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The long-planned high-end brand of Dongfeng Motor has finally taken shape. After the official announcement of the establishment of h business department, the senior management team has officially settled in. It is understood that h Division is a high-end new energy vehicle project under Dongfeng Group, which will be released in 2020.

According to official sources, h business department by dongfeng company party committee standing committee member, deputy general manager you zheng is in charge, at present has appointed a number of senior executives.

Lu Fang, former Special Technical Director of Strategic Planning Department of Dongfeng Company, served as CEO and Chief Technology Officer of H Business Department;

Lei Xin, former executive deputy general manager of Dongfeng Infiniti, served as chief brand officer, mainly responsible for brand strategy management and operation of h business unit;

Jiang Tao, former general manager of Dongfeng Nissan Dalian Branch, served as chief operating officer, assisting Lu Fang in daily operation of the company;

Shen Jun, former financial reporting division manager of Dongfeng Company, served as chief financial officer.

Dongfeng h business unit was first established in April 2019, mainly to create a brand-new high-end new energy brand, and take the internal code as "h". As Dongfeng's brand-new high-end new energy brand, h brand will create two "high-end" brand positioning high-end and market positioning high-end, similar to FAW Group's "red flag" brand.

In addition, h business unit will operate independently after its establishment, not affiliated to any self-owned brand passenger car company under Dongfeng Company, but affiliated to Dongfeng Motor Group Co., Ltd., a listed company of Dongfeng Company in Hong Kong. Dongfeng Motor Group Co., Ltd. owns Dongfeng Passenger Vehicle, Dongfeng Commercial Vehicle, Dongfeng Special Vehicle, Dongfeng Liuqi, Dongfeng Co., Ltd.(Dongfeng Qichen, Dongfeng Nissan, Zhengzhou Nissan, Dongfeng Infiniti, etc.), Dongfeng Honda, Dongfeng Renault, Shenlong Automobile and other subsidiaries.

You Zheng, the main person in charge of h business department, once told the media: "At present, the price ceiling of Chinese brand products under Dongfeng Group is 140,000 yuan, but with the upgrading of consumption in China's automobile market, the middle and high-end market of 200,000 - 350,000 yuan grows rapidly, and only the market at this price can carry the electric and intelligent technology of Dongfeng Group in the future."

It is worth noting that the production of h division will be carried out in the original Dongfeng Renault factory, which will be transformed into a new factory of h division after Dongfeng Renault is dissolved and reorganized.

According to internal sources, h business unit has planned 9 new models for brand-new brands, covering SUV, MPV, etc. From the positioning point of view, the brand will mainly target FAW Hongqi, NIO Automobile, Tesla, GAC NIO and other brands.

The market share of new energy vehicles is small, and the proportion of high-end products is even smaller. For a brand-new brand, there is also a lot of uncertainty about the future market prospects.

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