Dongfeng Yipai Accelerates Growth, Forges Huawei Partnership
Dongfeng Motor’s newly established Yipai Technology is poised to revolutionize the company’s independent passenger car business, officially launching its “Wings of the Future” strategy. This move consolidates key brands and aims for a user-centric, technology-driven future.
Brand Consolidation and Dual-Brand Strategy
Yipai Technology, officially unveiled on August 1, integrates Dongfeng Fengshen, Dongfeng Yipai, and Dongfeng Nano into a streamlined structure. This consolidation from three major brands to two signifies a strategic shift towards brand concentration and efficiency.
Yang Qing, Chairman and Party Secretary of Dongfeng Motor Group, declared Yipai Technology as the “main force of Dongfeng Motor’s independent passenger car business” and a “model of user-oriented and technology-oriented enterprises.”
The new brand architecture features a “dual brand, multi-series” layout. Dongfeng Nano will be absorbed into the Dongfeng Yipai brand system. Dongfeng Yipai will offer two product series: mainstream technology and smart boutique. Dongfeng Fengshen will concentrate on the global energy-saving vehicle market.
Huawei Partnership Drives Smart Innovation
A significant element of Yipai Technology’s strategy involves a deep collaboration with Huawei. The smart boutique series under the Dongfeng Yipai brand will be jointly developed with Huawei, with the first model, a full-size SUV, slated for a 2026 debut.
This partnership will see the integration of Huawei’s advanced Gankun Zhijia ADS 4 and Hongmeng Cockpit 5 systems. This collaboration deepens an existing relationship that has already seen joint ventures with Lantu Auto and Mengshi Technology.
Dongfeng Motor’s independent passenger car brands, including the high-end Lantu, mainstream Yipai, and off-road focused Mengshi, are all now collaborating with Huawei.
“Wings of the Future” Strategy Outlined
Wang Junjun, General Manager of Yipai Technology, presented the comprehensive “Wings of the Future” plan, encompassing “Wings of Technology,” “Wings of Brand,” “Wings of Products,” and “Wings of Overseas.”
By 2028, Yipai Technology aims to offer 20 distinct models, with an annual update commitment. Dongfeng Fengshen is set to expand its lineup to 10 models, focusing on core A and B-grade segments, with at least two new or updated products launching yearly.
The company emphasizes a user-centric approach, aiming for rapid response to customer needs. “We will do things that users care about immediately, use flexible mechanisms to speed up decisions,” stated Wang Junjun.
A recent report from S&P Global Mobility indicates that by 2030, electric vehicle sales in China are projected to reach 9.4 million units, highlighting the competitive landscape Yipai Technology is entering.
Efficiency Revolution and User Focus
Yipai Technology is implementing an “efficiency revolution” to expedite product development and delivery. The goal is to get user-needed products into their hands as quickly as possible, streamlining internal processes.
“User needs must be the origin of technological innovation and create real value for users,” Wang Junjun asserted. The company is committed to faster response times, with a slogan promising solutions within an hour for user issues.