Foton Motor held its grand 2026 Business Annual Conference, clearly outlining the strategic path for the beginning of the 15th Five-Year Plan.
On December 18th, the 2026 Business Conference of Foton Motor, themed "Striving to Become a World-Class Commercial Vehicle Enterprise", grandly kicked off at the National Convention Center. Over 3,000 guests, including dealers, service providers, strategic clients, and media representatives from across the country, gathered to witness the unveiling of Foton Motor's new strategic blueprint for deepening its strategy, product innovation, and market layout. As the opening act of the "15th Five-Year Plan", this conference comprehensively showcased Foton Motor's achievements and future ambitions in internationalization, new energy, and intelligence, injecting strong impetus into the high-quality development of the commercial vehicle industry.
In his keynote speech titled "Striving to Become a World-Class Commercial Vehicle Enterprise", Chang Rui, the chairman of Foton Motor, systematically reviewed the development achievements in 2025, highlighting the company's solid strength with concrete data: It is expected that the market share in the terminal market will increase to 17% for the whole year, up by 1.6 percentage points year-on-year, further consolidating its leading position in the industry. The performance of the heavy truck business is particularly outstanding, with an expected doubling of growth for the whole year. The new energy sector has also seen a significant leap, with an expected year-on-year growth of around 90%. In addition, the product adjustment has achieved remarkable results. New platforms for heavy trucks, vans, micro trucks, and light trucks have been successively launched, and the product quality satisfaction rate has increased by 42%. At the same time, the regional marketing system has gradually played a role, with all 12 regional marketing centers achieving different degrees of market share growth in 2025.
At the same time, Chang Rui pointed out that current enterprises still face issues such as a gap between the pace of new energy promotion and market expectations, slow transformation of dealers, and unbalanced development of ecological businesses. To address these shortcomings, Chang Rui closely followed the industry transformation trends and combined the actual development of enterprises. From two core dimensions - market target arrangement and network adjustment strategies - he deployed key tasks for 2026: On one hand, focusing on core categories such as heavy trucks, light trucks, and mini trucks, he pushed for the rapid launch of new products, fully promoted the transition to new energy, achieved dual-drive with pure electric and hybrid power, and increased investment in VAN and pickup truck businesses, promoting the layout of intelligent driving business in different scenarios. On the other hand, he deepened the integration of distribution and direct sales, promoted the development of new energy dedicated networks, encouraged dealers to expand businesses such as used car sales and overseas exports, and through various measures such as financial credit, policy support, and team training, strengthened financial and insurance support, and fully activated the potential of the channels.
Looking towards a more long-term development, Chang Rui elaborated on the core goals and strategic paths of Foton Motor's "15-16" plan. He emphasized that the company will set the lofty goal of "becoming a world-class commercial vehicle enterprise", and during the "15-16" period, it will focus on high-quality development, achieving key targets such as a 50% penetration rate of new energy and a 30% share in overseas markets. To achieve this vision, Foton Motor will unswervingly promote the "comprehensive internationalization, comprehensive new energyization, and comprehensive intelligence" three strategic transformations, build a vertical integrated synergy advantage in core components such as batteries, electric drives, and electronic control, adhere to the parallel development of multiple technical routes including fuel/gas, pure electric, hybrid, and hydrogen fuel, and achieve full market coverage in all scenarios. At the same time, it will continuously strengthen talent capabilities, manufacturing quality, technological innovation capabilities, and the construction of corporate reputation, to lay a solid foundation for long-term high-quality development and set a new benchmark for the global commercial vehicle industry development.
Wu Xibin, the general manager of Foton Motor, stated that in the complex environment, the commercial vehicle market in 2025 demonstrated strong resilience, but it also exhibited distinct characteristics of structural adjustment. The acceleration of the transition to new energy was advancing rapidly, the growth rate of overseas markets was slowing down, and the competition among existing industry players and the internal competition intensified. Facing this development situation, in 2026 and throughout the "15th Five-Year Plan" period, it is a crucial time for the reshaping of the commercial vehicle industry landscape. The global market is undergoing profound adjustments, technological innovation is rapidly iterating, the business ecosystem is accelerating reconfiguration, and the comprehensive penetration of new energy, the broad space for internationalization, and the huge potential of the aftermarket have also brought historical opportunities for development. Foton Motor will focus on the core goal of "striving to become a world-class commercial vehicle enterprise", closely follow the "three comprehensive" strategic path in the "15th Five-Year Plan", and launch a series of practical measures in areas such as network optimization, refined design of business and promotion policies, breakthroughs in new energy business scale, high-intensity investment in new products, expansion of the post-market ecosystem, and deepening of new media marketing. Together with all partners, it will reach consensus and work collaboratively to achieve higher-quality development in the industry transformation.
Liu Xuguang, the vice-general manager of Foton Motor, in his marketing report titled "Deepening Marketing Transformation to Lead Value Growth and Strive for a World-Class Commercial Vehicle Enterprise", comprehensively analyzed the market strategies and growth paths for 2026, taking into account industry trends and the actual situation of the enterprise. He pointed out that the overall commercial vehicle market is expected to reach 4.25 million units in 2026, with pressure on domestic market growth but highlighting structural opportunities. The penetration rate of new energy will exceed 35%, and exports and new energy will become core growth drivers. Based on industry trend analysis and its own development momentum, Foton Motor set the goal of a full success in the "15th Five-Year Plan" period, focusing on precise efforts on core growth drivers - aiming to achieve key indicators of 200,000 units in new energy and 200,000 units in exports, while clearly setting specific growth tasks for each business line such as heavy trucks, light trucks, and micro trucks, and building a development path of balanced advancement across all categories and breakthroughs in key areas to lay a solid foundation for high-quality growth. To achieve this goal, Liu Xuguang proposed six core transformation measures: First, firmly adjust the channel strategy and increase the development intensity of new energy dedicated networks, optimize the integration model of distribution and direct sales, and build a channel system that prioritizes both scale and quality; Second, refine business policies, establish an "reward based on performance, more effort more rewards" framework, and promote online policy management; Third, strengthen channel empowerment and cultivation, conduct training on sales skills and ecological business at different levels, with an annual training budget exceeding 37 million yuan; Fourth, deepen new media and internet marketing, create a new model of "online lock-in + offline delivery", rely on core traffic platforms to achieve full brand exposure, and policies such as stepwise incentives and traffic support to activate terminal potential； Fifth， deeply operate ecological businesses， expand the scale of lease， used cars， and charging services， innovate the vehicle-electricity separation and battery bank models， and cultivate diversified profit points for dealers； Sixth， strengthen financial and insurance support， deepen cooperation with core insurance companies， and build a price-competitive， diversified， and differentiated financial product system.
The achievement of the 2026 goals cannot be achieved without the collaborative efforts of the business side and the regional side. At the beginning of the conference, 13 divisional presidents and 13 regional marketing center heads (including 12 center general managers and their deputy leaders) appeared together, demonstrating the matrix-style combat system of Foton's "main combat force + battle zone support center". As the "development and interest community" formed by Foton and its partners, this core team is not only the key leverage for strategy implementation, but also a solid bridge for empowering channels and connecting partners. They will lead the team to fulfill the declaration of "willing to compete, willing to win", promoting marketing reforms, channel optimization, policy implementation and other measures directly to the terminals, providing a solid guarantee for the growth of sales volume and high-quality development throughout the year.
