Dongfeng Commercial Vehicle Company: Targeting to be No. 1 in China and Top 3 in the world

Dongfeng Company, the heavy commercial vehicle division of Dongfeng Motor Co., Ltd., primarily produced and assembled components and did foundry/forging roughcasts for its medium/heavy trucks and special-purpose vehicles. As the largest commercial vehicle producer in China, Dongfeng Commercial Vehicle Company looked to expand into the overseas markets, like Europe, the Middle East, Latin America, and Africa. Having established an overseas market department, Dongfeng was paying close attention to the overseas market in a bid to adjust its international marketing strategy. The top management believed that they should concentrate on the improvement of after-sales service and maintenance of commercial vehicles. This case illustrates that it was brand strategy that played the crucial role.