Orange, bright, brilliant, warm; golden, elegant, dazzling and splendi. Those are the words that pop into our mind. In the spacious parking lot of Guangxi Super Anji Auto Sales Company Limited (Guangxi Super), the orange Liuzhou Motor truck and the amber-golden Yuchai power vividly reflect the slogan on the wall: gold flourishes as the engine sparks and the golden power is customized for Chenglong.The Golden Power is an engine customized for the Liuzhou Motor’s Chenglong Heavy Trucks which stands out significantly from its predecessors both in terms of the glittering look and superb performance.

New Luxury Standard

The master and employment of color is not just a aesthetic need any more, but rather a solid marketing tool, inspired by Apple’s magical recognition of fans through palette revolution from the luxury gold to rosy gold.

“This is people’s psychology. The craze of Apple fans for the color is more embedded in the pursuit of the regal sense produced by the unique color that says "I have something others don’t”. Jokingly speaking, to have a customized product has become a new standard of the upstarts,” explained Lu Yong, Deputy GM of Guangxi Super.

It is never a shame to lead a high life, for, after all, it is everyone’s desire to lead a better life. The same is true with truck drivers whose aspiration in this respect is more practical.

“Apart from being amazed by its remarkable look, many users also wish to know the exact advantages of the Golden Power after its launch,” Lu Yong further remarked, “firstly, it is tailor-made. Yuchai designed the specific parts such as supercharger according to the characteristics of the Chenglong trucks, and installed high-quality parts like the common rail fuel system, supercharger and VVEB. Secondly, we boosted the quality of the parts. As a customized product for Liuzhou Motor, the parts used in the engine such as the piston and piston ring are also customized for our suppliers. In addition, enabled by our own calibration capability and more than 5 years’ experience of road tests and collection of road spectrums of different road conditions in conjunction with Liuzhou Motor, we can custom-calibrate in line with different models and running conditions to allow better performance of the engines and trucks. All these measures are taken to ensure this ‘customized’ is really tailored to truck users instead of being merely hype”.

As we have learned, Yuchai has been rolling out better engines in accordance with the features of Chenglong trucks like the cabs, gear shifts, chassis, rear axles, tires, wheelbases and vehicle weight, as well as the target regions, emission requirements and target market segments. Already in mass production are 7 models, including YC6MK, YC6L, YC6A, YC6J, YC4EG, YC4E and YC4D whose displacement spans 4.2- 10.338 liters and power 130-420 horsepower.

Better but not more expensive

New products usually come with a steeper price tag, as is the case with Apple. The Yuchai Golden Power, however, is ‘better but not more expensive’, to quote the words of Li Guixi, General Manager of Guangxi Yuchai Machine & Electron Company Limited (Yuchai Machine & Electron) and Nanning Yuchai Logistics Company Limited.

Lu Yong told our journalist from www.cvnews.com.cn, “not only is the price not lifted, but the cost is reduced. New users of the Golden Power of Euro IV Emission Standard once worried about the oil consumption and maintenance due to their insufficient understanding of the electric injection system. Their worries are gone after a while”.

According to him, the users experienced a 10% drop in oil consumption with the Golden Power. With regard to after-sales supports, service stations trained by the manufacturer have made adequate preparation for parts storage, repair equipment and service skills. “Users no longer need to worry about the service”, said Lu Yong.

Mr. Su Longyang, who owns an 8*4 Liuzhou Motor truck equipped with a 385-horsepower Yuchai engine, said: “I transport construction materials and the route is mainly from Hezhou to Guangdong. I have never experienced any big problem with the engine till today and the parts are easily available with a reasonable price”.

Mr. Huang Fuxin, an owner of an 8*4 Liuzhou Motor dump truck with a 7.6-meter carriage and equipped with a 350-horsepower Yuchai engine, transports sands from Qinzhou to Nanning. He has never encountered any problem with the truck in the months since his purchase. “You can get a quick fix at the service station if you have any problem,” he said.

Envy of the market

The in-depth market research by the manufacturers has not only benefited the users but the dealers as well.

”We have sold more than 200 units of Golden power which, it is fair to say, are driving our sales. The remarkable numbers said it all. We experienced about 50% of sales plummet in June and July due to the market environment, but the drop shrank to 30% with the launch of Golden Power in August and September. The new products inspired interests of the customers who would stop waiting and start purchasing,” said Lu Yong to our journalist, “both in the past and at present, Yuchai has always been our main sales driver, as more than 99% of the vehicles we sold are equipped with Yuchai engines, including the 6J, 6A and 6MK models, with the power ranging from 140 and 420-horsepower and the main sales being the 350-horsepower”.

Li Guixi has the same feeling. “The truck sales in Nanning slipped by 50% to 60% this year, whereas sales of those equipped with Yuchai engines have been rising with the market share shooting up by 1.5% each month as well. It is safe to say that our improvement has resulted in our competitors losing the market.” According to him, the sales spike is attributed to the change of marketing methods on one hand and the launch of new product on the other. “With this new product, we can still maintain the market share even if the macro economy does not recover next year.”

Yuchai Machine & Electron mainly sells the 6*2 tractors to users mostly in Guangdong and Guangxi province who transport agricultural products such as sugarcane water, containers and cement tanks. The customer composition includes families and corporate clients, with the latter being the mainstream. “When the market is in unfavorable conditions, the family customers usually experience a greater impact, so dealers shall devote more efforts to retain corporate clients who, with different needs from the family buyers, pay more attention to the quality of the vehicles. The Golden Power comes at the right time with a greater quality to meet the market ‘sensation’ and offer dealers like us a more competitive edge in the market,” said Li Guixi.

Our journalist also got hands on a piece of ‘insider information’ during the interview, which is: some truck makers, pressured and inspired by Golden Power, have started studying the customization model between Liuzhou Motor and Yuchai who, as an industry leader, has once again driven the upgrade of this industry.

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