How does this state-owned automobile enterprise face the challenges of the era of new energy intelligent vehicles?

The rapid development of China's automotive industry has made intelligence and electrification a hot topic in recent years. Faced with the new situation of transforming from mechanical structures to intelligent structures in the past, automotive companies have also put forward their own response strategies.
As an important participant in the automotive market, Dongfeng Company has also launched a series of successful strategies, technologies, and products in recent years. On November 10, 2023, Dongfeng Company completed the release of its new brand e-π, and at the same time, Dongfeng Company formed a joint force with its own brand to launch a full-scale attack. The new development layout of multi brand collaboration has been officially completed.
At the event site, Yang Qing, Chairman and Secretary of the Party Committee of Dongfeng Company, said: "Over the past two years of the" 14th Five Year Plan ", we have focused on speeding up the new energy and new track, comprehensively completed the strategic layout of new energy brands, platforms, commodities, key assemblies and core technology resources, and formed a new situation where multiple fronts and brands go hand in hand, such as" independent passenger vehicles+commercial vehicles+joint ventures and autonomy ". On the new track, Dongfeng Company will speed up and work hard to build a green, intelligent and electric Dongfeng, a high-tech and self reliant Dongfeng, and a Dongfeng that continues to create value for customers. We will strive to answer the" Dongfeng Answer Sheet "given to us by the Party and the people, and contribute Dongfeng power to the construction of a new development pattern pilot area in Hubei, and to the construction of a powerful automobile country and the realization of Chinese path to modernization."
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In the second half of 2023, Dongfeng Company worked hard and made continuous major moves. The construction of three major product series brands has been completed, each focusing on its niche markets: the first model of the luxury electric off-road brand Mengshi, the Mengshi 917, has started delivery; The high-end new energy brand Lantu has once again seen booming sales after the new car facelift; The "Dongfeng" brand has also formed a full range of value coverage for mainstream markets with the help of Dongfeng Fengshen, Dongfeng Nano, and E π.
Today, Dongfeng Company is welcoming the arrival of a new era with a brand new attitude.
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The e π brand has officially embraced users, and the three major product series under the "Dongfeng" brand have been fully launched
On November 10th, Dongfeng Company introduced the e π brand in the new car field, and the e π brand also released its first new energy product, e π 007. Ten independent brand new cars from Mengshi, Lantu, Dongfeng Nano, Dongfeng Fengshen, Dongfeng Fengxing, and Dongfeng Nissan Qichen made their debut at the same time as the e π 007.
Nowadays, major domestic passenger car brands under Dongfeng Motor Corporation are simultaneously making their debut, and Dongfeng Motor Corporation is like five fingers clenching together to gather momentum, or may launch a full force attack.
At present, the three major product series brands under the "Dongfeng" brand focus on the mainstream market, namely the national pure electric professional brand Dongfeng Nano, the mainstream technology electric brand e π, and the high-end performance popularizer Dongfeng Fengshen.
With the debut of the e π 007, all three major product series brands have completed their new car layout. In addition, the Mengshi and Lantu brands, which are on par with Dongfeng brands, as well as the differentiated independent brands Dongfeng Fengxing and Dongfeng Nissan Qichen, may be Dongfeng's latest solution for the era of new energy vehicles.
From a product perspective, the e π 007 is undoubtedly the top of the line in the launch event. This new energy vehicle not only has a well received design, but also has excellent configuration. The electric scissor door is like a Kunpeng spreading its wings, with electric four-wheel drive dual motors capable of reaching 400kW and rich equipment, dedicated to creating a better experience.
Chen Hao, member of the Party Committee Standing Committee and Deputy General Manager of Dongfeng Company, as well as the General Manager of Dongfeng Passenger Car Company Sales Company, stated during the launch of the e-π brand, "e-π targets users who are brave pioneers of the times and also young fighters of the new generation! Starting from e-π, there are only three evaluation criteria for mainstream new energy vehicles - technology, taste, and trust: creating unlimited possibilities with technology; creating taste with texture and aesthetics; and building trust with reliable quality." In future product planning, e-π will strive simultaneously in both pure electric and range extension power tracks. Within 3 years, there will be over 10 models to achieve full coverage of the mainstream market.
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But the new era "answer sheet" handed over by Dongfeng Company is not only e π. Lantu's new vehicles, including Lantu Chasing Light PHEV, Dongfeng Fengshen SKY EV01, Dongfeng Nano 01, Dongfeng Fengxing V9, and Qichen VX6, have all made their debut, bringing the "best solution" for the diverse and collaborative new energy vehicle market.
Under the leadership of the leadership team, Dongfeng Company is ushering in a new era and showcasing new charm with a brand new look.
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After achieving phased results in the "New Energy Leap Action", Dongfeng Company has launched a "dual target" rigid assessment mechanism
In recent years, Dongfeng Company has been fully promoting reforms in the field of new energy and intelligence, and welcoming changes in the industry. On August 16th, Dongfeng Corporation announced the implementation of the Dongfeng Passenger Vehicle New Energy "Leap Action", and the above-mentioned "Dongfeng" brand was formed at that time. The "Dongfeng" brand is under the integrated management of the group and has three major product series brands, Dongfeng Fengshen, e π, and Dongfeng Nano, forming a strategic posture of Dongfeng Corporation's leadership and the group headquarters going to war.
According to the plan, Dongfeng Company will invest 50 billion yuan in the field of independent new energy in the next three years, iteratively launching 17 new energy models for independent passenger cars and 21 basic models for new energy commercial vehicles. In 2024, Dongfeng will achieve 100% electrification of its main brand of independent passenger cars. By 2025, the annual sales of new energy vehicles will exceed 1 million, among which the three major product series of the "Dongfeng" brand's new energy vehicles will exceed 700000. In terms of overseas exports, Dongfeng's independent brand has a sales target of no less than 10%.
This is an important layout for Dongfeng Corporation to accelerate the implementation of the "Three Year Action Plan for Transformation and Upgrading" after the release of the "14th Five Year Plan" and the "East Wind Rise" plan and the "Leap Forward Action" for technological innovation, in line with the rapid development of new energy in the automotive industry.
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With the emergence of e π, Dongfeng New Energy's "Leap Action" has achieved phased achievements. However, Dongfeng Company did not lie on the merit book, but actively deepened reforms and once again rode the reins. On November 6th, it announced the launch of a monthly "dual target" rigid assessment mechanism.
How to understand the rigid assessment mechanism of "dual objectives"? It is reported that the mechanism will assess the subordinate units of Dongfeng Company at all levels based on the current business goals and MTP medium - and long-term capacity improvement goals, and conduct trial operation assessments on the project director of Dongfeng Passenger Car's new model.
It is worth mentioning that the achievement of goals will be linked to the payment of executive salaries and job adjustments, fully stimulating the vitality of executives and their teams, and further promoting ideological change. In the atmosphere of "comparing knowledge to help others surpass others", better classify and implement business management responsibilities, promote institutional reform, and accelerate the construction of a new type of business responsibility system under the modern enterprise system with Chinese characteristics.
The implementation of multiple reform measures within six months demonstrates Dongfeng's determination towards change. I believe that in the new assessment mechanism reform, Dongfeng Company can better stimulate vitality, promote reform, and win the market.
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In terms of performance, Dongfeng Company's sales of new energy vehicles have also rapidly increased in the past six months, winning widespread praise from users. For example, the sub brand Lantu Automobile has achieved five consecutive increases in sales since June, with deliveries exceeding 6000 units in October, a year-on-year increase of 138%.
The competition for new energy vehicles is becoming increasingly fierce, and Dongfeng Company is brave enough to respond to challenges and promote change. Years of technological accumulation is gradually fermenting into brand competitiveness, helping Dongfeng Company enter the world stage.
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Is it true that the aroma of liquor is not afraid of deep alleys, as it ranks first in the industry in terms of patent quantity and has intensified its research and development through the "Leap Forward Project"?
In recent years, it has been increasingly mentioned that "the fragrance of wine is also afraid of deep alleys", and how to "fancy marketing" and "out of the circle marketing" have become hot topics in the industry. Brands that deeply cultivate technology and work hard seem to be less popular.
But surprisingly, Dongfeng Company is moving towards the forefront of industry development with pure technological accumulation and transformation. On social media, it is rare to see aggressive marketing content from Dongfeng Company and its brands. But its sales of new energy vehicles continue to rise. This company, which focuses on technology accumulation, is winning the recognition of users with its true cost-effectiveness and intelligent driving ratio, and gradually breaking through the circle through user reputation.