A New Indigenous Force in China’s Auto Industry: Hanteng Autos Brand Launch
Situated in Shangrao in Jiangxi Province, Hanteng Autos integrates the R&D, manufacturing and marketing of fuel cars, new energy cars and key automotive parts such as engines, with extensive proprietary intellectual property rights. The launch event marked the first time Hanteng Autos directly faced the media and the public. The company’s name, Hanteng, expresses an aspiration for the great rejuvenation of the Chinese nation and the rise of an indigenous Chinese auto brand, and its brand logo, featuring a galloping horse, is symbolic of the brand’s creativity and pioneering spirit.
Official brand launch of Hanteng Autos
Hanteng Autos’ SUVs making debuts
Leverage the second-mover advantage to build great cars for Chinese consumers
According to Li Xueming, General Manager at Hanteng Autos, as a late comer in China’s auto industry, Hanteng Autos will leverage the second-mover advantage and start with a high baseline to build high-quality cars which reflect the preferences and meet the needs in Chinese car market and drive the development of China’s indigenous car industry, making unremitting efforts to further the Hanteng Dream, the Auto Dream and the Chinese Dream.
In 2016, which is the first year of China’s 13th Five-year Plan period as well as Hanteng Autos’ inaugural year, Hanteng Autos will, in line with the guidelines of the “Made in China 2025” master plan, push ahead with its “fuel and new energy” dual development strategy by making comprehensive deployments in fuel and new energy cars and integrating excellent R&D, supply chain, marketing and human resources, seek breakthroughs in efficient and eco-friendly engines, IoV(Internet of Vehicle) and battery management technology on the basis of an integrated R&D system, put in place a rigorous quality assurance system, develop innovative marketing campaigns, and provide a superior customer experience. Hanteng Autos’ goal is to achieve 500,000 cars in annual production and sales by 2020.
Hanteng Autos’ general manger Li Xueming making an address
Build a strong product mix of fuel and new energy cars
During the brand launch event, Zhu Zhiping, responsible for product planning at Hanteng Autos, unveiled two models to nearly 500 guests. One was the company’s first production model, an A+ class SUV, expected to go on sale in the second half of this year, and the other was a new energy SUV, also of the A+ class. The display of the two models together demonstrated Hanteng Autos’ fuel-new energy dual-line product strategy, which will be the cornerstone of its future product development.
Hanteng Autos currently puts the focus of product development on the SUV and MPV categories, which are very popular in the Chinese car market, with plans to launch competitive and attractive models developed based on deep insights into consumer psychology and opportunities amidst intense competition. Specifically, it plans to launch four models in the coming two years, including A+ class SUV, A- class SUV, A0 class SUV and A class MPV, each offering fuel and new energy options, forming a comprehensive product mix strongly positioned to grow market share.
Hanteng Autos’ Product Plan
International partners joining together
Representatives from Hanteng Autos’ extensive international partners including MAHLE Group, Continental AG, Samsung Automotive Electronics, SEGULA Technologies and Ricardo plc attended the brand launch ceremony. Sharing in Hanteng Autos’ vision and having confidence in the fulfillment of the vision, they will collaborate with Hanteng Autos in relevant fields such as R&D of efficient and eco-friendly engines, R&D of hybrid drive systems, optimization of battery management systems and chassis calibration and provide strong technology support for Hanteng Autos. Their involvement and support will give Hanteng Autos a quick head start in the development of core technologies and product manufacturing.
Hanteng Autos’ partners envisioning the future
With a long-term development strategy backed by comprehensive product deployments, Hanteng Autos has embarked on the exciting journey of building high-quality and attractive cars for the Chinese consumers in an increasingly competitive market, beginning with its first car in the form a trendy and sturdy SUV to be launched in the second half of this year. As it makes its rise, Hanteng Autos is set to add to the strength of China’s indigenous brands and set up an all-new image of a Chinese car brand.
Leveraging the second-mover advantage in product, R&D, supply chain, marketing and human resources and keeping pace with the times, Hanteng Autos will synergistically integrate its diverse strengths including intelligent IoV(Internet of Vehicle) technologies, cutting-edge power battery management solutions and efficient environmentally friendly engines to provide consumers with great high-quality cars and develop itself into a world-class Chinese car brand.
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