Dongfeng Fengshen sets 2018 annual sales target of 200,000

Shanghai (Gasgoo)- Dongfeng Fengshen, a PV brand owned by the Chinese automaker Dongfeng Passenger Vehicle Company, set the annual sales target of 200,000 units in 2018. Besides, it strives to increase its annual sales volume to 350,000 units in 2020 and then challenge the annual sales target of 500,000 units.

Dongfeng Fengshen delivered over 130,000 vehicles throughout 2017. According to Li Wei, vice general-manager of Dongfeng Passenger Vehicle Company, more than 83,000 units of SUV were sold last year, including AX3, AX5, AX4 and AX7, which accounted for over 60% of its total vehicle sales. Meanwhile, new energy vehicles saw an apparent sales growth. Especially E70, just coming to market for sale in October, 2017, is so popular that its supplies fall short of customers' demands.

In addition, Dongfeng Fengshen also gave an outstanding sales performance in overseas market. Its export sales volume was doubled compared with the previous year.

In 2017, the total annual sales of PVs in China were around 24,718,300 units, slightly up 1.4% year on year. Li Wei predicted that the sale growth of China’s PVs may be around 1.5% in 2018. 

In accordance with the PVs' sales performance in China last year and the prediction about 2018's sales tendency, Dongfeng Fengshen has already made its planning to maintain the brand's sound development in 2018.

On January 16, 2018, Dongfeng Fengshen launched 3 models of AX7 paired with manual transmission at a price of RMB 88,900 to RMB 131,800. The automaker will redefine the new AX7’s strategic position with concentration of resources. Besides, it continues to promote AX4’s market influence to help the model stand firm in small-sized SUV market. 

In the meantime, the sales volume of new energy vehicles should be guaranteed this year as planned. Also, the company will launch several new models of new energy vehicles at the end of 2018 and at the beginning of 2019.

In marketing promotion aspect, Li Wei stated that Dongfeng Fengshen will focus on some key markets around over 20 cities in 2018 and wishes to go miles ahead of other brands in several areas.

To be more intimate with consumers and fit with market demands, Dongfeng Fengshen plans to expand its level 1 sales network to 400 dealerships, covering 75% of area in local cities and enlarge the level 2 sales network to over 1000 dealerships with 100% coverage of local cities.

As to the brand construction, Dongfeng Fengshen designed “YUE Plan” for this purpose. Li Wei explained that “Y” stands for “Youth”, which means that it will inject more vitality and impetus into its products, the marketing operation and the technologies. “U” symbolizes the products’ unique advantages over other brands and “E” emblems that customers’ experience should be highlighted during the whole service process.