end large-scale outdoor awards ceremony to have 600 FUSO owners from various industries participated, and received 5 million online votes. This attracted a great response from customers and netizens, building the image of FUSO HEROES are TAIWAN HEROES in the audience’s mindset successfully. This also let people see FUSO’s brand image has been deeply rooted in Taiwan for many years, defining FUSO’s strength in the market. This also revitalized FUSO’s historical and traditional local brand image.