DONGFENG ELECTRIC CARS STRATEGY
wattEV2buy explores the Dongfeng Electric Vehicle Brands, EV Strategy, and Sales as it vies for a position in the fast-growing EV market.
The State-owned Dongfeng, one of the top four vehicle manufacturers, is China. It partners with various international auto companies, including the PSA Group, Renault, Honda, Nissan, and KIA. Most of the vehicles it manufacturers is in Joint Venture with these multinationals, except for the vehicles branded under the Dongfeng Fengshen, which is its own. The company was the largest auto company by volume in 2014. The following is an example of the brand strategy – the Dongfeng-branded Venucia e30 manufactured in collaboration with Nissan through the JV company Dongfeng Nissan Passenger Vehicle Company (DFL-PV) and Dongfeng Fengshen E30, which is the companies own developed vehicle.
In September 2015 Dongfeng and Renault announced a JV through its Dongfeng Renault Automotive Company (DRAC) to build an EV based on the Fluence Z.E, production will commence 2017 at the Wuhan facility in Hubei Province. In 2016 Dongfeng and Peugeot announced a partnership to produce a common platform to build EV’s for the Peugeot, Citroen, DS and Dongfeng brands from 2019.
At the Shanghai Auto Show in 2017 Dongfeng introduced yet another brand, Jun Feng, which would only focus on electric vehicles. The first two vehicles announced for the brand was the Jun Feng ER30 known as the SKIO, based on the 2010 Nissan March and the E17, based on the 2014 Dongfeng Fengshen A60 Concept EV.
DONGFENG EV BRANDS
DONGFENG EV SALES
THE DONGFENG ELECTRIC CAR STRATEGY IN THE NEWS
Week 6 2018 - Dongfeng EV strategy update
Nissan‘s local partner in China, Dongfeng (DFL), announced its updated new midterm strategy named “DFL Triple One” this week for the period through 2022. Part of the RMB 60 billion plan, which aims to increase sales to 2.6 million units, is to develop more than 20 electric models with plug-in and pure electric powertrains across all brands over the five-year period which will equate to 30% of all DFL sales. The rollout will start with six models in 2018 and 2019 across the Nissan, Venucia and Dongfeng brands. INFINITI will have 25% of its portfolio electrified in 2022, transitioning to 100% by 2025.
The”DFL Triple One” plan will also target Leading Intelligent Mobility technology advancement through deploying Advanced Driver Assistance System (ADAS), ProPILOT, e-parking and connectivity technologies in all brands in China. It is expected to introduce level 1 and level 2 autonomous driving technologies starting with the Venucia brand in 2019, depending on the relaxation of regulations by the Chinese Government.
DFL TRIPLE ONE Plan aligns fully with DFG Plan 2020 as well as Nissan’s midterm plan, Nissan M.O.V.E. to 2022.
Week 35 2017 - Renault Nissan and Dongfeng enters into EV JV
The Renault Nissan Alliance and Dongfeng Motor Group forged a partnership to co-develop electric vehicles in China according to a press release by Nissan. The new JV company is called eGT New Energy Automotive Co and will focus on the core competencies of each to produce EVs for the Chinese market. The first vehicle by eGT will be an A-segment SUV based on the Renault Nissan platform. The vehicle will be an intelligent and interconnected EV, which is the new rage in China. Alibaba and SAIC released the first successful mass-market interconnected car last year, the Roewe eRX5 SUV.
“This project is the result of a joint effort to develop electric vehicles for the Chinese market, by the ‘Golden Triangle’ formed by Dongfeng, Renault, and Nissan, with an innovative business model,” said Zhu Yanfeng, Chairman of Dongfeng. “We expect to meet the transformation trend of the market in China; where cars are becoming light, electric, intelligent, interconnected and shared. This is also a testimony of a deepened and strengthened strategic cooperation between the three parties.”
The new venture is owned 25% each by Renault and Nissan while Dongfeng will hold the remaining 50% and headquartered in the City of Shiyan, Hubei Province. Assembly of the EV will be done at the 120,000 capacity Dongfeng plant in Shiyan and will commence in 2019.
Week 35 2017 - Dongfeng Yueda announces EV line-up
Kia‘s Chinese partnership with Dongfeng, Dongfeng Yueda, announced this week that it would produce three pure electric and two plug-in hybrid models by 2020. The Korean due, Kia and its sister company Hyundai has experienced a drastic decline in sales and profits over the last year and have been behind most of their peers in bringing EVs to the fast growing Chinese electric vehicle market.
Week 27 2017 - Dongfeng to focus on EVs and SUVs
The state-owned Chinese automaker Dongfeng, a top four vehicle producer in China, which primary strategy has historically been the production of localized cars of various international auto companies such as the PSA Group, Hyundai, Honda, Nissan, and Kia. The company’s in-house developed vehicles are sold under the Dongfeng Fengshen brand which up to now had little EV models. On the 3rd of July, the GM of Dongfeng Fengshen announced during the unveiling of its AX4 SUV that the company will focus on SUVs and EVs from now going forward. The GM, Mr. Lui Hong, did not specify if the vehicles will be based on the new AX5 SUV, AX7 or the E70.
Week 11 2017 - Dongfeng introduce yet another EV brand
Dongfeng announced that it will introduce a new EV-specific brand at the 2017 Shanghai Auto Show. The brand will is named Jun Feng. The first two vehicles announced for the brand was the Jun Feng ER30 SKIO, based on the 2010 Nissan March and the E17, based on the 2014 Dongfeng Fengshen A60 Concept EV.
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