Recently, the Americas Regional Marketing Center of the Heavy and Medium Commercial Vehicle Overseas Division at Dongfeng Import and Export Company reported encouraging progress, achieving breakthroughs across several key markets in the Americas.

Through precise strategic planning, deeply localized operations, and a full-chain empowerment approach, the team has made comprehensive advancements in brand influence, channel strength, product competitiveness, and sales performance. These achievements have significantly strengthened the foundation of the Dongfeng brand in the commercial vehicle market across the Americas and injected strong momentum into opening a new chapter of growth.

Building a Comprehensive Full-Chain Service Support System

As a key strategic hub in South America, the Peruvian market welcomed the opening of a new sales outlet in September, effectively reducing Dongfeng’s local service radius and further strengthening its channel coverage network.

To match the pace of market expansion, the team innovatively implemented a cross-regional after-sales collaboration mechanism: after-sales service teams from Chile and Colombia were dispatched to Ecuador for specialized training. The training focused on mastering core technical areas such as CNG vehicle maintenance and fault diagnostics. Through these initiatives, the team aims to achieve an industry-leading standard of resolving service issues within 48 hours, ensuring comprehensive lifecycle support and a worry-free ownership experience for customers.

The channel system in Colombia has achieved a qualitative leap forward. Centered on the principle of “full-chain empowerment and all-scenario coverage,” the team successfully completed a systematic upgrade of 10 stores. After the upgrade, the stores fully refreshed their VI identity, adopting a minimalist and tech-inspired design that significantly enhanced the brand’s premium image and recognition. As a result, both customer traffic and single-store sales have shown steady growth.

All upgraded stores smoothly renewed their contracts for 2025, signaling strong market approval of the transformation. Currently, the channel development model in the Colombian market has gained notable influence within the industry, attracting visits from multiple enterprises for benchmarking and study. The demonstration effect of Dongfeng’s channel excellence is now progressively emerging.

To eliminate service blind spots, the team has innovatively partnered with top domestic service providers to “go global,” establishing regional spare parts and training centers across the Americas. These centers provide customized service support for major clients and vehicles beyond the warranty period. At the same time, experienced technicians from China are stationed on-site to mentor local apprentices, injecting continuous momentum into the market’s long-term sustainable development.

On the production side, the DKD model has been successfully implemented across the Americas, with Dongfeng’s localized manufacturing plant bringing together skilled technicians to build a dual product lineup featuring the KX flagship model and the VR premium model, while also introducing the new VR economy model.

This diversified product portfolio has propelled Dongfeng’s market share in the medium and heavy-duty truck segment to a leading position, earning high recognition from channel partners. Distributors have expressed strong confidence in the brand, pledging to increase investment, place additional orders for several hundred commercial vehicles, and establish dedicated companies to expand cooperation.

Moreover, numerous high-quality industry dealers have joined Dongfeng’s network, together building a comprehensive service system spanning multiple countries in the Americas. With the “48-hour service commitment”, Dongfeng ensures worry-free ownership and after-sales support for all customers.

Precisely Addressing Market Needs and Deepening Win-Win Cooperation

“Customer needs at the core” is the fundamental principle guiding the Americas team in expanding and deepening its large client market. The team precisely aligns products and services with the differentiated needs of clients across various industries and regions. By tailoring solutions for sectors such as energy, retail, and logistics, the team has achieved breakthrough collaborations, driving simultaneous growth in partnership scale and brand recognition.

In the energy sector, since 2023, the company has delivered several hundred heavy-duty tractors to a major energy enterprise. These vehicles, renowned for their exceptional reliability, have been operating around the clock to handle the company’s nationwide energy transportation tasks, earning widespread recognition and strong trust from the client.

In the retail sector, when the team visited the logistics center of a major benchmark client that operated a fleet of over 70 European-brand trucks, the exceptional reliability and comprehensive service capabilities of the Dongfeng KX model made a strong impression. The client has since planned to purchase additional Dongfeng vehicles for fleet renewal, marking a breakthrough for the brand’s entry into the supermarket logistics sector.

In the Colombian market, the company has earned deep customer trust through precise product positioning. The 4x2 tractor, designed specifically to handle both mountainous climbs and urban commuting needs, has consistently ranked among the top three in its segment for three consecutive months.

The medium-duty cargo trucks cover three major transportation scenarios — urban delivery, intercity logistics, and construction transport — while the dump trucks, with their high operational efficiency and low fuel consumption, help customers reduce operating costs and encourage repeat purchases.

Today, Dongfeng vehicles have become the preferred choice for logistics companies and individual operators in key cities such as Bogotá and Medellín, reinforcing the brand’s reputation for reliability and performance in the region.

To break into the key logistics client segment in the Chilean market, the team took a proactive approach by visiting the client to research their core needs in depth. They implemented an innovative “new energy + trial vehicle” strategy, introducing the GX and KL electric tractors into the client’s fleet. This approach is gradually transforming the client’s perception of the brand and laying a solid foundation for future large-scale cooperation.

Integrating into Local Culture to Convey the Value of the Dongfeng Brand

In the Americas market, the company has broken through traditional marketing boundaries by integrating brand identity with local culture through diverse initiatives such as event sponsorships, exhibition networks, and cultural collaborations. This multidimensional approach deeply aligns the brand’s DNA with local market needs, not only enhancing brand visibility and recognition but also transforming “Dongfeng” from an overseas brand into a trusted, accessible “reliable partner” for local users.

At the Chile WRC (World Rally Championship), the company went beyond traditional “brand exposure” by participating as a service provider, deeply integrating itself into the event operations. The team offered dedicated transportation support for the local championship racing team, embedding Dongfeng’s brand DNA of reliability and efficiency into the heart of the competition.

This immersive involvement transformed the company from a mere spectator on the sidelines into a partner driving the race forward. By leveraging the event’s excitement and professional atmosphere, Dongfeng strengthened its brand image while allowing local users to experience firsthand the superior performance and reliability of Dongfeng vehicles. This initiative not only enhanced the brand’s authenticity but also brought it closer to Chile’s vibrant automotive culture.

In the Colombian market, the company has adopted a “dual-engine strategy” combining an exhibition matrix with core model launches, driving both brand visibility and market conversion.

In 2025, Dongfeng successively participated in seven major national exhibitions, including TRANSPORMASTER, EXPOCONSTRUCCIÓN, and FEDETRANSCARGA, covering key sectors such as construction and infrastructure, freight logistics, and clean energy. Through these exhibitions, the company achieved over 2,000 brand exposures, becoming the most prominent and talked-about Chinese commercial vehicle brand at the events. Leveraging these exhibition opportunities, Dongfeng successfully secured a series of intended orders, further enhancing its influence and competitiveness in the Colombian market.

At the same time, the company organized medium-duty truck launch events across Colombia’s three major cities — Bogotá, Medellín, and Cali — engaging over a hundred media outlets and industry opinion leaders. Nearly 100 media reports were released across multiple platforms, achieving a total exposure of over one million views.

Centered around the theme “ALL ABOUT TRUST,” the campaign featured multi-scenario offline promotions that not only strengthened the brand’s image of reliability but also drove a surge in pre-sale orders, greatly boosting dealer confidence and reinforcing Dongfeng’s market presence in Colombia.

In the Peruvian market, the company focuses on “staying close to end users” by enhancing brand affinity and visibility through localized engagement.

On one hand, dealers actively participated in local truck culture festivals, integrating the Dongfeng brand into cultural events that resonate with everyday users. On the other hand, the company extended truck displays to high-traffic fuel stations, creating direct interactions with drivers and ensuring that the brand becomes visible and tangible in their daily journeys.

In addition, another dealership showcased Dongfeng KX CNG/LNG models at the Sustainable Transportation Exhibition, highlighting the company’s technological strengths in clean energy transport solutions. This initiative precisely aligns with the growing demand in South American markets for eco-friendly and sustainable transportation, further expanding Dongfeng’s influence within niche segments.

Regarding the recent multi-market breakthroughs across the Americas, Zhang Jinyuan, General Manager of the Americas Regional Marketing Center of the Heavy and Medium Commercial Vehicle Overseas Division, stated:

This milestone achievement is a powerful testament to our product competitiveness, brand influence, and team strength! From establishing a solid foundation across the Americas to achieving comprehensive growth in the Colombian market, every success represents the wisdom and dedication of our front-line, middle, and back-end teams. These efforts have not only strengthened Dongfeng’s presence in the region but also made ‘Dongfeng’ the trusted choice for an increasing number of local customers, laying a solid foundation for the company’s continued expansion in the Americas market.”

Looking ahead, the Americas team will continue its "dedicated cultivator" approach, intensifying efforts through localized marketing to further elevate the company's brand value in the American markets. The team is committed to establishing Dongfeng as the most influential Chinese brand in the South American commercial vehicle sector, thereby accelerating the company's "International Leap" forward.