Edited | Only
Design | microcosm
The establishment of the brand is not achieved overnight, but requires the accumulation of history and years.
After 50 years of ups and downs, looking back at the development history of Dongfeng Motor Group Co., Ltd., it is also a history of brand building. Dongfeng Motor has witnessed the difficult start of China's automobile industry, and also witnessed the gorgeous turn of China's automobile industry.
From the birth of the "Dongfeng" brand to the first "China Well-known Trademark" and "China's Most Valuable Automobile Brand" in the automotive industry, and then to more than 100 countries and regions overseas, "Dongfeng" has continued to grow and become a world-renowned automobile brand, entering a new stage of building a "Chinese brand".
On May 10th, the sixth "China Brand Day" arrived as scheduled. At present, China's economy is in a transition period of large producers to consumers, in the process of the rise of domestic products, Chinese brands are new and new, going to the world, and constantly ushering in the highlight moment of development.
Dongfeng, which starts with cars, but is not just cars. Along the way, Dongfeng Motor, which forges ahead with the times, has been given a richer connotation and characteristics.
When Dongfeng cars drive into thousands of households and empower people's better lives, the Dongfeng brand value concept of "quality, wisdom and joy" is also being perceived, recognized and transmitted by more and more people.
"Quality" is the root of Dongfeng brand, Dongfeng Motor always pursues the organic unity of enterprise quality, employee quality and product quality. For more than 50 years, generations of Dongfeng people have tempered the quality of Dongfeng with the spirit of craftsmanship under the illumination of the spirit of the marquee and forged the brand of a big country.
In the face of repeated tests, Dongfeng Mavericks completed the task well, highlighting the strength and responsibility of the first brand of Chinese military vehicles.
On April 16, the space hero returned home and was greeted by the East Wind Warriors. As a search and rescue vehicle, Dongfeng Warrior welcomed the three astronauts of Shenzhou 13 home and successfully completed the mission. As a special high-mobility off-road vehicle independently developed and produced by Dongfeng, Dongfeng Maverick has bravely undertaken major tasks again and again with military quality for many years.
In 2008, the Wenchuan earthquake, Dongfeng Warriors broke through the difficulties and obstacles to become the first vehicle to reach the disaster area, and the first to transmit the disaster situation to the outside world; in 2015, China's first peacekeeping infantry battalion went overseas, and Dongfeng Warriors left a mighty and heroic posture in many countries; in 2020, the flood situation in many places in the south of the mainland was urgent, and the Dongfeng military vehicles "went out" with the army to charge to the place where the disaster was most serious and the masses needed it most.
A horse lamp, a pulse of spirit. Dongfeng was built because of the army, prospered because of the army, and the background of the military industry laid the most important quality gene of Dongfeng.
Nowadays, with quality as the foundation and brand building as the starting point, Dongfeng Motor is moving towards a new journey of promoting the upward movement of its own brands.
"In those most violent collision experiments, your steadfastness has been tested. In the battery wading experiment 6 times higher than the international standard, your wish surfaced in the sea of time. At the "China Central Radio and Television Corporation 2021 China Automotive Festival", the jury gave high comments to Dongfeng Motor's Lantu FREE.
As a high-end brand created by Dongfeng Motor, Lantu inherits dongfeng's technical accumulation and Seiko quality for more than 50 years, and the first model, Lantu FREE, has won the grand prize of the jury with excellent quality and the first place in the total score of nearly 1,000 new cars.
Excellent quality, so that Lantu FREE in safety is better. In the field of vehicle safety technology, Landu FREE has created the world's first TRP+Patch composite structure thermoformed A-pillar and 2000Mpa silicon aluminum coated door anti-collision beam, which won the "2021 China Top Ten Body" and "Best Craftsmanship" double material awards. Thanks to this, Landu FREE won the "five-star" evaluation of the C-NCAP test and ranked first in the comprehensive score of new energy models of Chinese brands.
For more than 50 years, the adherence to quality has always been the constant pursuit of Dongfeng, and has become the common value pursuit and action consciousness of all Dongfeng people.
As a representative of Dongfeng craftsmen, Wang Jianqing, the head of the "Wang Tao class" in the first workshop of the general assembly plant of Dongfeng Commercial Vehicle Co., Ltd., has always insisted on practicing the "craftsman spirit" in the workplace.
In his view, "If China's automobile manufacturing industry wants to occupy a place in the world's automobile field, it is inseparable from reliable products, and reliable products are inseparable from reliable industrial workers." ”
Dongfeng Commercial Vehicle, where Wang Jianqing is located, is also the "spokesperson" of Dongfeng quality.
Adhering to the brand promise of "everything comes from reliability", Dongfeng Commercial Vehicle relies on a scientific and rigorous development system, a rigorous test verification and quality control system, and the empowerment of partners to ensure that every vehicle delivered to customers is reliable and trustworthy.
Today, Dongfeng Commercial Vehicle has won the trust of more than 6 million cardholders and become the backbone of the national automobile brand.
"Wisdom" is the source of the Dongfeng brand, which is another important gene of the Dongfeng brand in addition to quality.
Driven by innovation, Dongfeng Motor continuously improves its "smart" capabilities, enriches the "hui" experience, and continues to create a safe, comfortable and convenient mobile space, bringing customers efficient and pleasant solutions and travel experiences.
Recently, at the unveiling conference of Dongfeng Fengshen Haoji, the new generation of WindLink intelligent car machine has undergone many iterations and become more intelligent. From the start of system development in 2014, to the upgrade to WindLink version 6.0 in 2021, and then to the birth of "Hao Sister", Dongfeng Fengshen intelligent car machine has fully evolved, and the perception and understanding of the "third space" have made an overall leap.
Under the wave of digitalization, the automotive industry has gradually ushered in a "systemic energy revolution", and "smart" cars are the trend of the times. On May 7, Lantu Dreamer, positioned as an "electric luxury flagship MPV", was officially launched, further enriching the camp of Dongfeng Smart Cars.
Originating from the advanced ESSA native intelligent electric architecture, Lantu Dreamer is the first to be equipped with Qualcomm 8155 car machine chip, the first to have L2+ intelligent driving assistance, the first MPV with remote control parking and the first MPV with triple screen cockpit, creating a new category of electric luxury MPV.
However, not only cars, but also smarter travel scenarios and ecological changes.
"There is no traditional driver's seat, only passenger seats. Once pedestrians and obstacles appear, the Spring Shoots will slow down 20 meters in advance and safely bypass. Driving stability and safety are not inferior to traditional electric buses. "In Wuhan Junshan New Town, Dongfeng Yue enjoys the Sharing-VAN "Spring Shoots" so that passengers can preemptively appreciate the fun and convenience of "unmanned driving".
As the first 24-hour vehicle-road collaborative driverless shuttle bus in China, the "Chunsun" attracted 599 passengers to test ride experience on May 1.
This is a landing achievement in Dongfeng's "driverless city" strategy, in order to explore the commercial landing scenario of functional unmanned vehicles and promote the development of the city in a more intelligent direction.
At present, a total of 15 "Chunsun" are in demonstration operation between Xiaojunshan Subway Station and Chedu Youth City, providing 7×24-hour unmanned connection service. After it is officially put into operation, the service scope will cover about 50,000 residents in 15 communities along the route.
In addition, in the field of commercial vehicles, Dongfeng Wisdom is empowering future logistics. Its Dongfeng commercial vehicle technology brand "Infinity Star" focuses on the iteration of intelligent driving trucks, and the port collection card first launched is being demonstrated and operated in China's first 5G smart port.
At the same time, in the exploration of intelligent transportation mode, Dongfeng Motor also took the lead in giving the "Dongfeng solution". In the field of carriers, Dongfeng launched the Sharing-Aircraft land-air integrated intelligent logistics solution to solve the problems of complex regional geomorphological environment and difficult passage of vehicles, and to achieve "all-regional, all-weather real-time arrival".
With the automobile as the carrier, Dongfeng Motor is sparing no effort to promote the ecological transformation of the industry. With the application of more and more innovative achievements, when wisdom is within reach, it will be more convenient to travel, smarter cities and better lives.
"Heyue" is the soul of Dongfeng brand, and is the character, yue is the state of mind. Dongfeng insists on creating a warm and warm atmosphere and ecology, creating the joy of customers, society and employees.
"What the east wind brings to people is a beautiful spring, a brilliant sunshine, and a harmonious spring wind." The swallow is sent by the east wind, where there are swallows, there must be an east wind, and the logo pattern of using swallows to conceive the 'east wind' is the most ideal choice. Edkun, the designer of the Dongfeng Motor LOGO, once explained the meaning of "double flying swallow".
"Heyue" is the softest feature of the Dongfeng brand. Listening to the voice of customers, meeting the individual needs of customers, striving to create comprehensive social benefits, and meeting the expectations of relevant stakeholders, Dongfeng has always pursued harmony and symbiosis with all parties. From products, services to brand culture, Heyue Wind has been transformed into the blood of Dongfeng.
It is not difficult to see from Lantu FREE that whether it is the product itself or the service, from the concept, production to the final landing, starting from the user's point of view, improving the architecture and function of the product, and tailoring the product around the user, is a kind of inheritance and breakthrough in the quality of the central enterprises.
As a "user-oriented enterprise", from the "Chuangxiang Plan" to the "Global Chuangxiang Companion" to the "Dream Club" of Lantu Dreamers, Lantu always stands with users to achieve resource sharing and mutual benefit and win-win results with users, users and users.
Dongfeng sunshine, illuminating the troubled card friends, the current epidemic situation, and Yue Dongfeng are also constantly sending warmth to people. At the end of March this year, an announcement by the wang station manager of Dongfeng Commercial Vehicle Handan Huawei Service Station exploded the circle of friends.
After the announcement was issued, Wang Station Manager and his teammates helped dozens of Dongfeng brothers trapped on the road, and the large canteen of the service station provided free catering, and at the same time drove more Dongfeng commercial vehicle service stations to join this spontaneous public welfare activity of rescuing card friends, so that the warmth of sunshine service illuminated the trapped Dongfeng card friends.
The wind of harmony and joy blows the motherland north and south, and it is also chasing waves overseas.
"It's been 11 years since we introduced the first Dongfeng pickup truck to Bolivia. The current launch of electric pickup trucks is another example of the development of Dongfeng Motor, we like this innovation, let us like this brand even more. "José Nicolas Landival, CEO of the South American Bolivian dealer Rodaría, is proud to have partnered with Dongfeng Motor.
The representative of The Tunisian COMET Group mentioned at the 2022 Overseas Distributor Conference: "Customer satisfaction is the primary concern, customers will be satisfied with many innovations and major improvements in quality and service, and expect Dongfeng, as an excellent brand made in China, to continue to provide the best products and ensure the best service." ”
The east wind of China, the east wind of the world.
In the past decade, China has made remarkable development achievements, and while Chinese manufacturing has won competition in the global market, Chinese brands are also strongly supporting China's economy to transform into a high-quality development model.
Dongfeng people have used their persistence and wisdom to create the pearl of China's automobile industry.
Shouldering the heavy responsibility of the big country brand and practicing the mission of the big country brand, I believe that Dongfeng Motor will continue to take quality as the root, take wisdom as the source, and Joy as the soul in the era of the strong rise of Chinese brands, use the brand light to light up the new journey of world-class enterprises, and let the world see the vigorous upward force of Chinese brands.