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He Berger took over the “sceptre†of the president of Volvo Trucks Greater China from Wu Yuzhang.
When Wu Yuzhang took over Volvo China 10 years ago, Volvo Trucks sold only 27 vehicles in China. By the time Heberg took over this year, Volvo Trucks has sold more than 1,000 vehicles in China.
Some people say that Heberger's success is not just performance and honor, but pressure and motivation. How does Hoberger, who took office at Volvo Truck Company in the midst of the day, plan his strategy in China? Commercial Automotive News reporters exclusively interviewed He Berger for this purpose.
Attack and defense translocation
When he took office this year, He Berger has been actively engaged in various public affairs activities since his arrival, including the launch of the new Volvo D13FH/FM car at the end of July, the introduction of the blue card service program, and the attendance of various conferences.
However, the Volvo trucks at this time have been transposed in China.
Volvo Trucks was a “little younger brother†in China 10 years ago. Not only did it have to face the competition between Isuzu and Mercedes-Benz in Europe and Japan, but also the “hukou†of Chinese domestic brands such as FAW Liberation, Dongfeng, and domestic Steyr. Taking away food, offense is its survival and only hope; today Volvo trucks import is the first of all brands, market share accounted for 50% of imported European and American brand truck sales. If Volvo Trucks was still worried about how to survive in China 10 years ago, then today's He Boge considered how to keep the top spot in the sales volume of imported brands.
Given that this year is a transitional period between old and new high-level transitions, the next two years will be a crucial period for testing the new “head†He Boge. In the interview, He Berger revealed the heart of the Chinese truck market. “The next two years are likely to be the new round of rapid growth of the domestic heavy truck market and the more rational user demand.†However, He Berger has problems in front of him: The excessively high price of foreign product accessories in China and too few distribution points is becoming a “squeezing spell†for further sales growth. In response, Heberger said that Volvo Trucks has plans to continue to increase sales and service centers in China. “But we think it is equally important to have a layout of these sales and service outlets. We will combine them on the basis of the current inventory. The actual situation to see how to further improve it."
Inheritance or reform
When the issue of attacking and defending is confirmed, the next question is: Is inheritance or reform?
“Our first priority is to serve our customers. Our emphasis on users will never change.†When talking about China's strategy, He Boge constantly stressed to reporters that “serving the userâ€. He stated that establishing and perfecting a network of sales and service centers throughout the country and pursuing customer value will remain the focus of his future development. “We will never be satisfied with the status quo. We will continue to satisfy users on the basis of serving users in the future. The request was made to increase Volvo Truck's exports to China." From He Berger's words, the reporter felt that he had deepened his service and continued to use services as the core concept of sales.
Interestingly, at the end of the interview, He Berger returned to the original topic: “At this stage, we will pay more attention to the voice of users. We will investigate and understand where to set up sales and service centers to be more satisfied. The user's needs.†It seems that continuing to seize the service, seize the user, seize the dealers, keep up with Volvo's global standards system, will be the middle-aged Swedes to further open the door of China's imports of trucks. Inheriting and deepening the strategy of the former “head†Wu Wuzhang in China will be the most realistic and robust strategy for Ho Berger, who has recently arrived.