From Vans to Pick-ups: Foton Lands in Spain

A new Chinese brand has arrived in Spain, focusing on zero-emission models, yet targeting a market niche with less competition but significant profit margins per vehicle sold: commercial vehicles.

The manufacturer, named Foton, will initially be available only in the Spanish market, distributed by Astara. This entry point into Europe follows the brand's considerable success in other regions such as Asia, Africa, and Latin America.

A subsidiary of the Baic Group, China's fifth-largest manufacturer with state ownership, Foton aims to capture part of the market share dominated by the Stellantis group with its offering of pick-ups and vans.

To achieve this, they offer electric vans like the Toano, a large van with dimensions and appearance similar to the Mercedes-Benz Sprinter—logical given the Chinese company's joint venture with the star brand in Beijing.

It features a CATL battery with a warranty of 200,000 kilometers or eight years. Astara also plans to introduce a medium-sized van, the View Grand, with both electric and combustion options.

Although the Spanish distributor also represents another Chinese commercial vehicle brand (Maxus), they claim these two do not compete, as they occupy different market niches.

Besides vans, the highlight of Foton's arrival is the Tunland pick-ups. The G7 is a 'basic' model, meaning it doesn't aim to offer unnecessary luxuries for its target audience, which is rural.

Featuring a double cabin, robust chassis, and a 162 HP diesel engine with 390 Nm of torque, it offers four-wheel drive and a payload capacity of 975 kilograms. Additionally, it boasts considerable off-road capabilities, thanks to its approach and departure angles. Its price starts at 31,000 euros with launch campaigns.

Above the G7 is the V9, the closest thing to a large American-style pick-up available on this side of the Atlantic. The V9 shares the same engine as the G7 but includes mild hybridization, earning it the Eco label.

Moreover, in terms of finishes and equipment, it is much more complete, with a sunroof, climate-controlled seats, and a greater focus on comfort than its smaller sibling. Its price will be around 49,000 euros.