Foton goes ape in Brisbane

It's never easy for a new brand to establish itself in a market of mature veterans, but Foton Trucks made its Brisbane Truck Show debut under the umbrella of parent Ateco Automotive in a manner most won't forget in a hurry…

With the help of two gorillas – one a giant static-model silverback and the other some poor unfortunate in a gorilla suit – Foton Trucks made the most of its five minutes during the show's media walk-through to highlight the Chinese range's strengths in the midst of the entrenched competition.

At its stand sandwiched between Navistar and Volvo Group Australia, Foton Trucks General Manager Alex Stewart (pictured) delivered a business case for the brand punctuated with plenty of primate parallels – a very different approach from the more traditional addresses given elsewhere on the opening day of the show.

"I don't need to tell you that it's a jungle out there, especially in Australia's light-duty truck market where it's especially tough with its incredible competition, keen pricing, and lots of choice, particularly with the established Japanese brands," he said.

"Having said that, Foton is steadily winning over truck buyers who are seeking a cost-effective light-duty truck that delivers a strong bottom line for their business.

"We're not out to 'ape' the competition, who have a very strong grip on a big chunk of that market, but we are targeting some special niches where value for money is the major consideration and the opposition doesn't have a monkey-like grip."

Foton debuted its new tipper model at the show – the Foton 45.110 – which comes ready to run with a factory-fitted body. Foton says it's targeting landscapers, builders, earth-moving contractors and local governments with the turn-key package.

Then, after highlighting the Silverback aluminium-tray models on display at the show, each with Cummins 2.8 ISF engine and ZF transmission, the presentation was 'interrupted' by a howling, chest-beating gorilla, much to the amusement of the assembled media throng.

The distraction gave Mr Stewart a deft opportunity to reference one of Foton's Japanese rivals, before summing up the intentions of Foton Trucks in Australia…

"Really, you've got to forget about smooth-skinned wrestlers in nappies," he said.

"This is a truck that's built for hairy-chested primates, and it's a model we can truly beat our chest about. The king of the jungle is the gorilla, but before you all go bananas about that statement, just consider what our friend 'Kong' here is going to do if you don’t agree!

"Foton is serious about the light-duty truck market, and I can assure you we're not monkeying around."