Chassis companies start to pay attention to end users

In recent years, China's large and medium-sized bus market has shown a strong growth trajectory, with passengers increasingly demanding more personalized features from the chassis of their vehicles. However, despite this upward trend, professional passenger car chassis manufacturers have not seen a proportional increase in their market share, creating a noticeable gap between the booming market and the performance of these specialized producers. This discrepancy has become a major challenge for dedicated chassis companies, as they now face competition from mainstream bus manufacturers that are producing their own chassis. To remain competitive and capture a larger portion of the growing market, these companies have initiated new marketing strategies aimed at strengthening their presence and understanding of user needs. In mid-July, Jianghuai Chassis Marketing Co., Ltd. welcomed a special group of visitors — nearly 100 representatives, business executives, and fleet managers from various passenger and bus companies in Hunan Province. This marked the first time the company invited end-users to visit its facilities, offering them an inside look at the production process and fostering direct communication. During their visit to the JAC factory in Hefei, Anhui, the Hunan users toured several production bases, including those for light trucks, heavy trucks, passenger cars, and commercial vehicles. The Jianghuai team engaged in detailed discussions with the visitors, gaining valuable insights into their operational challenges and preferences. They also collected constructive feedback to better tailor their products to real-world demands. While Jianghuai took a direct approach by inviting users to visit their facilities, other companies like Dongfeng Bus Chassis, Dongfeng Hang Gas, and Nanjing Yuejin have been engaging with end-users through their distribution partners. These efforts reflect a broader shift in strategy, as professional chassis manufacturers recognize that their true customers are not just the bus factories, but the end-users who ultimately operate the vehicles. According to a senior manager at Jianghuai Chassis, the chassis is often overlooked compared to the exterior and interior of a bus, yet it is the most critical component. As competition intensifies in the passenger vehicle market, selecting a chassis with clear advantages has become a key factor in purchasing decisions. In the future, this factor will only grow in importance. Similarly, a representative from Dongfeng Bus Chassis emphasized the need to shift focus from just meeting the needs of original equipment manufacturers (OEMs) to directly engaging with end-users. “Bus companies and their users are our real customers,” he said, adding that the company plans to improve its responsiveness by building stronger relationships with both traditional clients and end-users. Currently, there are over 78 professional passenger vehicle chassis manufacturers in China, but many have struggled financially for years. Some mainstream bus companies have managed to gain a loyal customer base by leveraging their chassis production capabilities and effectively addressing user needs. While it's unlikely that self-made chassis will fully replace outsourced options, there is a growing perception that professional chassis makers still lag behind in terms of market responsiveness, product quality, and cost control. Industry analysts note that the separation between chassis manufacturers and end-users—often mediated by bus producers—leads to information loss and misalignment. As a result, chassis companies may not fully grasp the actual needs of users or meet the cost expectations of bus operators. In response, many chassis manufacturers have taken steps to reconnect with the market. In addition to Jianghuai, companies like Dongfeng Hangzhou Automobile, Nanjing Yuejin, and Dongfeng Bus Chassis have also planned user engagement activities this year. These initiatives aim to directly understand customer needs and influence purchasing decisions through end-user input. Another key move is to enhance product development, ensuring higher quality and greater customization to meet specific requirements. At the same time, improving customer relationship management (CRM), expanding service networks, and elevating service standards are all part of the broader effort to strengthen market adaptability and build closer ties with customers. Jianghuai Group, for instance, is working on integrating its chassis service network with that of its passenger vehicles, allowing users to access chassis support at regular bus service centers. This integration reflects a growing recognition that convenience and accessibility are essential in today’s competitive landscape.

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