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On April 9, Dongfeng Fengshen officially released its brand-new model_Haoji official map. The new car is positioned as a medium-sized SUV and is expected to be officially unveiled on April 13. According to previous plans, the new car will be launched in the second half of this year.

Haoji model is based on Dongfeng Group DSMA advanced modular architecture platform, but also the platform's first medium-sized SUV. In terms of appearance, from the published official pictures, the new car looks tough and looks very avant-garde. Specifically speaking, the front face of the new car continues the design style of the current Dongfeng Fengshen family model. The front face adopts the current popular split headlight design and huge straight waterfall air intake grid, LED daytime running lights use double inclined rod light source layout, at the same time, the front face of the new car "AEOLUS" logo makes the vehicle highly recognizable. On the side of the car body, the new car adopts a younger design style, the overall lines are full and round, and it looks very slender. More eye-catching is that the new car side uses two-color style, the new car roof A/B/C pillar, exterior rearview mirror, door handle, wheel arch and rim are blackened, making it very layered, this design enhances the overall young sports design style. The rear part of the new car also uses a through-type LED light source, which echoes with the front face part. In addition, the new car also uses groove design elements, the tail exhaust system is two-sided, and the center of the taillight is marked with the logo style of the new car, among which, the English logo is embedded in the center, further enhancing the recognition of the new car. The body size has not been officially disclosed at present.

Interior part, so far, Dongfeng Fengshen official has not released detailed interior details information. However, according to the exposure renderings, the new car is expected to be equipped with a dual-screen design consisting of an instrument panel and a central control screen. The whole center console is very scientific and technological, and the color matching will be blue and white.

In terms of power, the new car is expected to provide pure fuel and hybrid power, among which the hybrid model will be equipped with Dongfeng Mach power MHD hybrid engine + ternary lithium battery; the fuel version will be equipped with 1.5T engine, the maximum power of this engine or up to 140kW, peak torque or up to 300 N·m, matching 7-speed dual clutch gearbox. The specific dynamic parameters will not be known until further official announcements are made.

In terms of competing products, the new car positioning medium-sized SUV, combined with Dongfeng Fengshen's models, it is expected that the new car positioning will be higher than Dongfeng Fengshen AX7. As a reference, Dongfeng Fengshen AX7 is positioned as a compact SUV with a vehicle price of 959 - 129,900 yuan. It is expected that the price of the new car will also be higher than Dongfeng Fengshen AX7, i.e. 959 - 129,900 yuan. Therefore, the new car will compete with Chery Ruihu 8, Geely Haoyue and Jietu X90 after being launched. As a reference, the price of Chery Ruihu 8 is 958 - 168,900 yuan; the price of Geely Haoyue is 1036 - 142,600 yuan; and the price of Jietu X90 is 899 - 166,900 yuan. Of course, since the specific body size, interior and power parameters of the new car are not yet clear, further verification is needed in terms of competition.

According to the automobile industry attention from Dongfeng Fengshen official website to understand, Dongfeng Fengshen as one of Dongfeng Motor's independent brands, at present the brand has three models on sale, namely Yixuan, Dongfeng Fengshen AX7 and Dongfeng Fengshen E70. In terms of sales volume, looking back on the sales data of Dongfeng Fengshen in the past few years, Dongfeng Fengshen is relatively general in terms of market performance. According to public data, from 2017 to 2019, the sales targets of Dongfeng Fengshen are 200,000, 200,000 and 100,000 respectively, while the actual sales volume is only 125,000, 95,000 and 75,000 respectively. For three consecutive years, the sales target has not been achieved, and the actual sales volume also shows a downward trend year by year. In 2020, Dongfeng Fengshen official sales exceeded 70,000 vehicles, but the official did not release specific data. By 2021, Dongfeng Fengshen sales volume was 123,000 vehicles, an increase of 71.4% year-on-year.

For the annual sales target of 2022, Zhu Yanfeng, chairman and party secretary of Dongfeng Company, set its annual sales target at 200,000 vehicles. The latest data shows that the sales volume of Dongfeng Fengshen in the first quarter of this year has exceeded that in the first half of last year. The quarterly sales volume of Dongfeng Fengshen is 45889 vehicles, with a year-on-year growth of 165%. According to the annual sales target plan of 200,000 vehicles, Dongfeng Fengshen has achieved 22.94% of the target of 200,000 vehicles. Among them, from January to February this year, the cumulative sales volume of Yixuan, Dongfeng Fengshen AX7 and Dongfeng Fengshen E70 models was 15991,7101 and 6135 respectively. For Dongfeng Fengshen, it is obviously difficult to achieve the annual sales target of 200,000 vehicles only by relying on the current three models. With the launch of Dongfeng Fengshen's first medium-sized SUV "Haoji" in the second half of this year, it still needs more time and market verification.

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