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With the development of the times, many enterprises have replaced or modified the brand LOGO to meet the needs of consumers. From this point of view, the renewal of the car logo LOGO will help to improve the brand image, but the quality of the car logo LOGO design will also directly affect the image of the enterprise. Recently, some media reported that Southeast Motor's brand new model DX9 will take the lead in adopting a new brand logo.

According to the declaration of the Ministry of Industry and Information Technology, DX9 adopts a new design language in appearance, which is quite different from the products currently on sale. The interior of its large-size polygonal grille is filled with black star-shaped middle mesh, and the front grille is integrated with the LED headlights on both sides. In terms of size, the DX9 body length, width and height are 4870/1950/1818mm, wheelbase 2800mm, positioning medium-sized SUV.

It is worth noting that Southeast DX9 will be the first to carry a new brand logo. According to the State Trademark Bureau, Southeast Motor has registered the trademark since April this year, and it is expected that its models will also adopt this new LOGO in the future.

In terms of interior decoration, the new car adopts a relatively simple design technique, and the center console is equipped with a large-size full liquid crystal dashboard, central control screen and touch function control panel.

In terms of power, the new car is equipped with a 1.8T turbocharged engine with a maximum power of 245hp, which mainly competes with medium-sized SUV such as Chuanqi GS8, Geely Hawthorne and BYD Tang. It is expected to go on sale in the first half of 2021 and the starting price may be higher than that of DX7 Xingyue.

Due to the epidemic and changes in the automobile market, the sales of many car companies continue to decline, facing the situation of being eliminated by the market, including Southeast Motor, which has been established for 25 years. According to Tianyan Cha, Southeast (Fujian) Automotive Industry Co., Ltd. was established on November 23, 1995, jointly established by Fujian Automotive Industry Group Co., Ltd., China Motor Co., Ltd., a subsidiary of Taiwan automobile enterprise Yulong Group, and Japan's Mitsubishi Motor Co., Ltd. Fuqi Group holds 50% of the shares, while the other two companies each hold 25%.

Under the influence of the market, the domestic weak independent brands are accelerated to be eliminated, and the sales volume of Southeast Automobile, as an independent brand, continues to decline. According to the data, the cumulative sales of Southeast cars in the first 11 months of 2020 were 11398, down 57.55% from the same period last year, including 5523 DX5 models, 5523 DX3 and 1781 DX7.

In fact, Southeast Automobile was one of the most concerned brands in the market. At the beginning of its development, it introduced the whole vehicle manufacturing technology of Mitsubishi Automobile through Taiwan's China Motor. In 2000, Southeast Motor launched its first compact SUV Fuli card. In 2003, Lingshuai, the first car of Southeast Automobile, was put on the market. In 2006, Mitsubishi Motors bought a stake in Southeast Automobile, handing over the research and development, manufacturing, sales and after-sales business of imported Mitsubishi cars to Southeast Automobile. With the support of Mitsubishi Automobile, Southeast Automobile launched a number of popular models one after another. Since Mitsubishi and GAC established a joint venture in 2012, Mitsubishi Motors has focused on GAC-Mitsubishi. Southeast Mitsubishi joint venture models have gradually withdrawn from the market, and only independent models are on sale at present. Although Mitsubishi Motors has not withdrawn its investment, it has not provided any technical research and development support since 2015. Without Mitsubishi's Southeast Motor, the market performance continues to deteriorate.

Southeast Motor first relied on China Motor, and then on Mitsubishi Motors. In the heyday of its development, it did not develop its technological advantages, resulting in the loss of Mitsubishi's support. Southeast Motor faces many problems, such as capital fracture, low sales and product quality.

At present, Southeast Motor is plagued by low sales, low competitiveness of new products, brand marginalization and other problems, plans to launch new models and brand image to restore the image of consumers. However, from the netizens' evaluation of the brand-new model and the brand-new car logo, it seems that they do not agree. Some netizens commented, "it feels like a broken wing, a bad omen" and "killing Matt".

In today's market environment, the launch of new models and brand may be good for Southeast Motor, but it is clear that Southeast Automobile will face more problems.

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