Dongfeng doubles down as Chinese cars expand PH reach

IN the sea of car brands taking part in the Auto Focus Pre-Christmas Test Drive Festival over the weekend, there was a booth that was particularly busy.

It mostly offered electric vehicles – SUVs, sedans and pickups – with stunning “European” looks and cutting-edge technology. And yes, it came from China.

Riding the crest of massive “Chinese wave” in the Philippines is Dongfeng that arrived last year with three impressive offerings -- the full EVs Nanobox sub compact car and Forthing Friday compact SUV; and the hybrid SUV Aeolus Huge.

All of them, including the EV pickup Rich 6 launched only this year, were on offer for the participants to test drive.

It was a treat, of course. After all, Aeolus Huge was a delight to drive with its 1.5L engine and Dongfeng’s dual-engine hybrid system. Inside, it boasts i-Fun intelligent ECU, intelligent Bluetooth key, starry ambient lighting, fine leather seats and a 12.3-inch LCD dashboard.

Yet the scene-stealer was the Forthing Friday, a full EV SUV beauty that runs on TZ200XSV permanent magnetic motor, which has torque that sinks you to the seat when you floor the accelerator.

It turns heads with its front grille that resembles an old-school ice hockey goalie mask. Menacing yet sleek, it allows large-size front air intake. Its motor runs on 57.8 kilowatt/hour battery capacity.

The Nanobox also got its share of test-rides, the striking, boxy sedan – priced at P888,000 – is a solid counterpart of the popular Ice Cream from Jetour.

They are just among the reasons Dongfeng keeps its head above water in the cutthroat competition for the share of the local market.

THE Caloocan dealership opens with a festive dance.

Consider this: During last year’s Manila International Auto Show, there were nine Chinese brands. That was a big representation from the mainland because there were only 15 car makers who took part.

But this year, 16 of the 23 participating brands came from China. Who knows how many more Chinese cars will come over next year.

Despite that fact, Dongfeng is determined to expand its reach here as it bared plans to open 12 more dealerships by year-end.

Dongfeng deputy chief executive officer Brennan Lim said in a statement: “We are excited to see the very exciting and positive interest of our dealer principals in investing and committing to our Dongfeng brand.”

“This validates our optimism and excitement with the brand Dongfeng and its growing product offers at very affordable prices with very advanced features, which we feel will be much appreciated by our growing Dongfeng owners,” he added.

The latest openings in key cities are a testament to Dongfeng’s commitment to reinforce its presence in the country, dedicating itself to providing cutting-edge but affordable vehicles to more Filipinos.

Currently, Dongfeng operates a network of dealerships in strategic locations including Ortigas, Alabang, Pampanga, Marcos Highway, and Bacoor. In the past month, the brand made significant strides by establishing new locations in Davao and Marikina.

Last Nov. 7, the car brand added the Caloocan City dealership to its roster.

“At DFM Caloocan, we believe that buying a car is more than just a transaction; it's about building relationships and helping our customers make one of the most important decisions of their lives,” added Lim.

In November, Dongfeng will welcome owners-to-be in Tarlac. DFM is geared to continue its partnership with Xentro Mall there.

Plans to open another six dealerships within their network are also in store, and these new locations are expected to provide even more opportunities for buyers to experience the innovative, feature-packed vehicles first hand.

So yes, the Philippine motoring industry still has room for more Chinese brands. In fact, those that are here already are even seeing steady growth.

—VAL, GMA Integrated News