BAIC FOTON holds European regional conference in Hannover, pledges 'In Europe, For Europe' push

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 new energy commercial vehicles.

Wu Zongtian presented the company's internationalization strategy and its plans for the European business. He noted that since launching 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 Europe, FOTON has introduced the concept 'In Europe, For Europe,' building the business around locally adapted products, integrated ecosystem capabilities and deeper local operations. On the product side, FOTON will keep refining its commercial vehicle offerings in line with European regulations, operating conditions and customer needs.

Roger Atkins said European fleets face the dual challenge of reducing carbon emissions while maintaining vehicle uptime, with vehicle selection, charging infrastructure, grid access, residual values and regulations all affecting how new energy commercial vehicles are procured and operated. He said products need to be tailored to real-world operating requirements and that dealers should be able to provide solutions around total cost of ownership, energy management and fleet operations, with parts availability, training, warranty services, residual value management and customer support as foundations for long-term trust. Spanish representative Guillem Pujeu shared feedback from local fleet operators after transport trials with FOTON vehicles, citing positive impressions of vehicle design, driving comfort, energy efficiency, technology features and low noise levels. Alexander Köhler, a representative from Chile, said customers need more than a truck — they need a comprehensive transportation solution — and described an integrated process covering market insights, product definition, certification and customer validation, sales and delivery, after-sales follow-up and operational feedback. Italian representative Alessandro Ballerini discussed services built around FOTON new energy commercial vehicles that coordinate vehicles, charging infrastructure and energy management, extending beyond vehicle delivery to charging support and operational services.

Wu Zongtian said 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, and will continue working closely with partners for long-term cooperation and mutual benefit. Looking ahead, BAIC FOTON says it will stay committed to its 'In Europe, for Europe' approach, strengthening partnerships and developing products, services and operations better aligned with local market conditions and customer needs. Together with its partners, the company aims to build a commercial vehicle brand that European customers can trust.