For 2024, Dongfeng Group is looking forward to more.
On January 30, Lv Haitao, deputy general manager of the strategic planning and technology development department of Dongfeng Group and vice chairman of Dongfeng Citroen Automobile, said at the 2024 Dongfeng Motor Group ** Creation and Sharing Conference that Dongfeng Motor's sales target in 2024 is to strive to reach 3.2 million units, which is an increase from the annual sales target of 3 million units in 2023.
However, the goal has not yet been completed in 2023, and what confidence does Dongfeng have to challenge a higher goal in 2024?
New energy brings growth potential
According to the official data, last year, Dongfeng Group's cumulative sales volume was 208820,000 units, down 1527%, only 69 percent of the annual sales target of 3 million61%。Among them, Dongfeng Nissan, Dongfeng Honda and other major joint venture brands, under the offensive of independent brands and new energy vehicles, have appeared to varying degrees**.
However, the decline of joint venture brands is not limited to Dongfeng Group as an auto company, but is a general trend faced by the entire industry. In this context, it is actually the sales performance of Dongfeng Group in the field of new energy that is more significant.
In recent years, China's new energy vehicle market has shown explosive growth, becoming the world's largest new energy vehicle market, and Dongfeng Group has also achieved remarkable results in this field. According to the data, Dongfeng Group's new energy vehicle sales will increase by 4% year-on-year in 20233% to 5240,000 units, accounting for 25% of the group's sales09%。
In particular, VOYAH's performance in 2023 can be described as quite eye-catching, regardless of products or sales, the upward momentum is obvious, not only achieving 7 consecutive sales increases, but also entering the camp of monthly sales of more than 10,000 for the first time, with 10,017 new cars delivered in December, a year-on-year increase of 479%. In terms of cumulative sales, VOYAH also sold more than 50,000 units last year, a year-on-year increase of 160%, successfully completing the annual sales target and laying a good foundation for its better market performance in the future.
Of course, the success of the new energy vehicle field is also inseparable from a series of reforms carried out by Dongfeng Group around the transformation of electrification. Last year, Dongfeng Group accelerated the reconstruction of the system and mechanism to adapt to the new energy transformation through the implementation of a series of measures such as new energy transition action, dynamic engineering, "double target" rigid assessment, and model project management, and promoted the comprehensive leadership of brand, product, technology and value with users as the center.
Specifically, in the field of passenger cars, Dongfeng Group has formed a new brand pattern for the luxury electric off-road market, the VOYAH brand for the high-end new energy market, and the Dongfeng brand for the mainstream market.
At the same time, according to the "Leap Action" of Dongfeng Passenger Vehicle's new energy, a major management system adjustment was made to the new energy business of independent passenger vehicles, and the Group integrated the management of the three major product series brands of Dongfeng Fengshen, E and Dongfeng Nano under the Dongfeng brand.
How will it be in 2024?
The deepening reform in 2023 has once again installed a powerful engine for Dongfeng's transformation and upgrading. According to the "Three-Year Action Plan for Transformation and Upgrading", in 2024, Dongfeng will realize the electrification of 100 new models of the main brand of independent passenger cars; By 2025, the annual sales of new energy vehicles will exceed 1 million, and the three major product series of the "Dongfeng" brand will exceed 700,000 new energy vehicles.
To this end, at the 2024 Dongfeng Motor Group ** Creation and Sharing Conference, Dongfeng Group also clarified the key tasks of transformation and upgrading in 2024.
The first is to build a leading brand recognized by users, make full use of the system ability of 55 years of car manufacturing, and go all out to strengthen and optimize the "Dongfeng Motor" brand. Among them, Dongfeng Mengshi should establish a brand awareness of "science and technology, luxury and off-road"; Dongfeng Lantu strengthens the brand awareness of "luxury, safety and technology", and the sales target in 2024 will exceed 100,000 units, doubling annual sales; Dongfeng Fengshen will accelerate the brand renewal and realize the full electrification of new products in 2024.
The second is to launch leading products to win the "supply" battlefield. Specifically, Dongfeng Mengshi will launch a "privately customized" Mengshi 917 modified version this year, and the products for the business field will be unveiled at the Beijing Auto Show; Dongfeng VOYAH will expand its product lineup and launch new SUV models; Dongfeng Fengshen will unveil new plug-in hybrid (PHEV) and pure electric models, and launch five new energy products within two years to complete the new one.
energy transition; Dongfeng Yipai's E 007 will be officially launched in March, and a new medium and large SUV will be launched in the middle of the year, forming a "two-car matrix"; Dongfeng Nano's Nano 01 will launch modified models, and will launch 1 new product every year.
In addition, the company will work with Huawei to launch products that meet the differentiated needs of customers. Not long ago, VOYAH and Huawei officially signed a strategic cooperation agreement, under which the two parties will jointly create the ultimate intelligent travel experience based on the advantages of their respective fields, focus on user needs, and accelerate the large-scale commercialization of intelligent technologies through innovative exploration in various fields through cooperative models.
In fact, in the face of the challenges and opportunities in 2024, Dongfeng Group's advantages in the field of new energy and a series of reforms around the transformation of electrification have provided strong support for it to achieve its higher sales target. In the future, with the formation of a new brand pattern and the continuous improvement of the product lineup, Dongfeng Group's competitive position in the new energy vehicle market will continue to improve, and the sales target in 2024 may not be out of reach.