DFMIECs Path to Breaking Through in the Italian Market.

Recently, DFMIEC held a signing ceremony with its core partner in Italy, officially finalizing an annual order of 9,000 vehicles. The order includes key models from Dongfeng's core self-owned brands, such as Mage, Huge, and Shine, marking a solid step forward in the strategic layout of Dongfeng's self-owned brands in the European market.

Channel First Building a Comprehensive Sales Network Across the Region

The story begins with the company's precise insight into the Italian market. This Southern European country has immense potential for automotive consumption but has set stringent entry standards for foreign brands. To enter this market, the Passenger Vehicle Overseas Marketing Department's European Regional Marketing Center launched a systematic effort.

In early 2025, powerful dealers from various regions of Italy began receiving invitations from Dongfeng. From Milan to Rome, and from Turin to Naples, dozens of dealer representatives formed a delegation and traveled thousands of miles to Dongfeng's headquarters and manufacturing base. They witnessed firsthand the entire process of vehicle production, from parts to finished products, and gained a deeper understanding of the core technologies and safety designs of the models. The on-site visits not only dispelled their doubts but also laid a solid foundation for further in-depth cooperation.

At the same time, the company’s sales network in Italy is rapidly expanding. So far, 20 dealers have signed agreements, with the network covering the entire country, from bustling cities to coastal towns. According to the plan, by the end of 2025, the number of dealers will exceed 40, forming a sales and service network that spans major cities, setting the stage for future market growth.

Brand Establishment Making Dongfeng Visible on the Apennine Peninsula

Beyond the channels, the team is using localized marketing approaches to help the Dongfeng brand establish a presence and take root on the Apennine Peninsula.

In the early morning in downtown Milan, large outdoor billboards display Dongfeng's streamlined vehicle designs, complementing the city's skyline. On the streets of Rome, dynamic roadshows draw the attention of passersby, as staff open car doors and demonstrate intelligent driving assistance systems, with onlookers frequently expressing admiration. More locally, pop-up experience stores have been set up in various cities, including in Milan's fashionable shopping districts and Naples' seaside malls. Dongfeng brings the latest models directly to consumers, offering a tangible experience of quality and a futuristic interior, giving the "Made in China" label a more tangible representation.

These marketing activities are not just simple showcases, but two-way communication events. Italian consumers have high expectations for vehicle performance, design, and environmental standards, and the pop-up stores and roadshows have become windows for collecting feedback. After experiencing the vehicles, a Milan resident suggested, "The seat's wrapping could be further optimized to better suit European body types." This feedback was quickly relayed back to Dongfeng's R&D headquarters and became a reference for localizing the product improvements.

Certification and Training Building a Solid Foundation for Entering the European Market

The European market is known for its strict entry standards, which all overseas brands must overcome. Dongfeng's technical team has been well-prepared and has moved the certification process forward to greatly improve efficiency. Recently, several of Dongfeng's core models have successfully passed various EU tests and received the "pass" to enter the Italian market.

Product compliance is just the first step; the quality of after-sales service is equally crucial. In July, the Dongfeng European Training Center in Milan officially opened, and the first training session attracted sales and after-sales elites from across Italy. In the classroom, instructors detailed the technical specifications and maintenance key points of the models. During the hands-on session, trainees practiced troubleshooting around disassembled engines. A technical expert from a dealership in Turin commented, "This training gives us more confidence in providing professional services to customers, which is crucial in the European market."

"Italy is the strategic pivot for Dongfeng in Europe," said Mr.Xie, Head of the European Regional Marketing Center of the Passenger Vehicle Overseas Marketing Department. His words highlight the importance of this market. The signing of the 9,000-unit order is the result of prior planning, but also a new starting point. According to the plan, the European Regional Marketing Center will use Italy as a hub, extending its reach to the Southern European market. The experience gained here in channel building, brand operation, and service system development will be replicated in more European countries.