Dongfeng Motor unveils 1st self-developed sedan

Chinese automaker Dongfeng Motor Corporation lately launched its first self-developed sedan brand, the Dongfeng Fengshen S30 (Aeolus S30), in Beijing, targeting the domestic medium-sized vehicle market, and the selling price is fixed at CNY 75,800 to CNY 99,800.

It is the first time that Dongfeng Motor achieves the mass production of its self-developed sedans. The S30, composed of five different car models, is featured with the PSA 307 1.6-litre engine and the automatic transmission made by Aisin Seiki Co., Ltd.

In the near future, the Dongfeng Fengshen S30 will rival more than 50 car models in China's medium-sized vehicle market, said people with the direct knowledge of the matter. In particular, the National Passenger Car Information Exchange Association recently announced an about 50% growth in the domestic 1.6L-below passenger car market in the first half of 2009.

Originally established in the central Chinese city of Shiyan, Hubei Province, Dongfeng Motor recognized the commercial vehicle as its pillar business in the past. In 1990s, it set foot in the passenger car field, after entering into the joint venture agreement with the French automobile giant, Citroen.

And then the Chinese company further extended reaches to the passenger vehicle sector, by joining hands with two Japanese peers, Honda Motor and Nissan Motor Co., Ltd. However, it made no substantial progress in independent development and production of passenger cars.

In 2008, the carmaker moved its headquarters to Wuhan, Hubei's capital city, and intended to promote the commercial and passenger vehicle businesses simultaneously, for the sake of a sharper competitive edge. Of course, it will not abandon the brand image upgrade.

Dongfeng Motor has formed the first-phase Fengshen S30 production capacity of 120,000 units, and about 80,000 vehicles can be made actually. In addition, its factory under construction is designed to turn out 240,000 2.0L engines, after starting operation in 2010.

There are 57 Dongfeng Fengshen S30 4S stores in China now, and total number of related sales outlets has reached 180. Remarkably, the Chinese automaker actively quickens its steps toward overseas expansion of such a self-developed sedan brand.

Upon its long-term development strategy, Dongfeng expects to catch up with the counterparts in Germany and Japan, by virtue of the Fengshen S30. Total output and sales volume are targeted for 600,000 to 1 million units, along with the globalization, said the general manager for Dongfeng Motor Corporation Passenger Vehicle Company.