FOTON Mobility Distribution Pty Ltd
May 2023
WE CAUGHT UP WITH FMD’S MICHAEL LEVIN, MANAGER OF GOVERNMENT AND COMMUNITY LIAISON, WHO TOLD US ALL ABOUT THE COMPANY, ITS RAISON D’ÊTRE, ITS PEOPLE AND ITS STRATEGY TO ASSIST THE COMMERCIAL VEHICLE SECTOR TRANSITION TO ZERO EMISSIONS.
Background
Mike explained that he has an extensive career in the banking and finance sector, including 15 years in asset finance. Over his journey, he has built a network of influential clients in both the public and private sectors, which has been fundamental to his success in his current role, developing government and community relationships.
Foton Mobility Distribution (FMD) is 100% Australian-owned and is part of the TrueGreen Impact Investment Group. Mike has been associated with the TrueGreen Group for over a decade, so when it came time to establish the Foton Mobility Distribution business in 2021, he made a smooth transition.
Mike was keen to differentiate the organisation from Foton Motors, the Beijing-based OEM vehicle manufacturer. “Foton Mobility Distribution is completely independent from Foton Motors. However, we are the exclusive Australian distributors for Foton’s range of new energy commercial vehicles and have no relationship with the pre-existing Foton combustion engine dealerships in Australia. Our own recently announced national dealer network only sells and services our new energy vehicles.”
Foton Motor Beijing was established in 1998 and has become a powerhouse in commercial vehicle manufacture, not only in China but around the world. It has recently manufactured its ten-millionth commercial vehicle.
Foton Mobility Distribution was established by CEO Neil Wang, who is passionate about the future of zero-emissions transport in Australia. He is
experienced in the electric and hydrogen bus sector, having previously run the Yutong Australia and Foton Bus Australia operations. Neil is on the New Zealand zero-emission industry group board, is a member of the Australia Hydrogen Council, and is regularly consulted for his experience in hydrogen and the battery electric bus industry.
“Neil identified the opportunity to import the Foton new energy commercial vehicle range and, due to his network and connections, secured the exclusive distribution rights for the full range of electric and hydrogen trucks, vans and buses. As Australia has to move very quickly to achieve its net zero emission targets, he recognised that Foton had the capacity, the capability and the product range that could make a huge impact in a relatively short timeframe.”
The product range
The new energy range from FMD comprises battery electric vehicles (BEV) and hydrogen fuel cell electric vehicles (FCEV).
The BEV range includes the T5 4.5 to 6 tonne GVM electric truck, the Asiastar D11 5.9 m electric van, and an all-new 9 to 12 tonne GVM electric truck in the pipeline for later this year. Foton also has a 12.5-metre Electric City Bus for the public transport sector.
The hydrogen FCEV range includes a 12.5-metre Hydrogen City Bus, which is currently sold out, although several orders are pending. Foton will also have a hydrogen-powered prime mover in the country later this year.
“Our range of vehicles has millions of kilometres ‘under its belt’, so the vehicles are a tried and tested product range, based on the 1,100 hydrogen buses currently servicing Beijing and the 450 that were utilised at the 2022 Beijing Winter Olympics.”
Accordingly, FMD can draw on this experience and skillset to assist its current and future clients to transition their fleets to zero emissions and to maintain and manage the vehicles over the long term. Additionally, partnerships with groups such as Energy Australia and Zenobe allow FMD to bring the best-of-breed technical capability to bear on any infrastructure requirements clients may have to address in their journey towards sustainable transport.
“Finally, it’s important to note that Foton Motors continues to develop and expand its range of commercial vehicles, and we will bring these vehicles to the Australian market at the earliest opportunity.
So, who makes it all happen?
In addition to CEO Neil Wang (and, of course, Mike himself), Mike was keen to acknowledge the other movers and shakers in the organisation, without whom the business would not be off to such a flying start.
Jeff Morgan, NSW General Manager and National Fleet Manager, has been involved in the transport industry since 1999, including senior executive and dealer principal roles within the heavy vehicle industry. Jeff is primarily sales oriented, although he has a strong focus on processes and due diligence to ensure a seamless customer experience.
Ross Thompson, General Manager Aftersales, is an experienced heavy vehicle aftersales manager with a demonstrated history in the automotive industry. Ross has focused on aftersales for more than 25 years with various major truck and bus OEMs and brings a wealth of knowledge and experience to the group. He leads the customer service team to ensure that FMD customers receive the very best care and backup after purchasing a Foton new-energy vehicle. Ross ensures there is a long-term customer engagement program that gives clients security and satisfaction well beyond the initial purchase, and he even manages the connection between clients and Foton Motors’ service engineers.
Greg Abel, National Sales Manager Buses, has been associated with the bus and coach industry for 28 years. He worked for a public passenger transport company in varying roles for over 26 years, including contract management, compliance and safety, policy/procedure and procurement. Greg has a great interest in both hydrogen and battery electric buses and has played a major role in the submission, development and implementation of zero-emission tenders and trials.
What about industry partnerships?
In addition to the key people inside the business, some important partners are also fundamental to the current and future success of the business. Mike pointed out that there were two categories of partnerships.
“The first type of partnership is with those connected to the emerging capabilities and requirements, such as BOC Gas, Lion Energy, Ark Energy and Energy Australia. These partnerships are designed to bring value to both parties, although, in the case of Energy Australia, we look to them to provide energy expertise to our clients to ensure the transition to electric is as seamless as possible.”
The other type of partnership is with training providers, which will become increasingly important over time. “We have partnerships with TAFE NSW, TasTAFE, TAFE Queensland, South West Institute of TAFE (Victoria), Federation University Australia and Deakin University. In addition, we also have MOUs with MTA NSW and MTA Queensland, and, as you can see, we cover every state in Australia. This reflects our view that ongoing training and support will be a crucial element of our value proposition, and so we work closely with these partners in the delivery of the technical expertise provided by Foton Motors.”
In addition, from very early in the process, CEO Neil Wang recognised that the transition to zero emissions would have to be a combination of electric and hydrogen-powered vehicles, as one may be more suitable than the other depending on specific requirements. Although Foton Motors already has a solid history in this space, releasing its first hydrogen-powered vehicle in 2008, Neil believed it was important to share their knowledge with the industry to advance the cause for the greater good, as well as tapping into the network of influencers in this field.
What attracted you to MTA NSW?
Mike pointed out that as MTA NSW is the Voice of the Motor Industry, it was a logical step to become involved with the Association and further connect with the industry. Mike also believes that being involved with MTA NSW will further enhance the profile of Foton Mobility Distribution as it expands its reach and influence in this rapidly expanding industry sector. As a relatively new business in Australia, these elements will be invaluable.
“Foton new energy vehicles have millions of miles of proven performance, and, more importantly, are all purpose-built from the ground up, providing a significant advantage over competitive products that have been modified from an ICE vehicle platform and are likely to have ‘legacy systems’ in the vehicles. As both MTA NSW and Foton Mobility Distribution are industry leaders in their respective fields, it is, and will continue to be, a mutually beneficial relationship.”
So, where to from here?
The overarching objective is to provide a zero-emission product to virtually all commercial vehicle sectors – at scale. Mike points out that “at scale” is a key differentiator as their ability to manufacture and deliver high-quality low-emission vehicles en masse is a key requirement in the commercial vehicle sector. Currently, from order to delivery is three months for BEVs and nine months for FCEVs.
Mike cites the example of Mainfreight, who were looking to make the transition towards net zero but could not source the number of vehicles they required in the required timeframe. FMD was able to demonstrate its capabilities and full value proposition, and Mainfreight placed the order.
FMD has already sold its entire first shipment of 40 T5 light electric trucks, and of the next shipment of 60 T5s that have just landed, two-thirds are already under purchase orders. New orders are already in place to fill the pipeline.
“Our objective is quite simple: ongoing profitable growth. We will do this by supplying a quality product at a competitive price. Our product is globally proven, fit for purpose and available now – at scale – which will enable the Australian commercial vehicle sector to transition towards net zero emissions, supporting federal and state government initiatives.”
