English 
Spanish 
4 min read
0 comments
Chinese brand bets on physical expansion and electrification to conquer the utility market in the country
In another step towards consolidating its brand in Brazil, Chinese manufacturer Foton has opened a new dealership in the city of Joinville, Santa Catarina. The opening is part of the automaker's aggressive plan to increase its reach in the country, while preparing the launch of the Tunland, its first light hybrid pickup truck. With solutions focused on commercial and urban transportation, Foton is strengthening its presence by offering modern products, connected to sustainable demand and adapted to the logistics profile of Brazilian cities. According to an investigation by NSC Total, the move highlights the company's intention to expand its operations and establish itself as a reference in innovative utility vehicles in the country.
The new unit in Joinville, called Someval Foton, marks the brand's 40th dealership in the country and shows that the automaker is determined to reach its goal of 80 points of sale by the end of the year. The choice of the city in Santa Catarina is not random: Joinville is considered a strategic hub in the South of Brazil, with strong industrial activity and growing demand for transport and logistics vehicles. According to the NSC Total portal, the dealership will offer not only vehicle sales, but also specialized maintenance services and original parts, demonstrating the brand's focus on quality after-sales service.
Tunland hybrid pickup truck expected to hit the national market soon
While expanding its physical network, Foton is also advancing in innovation with the Tunland, its long-awaited light hybrid pickup truck. According to Jornal do Carro, the model will be equipped with a 2.0-liter turbodiesel engine that delivers 175 horsepower, in addition to a 48V electrical system that contributes to improving energy efficiency. Foton's proposal is to offer an intermediate alternative between traditional combustion models and 100% electric models, combining strength and economy with lower pollutant emissions. The Tunland will be one of the brand's first vehicles aimed at the end consumer in Brazil. expanding the range of the automaker's operations in the country.
- New Honda WR-V coming in 2025! Bigger, made in Brazil, with 1.5 and 1.0 Turbo + CVT engines, prices between R$110 and R$150
- BYD announces car made for transporting small loads in Brazil with 280 km of autonomy; meet the Dolphin Mini Cargo
- Uber's new law brings new features and passengers can now demand this benefit on trips
- Forget about bikes on the highway! Government is considering banning cyclists from riding on the roads
Investment in infrastructure and logistics reinforces Foton's commitment to Brazil
Since its arrival in Brazil in 2011, Foton has been gradually investing in the domestic market, but it was from 2023, with the installation of its subsidiary operation, that expansion plans gained speed. The creation of a logistics center in Itajaí, also in Santa Catarina, with more than 7 thousand items in stock for quick replacement, shows the company's commitment to offering agility and support to the dealership network. The NSC Total portal highlights that the automaker already operates with trucks and vans, but is now starting to focus on the medium-sized pickup truck audience, a segment that is experiencing strong growth in the country.
Hybrid pickup trucks gain momentum in Brazil and Foton enters the competition
Tunland's entry comes at a time when the hybrid pickup truck market is booming in Brazil. Models such as the BYD Shark, with over 400 horsepower and almost 900 km of autonomy, and the Chery KP11, scheduled to be launched in 2025, demonstrate that the sector is undergoing a transformation. According to information from the website InsideEVs and Autoesporte, these Chinese pickup trucks have been gaining ground by combining technology, comfort and environmental commitment. With Tunland, Foton seeks to gain a competitive space in this scenario, offering a more affordable hybrid solution. ideal for everyday use for those who need strength, but don't want to give up efficiency.
Foton's strategy is to become a reference in innovation and sustainability
By coupling the physical expansion of its network with the launch of an electrified vehicle, Foton clearly signals its intention to become the protagonist among the brands that invest in innovation and sustainability in Brazil. According to automotive industry analysts cited in specialized press reports, the company can benefit from the growing demand for cleaner commercial vehicles, especially among small businesses and urban transporters. By debuting a hybrid pickup truck in a segment that still offers few options, Foton can attract consumers looking for a product that combines technology, performance and lower environmental impact.
