Media Insights | Strengthen Right-Hand Drive Vehicles to Unlock New Markets

The overseas right-hand drive market cannot be ignored. On December 13th, Dongfeng Motor published an article titled "Strengthening Right-Hand Drive Vehicles to Unlock up New Markets," detailing DFMIEC's journey into the right-hand drive sector.

This year, Dongfeng Motor has accelerated the layout of overseas market strategy, positioning the DONGFENG BOX EV as the strategic model vehicle to enter the right-hand drive market, capturing significant milestones along the way—

On August 22nd, the DONGFENG BOX right-hand drive model made its international debut, officially launching in Kathmandu, the capital of Nepal.

On September 5th, it was showcased in Hong Kong, China.

On September 25, it officially entered the Singapore market.

On November 22nd, the launch event was held in Kuala Lumpur, Malaysia……

From January to November, DFMIEC exported a total of 3,941 right-hand drive vehicles, marking a remarkable 421% year-on-year increase, thereby injecting new momentum into Dongfeng Motor's "International Leap."

Take the first step

As the growing trade of Chinese automotive brands expands internationally, the right-hand drive Southeast Asian market has emerged as a key destination for them. In 2024, DFMIEC is actively promoting right-hand drive models. Zhu Xun, General Manager of the Southeast Asia Regional Headquarters of PV Overseas Marketing Department, introduced that Dongfeng Motor has conducted extensive tracking and analysis of the right-hand drive market over the years. Dongfeng recognize the market potential in Southeast Asia and has chosen the DONGFENG BOX as the strategic model to enter this segment, with Nepal selected as the location for its overseas debut.

"Since cooperation with several leading dealer groups in Nepal two years ago, we have maintained close communication. Before the Spring Festival this year, our team conducted comprehensive market research in Nepal." The Nepalese market is one of the important and promising market for right-hand drive vehicles, with its mountainous terrain and heavy rainfall presenting unique challenges that demand high product standards. The goal is to enter this market with the superior quality, top safety standards, and cutting-edge technology, aiming to a top-two market ranking in the short term.

On August 22nd, Dongfeng's first right-hand drive model, the DONGFENG BOX EV, was unveiled in Kathmandu, the capital of Nepal. The event was globally broadcasted live through overseas video platforms and simultaneously streamed on screens in Nepal's largest shopping mall, greatly enhancing the visibility of the DONGFENG BOX model and boosting the Dongfeng brand's recognition in international markets.

Subsequently, at the NADA AUTO, the annual automobile exhibition in Nepal, DONGFENG BOX stood out among numerous models with its exceptional product performance and innovative design, securing the highest order volume and successfully marking the significant entry of Dongfeng's right-hand drive vehicles into the overseas market.

Closer distance with local consumers

The overseas market environment presents a complex and dynamic situation. When entering new markets, it requires that the marketing team not only quickly adapt to diverse market demands but also navigate the challenges posed by intricate regulatory standards.

When entering the Malaysian market, faced with local government restrictions on relevant policies and regulations, Zhu Xun led the team communicate with Malaysian governments and adjusted submission materials in strict accordance with local requirements. Through relentless efforts, the team efficiently obtained the necessary permits, ensuring the vehicle launch event held as scheduled in Malaysia.

The significant differences in cultural traditions and consumer preference across various countries and regions pose another challenge for overseas marketing. The South Asia Regional marketing team of DFMIEC adjust measures to local conditions and adopts innovation-driven marketing strategy, conducting in-depth research on the characteristics of each target market. By integrating local culture and consumer preferences, they customize promotional videos and marketing materials to enhance the brand's adaptability and competitiveness.

During the launch in Hong Kong, China, DONGFENG BOX was showcased with other Dongfeng new energy models such as VOYAH DREAM and DONGFENG 007, marking the official entry of Dongfeng’s new energy vehicles into the Hong Kong market. The team cleverly leveraged the 57th anniversary celebration of Hong Kong TVB by featuring the DONGFENG BOX as a big prize in the celebratory lottery, further elevating the brand's visibility and influence in Hong Kong.

In Malaysia, the launch event for the DONGFENG BOX integrated local traditional cultural elements, featuring local dance performances and the lion dances, closer distance with local consumers. Additionally, the team collaborated with Malaysian dealers to host a media preview, inviting 30 local automotive media to experience the upcoming model. The media highly praised the DONGFENG BOX for its stylish exterior, exquisite interior, and outstanding performance, marking a new chapter for Dongfeng Motor's development in Malaysia.

Everything for customers

The Southeast Asia marketing team of DFMIEC consistently adheres to the principle of being close to the customers. "With numerous countries in the Southeast Asia region, and in the process of overseas market expansion, we are committed to arriving on-site in time whenever our customers need us, no matter how difficult it is," said Zhu Xun. During the preparations for the launch in Malaysia, team members arrived two weeks in advance to collaborate with local partners for preparing.

In order to cooperating with clients from different countries, Zhu Xun reviews and studies the local history, culture, and customs before each overseas trip. This approach allows him to better understand clients and think from their perspective, fostering trust-based relationships. Furthermore, the Southeast Asia marketing team provides comprehensive support and empowerment to local partners in areas such as marketing training and after-sales service, helping clients achieve their business objectives.

With majority of newcomers in the team, Zhu Xun pays great attention to team’s training and growth. He often remarks that at the current time when China's independent automobile brands are fully emerging and accelerating the wave of going overseas , we should be doubly fortunate to be a member of this! He led the newcomers to go deep into various regional markets, shared practical experiences and build platforms, enabled them to quickly evolve into backbones.

DFMIEC seizes the opportunity presented by the development of right-hand drive vehicles to continuously enhance the Dongfeng brand's influence in Southeast Asia and the global market. Through high-quality products and services to create a superior automotive lifestyle characterized by quality, intelligence, and harmony with users worldwide.