Hawtai drives into overseas markets for sales growth

Hawtai's vehicles boast a number of self-developed technologies like the automatic gearbox and powertrain, which makes it different from other domestic brands. XIAO HUAIYUAN/CHINA DAILY

Domestic competition prompts companies to chart new plans

Facing increasingly fierce competition at home, Hawtai Motor, like many other domestic automakers, is pinning its hopes for growth on overseas markets.

The Chinese automaker signed a $1.1-billion agreement with Russia-based Derways in May in Shanghai.

According to the agreement, the Russian company will assemble vehicles for Hawtai's sales branches in Russia, and both sides will jointly build a production facility there.

In August, Hawtai showcased its high-end SUVs and compact cars during the Automechanika show - an international trade fair for the automotive and auto parts industry - in Moscow, and officially started its sales operations in Russia.

"Since its inception, Hawtai has set its sights on foreign markets, especially those in developing countries," said an official in charge of Hawtai's overseas business.

Three years of work since 2011 have helped the company make inroads into markets in the Middle East, South America, Africa and Europe and Asia, according to the official.

In addition to exports of complete vehicles, Hawtai's overseas strategy covers brand building, technology exports and facility construction.

"We have different business forms in different markets, and at the same time, Hawtai has built facilities abroad through direct investment or technology transfer," said the official.

"Hawtai can bring advanced powertrain technology and vehicle assembly techniques to countries with weak auto infrastructure, help upgrade local auto industries and build our own brand," the official added.

The company plans to sell 50,000 vehicles abroad this year and hopes to export 500,000 vehicles by 2020, according to the official.

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