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Netizens familiar with Dongfeng Motor all know that at present, Dongfeng Motor has three independent brands, namely, Dongfeng scenery, Dongfeng Fengshen and Dongfeng Fashion, because these three independent brands all use the "double Swift" logo of Dongfeng Automobile Group in the market. consumers' awareness of the three brands is not strong. Recently, Dongfeng Fashion announced that it would hold a brand conference in June to announce the next product plan on the one hand and the replacement of a new brand logo on the other.

In fact, as early as last November, on Xinfeng Brand Night, Dongfeng Fashion released a brand-new car logo, Jin Lion, which means "confident and brave", showing the public its intention to renovate the brand in an all-round way. At present, Dongfeng Fengxing brand new car has been applied to the new car, Dongfeng Fengxing T5 EVO is the first model with new logo, the market guidance price range is 10.39-136900 yuan, the power system uses 1.5T engine + 7-speed DCT gearbox combination, the new car will be officially launched in March 2021. The brand-new strong lion logo uses the shape of a shield, and a ready lion is in the center, meaning "confident and fearless, brave forward", looking more powerful and powerful. However, it is also easy to associate such a look with a luxury brand.

It is understood that in addition to Dongfeng popular T5 EVO, its Lingzhi PLUS, Lingzhi M5, popular T5, popular SX6 and other models will also be equipped with new brand logos, covering SUV and MPV. At present, related models have completed the declaration of new cars in the Ministry of Industry and Information Technology.

Dongfeng popular T5 EVO with a new car logo has contributed most of its sales to the brand since its launch, setting up its latest best-selling models. The popular T5 EVO sold 5791 vehicles in March and 3912 in April, according to the data. However, while the launch of new cars has led to a surge in sales of Dongfeng Fashion, other models are in the doldrums. Dongfeng Fashion sold only 41700 vehicles in the previous April and has now achieved 26% of its annual sales target of 160000 vehicles.

Nowadays, the domestic automobile industry is constantly changing, more and more technology companies are entering the market to build cars, and weak brands are speeding up their elimination. If Dongfeng fashion is not to be eliminated by the market, it not only needs to change the standard, but also needs relevant strategies and product support, products, marketing, channels and other omni-directional progress, so as to achieve product upward, brand upward. For the change of Dongfeng style, it will also change the style of its products and brands in the future, become younger and more athletic, and break away from the existing Dongfeng system. Of course, it remains to be tested whether more product launches in the future can change the market performance of Dongfeng.

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