On October 17, SAIC Hongyan’s 2025 Dealer Symposium, themed “New Hongyan, New Smart Electric, New Journey”, was grandly held in Shuangqiao Economic Development Zone. Attendees included Luo Dengcai, Deputy Secretary of the Party Working Committee of Shuangqiao Economic Development Zone; Xi Juanlan, Member of the Party Working Committee and Deputy Director of the Administrative Committee; Chen Zhiming, Administrator of SAIC Hongyan and Lawyer of Taihetai (Chongqing) Law Firm; Qiu Xuejun, General Manager of SAIC Hongyan; Shi Yicai, Executive Deputy General Manager; Yao Liwan, Chief Financial Officer; and representatives from 35 dealers.
Holding this meaningful symposium in this “land of original aspiration” is not only a review of Hongyan’s past and an exploration of its future development, but also a demonstration of confidence in and inheritance of the “Hongyan Spirit”—a continuation of its legacy. More importantly, it is Hongyan’s firm declaration for the future: “New Hongyan, New Smart Electric, New Journey”.
Tracing the Roots of Hongyan’s Spirit, Rebuilding Hongyan’s Bond
Prior to the symposium, all dealers visited the Chongqing Hongyan Heavy-Duty Truck Museum. Amid historical photos, old cultural relics, and Hongyan heavy-duty trucks, they traced the development history of Hongyan Automobile, felt the hard-working spirit of the older generation of Hongyan people, and fostered a deep sense of solidarity with Hongyan through thick and thin.
Upholding the Original Aspiration for Building Heavy-Duty Equipment, Leading the New Journey with Smart Electric
Six brand-new Hongyan heavy-duty trucks (including charging versions) attracted the dealers’ attention. During the new product appreciation session, dealers gained in-depth understanding of the performance of the new products, expressed great expectations for their launch, put forward suggestions for improvements, and hoped for the early market release of the new models.
In the group discussion session, attendees fully deliberated on three topics: “Feedback on Hongyan’s New Product Appreciation”, “Suggestions for the Development Strategy of New Hongyan”, and “Suggestions for New Hongyan’s Marketing Business”. They shared their insights and expectations for Hongyan’s new journey.
Updates on SAIC Hongyan’s Restructuring and Future Plans
At the symposium, Lawyer Chen Zhiming reported on the progress of SAIC Hongyan’s restructuring. He introduced the background of the restructuring, current progress, and subsequent procedures, noting that SAIC Hongyan has a promising future. The “New Hongyan” will start with a clean slate, presenting a brand-new look, market-oriented operation and management, more sound supervision channels, and more efficient marketing management. He also called on dealers to rebuild confidence and be patient, work together to promote the Hongyan brand, and help Hongyan overcome difficulties, achieve a “nirvana rebirth”, and grow together in the future.
The symposium also elaborated on SAIC Hongyan’s 2026 flagship products and financial business plans. This helped dealers gain a better understanding of the highlights and advantages of the flagship products, as well as the promotion plan for financial business and channel layout, further strengthening their confidence in Hongyan’s development.
Dealers’ Voices: Deep Affinity and Expectations for Hongyan
In their speeches, dealer representatives expressed their deep affection for Hongyan and shared their hope for Hongyan’s return to glory. They also put forward suggestions on products, sales, services, and finance based on current market conditions and customer needs and concerns.
Shi Yicai: Analyzing Market Trends and Emphasizing “Iron Triangle” for Product Development
In his speech, Shi Yicai, Executive Deputy General Manager, first analyzed the heavy-duty truck market situation from January to September this year, highlighting four characteristics of the current market:
- Large market scale;
- High frequency of use with low average speed;
- More flexible financial policies;
- Diverse application scenarios.
He stated that SAIC Hongyan has formed an “Iron Triangle” for product development through process optimization, organizational optimization, and system optimization. This system enables the company to truly understand user needs and define products based on scenario analysis, differentiation research, and technical route evaluation, ensuring efficient product development in terms of philosophy, organization, and system.
He also put forward three requirements for the “Iron Triangle” team:
- Adhere to “product-centricity”, focusing on energy consumption, cost, reliability, and operability of products;
- Insist on ecological empowerment: integrate upstream and downstream industrial chains, financial institutions, dealers, and other partners to drive sales of new energy products;
- Commit to supporting end markets: launch the “Hongyan Initiative” to enhance the brand image through online promotion and offline activities, help dealers increase profits, and improve the business capabilities of end-market sales teams.
Finally, he noted that SAIC Hongyan’s “nirvana rebirth” will take time, and he hoped that dealers will understand, trust, and support each other, stand together with Hongyan through hardships, strengthen cooperation, and jointly witness the “New Hongyan” forged through trials.
Qiu Xuejun: Taking Reflection as the Foundation, Diligence as the Key, and Innovation as the Soul
On behalf of the Party and administrative team of New Hongyan, Qiu Xuejun, General Manager, first expressed sincere gratitude to all partners who stood with Hongyan during difficult times. He then delivered an important speech titled “Reflection as the Foundation, Diligence as the Key, Innovation as the Soul”:
- Taking reflection as the foundation to clarify the direction: Through in-depth reflection, Hongyan has learned from past lessons and will embark on a new journey with a more pragmatic and truth-seeking approach.
- Taking diligence as the key for a new starting point: The New Hongyan will start fresh. With support from SAIC and the Chongqing local government, it will focus on core markets, products, customer TCO (Total Cost of Ownership), and dealer profitability. It will prioritize value and TCO over price and scale, build a “PSP (Product, Service, Price)” advantage, and implement a three-year plan for mechanism and system reform.
- Taking innovation as the soul to start a new journey: The New Hongyan will pursue a dual-technical-route strategy, gradually launching industry-leading smart electric heavy-duty trucks, providing customers with intelligent, efficient, and green transportation solutions, and driving the brand’s overall upward development.
At the end of his speech, General Manager Qiu Xuejun quoted Tagore’s poem: “The furthest distance in the world is not between life and death, but when I stand in front of you, yet you don’t know that I love you.” This quote voiced Hongyan’s unspoken appreciation for its partners. All past perseverance and dedication were understood and echoed at this moment, instantly igniting resonance among all attendees and pushing the symposium to a climax.
Looking to the Future
Looking ahead, SAIC Hongyan is determined to unite with its dealers and service partners, work hand in hand, take faith as the boat and diligence as the oars, and jointly open a brand-new chapter for Hongyan!
