AutoBeta(AutoBeta.net)04/18 Report--

On April 18, at the 2023 Shanghai International Auto Show, Dongfeng Motor's passenger car brand Dongfeng Fengshen released the 1258 "e-Kai" plan for the transformation of new energy strategy, which opened the development of electric transformation in an all-round way.

At the press conference, Dongfeng Fengshen launched a new mainstream electric series brand-e π. Officials said that e represents the electron is the simplest unit of electricity. The process of discovery and calculation of π reflects the scientific spirit of human perseverance and exploration of the unknown. The name "e π" reflects Dongfeng Fengshen's continuous exploration of science and technology in the field of new energy. At the same time, Dongfeng Fengshen also released a new logo of the e π brand, which is mainly inherited and innovated on the basis of the Dongfeng Shuangfeiyan logo, with two similar "T" shaped designs representing Technology and Transformation respectively, meaning "science and technology" and "change".

Dongfeng Fengshen brand's first concept car also debuted at the press conference, the new car or named "eπ 2023", from the release of the concept car shape, the new car appearance of science fiction design style, the overall look is very simple and atmospheric, in line with the current popular new energy vehicle design style. The front face is equipped with a hidden brand-new car logo, the body is designed with two-color body, and the windows and roof are bright black, creating a good suspension style.

In addition, at this press conference, Dongfeng Fengshen pure electric width body SUV S01, vast PHEV also unveiled for the first time, in which Dongfeng Fengshen vast PHEV positioning C-class new energy SUV, power equipped with a new third-generation Mach power hybrid system, the new car will compete with BYD Song DM-i after the launch.

Dongfeng Fengshen Haohan PHEV (left) and new electric brand concept car e π 2023 (right)

According to Automotive Industry concern, Dongfeng Fengshen is one of the independent passenger car brands of Dongfeng Motor Company, established in March 2009, positioning its own high-end brand, and Dongfeng passenger car Company is responsible for R & D and production. Dongfeng occupies a core position in the independent passenger car business. In 2008, Dongfeng named the new independent passenger car brand "Dongfeng Fengshen". In March of the following year, the "Dongfeng Fengshen" brand was released, and the first model, S30, was launched. In September 2012, Dongfeng Shenqi model officially hung the brand logo of Zhengyuan Shuangfei Yan.

As one of the independent brands, Dongfeng Motor Company has high hopes for it, but the early market performance of Dongfeng Fengshen is very mediocre. Data show that from 2017 to 2018, Dongfeng Fengshen sold 100400 vehicles and 74300 vehicles respectively, while the annual sales target set by Dongfeng Fengshen in these two years is 200000 vehicles. In other words, the performance of Dongfeng Fengshen market during these two years is very mediocre, of which only about 50% of the annual sales target was achieved in 2017. Perhaps because of its own strength, Dongfeng Fengshen adjusted its sales target to 100000 vehicles in 2019, but Dongfeng Fengshen sold only 76300 vehicles this year and only 69900 vehicles by 2020. From the analysis of sales data, from 2017 to 2020, Dongfeng Fengshen annual sales have declined for several consecutive years compared with the same period last year. Fortunately, Dongfeng Fengshen sales began to improve significantly from 2021, with annual sales of 128000 and 190600 respectively from 2021 to 2022, with an increase of 58.4% year-on-year in 2022, the best annual sales performance in the brand's history.

On February 6 this year, Dongfeng passenger car held a cadre meeting and announced that the party committee of Dongfeng Company had decided to adjust the members of the leading group of Dongfeng passenger car. after the study and decision of the party committee of Dongfeng Company, Shi Jianxing, general manager of Dongfeng Zhuolian, was transferred to Dongfeng passenger car. as deputy general manager of the company, responsible for the marketing section of the company. The appointment is also the first time that the position of deputy general manager in charge of marketing for Dongfeng passenger cars has been filled since Yan Hongbin left office in August 2020. Yang Qing, general manager and deputy secretary of the party committee of Dongfeng Company, said that the cadre readjustment of Dongfeng passenger car Company is a prudent decision made by the party committee of Dongfeng passenger car Company based on the long-term development of Dongfeng passenger car, making overall planning for the building of a contingent of cadres, and fully considering the needs of the development of Dongfeng passenger car. For future work, the company will continue to increase the share of independent brands and accelerate marketing innovation and management innovation.

According to the official website, Dongfeng Fengshen's current models for sale include Haoji, Yixuan MAX, Yixuan GS, AX7 and other models, and the official has set an annual sales target of 300000 vehicles in 2023 and turn losses into profits. Judging from the degree of competition in the car market, it is not easy for Dongfeng Fengshen to achieve the goal of 300000 vehicles. At present, Dongfeng Fengshen is in a critical period of accelerating transformation. At this auto show, Dongfeng Fengshen announced that the brand will achieve 300000 electrification by 2024. In terms of product promotion speed, Dongfeng Fengshen launches at least two new energy models every year, and at least eight new energy products within three years. Realize the full coverage of full-category and full-size new energy products.

At present, Dongfeng Fengshen's products are only Dongfeng Fengshen E70, a new energy model, which is positioned as a compact car with a price range of 14.28-153800 yuan. According to the latest retail data of the Federation, Dongfeng Fengshen E70 sales from January to March 2023 were 1323, 956 and 639 respectively, with a cumulative sales of only 2918 vehicles. According to the plan, by 2025, Dongfeng company's own brand passenger car sales will reach 1 million, of which Dongfeng Fengshen accounts for 400000, the future Dongfeng Fengshen pressure is not small.

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