Foton’s not-so-secret sales weapon detailed as it dives back into Kiwi ute segment

The local dual-cab ute market has never been so competitive. Along with recent updates for the four major nameplates — the Ford Ranger, Toyota Hilux, Mitsubishi Triton, and Nissan Navara — we have seen the arrival of a smorgasbord of new contenders. 

BYD’s plug-in hybrid Shark 6 has been a considerable success. Its Chinese peers GWM, JAC, MG, and LDV have all launched new pick-up nameplates in the last 18 months. Kia finally launched its much anticipated new Tasman, and the much anticipated Chery Stockman is scheduled to land at the end of the year. 

Amidst all the moving and shaking, this month sees the ‘return’ of a brand that at one point had a low key but cult-like following in New Zealand; Chinese manufacturer Foton. The first units of its all-new Tunland V7 and V9 are in the country, and customer deliveries have begun.

Whilst it previously sold a body-on-frame SUV called the Sauvana and a van called the View, Foton's light vehicle wing is best known in New Zealand for the original Tunland ute. Sold from 2014 until Foton culled right-hand drive production of the nameplate in 2017, the model had a small but dedicated customer base, attracted to the nameplate’s value and its Cummins-sourced diesel powertrain. 

Foton might not have been in the light commercial vehicle market for seven years, but it has remained in the market through its heavy commercial vehicle offerings. There, it is considered the market’s leading challenger brand beyond dominant players like Fuso and Isuzu.

So whilst the all-new Tunland V7 and V9 are a relatively fresh-faced pair of utes, they are attached to a brand with considerable local aftersales experience. Foton New Zealand chief executive Roger Jory believes this is a significant point of difference for the marque, relative to its challenger rivals. 

“When you look at the size of the market over the last sort of five or eight years, it hasn't changed dramatically. But what has evolved in the last two to three years is the number of entrants and there's more coming in,” said Jory.

“The big thing is choice, massive choice, and there's more on the way. [...] Choice is a great thing. But how the vehicles are going to be supported in the market from an after sales point of view may be challenging for some of the brands. We've got a great background, we’re lucky to be part of the Ebbett group. So we're here for the long term.” 

Jory notes that Foton has sold approximately 4000 utes and trucks in New Zealand to date, with the brand having already established a service and parts model for its existing vehicles on the ground. The brand has a dedicated head office in Hamilton, and a comprehensive parts business that includes 7,500 parts lines and more than 40,000 parts items. 

“The person that does their homework understands what Foton is in terms of our commercial background, understands our ownership structure, and Foton New Zealand and the journey we're on — I think we're well placed to do well,” said Jory.

“After sales is key, you know, the first vehicle, as we know, may be sold by the salesperson, but satisfying the customers getting that second and third ongoing repurchase is really about the ownership experience.” 

The local chief executive also underlined that the brand’s New Zealand operations have received plenty of resources from Foton’s head office in China, and it isn’t simply being treated as an extension of Australia’s operations. 

“We have a huge amount invested in the brand in New Zealand. We're not running it out of Australia [where] they tend to look at New Zealand as an add-on. That's not to say that strategy doesn't work. But as you can see, just by the presence we have here in New Zealand for trucks, we are backing the product in the brand.” 

Jory also confirmed that Foton New Zealand is set to expand its dealer footprint. 

The marque currently has sites in Pukekohe, Hamilton, Tauranga, Hastings, Palmerston North, and Wellington. Jory expects to have announcements for new sites in Auckland, Whangarei, and Christchurch shortly, with a new partner in Dunedin also in the works.

“We're reasonably confident that we'll have a good parts and service dealer network across the main centres in New Zealand and good representation with sales, service and parts in the key markets,” he added.

“Finding the right partner is critical for us, and we have been quite particular with that. From a servicing point of view, we're going to be fine. But it's probably going to take us a wee while to get our full network set up in terms of sales.”