In August last year, Dongfeng Motor announced the official implementation of the new energy "leap action" for passenger cars. The specific approach is to integrate the three major brands of Dongfeng Fengshen, Dongfeng Yipai and Dongfeng Nano, and the group will be integrated and managed, and the high-end new energy market will be responsible for VOYAH and Mengshi.
Of course, there was another hiccup after that. That is, the State-owned Assets Supervision and Administration Commission will adjust the policy and conduct a separate assessment of new energy vehicles for the three central automobile companies. For these central enterprises, it is no longer only about profits, but also about market share and technological development.
On the one hand, it has made great efforts, and on the other hand, the policy level has been "loosened", and Dongfeng Motor has played a beautiful "combination punch" in the first half of this year. We can clearly feel that Dongfeng Motor has begun to really exert its strength on the new energy track.
New product combo, more Xiaomi than Xiaomi?
In the first quarter of this year, Dongfeng Motor has launched or released three blockbuster new energy models: Dongfeng Nano 01, Dongfeng Yipai eπ07, and Dongfeng Fengshen L7, and the "characteristics" of these three cars are very obvious.
Nano 01 focuses on "boutique + practical", although the body is only more than 4 meters, the wheelbase is 2660mm, far beyond the same level of models. At the same time, the interior is very designed, with the addition of leather textures and stitching; The chassis and suspension tuning are also good, and the speed is very stable. Such a car entered the market at a price of 79,800 yuan, which can be said to be a bit of a dimensionality reduction blow. After our test drive at that time, the biggest feeling was that this was one of the most attentive cars within 100,000.
As for eπ07, as a 15-200,000 class medium and large pure electric car, it has just ushered in an important milestone moment of cumulative delivery of more than 10,000 units, with a reversible instrument screen, an electric rear wing, a butterfly shadow light carpet projection lamp, an electric liftback tailgate, like a 20-speaker audio, and a panoramic dome. The equipped high-computing intelligent driving system with integrated driving and parking can realize high-speed NOA pilot assisted driving, and at the same time, there are also highlight functions such as LAPA. The key entry price is only 150,000, and the standard configuration is high, which is simply it.
Then there is the Fengshen L7, which is positioned as an A+-class SUV and has quite good space. With Dongfeng Motor's new generation of Mach electric hybrid PHREV technology, the pure electric range goes to 205km, and the comprehensive measured range exceeds 2100KM.
Of course, in the second quarter, Dongfeng Motor was even more powerful, launching Dongfeng Yipai eπ08 and VOYAH FREE 318, these cars also have their own advantages, such as VOYAH FREE 318 is the main focus of more than 200,000 boutique medium and large SUV market, eπ008 with a true three-row large six-seat to provide consumers with more space and a more comfortable family riding experience. Then in the third quarter, the new pure electric family SUV VOYAH Bosom Friend will also be officially released, and this combo will be one after another.
How to say it, it feels like a big year for Dongfeng Motor's new energy products, and it is also a new year for the weather, and the new models launched are both practical, and have a lot of functional highlights, and the price is also very competitive, a bit of "how to choose will not be wrong" feeling. Just like the VOYAH FREE 318, with its previous size and configuration, it is already powerful enough, and the new model not only adds a "shape kit", but also "adds" an "additional" 318km pure electric range, which is really hard to refuse.
We have done in-depth contact with these cars, and the biggest feeling is that today's Dongfeng Motor is practical enough, the price is close to the people, and there is the reputation of Dongfeng Motor, and there is no worries.
Layout of the whole line, technology is king
In addition to the more and more "intimate" products, Dongfeng Motor has also completed the industrialization layout of the new energy "three electrics". It has independently mastered almost all the core technologies of new energy, and there are more than five light technology brands, including Mach Power, Dongfeng Quantum Architecture, Dongfeng Hydrogen Boat Hydrogen Power, Longqing Power, Dongfeng Yuexiang Intelligence, etc., which is also the basis for Dongfeng Motor to be able to calmly exert force from all angles.
Among them, the Dongfeng quantum architecture focuses on the high integration of the whole vehicle, which has the advantages of flexible expansion and changeable scenarios, and can build a variety of spaces in the way of building blocks, bringing users a free and free experience. Take Nano 01 as an example, don't look at it as just a 4-meter car, but the multi-functional utilization rate of space is extremely high, not only has a four-door layout, but the main driver's seat can also achieve "one-key lying flat". The glove box is arranged with a pull-out type, which can be turned into an office table or makeup rack, and there are even hooks under the glove box, which can be used to put some packed bags and the like, which really understands the study of the car scene.
In addition, the second-row seats of the Nano 01 support full reclining, and the trunk also has two storage grids. Let's think back, the previous 4-meter hatchback car, can any of these functions be realized? In the past, small cars seemed to be a compromise that could not afford to buy a big car. Today's models from Dongfeng quantum architecture really make the car a boutique. Personally, I think there is a lot to be done in this regard.
As for electric drive technology and hybrid technology, they should belong to the "old business" for Dongfeng Motor. For example, Dongfeng Yipai eπ008 is equipped with a special engine with a thermal efficiency of 45.18% and a conversion efficiency of 3.66kWh/L, which is absolutely the first line in the industry. The all-in-one electric drive system CLTC achieves an efficiency of 92.5% under standard electric drive conditions, which is also the industry-leading level.
Marketing is open, no longer head-iron?
What's even more surprising is that Dongfeng Motor seems to have opened up its marketing skills. A while ago, it was linked with the action movie "Operation Jiaolong" ("Operation Red Sea 2") to jointly create a movie co-branded car, that is, the Mengshi 917 Jiaolong Battle Armor Version, and the publicity effect was quite good.
The key warrior 917 was originally a hard-core off-road model, and it was very suitable for the tonality of the military action blockbuster "Operation Jiaolong" in terms of model positioning. So as soon as this car was unveiled, it caused a lot of repercussions in the military fan circle. It is expected that if the follow-up "Operation Jiaolong" can be a big hit, the warriors will still be able to eat a wave of traffic.
For example, the marketing of VOYAH FREE 318 is also quite good, anchoring the IP of 318, which has caused many people to discuss, what should our travel life be like? Whether it's a hardcore trekking through mountains and rivers, or going farther away and enjoying a more comfortable ride. Of course, behind all of this, the whole team is working hard.
Dongfeng Motor has formulated a "three-year action for transformation and upgrading", this year is a key year, and it seems that it is advancing well. At least when the whole system is in motion, it's really refreshing. It's just that this tight string does put a lot of pressure on all Dongfeng people. I hope that after this round, everyone can have a good harvest.