Committed to a Better Life, the 17th Shanghai International Automobile Industry Exhibition was grandly held on April 19. DongFeng Motor Corporation and its 13 subsidiaries including Dongfeng Motor Corporation Passenger Vehicle Company, Dongfeng Liuzhou Motor Co., Ltd., Zhengzhou Nissan Auto Co., Ltd., Dongfeng SOKON Auto Co., Ltd., Dongfeng Cross-country Vehicle Co., Ltd., Dongfeng-Nissan Passenger Vehicle Company, Dongfeng Peugeot Citroen Automobiles Co., Ltd, Dongfeng Honda Automobile Co., Ltd, Dongfeng Yueda KIA Motor Co., Ltd., Dongfeng Renault Automobile Co., Ltd., Dongfeng Infiniti Motor Co., Ltd., Dongfeng Yulon Motor Co., Ltd., Dongfeng Venucia Vehicle Company participated in the exhibition.
The theme of DFM in this Auto Shanghai is “Drive Dreams with Cars”. The total designed exhibition area is 17,400 m2, and 151 vehicles and key powertrains are also displayed in this Auto Shanghai, including 26 initially released models and 10 new energy vehicles. The exhibits cover passenger vehicles, commercial vehicles, new energy vehicles, key powertrains, etc., showing DFM’s technological achievements in various aspects such as traditional vehicle, new energy vehicle, Internet intelligent vehicle.
DFM booth is located in 7.2H, with an exhibition area of 2,520 m2, and 24 vehicles and 3 key powertrains are exhibited. All of above products are DongFeng independent brands, including 8 initially released models and 5 new energy vehicles.
In the opening ceremony of DongFeng hall in the morning of April 19, Zhu Yanfeng, DFM Chairman concurrently , said that, in the annual auto show, DFM will present fruitful results to everyone. It represents DFM’s latest achievement in the field of products and technologies, and also represents DFM’s new achievement due to innovation and open development in recent years.
Initial Releasing of A Number of Upgraded New Products, Highlighting the Independent Power
As for 151 exhibited models, DongFeng independent models account for more than 1/3, including initial release of 8 independent passenger vehicles and appearance of 5 independent new energy vehicles. DongFeng reveals its strong technical research and development strength with its actual actions again.
DFM Fengshen AX4 is a strategic product of DFM Fengshen, its initial release in Auto Shanghai shows that DFM Fengshen has formally entered the product 3.0 era. As a sharp and fashionable small urban SUV, DFM Fengshen AX4 is specially designed for young Pan-Post-90s generation, which is adopted with new design language and brand-new onboard intelligent interconnection system. This product will refresh the understanding of Fengshen design, help Fengshen obtain more young consumers, and achieve further enrichment and diversity of brand.
DFM Joyear X6 is the third high-quality model of DFM Fengxing 2.0 era, and also the first high-quality 7-seat SUV, which has 1.5 T brand-new engine and a number of characteristics including high performance, lightweight, high durability, low fuel consumption, etc., thus further enriching the consumer’s choice of power. The brand-new Joyear X5 and Joyear X6 constitute DFM’s “twin-star” star products of DFM Fengxing in the brand 2.0 era.
DFM Cefiro MX3 is the world’s first brand-new compact SUV model of DFM Cefiro brand, which realizes vertical layout of full range of products together with the existing professional all terrain urban SUV MX6 and reliable family large SUV MX5. The consideration will be given to the young and fashion-orientation of the new vehicle’s appearance design and performance configuration, so as to satisfy the vehicle demands of the Post-85s and Post-90s generations in their beginning stages of life with the joint quality and high cost performance.
DFM Fengguang 580 XL also makes its first appearance, which has several changes in appearance, and has major upgrading in intelligent system, interior trim design, etc. It shoulders the positive image brand of DFM Fengguang brand, and has important strategic significance.
In addition to 4 initially released models including DFM Fengshen AX4, DFM Joyear X6, DFM Cefiro MX3 and DFM Fengguang 580 XL, 3 models of 5 exhibited new energy vehicles make the first appearance: DFM Fengshen E70, DFM Fengshen AX5-EV and DFM Fengxing LZ M5-EV. A man of iron – DFM Warrior new protection type assault vehicle which is exhibited for the first time more directly demonstrates the original “military quality” behind DFM independent quality upgrading.
The automobile industry revolution due to the intelligent internetworking is also a hot spot of this Auto Shanghai. DFM booth sets up Wind 2.0 system experience area and VR experience tank, and vividly displays DongFeng’s staged achievement in the unmanned driving field. Wind 2.0 system which is experienced during DFM Fengshen AX5 demonstration provides 29 intelligent internetworking service including security, entertainment, remote control, etc., and makes consumers enjoy in unlimited driving experience.
Innovation-driven development, Continuously Released Vitality of the Enterprise
透过新产品与新技术，东风公司背后呈现出的是一条大型车企不忘初心、实现稳步健康发展的奋斗之路。
Through new products and new technologies, DFM shows the road of struggle featured by not forgetting initial determination and achieving steady and healthy development of the large-scale automobile enterprise.
Zhu Yanfeng expressed that, “Continuing improving innovation and driving capability is a main development breakthrough direction of DFM”.
In 2016, DFM held the science and technology innovation conference, and issued the Outline of the “13th Five-year-plan Science and Technology Development Plan. The outline proposes that: By 2020, the independent research and development capability will be domestically advanced; the vehicle and powertrain technology platform will be upgraded comprehensively, and the new energy vehicle and intelligent internetworking vehicle will make major breakthroughs in technology; by 2025, it will reach the internationally advanced level; DongFeng will become a world famous brand; the new energy vehicle and internetworking vehicle will be in a leading position, and some technologies will have a leading development.
During this Auto Shanghai, Li Shaozhu, DFM General Manager concurrently introduced to the media: In 2016, 1.377 million DongFeng independent brand vehicles were sold, which was increased by 13.0% on a year-on-year basis, and the sales amount ranked No. 3 in the independent brand industry. Among them, the independent passenger vehicle had a rapid increase, and 896,000 vehicles were sold in the whole year, with a year-on-year growth of 14.7%; 481,000 independent commercial vehicles were sold, with a year-on-year growth of 10.0%, and it beat the market. In 2016, DFM received 5 progress prizes in science and technology of China automobile industry, 1,317 authorized patents, including 152 invention patents.
In the field of new energy vehicles, DFM adjusts the new energy business management system; implements new energy vehicle “583” plan (control of 5 core resources, development of 8 key technologies, and innovation of 3 business models), and promotes the healthy and sustainable development of the new energy business. In 2016, it sold 25,000 pure electric vehicles, with a year-on-year growth of 66.6%, and DongFeng new energy business had an overall profitability.
A series of new State V products including DFM A9, DFM Fengshen AX5, DFM Fengxing SX6, DFM Fengguang 580 and DFM commercial vehicle have a good performance in the international and domestic markets. In the large scientific experiment program – Cheers Science on CCTV, DFM “innovative style” represented by DFM A9, DFM Fengshen AX7, DONGFENG KX, DFM “Warrior”, etc. shows charm of science and technology of DFM products.
Taking the Lead in Practice, Promoting Integration and Innovation
As a large group of the automobile industry, DFM is an active model in the science and technology innovation, which actively carries out technical cooperation with relevant parties, and jointly improves the “made in China” core competence.
Carrying out technical cooperation and promoting joint innovation is an important strategic measure of DFM.
As for the international technical cooperation, DFM has adhered to the “initiative leading” principle; actively introduced advanced technology and management of partners; performed powertrain resource sharing; conducted joint development of new energy vehicle technology. In May 2016, Dongfeng Group, PSA Group and Dongfeng Peugeot Citroen Automobiles Co., Ltd signed the Agreement on the Joint Development Project of the “Electric Version Common Modular Platform (eCMP)”. The project is the achievement extension and cooperation deepening of the global common modular platform CMP project, and Dongfeng Group, PSA Group and Dongfeng Peugeot Citroen Automobiles Co., Ltd will be responsible for joint development and will share intellectual property rights. In addition, DongFeng has also cooperated with Renault-Nissan Alliance, and taken charge of joint R&D and manufacturing of medium and high-end pure electric vehicles, economical pure electric vehicles and PHEV, etc.
As for the domestic technical cooperation, DFM has actively carried out strategic cooperation, and achieved mutual benefit and win-win development. On February 17, DFM signed the strategic cooperation work agreement to jointly create the “prospective generic technology innovation center” with FAW Group. According to the agreement, both parties will research the forward-looking technology including onboard intelligent internetworking, fuel cell, lightweight, etc., so as to solve the generic technology problem, and quickly improve the research level of forward-looking technology.
In addition, DFM also has established strategic cooperation with a number of parts and raw material enterprises; carried out technical exchanges and technical support, and realized the synchronous development. The cooperation of intelligent internetworking vehicles and driverless automobiles with Huawei and China Electronics Technology Group Corporation has also showed the performance gradually; DFM driverless automobiles are also in accelerated validation and improvement process. DFM has also signed the strategic agreement with Aviation Industry Corporation of China, China Aerospace Science and Technology Corporation, China Electronics Technology Group Corporation, Dongfang Electric Corporation, etc. for technical cooperation of battery, motor and electronic technology and for strengthening the “battery, motor and electronic technology” research and industrialization.
In 2017, DFM will Strive to Maintain A High-quality Development
In 2016, DFM made a breakthrough of sales amount of 4.2 million vehicles, and achieved a good start of the “13th Five-year-plan”. In 2016, 4.277 million vehicle were sold, with a year-on-year growth of 10.4%, thus the challenging target was achieved and the sales amount ranked No. 2 in the industry. Among them, 3.785 million passenger vehicles and 492,000 commercial vehicles were sold, with a year-on-year growth of 10.6% and 9.1% respectively. The operation quality and benefit also had a stable improvement.
The year of 2017 is an important year for DFM to implement the “13th Five-year-plan”, and is also a year for reform deepening and breakthrough. The operation target is to keep high quality and realize growth higher than the market growth and sales amount of 4.5 million vehicles, so as to create favorable conditions to achieve targets of the “13th Five-year-plan”.
DFM will focus on development of the “13th Five-year-plan”; stand on the work theme featured by overall promotion and key breakthrough; adhere to principles of development with opportunities, reform and breakthrough, continuous innovation and system optimization; carry forward the pragmatic, efficient, diligent and responsible style, and further advance the stronger, better and healthy development of the company, and welcome the 19th CCP Congress with excellent performance.
During the period from January to March 2017, DFM kept steady operation and realized sales amount of 948,000 vehicles. 807,000 passenger vehicles had been sold, which is almost the same with the same period; 140,000 commercial vehicles had been sold, which has achieved a rapid growth higher than the market growth. 383,000 independent brand vehicles had been sold, and the growth of the independent passenger vehicles is higher than the market growth. In addition, 13,800 vehicles had been exported, with a year-on-year growth of 99.8%, and it is higher than that of the industry.