Amid increasingly fierce competition in domestic and overseas markets, Shandong Heavy Industry has been generating growth from existing markets, seeking new paths in narrow spaces, and pursuing quality amid the so-called “involution.” The company has always maintained steady strategic resolve, the courage to challenge the international landscape, and accelerated its global strategic layout—gradually transitioning from a single vehicle export model to a multi-dimensional structure featuring globalized markets, localized ecosystems, and internationalized brands.

In the first half of the year, despite a grim outlook for industry exports, Shandong Heavy Industry had already, as early as September 2024, launched a comprehensive campaign to “optimize market layout and build a brand matrix.” It made targeted adjustments for high-potential, high-value-added, and high-end markets, leveraged the synergies of its large-group brand matrix, and continuously enhanced resilience against domestic and international market risks—demonstrating the strength to “sail against the wind and rise against the tide” amid major industry shifts.

“We must accelerate the creation of a ‘1+N’ brand matrix, jointly promoting the global communication of the Group and its subsidiary brands, and strengthening the value recognition of our brand family. The international market must be the strategic focus—we need to optimize market layout, strengthen business synergies, continue to consolidate advantageous markets, expand potential markets, and explore emerging markets. In key regions, we must accelerate the localization of teams, operations, and manufacturing.”
—Man Shengan, Secretary of the Party Committee and Chairman of Shandong Heavy Industry, at the staff congress, reaffirming the commitment to building “International Heavy Industry.”

Continuously Optimizing Market Layout — Strategic Adjustments with Clear Goals

In the first half of this year, under the adjusted export strategy, Shandong Heavy Industry both seized the opportunities of the “Belt and Road” initiative and opened new strategic blue oceans—shifting the strategic focus of export markets toward high-growth regions in Asia-Pacific, the Middle East, the Americas, and Europe. Leveraging strong product technology, comprehensive service networks, and powerful brand influence, it frequently won large orders and achieved new breakthroughs, leading the wave of overseas expansion.

The first batch of the 895 pure electric buses ordered by Zhongtong Bus for export to Chile departing from Liaocheng, Shandong.)

In Chile, a splash of “China Red” runs through cities, beaches, and mines, adding a “green” scene to the country. This “China Red” is Zhongtong Bus. In March, Zhongtong secured an order for 895 pure electric buses to serve Santiago’s public transport system. The Zhongtong N-series pure electric buses and H12plus pure electric high-end tourist coaches have won unanimous praise from the Chilean government and major customers, becoming a source of pride for Chinese manufacturing.

High-end new energy buses are just one example of Shandong Heavy Industry leveraging hard-core products to capture high-end global markets. Since last year, the company has carried out a “quality, innovation, and cost” improvement initiative, benchmarking against world-class enterprises, increasing investment in key resources, and enhancing the competitiveness of its products in quality, technology, and cost. As a result, a range of high-tech, high-value, and high-performance products have become global ambassadors for “Made in China.”

The pace of expansion never stops. In Southeast Asia, Weichai’s independently developed “Golden Powertrain” system completed a thousand-unit export order; Sinotruk’s high-performance engineering vehicles were personally received by local government leaders, who praised the quality of Chinese manufacturing. In Mexico, Weichai’s data center generator sets, with comprehensive deployment, rapid response, and outstanding performance, successfully broke into the supply chain of international giants. In Europe, the Zhongtong N12-series new energy buses made their debut in Northern Europe, custom-built for Danish clients. Across the globe, the Group’s heavy trucks, buses, and power equipment have been making headway in high-end markets.

Weichai’s full-series power solutions showcased at the Shanghai International Power Equipment and Generator Exhibition.)

In the first half of this year, the Group’s export revenue and profit increased by 5.6% year-on-year. Its heavy truck exports firmly held the number-one position in the industry, with light truck exports up 73% year-on-year. Sinotruk’s heavy truck exports exceeded 70,000 units, a year-on-year increase of 3%, while Weichai’s data center generator sets surged by 664%.

As Chairman Man Shengan put it:

“In the complex and volatile international landscape, we must continue to optimize our market layout—focusing our efforts where product value-added is higher, profits are greater, and operations are safer, more efficient, and more sustainable.”

Rather than intensifying the “involution” or wasting brand value in low-efficiency competition, Shandong Heavy Industry chooses to seize incremental growth in broader spaces, adjusting its strategic pace with discipline and walking a path of steady, high-value growth.

Firm Steps in Globalization — Deep Localized Operations

Why has Shandong Heavy Industry been able to win the trust and favor of global clients? The answer lies in its deeply rooted global mindset, adhering to the philosophy of “in the world, for the world,” fully advancing localized operations, and embedding itself in local market needs. Guided by the simple mission of delivering outstanding products and technologies to local markets, it brings the concepts and efficiencies of China’s advanced manufacturing to the world, committed to offering differentiated products and customized services.

To meet overseas market demands, with the Group’s support, Shantui established an Application Engineering Department to ensure local product adaptability. In Australia, Shantui customized its DH16-B3 bulldozer to suit local conditions and the demanding mining environment—equipping it with 3D grading assist technology to improve construction precision and efficiency, as well as a fully enclosed positive-pressure cab with ROPS & FOPS for enhanced safety and comfort. Earlier this year, Shantui and Weichai launched the “Quality Service Miles” campaign, covering over 20 countries and 600+ units—offering inspections, technical training, and after-sales visits.

Shandong Heavy Industry at Australia’s largest construction machinery show, DDT.

Beyond product adaptability and after-sales service, the company’s global network is a powerful backbone for serving and responding worldwide. Currently, Shandong Heavy Industry operates over 300 overseas offices, 1,000+ sales channels, and 36 trade platform companies in 25 countries. It has 40 overseas factories (including KD plants), localized assembly and manufacturing in over 30 countries, and nearly 2,000 employees stationed abroad. Group companies share a global network, with products exported to over 170 countries and regions.

Leveraging the Group’s resource synergy—strong brands like Sinotruk and Weichai share overseas channel networks with Shantui, Zhongtong Bus, and Lovol Smart Agriculture—about 300 of the 1,000 overseas channels are shared, boosting sales of buses, construction machinery, and agricultural equipment.

Bearing Global Responsibility — Brand Building with Warmth

As it expands overseas and raises the “Made in China” banner high, Shandong Heavy Industry also builds bonds with local communities.

Weichai and other subsidiaries aiding in Myanmar earthquake relief.

In Kazakhstan, the Group is preparing to establish a Nishan Book House to promote cultural exchange. In March, after a 7.9-magnitude earthquake in Myanmar, Weichai, Sinotruk, Shantui, and Lovol Smart Agriculture provided emergency supplies and equipment—Weichai delivered generator sets to disaster zones, Sinotruk sent 40 tons of relief supplies, and Shantui dispatched excavators to the epicenter. In Kenya’s Kakamega Forest, Sinotruk planted 1,000 tree saplings to support environmental conservation. In May, Sinotruk hosted its 2025 African Regional Foreign Trainer Program, training 25 participants from nine African countries for the local automotive industry.

 Sinotruk’s 2025 African Regional Foreign Trainer Program in China.)

Worldwide, the Group organizes Global Partner Conferences to strengthen ties with clients—held in Indonesia, Dubai, Mexico, and later this year in Qingdao, inviting global partners to visit Shandong Heavy Industry.

Delegations from Germany, Hungary, Malaysia, and other countries visiting Shandong Heavy Industry.

In the hall of international brands, the Group’s brand family shines. Century-old brands like Dematic, Riva, Linde Forklift, and Baudouin enjoy global acclaim, while Sinotruk and Weichai are on their way to centenary status. Building century-old enterprises is a natural requirement for a “solid heavy industry” and the sincerest promise to customers and brands.

Taking bold steps toward globalization, Shandong Heavy Industry runs not a sprint, but a marathon. From “going out” to “going in,” and now “going up,” its path of internationalization is entering a new stage.

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