AutoBeta(AutoBeta.net)11/25 Report--

On November 24, at the press conference of Dongfeng Fashion New Energy Strategy, Dongfeng Fashion officially released the "photosynthetic Future" plan. According to reports, the "photosynthetic Future" plan inherits the Dongfeng Group's "Dongfeng Qi" plan, which aims to meet the needs of users, provide efficient, safe and reliable green travel solutions, and achieve a new path for sustainable energy development. In order to realize this plan, Dongfeng Fashion will achieve 100% electrification within three years, stop production of fuel vehicles within five years, and become a mainstream brand of new energy favored by Chinese young people in 2025.

Officials say Dongfeng Fashion is continuing to increase its R & D investment and talent reserve, with a total investment of more than 5 billion yuan over the past three years and 20 billion yuan to build the core competitiveness of new energy by 2030. At the press conference, Dongfeng Vogue's new electric SUV-- popular Thunder and the new flagship MPV were officially released. In the future product planning, Dongfeng said that by the end of 2025, it will launch three types of 10 new energy products, covering cars, SUV and MPV.

At the press conference, Dongfeng Vogue officially released the new pure electric SUV-- popular Thunder and opened the pre-sale at the same time, including 140000 yuan for the 430km version and 190000 yuan for the 630km version. In terms of appearance, the popular Thunder uses the popular borderless intake grille, with honeycomb decoration at the bottom, and exaggerated headlights on both sides, with black panels to create an integrated design style. but it accounts for a large proportion of the front face, the visual effect appears to be somewhat abrupt.

The side of the car body, the shape of a single curved surface is relatively smooth, the waistline runs from the front wing board to the taillight group, the bottom of the door panel is also dotted with color decoration, and the back row is equipped with privacy glass. In the rear part of the car, the popular Thunder adopts the popular penetrating taillight group, and adds a color decoration strip around the rear to echo with the front face. Depending on the configuration, the new car varies slightly in roof color, exterior rearview mirror color and side window decoration, offering 19-inch or 18-inch rims. In terms of size, the length, width and height of the popular Thunder are 4600/1860/1680mm, wheelbase is 2715mm, positioning compact pure electric SUV.

In terms of interior decoration, from the official picture, the popular Thunder uses black and yellow as a whole, and the LCD dashboard and the central control screen are connected to form a double-screen design. The newly designed three-spoke multi-function steering wheel, air conditioning outlet and car interior seams are embellished with yellow elements. At the same time, from the design of the center console, it is not difficult to see that the new car does not have too many physical buttons, and it is expected that most of the functions will be concentrated in the central control screen and the use of electronic shift mechanism.

In terms of power, popular Thunder will adopt the front single motor layout, permanent magnet synchronous motor from BYD's Fudi Power Co., Ltd., maximum power 150kw, maximum torque 340N ·m, acceleration time of 0.100km / h is 7.9s. In terms of batteries, the popular Thunder is equipped with a ternary lithium battery pack with a capacity of 85.9kWh, the CLTC pure electric mileage of 630km, the entry-level model with 57.8kwh lithium iron phosphate battery pack, and the CLTC pure electric mileage of 430km.

Based on the product positioning and pre-sale price of popular Thunder, it will compete with BYD yuan PLUS (guidance price 13.78-165800 yuan), Guangzhou Automobile AION V (guidance price 18.76-269800 yuan), FAW Hongqi E-HS3 (guidance price 22.58-265800 yuan) and other models in the future.

Data show that Dongfeng Liuqi, founded in 1954, is a wholly state-owned holding company owned by Dongfeng Automobile Group Co., Ltd. and Liuzhou Industrial Investment and Development Group Co., Ltd., with its headquarters and production base in Liuzhou. It is the main automobile production enterprise in Liuzhou. At present, Dongfeng Liuqi has two major brands, Chenglong and Dongfeng vogue, which are committed to the development of commercial vehicle and passenger car market.

According to the official website, Dongfeng has popular T5 EVO, Lingzhi PLUS, Lingzhi M5, Xinfeng T5, popular T5L, popular SX6 and other models, including cars, SUV and MPV. It is worth mentioning that in June this year, Dongfeng Fashion announced the launch of a new brand logo. The fashionable T5 EVO is the first model with a new logo, the market guidance price range is 10.39-136900 yuan, and the power system uses a combination of 1.5T engine and 7-speed DCT gearbox, which was officially listed in March 2021.

The insurance figures show that Dongfeng accumulated sales of 102544 vehicles from January to October 2022, down 1.55% from the same period last year. Lingzhi had the highest sales volume, with 18629 vehicles sold in the first 10 months, down 40.06% from the same period last year, followed by T5 EVO 15438 vehicles, down 57.84% from the same period last year.

In April, BYD announced that it would stop production of fuel-fueled vehicles from March this year and that it would focus on pure electric and plug-in hybrid vehicles in the future. An announcement made BYD the first carmaker in the world to stop selling fuel cars. Since then, BYD's sales have continued to soar, with a total of 1.3928 million new energy passenger vehicles sold in the first 10 months of 2022, an increase of 239.05% over the same period last year.

After BYD, more and more car companies have joined the camp of suspending the sale of fuel cars, including Lecker and Harvard, while overseas car companies such as Toyota, Volkswagen, BMW and Mercedes-Benz have invested particularly aggressively in electric vehicle strategy. On Tuesday, Mazda unveiled a $10.6 billion spending plan aimed at electrifying cars and considering investing in battery production. According to the plan, Mazda will account for 25% to 40% of global sales by 2030. This is a further improvement from the previous plan to reach 25%.

However, as a commercial and passenger car brand, Dongfeng Fashion does not have a strong sense of existence in the domestic market, and its best-selling products are few. Industry insiders said that Dongfeng Liuqi products are relatively weak at the beginning, and there is still an opportunity to test the market. With the increasing competitiveness of the market, consumers will be more rational in choosing products, and those products that lack the accumulation of technology will gradually be on the edge and even be eliminated. For Dongfeng fashion, the suspension of the sale of fuel vehicles is undoubtedly to adapt to the changes in the market, but it requires good blacksmiths to make good steel, and relevant strategies and product support are needed to survive in the market. products, marketing, channels and other all-round progress, so as to achieve product upward, brand upward.

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