Foton, through its Zimbabwean partner Principle Truck Sales (PTS), hosted a massive new product launch event in Harare on July 3, 2024, signaling its strategic intent and action in Zimbabwe.
This comes after Foton’s previous moves in the African market, which were similarly substantial in nature — in South Africa and Ethiopia.
During the event, Foton unveiled their newest commercial vehicle models and announced a dealership arrangement with PTS, a well-known dealer in Zimbabwe, further establishing Foton’s position in the Zimbabwean market. With this introduction, Foton enters a new strategic phase in Southern Africa.
A bit of Foton’s history
On August 28, 1996, Foton — based in Beijing, China — came into existence. With a wide range of products, including medium and heavy-duty trucks, mini trucks, vans, pickup trucks, buses and construction machinery vehicles, Foton has risen to the position of world number 1 in commercial vehicle manufacturing, offering innovative fuel and energy solutions.
With sales of over 10 million units, Foton became the world‘s fastest-growing commercial vehicle firm in 2021. As of April 2023, Foton had sold over eleven million automobiles.
The Foton logo has an emblem of a diamond, a symbol of eternity, excellence, prestige and cutting-edge technology. When it comes to commercial vehicles, they are China’s largest producer.
PTS have a wealth of expertise and knowledge of the Zimbabwean market, which, when combined with Foton heritage and technology, will undoubtedly revolutionise the local industry.
- Foton to dominate Zim market
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A bit on PTS
When it comes to Foton trucks in Zimbabwe, look no further than the official dealer, PTS. Using their extensive expertise, experience and dedication to excellence, they strive to meet all your transportation requirements with high-quality vehicles and outstanding customer service.
They offer many Foton trucks, so you can find the right one. They offer the ideal vehicle for every project, whether it's a dependable light-duty truck for local deliveries, a strong medium-duty truck for long-distance transportation, or a powerful heavy-duty truck for tough work.
The innovative technology, fuel economy, and durability of Foton trucks make them the go-to option for companies across many sectors.
PTS provides affordable prices and a variety of financing plans to go above and beyond for their customers. If you need help locating a vehicle that meets your needs and falls within your budget, their staff of helpful salespeople is standing by 24/7 to assist you.
Since every second counts in the trucking world, they work hard to make sure you can buy a Foton truck quickly and easily so you can start driving it away. What sets them apart is their reliable, tried and tested after-sale services, which will keep your truck on the road and make money for you every time.
Foton’s accomplishments
With 115 740 units sold abroad in the first 11 months of 2023, Foton was one of the top three Chinese export brands. For the past 12 years, Foton has been the leading exporter of commercial vehicles.
Overseas, Foton Auhawk and Aumark were the best-selling brands for a long time, and they were especially popular in South America, Africa and Southeast Asia. Its compact vehicles rule the Chilean market, while the heavy-duty Foton AMT trucks dominate the global market in Columbia.
Foton dominates the Bolivian market for big trucks ... thanks to its outstanding performance in 2023, Foton is rightfully at the top of the worldwide market.
Foton will do well in Zimbabwe if marketed with vigour in an informative, creative, and engaging way; after all, it is a quality brand at a fair price.
The latest offerings
Bringing a diverse array of heavy and light trucks to the launch, Foton showcased its new trucks designed specifically for Africa with Zimbabwe in mind. The company's leadership in the commercial vehicle industry was on full display, thanks to its meticulous attention to detail and extensive product lineup.
After extensive testing, these products not only satisfy the needs of the local market, but they also incorporate the most recent technological advancements and design principles of Foton, which are known for their superior performance, safety features and environmental protection.
The ultimate goal is to offer customers transportation solutions that are more efficient, less harmful to the environment, and have more comfortable rides. At the same time, Foton brought tractor and tipper trucks that are well-suited to Zimbabwe’s complicated road conditions, which are important for the country’s agricultural, construction and mining sectors. These trucks are highly praised for their durability and high load-carrying capacity, which pleased many attendees.
Research and development serve as the compass for worldwide growth activities.
Foton and its strategic partner in Zimbabwe, PTS, have inked a distribution deal, significantly enhancing Foton’s sales channels and service network in the country.
Dealer showrooms are now complete, and samples of heavy and light vehicles have arrived in Zimbabwe for marketing.
Thanks to this collaboration, Foton will be able to expand its market share in Zimbabwe, and sales of the Foton brand will soar in the coming months.
On the occasion, Foton showed off 10 vehicles, including the AUMAN R tractor, to dealers and customers in the business. This marked Foton’s official launch into the southern African cross-border logistics market.
Product development is one of Foton’s critical roles in research and development. Through exhaustive research and innovative strategies, Foton conceives, designs and refines products, ensuring they meet the highest standards in Africa.
Having released this plan, Foton has committed to increasing its investment and footprint in this sector over the next several years. Based on its extensive expertise in several locations, including Brazil, Ethiopia and South Africa, Foton will create an ideal system for its sales channels and service network in Zimbabwe, considering the exact conditions of the local market. Concurrently, Foton will keep pushing for new product developments and technological upgrades to keep up with the varied and individual needs of the Zimbabwean market.
Anticipating consumer needs
Zimbabwe is a huge agricultural and mining nation, so there is high need for commercial cars there. Heavy trucks and light vehicles that can handle convoluted local roads have become popular commodities due to agricultural and mining output expansion.
In response to consumer demand, Foton has introduced commercial vehicle goods tailored to the local market, capitalising on a valuable market opportunity.
Finalising Foton’s Zimbabwe strategy and new product launch conference marks the end of another significant layout in the African market. The market is likely to continue growing, which bodes well for Foton’s sales and brand impact in Zimbabwe.
Going forward, Foton will keep bringing innovative market-driven goods and services while still adhering to the development philosophy of autonomy and openness. This will allow them to make even greater contributions to Zimbabwe’s economic progress.
Foton can easily become the top supplier of transport solutions in Zimbabwe. With them, you can start your road toward reliable and efficient commercial mobility solutions.
- Visit Principle Truck Sales at 24 Douglas Road, Workington, Harare, or call 0772 214 678 to speak with a representative about Foton trucks. — andrew@muzamhindo.com
