Foton debuts in Mexico with its Tunland pickup line, betting on diversification and technology.

The Chinese brand Foton has made its debut in the competitive Mexican pickup market with the arrival of the Tunland line, which offers a variety of models including hybrid, diesel, and electric versions. This incursion represents a bet to capture the attention of national buyers looking for a versatile and well-equipped cargo vehicle. The presentation of the Tunland line took place in Guadalajara, Jalisco, highlighting the loading capacity and level of equipment of these vehicles, making them an attractive option for those seeking a dual-use vehicle. With models like G7, G9, V7, and V9, Foton aims to position itself in a segment where other Chinese brands are also seeking to conquer with advanced technology and competitive prices. The prices of the Tunland family models range from 400,000 to one million pesos, and so far, 270 units have been sold in the country. The general director of Foton in Mexico, Francisco Chávez, aims to sell between 2,500 and 3,000 units in a year, showing confidence in the Mexican market's acceptance. The variety of options offered by the Tunland line is remarkable. The G7 offers gasoline, diesel, hybrid versions, manual or automatic transmissions, and 4x2 and 4x4 traction, while the G9 stands out for its diesel engine and 4x4 traction. On the other hand, the V line of Tunland presents hybrid models like the V7 with 4x2 traction and diesel engine, and the V9 with 4x4 traction. Regarding aftersales service, the pickups of the Tunland line will come with a 10-year or 200,000-kilometer warranty, providing buyers with security regarding the durability and maintenance of their vehicles. Additionally, the company has established a parts distribution center in Querétaro and plans to expand its network of distributors, as well as build a second assembly plant in Jalisco to increase its production capacity. Foton's commitment to enter the pickup market in Mexico comes within a context of constant growth in this segment. Data from Inegi indicate that approximately 300,000 pickup units were sold in the country in 2023, and in the first five months of 2024, there has been a steady growth rate estimated at 5% annually. The presence of Asian brands like Foton in the Mexican market reflects a trend of consolidation and expansion, with a focus on product diversification and the incorporation of advanced technologies. The company's commitment to introduce hybrid and electric models in its Tunland line responds to the growing demand for more sustainable options in the automotive market. In summary, the arrival of Foton's Tunland line in Mexico represents a significant step in the pickup offering in the country, providing a wide range of models with motorization and traction options to suit consumers' needs. With expansion plans and a strategy focused on technology and sustainability, the Chinese brand aims to position itself as an attractive option in an ever-evolving market.