Dongfeng’s Five Brands Issued Several Self-owned SUVs to Seize the Market

Shanghai December 28th, 2016 Gasgoo – On December 25th, Venucia issued its current flagship vehicle, the middle-sized SUV T90, to give itself a newly brand positioning. It is also the second SUV issued by Venucia after T70.

On December 18th, Dongfeng Fengxing listed its Joyear X5 in Guangzhou. Besides, Dongfeng also listed three SUVs this year, namely Aeolus AX5, Cefiro MX5 and Scenery 580. This july, Dongfeng Liuzhou Motor Co.Ltd listed its Fengxing SX6. Self-owned brands of Dongfeng Motor naturally formed the idea of operating collectively as a combination.

Four SUVs Listed within Two Month

Observing the products announced by Dongfeng’s self-owned brands this year carefully, you will find that products like sedans are buried, all of the cars are SUVs.

Sales of Venucia in the past 11 months has broken 100 thousand, a year-on-year increase of 11.6%, with T70 contributed most. Venucia is the only survived brand among Dongfeng’s joint and independent brands.

Venucia T90 is a middle-sized SUV, representing the highest level of Dongfeng’s SUVs, and an ending vehicle of Dongfeng this year. Before that, it was reported that Venucia will separate itself from Dongfeng Nissan and become an independent auto company and brand.

Compared with Venucia, Fengxing, another self-owned brand of Dongfeng, has more independent strategies and mature system. Continuity of its products and marketing are both complete. After launching Fengxing SX6 SUV in July, the brand then introduced Joyear X5 in December, which can only realized by Dongfeng Liuzhou Motor, the self-owned brand with the most systematic researching&development.

Dongfeng Fengxing also contributed to Dongfeng’s self-owned passenger cars. In this November, accumulated sales of Fengxing reached 239567 units, increades 8.6% year over year. It’s whole year sales are expected to be 270 thousand units, a year-on-year growth of 10.5%.

Fengshen, another self-owned brand of Dongfeng, sold 131.6 thousand units vehicles in the past 11 months, contributed mainly by SUVs. In the past 10 months, sales of the two SUVs of Fengshen reaches 80 thousand units, which accounts 67.2% of its total sales.

Operate as a Combination & Differentiation

Although slaes scale of Dongfeng’s each brand is not very big, total annual sales of Fengxing, Fengshen and Venucia can broke 550 thousand units, while slaes of the self-owned passenger cars of auto companies like SAIC, FAW and so on are far away from this number.

Dongfeng Motor’s focus on SUV market is due to the hot of this segment and its many opportunities. Dongfeng’s self-owned brands can plan as a whole in aspect of products, but it also depend on its various subsidiaries specific to marketing. Dongfeng has a very comprehensive coverage of market due to obvious differentation of its subsidiaries. Dongfeng Liuzhou Motor as an example, the company laid emphasis on the practicability of operation, its sales channel has focused on county-level cities and spreaded to markets with lower level from country market, almost covred all of the markets.