The family car "old three" Fukang electrocuted rebirth

Reporter Yang Rangchen Zhang Jiazhen reported from Shanghai and Wuhan

The Fukang automobile brand, which was once known as the "old three" (Fukang, Jetta and Santana) in the Chinese car market, is embarking on the road to nirvana rebirth.

"China Business Daily" reporter recently learned from DPCA Automobile Co., Ltd. (hereinafter referred to as "DPCA") that the company's brand Dongfeng Fukang launched the third pure electric vehicle - Dongfeng Fukang ES600 on March 28 after the launch of Dongfeng Fukang ES500 and e-Elysee.

(Dongfeng Fukang ES600)

Dongfeng Fukang ES600, on the basis of inheriting the safety, durability, economy and practicality of the Fukang brand, has been upgraded to a new banner for the B-end market to meet the needs of the new energy travel market for long endurance, large space and comfort on the basis of inheriting the safety, durability, economy and practicality of the Fukang brand for 30 years.

Zhang Zutong, member of the Standing Committee of the Party Committee and deputy general manager of Dongfeng Motor Group Co., Ltd. (hereinafter referred to as "Dongfeng Company") and chairman of Dongfeng Dongfeng Automobile, also said: "Dongfeng Fukang ES600, as the first new product listed by Dongfeng Dongfeng Dongfeng Automobile this year, has opened the prelude to the launch of new products and the transformation and upgrading of new energy in 2022 of Dongfeng Dongfeng Automobile, and is also the prelude to the establishment of a new life of Dongfeng Fukang Automobile. ”

Target the B-side market

Fukang is a car brand introduced to the domestic market by DPCA at the beginning of its establishment in 1992, and has been called one of the "old three things" in the Chinese car market by consumers.

According to relevant information, from 1992 to 2008, Fukang has created a number of impressive achievements in the 16 years of landing in the Chinese market, with a cumulative production and sales volume of 500,000 vehicles. However, due to a variety of reasons, Beverly Wilshire finally officially announced the suspension of production in October 2008.

Auto analyst Ren Wanfu said in an interview with reporters that although Fukang once became a benchmark in the domestic car market, with the continuous development of the automobile consumer market, consumers' choice is also increasing. "At that time, The replacement of Beverly Wilshire in terms of models could not meet the needs of consumers, which was one of the main reasons for the eventual withdrawal from the market."

It is worth noting that with the vigorous development of the domestic new energy vehicle market, Dongfeng Fukang, which has returned to the domestic market, has also switched the focus of market layout to the new energy market.

It is understood that the Dongfeng Fukang ES600 charging version listed this time will mainly attack the B-end travel market, and launched two models, the rental version and the online version, with a unified market guidance price of 153,800 yuan.

According to the introduction of Dongfeng Fukang ES600 launched this time, the Dongfeng Fukang ES600 adopts a lithium battery of AVIC, with a comprehensive cruising range of 430 kilometers and a constant speed cruising range of 530 kilometers, which is at the leading level in the industry, which can meet the operational needs of the travel market and alleviate mileage anxiety.

In addition, in terms of space, Dongfeng Fukang ES600 is also tailor-made for the B-end market, which can provide more spacious and comfortable seating space when picking up and dropping off passengers. In addition to the configuration upgrade to better meet the B-end market demand, Dongfeng Fukang ES600 is also equipped with a 9.7-inch vertical TFT touch HD large screen in the central control, integrating online entertainment, AutoNavi navigation, mobile phone interconnection, reversing image and other functions.

According to reports, at the dongfeng Fukang ES600 listing conference, the key customer department of Dongfeng Dongfeng Zhuolian Automobile Co., Ltd., Anhui Zhixiang Automobile Sales Service Co., Ltd., Wanliang (Xiamen) Car Rental Co., Ltd., Wuhan Financial Holdings New Energy Vehicle Leasing and Operation Co., Ltd., Wuhan Dongfeng Electric Chuangyue Industry and Trade Co., Ltd. and Chengdu Jidacheng Automobile Sales Service Co., Ltd. and other partners signed strategic procurement agreements on the spot, and jointly reached an order of 30,000 vehicles. It has comprehensively accelerated the pace of DPCA's progress in the new energy business.

"In the future, Dongfeng Fukang will focus on the new energy vehicle market and successively launch a variety of pure electric and plug-in hybrid vehicles." The relevant person in charge of DPCA said.

Start a new chapter in transformation

With the listing of Dongfeng Fukang ES600, it has also opened a new chapter in the transformation of Dongfeng Dongfeng Fukang automobile and Dongfeng Fukang brands into pure electric vehicles.

According to Zhang Zutong, "Starting from this year, Dongfeng Citroen, Dongfeng Peugeot and Dongfeng Fukang, the three major brands of Dongfeng Citroen, Dongfeng Peugeot and Dongfeng Fukang, will also successively launch a variety of pure electric products and plug-in hybrid products, continuously enriching the layout of new energy products and creating a new growth pole for the sustainable development of DPCA's automobile industry." ”

In fact, as early as 2018, Su Weibin, then general manager of Dongfeng Peugeot Citroen Automobile, revealed that Fukang will meet domestic consumers again as a new energy brand and will become the third brand of Dongfeng Peugeot automobile, in order to fill the blank market outside the Dongfeng Peugeot and Dongfeng Citroen brands.

Zhang Zutong said at the press conference that the new launch of the Dongfeng Fukang ES600 model is the result of the full synergy between Dongfeng Company and Stellantis Group. "Dongfeng Fukang ES600 fully synergizes the advantages of both shareholders, in addition to the combination of Dongfeng's 'three electric' technical advantages and The Global Car Manufacturing Process of Stellantis Group, Dongfeng Fukang ES600 also has the 'conscience car' quality assurance and after-sales guarantee that Dongfeng Fukang Automobile has continuously upgraded in recent years, which will provide customers with a new car experience and better service."

In addition, DPCA also revealed that as the "backbone" of DPCA's layout of the new energy market, Dongfeng Fukang will bring new products to work with the majority of operators, distributors and other partners to jointly innovate and jointly build a new marketing model and business model under the development trend of the sharing economy.

It is worth noting that at the same time as the launch of Dongfeng Fukang ES600, DPCA also kicked off the prelude to transformation and development. According to reports, Dongfeng Fukang ES600 is produced by DPCA Wuhan Factory, and the mass production of the model marks another solid step in the new energy business of Dongfeng Dongfeng Peugeot Citroen Automobile.

"As a brand trusted by Chinese consumers, Dongfeng Fukang will further create a new situation in the electrification market for Dongfeng Dongfeng Peugeot Citroen Automobile." The relevant person in charge of DPCA Automobile said that the company will continue to take customers as the center, continuously introduce more new products to meet customer needs, and bring customers a more relaxed and comfortable car life and experience.

The relevant person in charge of the network and marketing support department of DPCA automobile said that in recent years, the new energy automobile industry has flourished, and the market contains great potential and opportunities. Dongfeng Fukang ES600, as a blockbuster model in the layout of the travel market of Dongfeng Fukang Automobile, will open a new chapter in the layout of Dongfeng Fukang Automobile in the field of pure electricity. "With its help, DPCA will actively meet the transformation and upgrading of new energy vehicles and meet the needs of new energy vehicle technology upgrading and consumption upgrading."

(Editor: Zhang Jiazhen Proofreader: Yan Jingning)