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Steyr is a world-renowned brand in heavy trucks and power technology, originating from the Josef und Franz Werndl Company founded in Steyr, Austria, in 1864. Historically, it was part of Steyr-Daimler-Puch AG, one of Austria’s largest industrial enterprises.
Today, the Steyr brand is distributed across several independent entities. In China, “Steyr” typically refers to the series of heavy-duty trucks produced by China National Heavy Duty Truck Group (Sinotruk). This lineage stems from the comprehensive introduction and localized production of the Austrian Steyr 91 series vehicle technology. In Austria, Steyr Automotive has taken over the original truck factory, focusing on commercial vehicle contract manufacturing and electric truck OEM services, while Steyr Motors continues to inherit the legacy of power system technology. The brand’s logo features a concentric ring design resembling a shooting target, a nod to its early history as a firearms manufacturer.
In the history of China’s heavy truck development, Steyr holds an irreplaceable position, often referred to as the “Godfather of Chinese Heavy Trucks.” Before the 1980s, China’s heavy truck technology faced significant external constraints. The systematic advantages of Steyr’s technology provided the core foundation for domestic independent research and development, shaping the industry’s future growth.
The origins of Steyr date back to 1864, when the Werndl family founded the company in Steyr, Austria, initially gaining fame for producing repeating firearms. The company expanded into bicycle production in 1894 and manufactured its first Steyr cars in 1915, later renaming itself Steyr Aktiengesellschaft in 1924. In 1934, Steyr merged with Puch and Austro-Daimler to form the Steyr-Daimler-Puch Group. By the pre-World War II era, Steyr had established a comprehensive business system covering sedans, trucks, tractors, motorcycles, and engines.
After World War II, Steyr redesigned the Steyr 370 series based on the pre-war 270 series trucks, laying the groundwork for future products. The Steyr 90 series trucks were launched in 1969, followed by the iconic 91 series heavy trucks in 1978. The 91 series adopted a modular design concept, combining five types of engines, four types of transmissions, and three types of rear axles to create seven levels and dozens of models.
On December 17, 1983, the China Heavy Industry Automotive Industrial Association signed a technology transfer contract with Austrian Steyr Company, investing 1.158 billion CNY to fully introduce the 91 series vehicle manufacturing and key assembly technologies. The first Steyr heavy truck rolled off the production line in 1985, and the first localized Steyr was successfully produced in 1989.
In the 1990s, Steyr underwent significant equity changes. German MAN Company acquired 85% of Steyr’s commercial vehicle division. The last original Steyr truck was produced in 1998, with MAN continuing production under its own branding until 2007. The Steyr-Daimler-Puch Group was split in 1990; the automotive manufacturing sector merged with Magna to become Magna Steyr, while the diesel engine department spun off as Steyr Motorentechnik GmbH, later renamed Steyr Motors GmbH in 2001.
At the end of 2002, China National Heavy Duty Truck Group (Sinotruk) developed the “Steyr King” heavy truck based on Steyr technology and put it into mass production. In 2009, Sinotruk signed a strategic cooperation agreement with MAN, further upgrading Steyr products. New Steyr models, the D7B and M5G, were launched in 2015. However, in 2021, Steyr Power Co., Ltd. was forcibly delisted due to consecutive years of financial fraud. That same year, the original MAN Steyr factory was taken over by former Magna manager Siegfried Wolf and renamed Steyr Automotive. By the end of 2025, Steyr Automotive began contract manufacturing purely electric heavy trucks for Chinese Subor Technology.
Steyr’s product line has evolved with different focuses across various periods and entities:
Sinotruk Steyr Series: As the core product platform of Sinotruk, this series primarily covers tractors, dump trucks, and cargo trucks. The tractor lineup includes 18-ton and 25-ton platforms equipped with WP8, WP10H, WP10.5H, and MT13 engines. Dump trucks are available in 25-ton and 31-ton platforms, while cargo trucks focus on the 31-ton platform. The entire series features H72 flat-roof and H92 high-roof cab configurations. The “Steyr King” series, developed by Sinotruk with technological upgrades based on original Steyr technology, was produced starting in 2002 and launched in 2003. It spans multiple specialized vehicle fields, including dump trucks, tractors, and firefighting vehicles.
Steyr Automotive: Currently focused on commercial vehicle contract manufacturing and electric truck OEM services, Steyr Automotive operates through four main business units: Steyr Paint (plastic part painting, accounting for approximately 50% of revenue), MUT (special body manufacturing, ~30%), Contract Manufacturing (~15%), and Development Projects (~5%). Notable projects include the Volta Zero electric delivery vehicle (before Volta’s bankruptcy) and the SuperPanther eTopas 600 fully electric heavy truck. By the end of 2025, the company began contract manufacturing purely electric heavy trucks for Chinese Subor Technology.
Steyr Motors: Specializing in the R&D and manufacturing of high-performance diesel engines, Steyr Motors’ products are widely used in specialized vehicles, high-end yachts, power generation sets, and other applications. Notably, the M12 series engine was selected as the auxiliary power unit for Leopard 2 tanks.
As a technology platform rather than just a brand, Steyr’s market penetration has been exceptionally deep. Following the introduction of Steyr technology, it is estimated that eight out of every ten trucks produced in China with a gross weight over 15 tons adopted Steyr-derived technology.
The Sinotruk Steyr series entered a golden period around the year 2000. The “Steyr King” series, launched in 2003, achieved sales of over 20,000 units in its first year and reached a new high of 45,000 units in 2004. By 2017, the Sinotruk Commercial Vehicle Sales Department had set a sales target of 5,500 units for Steyr road vehicles. However, as newer generation models like HOWO gradually replaced it, the market position of the Steyr series declined. Steyr Power Co., Ltd. established a layout across Austria, China, North America, and Hong Kong. In Austria, the last original Steyr truck rolled off the production line in 1998, after which MAN continued to use the brand on relabeled models until 2007.
In contrast, Steyr Motors has seen significant business performance growth. In fiscal year 2020, it realized an operating revenue of 76.866 million CNY, a year-on-year increase of 690.08%, and a net profit of 55.693 million CNY, up 130.65% year-on-year. As a NATO-certified supplier, Steyr Motors maintains a stable high-end customer base in the military and shipbuilding sectors.
Steyr’s technical legacy is highly concentrated in two core areas: modular whole-vehicle design platforms and high-performance power systems.
Modular Design Platform: The modular design concept of the Steyr 91 series serves as the foundation of China’s heavy truck technology system. By enabling the interchange and combination of standardized components, it allows for rapid derivation from basic to high-end vehicle types. The WD615 series diesel engine, introduced as part of the Steyr technology transfer, became the core powertrain and formed the most mature power system technology framework in the Chinese heavy truck industry.
Steyr Technology Upgrade: The strategic cooperation between China National Heavy Duty Truck Group (Sinotruk) and the German MAN Company enabled Steyr products to be upgraded across more than 60 technical indicators. These improvements achieved breakthroughs in safety and fuel economy, reinforcing the high cost-performance attribute of Steyr vehicles.
High-Performance Powertrain: With over 150 years of technical accumulation, the Steyr Engine Group is renowned for producing high-performance, high-reliability, and low-emission diesel engines. It possesses complete manufacturing capabilities for marine and specialized vehicle engines. Notably, the M12 series engine, used as an auxiliary power unit for heavy military vehicles like the Leopard 2 tank, features military-grade characteristics such as shock resistance, high reliability, and multi-fuel compatibility.
Electrification Manufacturing Capability: Steyr Automotive has established full-chain capabilities covering high-voltage electric drive system integration, commercial vehicle chassis manufacturing, specialized body development, and full-process testing and certification. This enables the company to provide “one-stop” manufacturing solutions for new energy commercial vehicles.
In its global layout, Steyr presents a dual characteristic of “European manufacturing heritage” and “Chinese market core.”
Austria Local: Steyr Automotive is headquartered in Steyr, Upper Austria. Its factory houses one of Europe’s largest truck plastic part painting plants, with an annual capacity of three million painted parts, alongside metal painting facilities and manual painting lines. The business scope covers remaining MAN orders, the North American assembly of Palfinger on-board forklifts, agricultural machinery painting, and other diverse fields.
Chinese Market: Steyr Motors has signed a cooperation agreement with Shangyan Power to jointly develop the next generation of high-performance power platforms tailored for the Southeast Asian and Middle Eastern markets. The China National Heavy Duty Truck Group (Sinotruk) Steyr series is headquartered in Jinan, with production capacity distributed across the national heavy truck production system.
North America and Other Regions: Steyr Automotive handles the assembly of Palfinger on-board forklifts for the North American market. Steyr Motors maintains branches in North America, as well as in Hong Kong and Beijing. Additionally, its MUT (special body manufacturing) business delivers products to European countries including Portugal, the Netherlands, Croatia, Serbia, and Slovakia.
Steyr’s future strategy is driven by two core pillars: electrification transformation and cross-border cooperation.
Electrification Transformation: Steyr Automotive has established a strategic direction centered on the SuperPanther eTopas 600 electric truck. This vehicle is equipped with a 621 kWh Lithium Iron Phosphate battery, offering a range of 500 kilometers and supporting dual CCS fast charging, which allows charging from 20% to 80% in just 38 minutes. The first mass-produced model is scheduled to begin production in Austria in the second half of 2026. Steyr Automotive aims to double its revenue over the next four years, while its MUT specialized vehicle department simultaneously promotes digital and electrification upgrades.
Brand Reshaping: Steyr Automotive is actively striving to resume mass production of trucks under the “Steyr” brand. After original Steyr truck production ceased in 1998, MAN continued using the brand on relabeled models until 2007. The CEO of Steyr Automotive has expressed surprise at the enduring influence of the Steyr brand and is planning a return to the truck market under its own name.
Global Technology Cooperation: Steyr Motors’ collaboration with Shangyan Power focuses on diesel engine technology introduction and joint R&D. This partnership targets the development of next-generation high-performance power platforms to meet the needs of Southeast Asian and Middle Eastern markets.
Steyr once propelled the Chinese heavy truck industry from zero to a globally leading position. From the signing of the technology introduction agreement in 1983 to the assembly of Chinese electric heavy trucks at the Austrian factory in 2025, Steyr and the Chinese automotive industry have completed a role reversal from technology recipient to technology partner over 40 years. While history does not simply repeat itself, Steyr’s story highlights the profound shift in the direction of international technology flow within the automotive industry.
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