DFM Released Dongfeng’s Brand Strategy

On the eve of the Beijing Motor Show – Auto China 2018, looking into the future, DFM released its brand strategy in Beijing. The core values of Dongfeng’s brand are Quality, Wisdom and Harmony. These core values carry forward Dongfeng's consistent business philosophy guided by the demands of customers: to continuously satisfy the customers’ demands for high and beautiful life, convenient and smart mobility as well as harmonious and comfortable life.


Zhu Yanfeng, President  of Dongfeng Motor Corporation (DFM), pointed out that Dongfeng’s brand strategy has finally been perfected and come to fruition with over two years’ sorting-out, discussion and refining. It is a strategic arrangement for sincerely implementing the significant instructions regarding “promoting the transformation from Made in China to Created in China, from China’s speed to China’s quality and from Chinese product to Chinese brand”, a strategic move after we have fully understood the industrial trends and made efforts to grasp the demands of the market, as well as our rational consideration of the past 50 years’ history and the next 50 years’ development of DFM.


Dongfeng’s brand strategy comes into being along with planning and accumulation for over two years. The released core values, i.e. “Quality, Wisdom and Harmony” are a new interpretation for the historical accumulation of Dongfeng brand, as well as a comprehensive extract and sublimation.


Quality, the root of Dongfeng brand in the new era. Quality is the most important gene in the blood of Dongfeng and is fundamental to Dongfeng. DFM has always been pursuing for the organic unity of product quality, enterprise quality and human quality: sticking to providing users with reliable products and services to guarantee consumers’ rights; sticking to compliant and honest operation to make sure the enterprise is encompassed with moral blood and sticking to faithful devotion to work to produce the fine products with craftsman’s spirit.

Wisdom, the source of Dongfeng brand in the new era. Wisdom is the symbol of modern industrial civilization, as well as the source to win the future. DFM goes after the integrated progress of smart product, smart enterprise and human’s wisdom: focusing on improving the intelligence and networked connection of products and services, for the purpose of providing smart trip solutions and smart logistics solutions for users; focusing on upgrading the digitized and informationalized level of enterprise’s full value chain to build intelligence enterprise and focusing on improving employees’ quality to enhance their competitiveness in the fierce market war.

Harmony, the soul of Dongfeng brand in the new era. Harmony is a faith, which has never been waived from pursuing for in human nature. DFM pursues for a multi-win development with consumers, interested parties and employees: endeavoring to satisfy customers’ demands and to generate greater value for customers; mutually respecting and benefiting each other with partners to obtain mutual development; adhering to helping those in distress and aiding those in peril to make contributions to the society; sticking to green development to protect the environment and actively making innovations and sharing results with employees to let employees take the lead in getting access to wonderful life in the new era.

These core values of “Quality, Wisdom and Harmony” stem from the profound historical accumulation of DFM: the gene of fine workmanship which we have been pursuing for the past half century, the entrepreneurial and innovative spirit deeply rooted in the soul and the cultural concepts advancing with the times. These values embody the ability vision of DFM to face the future: quality as the foundation, innovation as the source and harmony as the soul, to accelerate the construction of Dongfeng into a century-old international company that develops independently and sustainably and faces the whole world. These values also manifest Dongfeng's unique pursuit of brand personality: to promote the all-round development of the company in morality, intelligence, and emotion with lofty virtues, high intelligence and love for harmony.

Li Shaozhu, General Manager  of DFM, expressed that by 2025, DFM will double its global sales to 2.3 million vehicles, promoting the overall sales volume of the vehicles under the independent brand of Dongfeng Motor Group to join top 10 of the world; while developing the domestic market, it is also strengthening the capabilities of overseas business systems to make the products gradually enter the international mature market and upgrade the global reputation and influence of the Dongfeng brand.

To achieve the goal, DMF will implement the "D139" strategy. "D" stands for "DONGFENG", "1" stands for "one Dongfeng" principle, "3" stands for the three major projects of Dongfeng, "Quality Dongfeng", "Intelligent Dongfeng" and "Harmonious Dongfeng", and "9" represents the 9 major action plans.

The "One Dongfeng" principle means that, Dongfeng will adhere to the business layout of paying equal attention to passenger and commercial vehicles, build a consistent and normalized brand image and adhere to our common brand commitment: all the businesses under the Dongfeng brand will share the core values of “Quality, Wisdom, and Harmony” and abide by the common corporate norms, product standards and service commitments.


To guarantee that the three projects of "Quality Dongfeng", "Intelligent Dongfeng" and "Harmonious Dongfeng" strike roots, Dongfeng will initiate its "9 action plans”: Superior Products, Excellent Services, Excellent Enterprise, Smart Manufacturing, Smart Vehicles, Smart Mobility, Green and Safe Development, Open and Cooperative Development and Harmonious and Shared Development, to eventually support the continuous enhancement of the brand’s core values of “Quality, Wisdom and Harmony”.

The intelligent age of automobile has arrived. In October 2016, the Made in China 2025 plan announced the intelligent connected vehicle route map, which unveiled the curtain for automobile to enter the intelligent connected era. Last September, the NDRC activated the drafting work for the “Intelligent Automobile Innovation and Development Strategy” and put forward new requirements on intelligent vehicle industry.

The future will only present intelligent vehicles and non-intelligent ones, rather than the traditional vehicles and newly manufactured ones. DFM has been actively accelerating the intelligent upgrade of products and services with a positive and open attitude.

On the Release Conference of Dongfeng’s Brand Strategy, “the BAIDU DeruOS- d AI Vehicle-mounted System -- Dongfeng Aeolus Wind 3.0” was released at the same conference. It is an advanced achievement made by Dongfeng Passenger Vehicle Company joining hands with Baidu and PATEO for crossover cooperation in the fields of automobile, Internet and AI, standing at the beginning of a new starting point, adhering to the Internet spirit of coexistence and co-prospecting, by which Dongfeng Passenger Vehicle Company keeps up with the brand strategy of Quality, Wisdom and Harmony.


Dongfeng Aeolus Wind 3.0 is highlighted with its super high-end hardware, ultra-simple UI experience, super-fast AI voice and extreme application ecology. Meanwhile, Wind 3.0 also brings about six industrially pioneering advantages, i.e., the first AI vehicle-mounted system that can realize full-featured application without downloading APP, the first that can realize self-learning, the first that has faster experience than smart phones, the first that can understand complicated human languages, the first with full-scenario ecology and that can grow, and the first with OTA.

For the next Dongfeng Aeolus model which is about to enter the market, Dongfeng Aeolus Wind 3.0 will be a 100% standard configuration and in the next three years, it will become a standard configuration for all model collections.

The Dongfeng eπ New Energy Concept Style Coupe with High Performance was also released at the same conference. d on the brand connotation of “Quality, Wisdom and Harmony”, Dongfeng eπ Concept Style Coupe interprets how Dongfeng makes future mobility environmental, intelligent, connected and efficient by virtue of the designing philosophy of “Quality, Intelligence and Joy” as well as the development trends of “the five”, i.e. lightness, electrification, intelligence, connectivity and sharing.


In appearance, eπ, encompassing the designing philosophy of “Quality, Intelligence and Joy”, is a striking, high quality vehicle art created with craftsman’s spirits. In trip experience, mounted with advanced intelligent systems, eπ can sufficiently embody interaction with users and is able to provide convenient and rapid immediate driving experience. In technical parameters, eπ can endure a continuous journey of 500KM (by electricity) and 1,000KM (by PHEV); it can be accelerated to a hundred kilometers per hour in less than 4 seconds; its low-decibel motor system provides peaceful experience and the hub motors at four wheels bring about better bearing space and hands-on fun.

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