Chassis companies start to pay attention to end users

In recent years, China's large and medium-sized bus market has experienced steady growth, with passengers and operators increasingly demanding higher performance and customization from the chassis of passenger vehicles. However, despite this rapid expansion, professional passenger chassis manufacturers have not seen a proportional increase in their market share, creating a noticeable gap between market potential and actual performance. This discrepancy has become a major challenge for specialized chassis companies, as they face growing competition from mainstream bus manufacturers who are now producing their own chassis. To stay relevant and capture a larger portion of the booming market, these companies have initiated new marketing strategies aimed at strengthening their relationships with end-users. In mid-July, Jianghuai Chassis Marketing Co., Ltd. welcomed a group of special visitors—nearly 100 senior executives, business leaders, and fleet managers from Hunan province’s transportation companies. This was the first time that Jianghuai Chassis invited bus operators to visit its facilities, marking a shift in how the company engages with its customers. During the visit, the users toured JAC’s chassis manufacturing plant and production lines for light trucks, heavy trucks, and commercial vehicles. The company’s marketing team engaged in detailed discussions with the visitors, learning about their real-world challenges and gathering valuable feedback on product performance and service needs. While Jianghuai Chassis took this direct approach, other companies like Dongfeng Bus Chassis and Nanjing Yuejin had previously relied on intermediaries such as Dongfeng Commercial Vehicles and Nanjing Automobile Sales Companies to connect with end-users. According to an executive from Jianghuai Chassis, the bus chassis is often overlooked by consumers, as it is not visible like the vehicle’s exterior or interior. Most chassis orders come directly from bus manufacturers, making them the primary users of chassis products. However, with the growing complexity of the market, understanding end-user needs has become essential. The executive added that the chassis is the core component of a bus, and in today’s competitive environment, selecting a high-quality, professionally engineered chassis is a key decision factor for buyers. This trend is expected to grow even more significant in the future. A representative from Dongfeng Bus Chassis echoed similar sentiments, stating that in the past, the focus was mainly on meeting the demands of bus manufacturers rather than direct interaction with end-users. Now, they recognize that both the bus manufacturers and the end-users are their true customers. To adapt, Dongfeng Bus Chassis plans to deepen its engagement with end-users while maintaining strong ties with traditional clients. This dual approach aims to improve market responsiveness and better align with customer expectations. Currently, there are over 78 professional chassis manufacturers in China, but many have struggled with profitability for years. Some leading bus companies have gained a competitive edge by developing in-house chassis capabilities, leveraging their deep understanding of user needs and fast market response. Although some chassis manufacturers believe that self-made chassis won’t fully replace outsourced options, it’s clear that professional chassis makers must improve their market agility, product quality, and cost control to remain competitive. Industry analysts note that the separation between chassis manufacturers and end-users—often mediated through bus producers—leads to information loss. As a result, chassis companies may not fully grasp user needs, and their cost structures may not meet the expectations of bus operators. Since last year, several chassis manufacturers have taken proactive steps to regain market influence. These include: 1. **Enhanced Market Research**: Companies like Jianghuai, Dongfeng, and Nanjing Yuejin are organizing direct interactions with end-users to better understand their needs and influence purchasing decisions. 2. **Product Innovation**: Focusing on improving chassis quality and tailoring solutions to meet specific requirements. 3. **Customer Relationship Management (CRM)**: Strengthening sales networks, enhancing service levels, and building closer connections with customers. JAC Group, for example, is working on integrating its chassis service network with its broader automotive services, allowing users to access chassis support at regular bus service centers. As the industry evolves, the ability to connect directly with end-users will become a critical differentiator for professional chassis manufacturers.

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