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At the 2021 World New Energy Automobile Congress just held, Zhu Yanfeng, chairman of Dongfeng Company, made it clear that Dongfeng wants to copy the advantages of new forces in building cars and launch a new new energy customized product "M" in 2022.

In April this year, Dongfeng Motor launched the "Dongfeng Qi" plan, which mentioned that it will strengthen the differentiated layout in the field of independent passenger cars, focusing on building Lantu, Dongfeng Fengshen and high-end electric off-road brands. Among them, Lantu is positioned as a leading brand of zero anxiety high-end intelligent new energy. As the main force of Dongfeng independent passenger cars, Dongfeng Fengshen is positioned as a mainstream science and technology driving brand. As for the high-end electric off-road is actually the new "M" brand revealed by Zhu Yanfeng, similar to the positioning of the tank brand, focusing on the high-end off-road market.

Judging from Dongfeng Motor's "Dongfeng Qi" plan, it seems to be somewhat similar to the current layout of Great Wall Motor. Dongfeng Fengshen matches Harvard and Lantu marks WEY, while the electric high-end off-road "M" aligns with tank brands, but it is still very difficult to replicate Great Wall cars.

Dongfeng Fengshen has eight models on sale, but sales are mediocre. According to the retail volume in August, Dongfeng Fengshen only has more than 5000 models, 5932, 2625 E70 and 1455 AX7 respectively. Compared with the Harvard brand, the Harvard H6 alone has reached the sales level of the Dongfeng Fengshen brand for several months.

Let's take a look at Dongfeng Lantu. As Dongfeng Motor's latest high-end new energy brand, the first model, Lantu FREE, was officially launched on June 19. the new car has launched two power models, the pure electric version and the extended range version, with prices of 333600 yuan and 313600 yuan respectively. According to August retail data, Dongfeng Lantu FREE is 408, although the data is not very good-looking, but as a 300000-yuan new energy model, its sales are regular.

According to the three "1 million" targets: by 2025, the sales of Dongfeng commercial vehicles, autonomous passenger vehicles and new energy vehicles will reach 1 million respectively. By 2024, 100% electrification of all new models of the main passenger car brand will be realized. At present, Dongfeng Automobile Group has four independent brands, namely Dongfeng Fengshen, Dongfeng scenery, Dongfeng Fashion and Dongfeng Lantu, the first three brands are basically located in the low-end market, while the newly released Lantu brand is mainly committed to the high-end new energy market and undertakes the high-end task of Dongfeng Company. For Dongfeng Motor, Dongfeng Lantu is not only to improve the brand image of the group, but also electrified is the development trend of the future automobile, Dongfeng Automobile still hopes to be able to do it.

As for the newly exposed "M" brand, although it locates the electric high-end off-road brand, which is similar to the tank brand and focuses on the off-road market, Chairman Zhu Yanfeng also emphasizes that this is a customized brand of new energy, which means that Dongfeng Motor does not have too great requirements for the sales of the "M" brand. More importantly, it is to test the waters in the civilian off-road market with the help of the advantages of military products. Of course, if the "M" brand can reproduce the elegant demeanor of Dongfeng warriors, it will also give a good market performance, but the domestic off-road market is occupied by tank brands and other traditional car manufacturers such as Toyota and Jeep, so there are many variables for the "M" brand which enters the off-road market and is powered by new energy.

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