On July 13, 1956, the first domestically produced Jiefang CA10 truck rolled off the assembly line, ending the history of New China’s inability to manufacture automobiles. In the 1980s, driven by China’s reform and opening-up policies, FAW independently developed and produced the second-generation Jiefang CA141 truck, marking its second entrepreneurial endeavor. By the late 1990s, FAW had independently developed and produced third- and fourth-generation products, achieving the transition to diesel-powered and cab-over-engine truck production.
On January 18, 2003, FAW restructured its core medium- and heavy-duty truck business, establishing FAW Jiefang Truck Co., Ltd. The company subsequently launched the fifth, sixth, and seventh generations of Jiefang heavy-duty trucks. Beginning in 2014, FAW expanded into the light-duty vehicle segment, establishing a product portfolio centered on heavy-duty trucks while simultaneously developing medium-, heavy-, and light-duty models.
For years, FAW Jiefang has steadfastly pursued an independent development path. Leveraging its rich historical heritage and robust corporate strength, it has established “Jiefang” as one of the most renowned domestic automotive brands.
Currently, FAW Jiefang operates nine major brands:
(1) Corporate Brand: To become China’s premier and world-class provider of green intelligent transportation solutions, driving greater societal prosperity.
(2) Product Brand: Jiefang. Upholding the positioning of “Continuous Leadership,” embodying the core values of “Lowest TCO, Ultimate Reliability.”
(3) Service Brand: Jiefang Moving Service. Committed to the “Customer First” positioning, upholding the core value of “Exceeding Expectations, Delivering Emotion.”
(4) Public Welfare Brand: Jiefang Love Navigation. Committed to the “Giving Back to Society” positioning, upholding the core value of “Harmonious Development of People, Vehicles, and Society.”(5) Ecosystem Brand: Columbus. Committed to the “Smart Navigation” positioning, upholding the core values of “Green, Open, Innovative, and Shared.”
(6) Technology Brand: Jiefang Innovation Leadership. Committed to the positioning of “value creation,” embodying the core values of “entrepreneurial responsibility, innovation-driven, technological leadership, and product navigation.”
(7) Powertrain Domain Brand: Jiefang Intelligent Powertrain Domain. Missioned as the pioneer of commercial vehicle intelligent powertrain domains, embodying the core values of “high intelligence, high reliability, low TCO.”
(8) Smart Logistics Brand: YouniDa. Dedicated to providing an integrated smart logistics service platform encompassing transportation, warehousing, finance, vehicles, and ecosystem solutions.
(9) Aftermarket Brand: Jiefang Green Motion. Focusing on spare parts, remanufacturing, and vehicle preparation/modification services, committed to delivering one-stop commercial vehicle aftermarket service solutions.
