On September 15, during IAA TRANSPORTATION 2026, the BAIC FOTON European Regional Conference was held in Hannover, Germany, under the theme “Drive to Great — We Deliver New Energy Mobility.” Liu Xuguang, EVP of BAIC FOTON, and Wu Zongtian, President of BAIC FOTON International, joined hundreds of partners and industry experts from nearly 20 European countries, along with guests from other markets including Chile, Argentina and Saudi Arabia. Participants exchanged views on BAIC FOTON’s internationalization strategy and European business plans, as well as trends and market practices in the development of new energy commercial vehicles.

Advancing Global Strategy, Deepening Long-Term Commitment in Europe

At the event, Wu Zongtian, President of BAIC FOTON International, presented the company’s internationalization strategy and plans for its European business. He noted that since launching its international expansion in 2004, FOTON has exported more than 1.38 million vehicles overseas and has ranked first among Chinese commercial vehicle exporters for 15 consecutive years.

For the European market, BAIC FOTON has introduced the concept of “In Europe, For Europe,” with a focus on building its European business around locally adapted products, integrated ecosystem capabilities, and deeper local operations. On the product side, FOTON will continue to refine its commercial vehicle offerings in line with European regulations, operating conditions, and customer needs. At the same time, the company is developing supporting services across areas such as energy replenishment, leasing, connected vehicle services, used vehicles, and residual value management, while further strengthening its localized capabilities in R&D, supply chain, operations, and talent development.

In terms of service and parts support, FOTON will continue to enhance its service network, technical support capabilities, and parts supply system, while strengthening collaboration with dealer partners in product planning, local delivery, after-sales service, and parts availability. Wu Zongtian stated that FOTON will remain committed to a long-term approach, making steady and sustained investments in the European market through new products, technologies, manufacturing capabilities, and business models. FOTON will also continue to work closely with its partners to foster long-term cooperation and mutual benefit.

INSIGHTS INTO EUROPEAN TRENDS: FROM VEHICLE VALUE TO OPERATIONAL VALUE

Roger Atkins, a European new-energy mobility industry expert, noted that European fleets face the dual challenge of reducing carbon emissions while maintaining vehicle uptime. Factors such as vehicle selection, charging infrastructure, grid access, residual values, and regulations all play a role in the procurement and operation of new-energy commercial vehicles.

He believes that the commercial vehicle industry is shifting from “selling machines” to “delivering movement, uptime and energy” — in other words, from simply selling vehicles to providing mobility capacity, vehicle uptime and energy solutions. For the European market, products need to be tailored to real-world operating requirements, while dealers should also be able to provide solutions around total cost of ownership (TCO), energy management and fleet operations. At the same time, parts availability, training, warranty services, residual value management and customer support are important foundations for building long-term trust in the market.

Bringing Partners Together to Build a New Energy Business Ecosystem

Spanish representative Guillem Pujeu shared first-hand feedback from local fleet operators following transport trials with FOTON vehicles. He noted positive impressions of the vehicle design, driving comfort, energy efficiency, technology features, and low noise levels, providing practical insights to support the further adaptation of FOTON products to the European market.

Alexander Köhler, a representative from Chile, noted that customers need more than just a truck—they need a comprehensive transportation solution. Through its cooperation with FOTON, the team has established an integrated business process covering market insights, product definition, certification and customer validation, as well as sales and delivery, after-sales follow-up, and operational feedback. Continuous feedback from the market also helps refine products and services to better meet real-world operational needs.

During the partner sharing session, Italian representative Alessandro Ballerini discussed service practices developed around FOTON new energy commercial vehicles, based on the operational needs of local new energy fleets. By coordinating vehicles, charging infrastructure, and energy management, these services extend beyond vehicle delivery to include charging support and operational services, helping support the stable day-to-day operation of new energy fleets.

Looking ahead, BAIC FOTON will remain committed to its “In Europe, for Europe” approach, further strengthening partnerships and developing products, services, and operations that are better aligned with local market conditions and customer needs. Together with its partners, BAIC FOTON aims to build a commercial vehicle brand that European customers can trust.