Foton undergoes brand refresh anew

Foton underwent a brand rejuvenation for the fourth time as it looks to effectively address industry challenges and opportunities.

On its 27th anniversary, Foton staged a grand brand revamp launch event where it revealed its new strategy dubbed “Easy Move.”

Aimed at showcasing its new brand philosophy and future plans, “Easy Move” comprises five major strategies, namely its dual-carbon strategy, new energy strategy, digital ecosystem construction, globalization, and refreshed brand strategy.

“We envision a future where people, vehicles, goods, energy, digits, and value can move freely in space and time, interacting seamlessly between the virtual and the real. This strategy mirrors our development approach and aspires towards a brighter future,” Foton Motor Group Chairman Chang Rui was quoted saying.

Rui also explained that the aforementioned strategies will guide Foton’s trajectory by emphasizing “technological empowerment, innovative business models, and global operations.”

The automotive company’s dual-carbon strategy, for example, will allow Foton to achieve its targets of hitting its “carbon peak” by 2028, core factory carbon neutrality by 2035, and complete value chain carbon neutrality by 2050.

Foton also looks to transition to new-energy vehicles with its new energy strategy and will focus on developing and manufacturing pure electric, hydrogen fuel, and hybrid technologies.

“The company aims for a 20-percent penetration rate of new energy vehicle products by 2025 and 50 percent by 2030,” Foton said in a press statement.

Its digital ecosystem construction strategy, on the other hand, looks to drive dealerships to transition from traditional sales and service to customer-centric operations, including used vehicles, operational leasing, and energy supply.

As for its globalization strategy, Foton will “consolidate market foundations in developing countries, expedite national industrial layout, and seize opportunities to enter developed markets.”

Additionally, it will enhance decision-making capabilities, engineering and delivery capabilities, regional financial innovation, and international talent development.

Lastly, its refreshed brand strategy aims to present Foton as a brand that continues to pursue “impeccable quality and low-carbon environmental development in the changing landscape.”

Through the aforementioned strategies, Foton said that it will upgrade its brand architecture and will continue to introduce new marques in electrification, hybrid, hydrogen, and carbon asset domains.

Photos from Foton

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