Dongfeng redefines passenger car brand


Recently, Dongfeng Motor released the Dongfeng Passenger Vehicle brand under the slogan of “Pride Forward” in Shanghai. The brand includes three sub-brands: Dongfeng Fengshen, Dongfeng Fashion and Dongfeng Fashion. The Dongfeng Style is Dongfeng Zhengzhou Nissan's new brand name. This move indicates that the Dongfeng passenger car brand under the strategic guidance of Dongfeng Company's self-reliance, large-scale cooperation, and large-scale development, is accumulating the brand's polynuclear, fusion, announced the development direction of the Dongfeng passenger car brand, one for the future The international brand has been clearly visible.

As early as in 2007, Dongfeng Motor Co., Ltd. set out from the strategic height of building “three east winds” and fully devoted itself to the development of autonomous passenger vehicles. Dongfeng Passenger Vehicle Company should be born from time to time. In July 2011, Dongfeng Motor Co., Ltd. proposed its own independent strategy. In December, it announced its own brand business plan, namely the “Dry” D300 program; in July 2012, it confirmed the Dongfeng Passenger Vehicle brand and its three sub-brands, Dongfeng Fengshen, The Dongfeng passenger car brand logo will be released in September.

Since 2011, the status of Dongfeng brand passenger vehicles in its own brand has risen rapidly. Sales volume has jumped from No. 9 to No. 7 in 2012, and the year-on-year increase has remained above 40%, which is in stark contrast to the micro-growth situation. 2013 In the first quarter, the Dongfeng brand passenger car sold 82,000 vehicles, achieving a year-on-year growth of 40.2%, ranking first among the three major central-level car brands.

Dongfeng's "Twelfth Five-Year Plan" has determined the strategic goal of "strengthening excellence, building the strongest, world-class automotive manufacturers". The core of the plan will focus on the breakthrough of self-owned brands. The "Dry" D300 plan not only represents the pre-judgment of the large auto group in China for the future auto market, but also clearly defines the future business growth point of Dongfeng Motor. The goal of the “Dry” D300 project is: By 2016, the sales of Dongfeng Motor’s own brands, including commercial vehicles and passenger vehicles, will reach 3 million, including 1 million Dongfeng-brand commercial vehicles and 1 million Dongfeng-brand passenger vehicles. One million brand cars.



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