ASEAN market is a key market for Dongfeng Motor's overseas business. Dongfeng has increased new products launch, strengthened customer service and actively promoted localized marketing in Vietnam, Myanmar, Cambodia and other places. In recent years, China-Vietnam economic, trade and investment cooperation has maintained a strong momentum of development. Vietnam has become China's top trading partner in ASEAN and China's fourth largest trading partner in the world. With the deepening of bilateral economic and trade cooperation, Dongfeng Motor, relying on its strong strength in automobile manufacturing and long industry experience, firmly implements the international development strategy, and is committed to jointly exploring a mutually beneficial and win-win future with Vietnamese partners.

Strengthening the systematization of marketing capabilities

In Vietnam market, Dongfeng Commercial Vehicle and its partners have reached a consensus on the systematic construction of marketing capability, and are committed to jointly building a cooperation system for the whole value chain of product development, sales training, marketing and after-sales service. Recently, Dongfeng Motor organized a series of thematic activities on service marketing innovation in Vietnam, which covering dealers and service network partners across Vietnam. Among which the national service training attracted the participation of professional service technicians from more than 30 service stations in the major cities of Vietnam, and service training on the formalization process of maintenance service of major products of Dongfeng Commercial Vehicle was carried out at the same time, which was widely praised by the Vietnamese partners.

In terms of marketing and service mode in Vietnam market, Dongfeng actively participated in the sales process, closely cooperated with dealers, enhanced localized marketing capability, and jointly carried out thematic activities such as new product release, commodity promotion and service season. It penetrated into the Vietnam market to improve product adaptability, provide standardized professional service guidance, and build a more complete spare parts center to accelerate service response.

In May, Dongfeng held the launching event of the new GX tractor and the 2024 Dongfeng Commercial Vehicle Vietnam Dealer Conference in Vietnam, introducing new products, explaining business policies, and organizing on-site test-drives for customers to experience the representative models of commercial vehicles. Dongfeng Motor participated in the whole process before and after the sale of the products, injecting new momentum for the brand's sustainable development in the local market, and promoting the growth of the brand volume by consumer reputation.

Since the beginning of this year, Dongfeng Commercial Vehicle has vigorously promoted DONGFENG GX, KL and other new tractor products in Vietnam market, and achieved good results, with the proportion of tractor sales reaching 34%, which together with trucks and construction vehicles constitute a rich product lineup to meet the diversified vehicle needs of clients in Vietnam market.

Providing reliable products and quality services

Reliability and durability have always been the traditional advantages of Dongfeng Commercial Vehicle products. As the new generation of Dongfeng Motor's “mainline logistics specialist” - DONGFENG GX premium heavy-duty truck, GX has undergone the whole process of all-around vehicle quality assurance from the definition to the mass production, with 10 million kilometers of user’s actual working conditions verification, 100+ double world-class suppliers and 100% control over 15 production and delivery processes. Body Stability, Tire Pressure Monitoring, Lane Departure Warning, Forward Collision Warning and other systems are equipped to set up a safe and reliable protection barrier for GX.

GX tractor adopts the integrated calibration development of Dongfeng powertrain, which greatly improves economy and comfort. Equipped with a variety of mature Euro 5 engines, covering 11-13L large displacement, 385-520 hp, with torque up to 2460 NM. It’s matched with manual and automatic gearboxes, 12 forward gears, 2 reverse gears, with intelligent shift strategy, the fuel consumption is more competitive than that of European brands. Matching with Dongfeng Dana 465 13-ton rear axle and full airbag rear suspension, with a variety of speed ratios, adapting to a variety of working conditions, stable and reliable. GX has a number of indexes comparable to the world's top level, has broken the technological barriers in the high-end heavy truck market, and is exported to Europe, the Americas, the Middle East, Southeast Asia and other regions.

“Wow, a trustworthy and high-quality truck from China”, Carlos Joballa, a Southeast Asian netizen, left a message on Dongfeng's social media account. Taking clients as the center, Dongfeng will always adhere to the brand concept of “IT'S ALL ABOUT TRUST”, strengthen the strength of intelligent manufacturing and reliable product quality, and strive to become the “most reliable Chinese truck brand”. 

In order to enhance the competitiveness in the Vietnam market, Dongfeng Motor attaches great importance to the improvement of service quality, systematically carries out the training of new product launch, maintenance and care, and makes sufficient preparations for pre-sale and after-sale services to ensure that consumers can get timely and efficient service support, which has significantly improved customer satisfaction and brand loyalty.

Developing “one country, one policy” marketing initiatives

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In ASEAN's Myanmar market, Dongfeng Commercial Vehicle, with its huge user base and large market share, further enhanced customer stickiness by offering free maintenance activities to reward new and existing clients. By launching the GX high-end tractor, users' demand for high-end products is met. At the same time, the establishment of local offices to optimize sales and channel management facilitates Dongfeng's regional marketing staff to keep abreast of the market dynamics, and formulate and adjust marketing strategies at all times. Dongfeng deeply supports the sales network, emphasizes the importance of professional research and application, and continuously sends commodity research teams to station in the local market to experience the actual use of vehicles, discover and solve problems before clients do, so as to more accurately grasp customer needs and market trends. In addition, in terms of spare parts, the company has established three spare parts depots to effectively improve work efficiency and ensure the supply of emergency spare parts within 24 hours, so as to provide customers with a worry-free experience.

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Dongfeng Motor has always insisted on emphasizing its local characteristics in the Indonesian market, and “the fact that you can see Dongfeng's vehicles running on the road is the best advertisement”. Dongfeng actively collaborating with dealers to participate in professional exhibitions, carry out test drives and roadshows, and create differentiated solution scenarios and sample cases to bring Dongfeng products to clients, allowing customers to more truly feel the high quality of Dongfeng. In the future, Dongfeng will also keep importing 1-2 new products every year, enter the tractor and trunk logistics market to enhance product competitiveness; and through the enhancement of service capability and spare parts front capability, solve customers' worries, and cooperate with local dealers to enhance the systematic marketing capability to further promote the sales volume.

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In recent years, more and more Chinese brand vehicles have entered the Cambodian market, and the acceptance of Chinese brands by the local people has been increasing. Dongfeng leads Chinese brands in sales growth in Cambodia , and Dongfeng Motor held the launch of new vehicles, such as the DONGFENG SHINE GS and SHINE MAX, and customer testing activities in Phnom Penh, Cambodia, to strengthen the user's product experience and enhance the reputation of its products. The launch of the two new products further enriches the product line of DONGFENG brand and provides Cambodian customers with more traveling choices.

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At the same time, the overseas marketing team of Dongfeng Vehicle is also actively promoting the expansion of channels in other ASEAN countries, and planning a series of localized brand promotion and publicity activities to form a “left-hand drive+ right-hand drive ” market dual layout. In Malaysia, Singapore and other markets, a series of activities such as DONGFENG BOX and other new product launch tour release were held, and new products were preheated through online social media platforms, further enhancing the influence of Dongfeng in the local market and deepening the connection with clients. 

In the upcoming 21st China-ASEAN Expo, Dongfeng Motor will take part in the exhibition with the overall image of the Group, bringing 10 representative models of commercial vehicles and passenger cars such as DONGFENG GX tractor, KC dumper, VOYAH DREAM, DONGFENG 007, BOX, MHERO I, etc., and nearly 100 kinds of products in four categories of Dongfeng agricultural machinery and parts were presented to show the overall strength and image of Dongfeng, and a series of activities of special promotion and client signing were held during the same period to strengthen cooperation and communication with potential partners from ASEAN countries and to promote the process of internationalization and development.

Dongfeng Motor will always be customer-oriented, deeply plowing localized development, and fully implement the concept of “Customer First” in product innovation, marketing strategy, channel expansion and service upgrading, to help continuously improve the brand influence in overseas and achieve steady growth of global business.