The progress bar of 2021 is full, and the curtain of 2022 is slowly opening. Looking back on the past year, China’s auto industry has suffered multiple challenges. China Automobile Association predicts that the total sales volume of Chinese cars will reach 26.1 million in 2021, a year-on-year increase of 3.1%.
Under the background of positive growth of industry sales, the year-end transcripts of relevant auto enterprises are also quite bright spots. In the past year, Dongfeng Fengshen has sold 121570 vehicles, with a year-on-year increase of 73%. It has successfully broken through the trend and crossed the goal of annual sales of 120000 vehicles.
The completion of the annual sales target against the trend is inseparable from the long-term investment of Dongfeng Fengshen in the technical field. Technology is the first productivity of automobile enterprises. In 2021, Dongfeng Fengshen not only turned into the “era of technology Fengshen”, but also put forward the brand proposition of “high-end performance popularizer”.
For the performance achieved in 2021, Dongfeng Fengshen said that the past year was the victory year of the company’s “14th five year plan”, a year of pride and refreshing, a year of full transformation and upgrading of products, technologies and services, and a “warm-up year” to challenge higher goals in 2022.
counter the trend to achieve the sales target
Looking back at China’s auto market in 2021, chip supply chain is one of the unavoidable topics. As we all know, the core shortage problem since the end of 2020 has been one of the urgent problems to be solved by many car enterprises, and Dongfeng Fengshen is no exception.
Facing the “core shortage tide” in 2021, the relevant person in charge of production of Dongfeng Fengshen took the lead in “core running”; In the production field, we innovatively add “finishing and reshipment”, skip the chip installation link of vehicles on the production line, move to the next process first, and then reshipment to the original production line after the supply is met
At the same time, Dongfeng Fengshen’s R & D and technical team also actively gave full play to the lack of core of expertise “intelligent competition”, and quickly completed the development of chip substitutes in only 45 days to ensure the supply.
The time is set back to February 26, 2021, and the cadre conference of “decisive battle of 120000 vehicles” is held in Dongfeng Fengshen. In the first half of the same year, Zhu Yanfeng, chairman of Dongfeng company, also had high hopes for Fengshen: “I believe that through everyone’s efforts, Dongfeng’s independent cause will develop better and better, and will be able to shoulder the important task of ‘promoting the national automobile brand’.”
On December 27, 2021, Dongfeng company held the 2022 work conference in Wuhan. According to the data, Dongfeng company expects to sell about 3.3 million vehicles in 2021, and the terminal delivery volume is about 3.4 million, which is basically the same year-on-year. Among them, the sales of autonomous passenger vehicles were 525000, a year-on-year increase of 27%.
As the main force of Dongfeng’s independent passenger vehicles, Dongfeng Fengshen can be described as a successful breakthrough in 2021. Under the influence of multiple factors such as chip shortage, Dongfeng Fengshen bucked the trend and achieved the goal of annual sales of 120000 vehicles. The completion of the annual sales target against the trend is inseparable from Dongfeng Fengshen’s accurate grasp of the product track.
It is reported that almost all products launched by Dongfeng Fengshen in 2021 focus on “Yixuan family”. In the first half of 2021, a series of labels such as the launch of Yixuan 2021 chaoku were pasted on the first half of 2021, shortly after the launch of Yixuan GS Black Warrior version online at the beginning of the year, to the anniversary of Wuhan’s prevention and control recovery.
In the second half of 2021, the market volume of Yixuan family led by Yixuan Max will become larger and larger. You Zheng, deputy general manager of Dongfeng Automobile Co.Ltd(600006) Group Co., Ltd., said: “Yixuan Max is the milestone of Fengshen brand, leading Fengshen into a new era of ‘technical Fengshen’, and the opening work of Dongfeng Fengshen as a ‘high-end performance popularizer’.”
It is worth mentioning that in the field of new energy, Fengshen E70 has become a popular new energy model to deal with the b-end operation market. In 2021, it has successfully entered more than 40 cities with a sales volume of more than 30000 vehicles. In June 2021, E70 won 2500 online car Hailing orders in Chengdu. In November, E70 was launched in Wuhan and signed an order for 800 vehicles on site, officially opening a new era of power exchange mode of new energy vehicles in Wuhan.
In addition, Dongfeng Fengshen also said that in order to meet the special needs of b-end operating markets such as taxis and online car hailing, Dongfeng Fengshen has long developed and laid out operating products, and its E70 model has been highly praised by the outside world with the ownership of more than 70000 vehicles. “The quality of E70 model is excellent. T3 travel platform alone accounts for more than 30% of its share. It is facing the market situation of ‘one car is difficult to find’.”
In fact, in addition to the “hard work” of the products, Dongfeng Fengshen has also synchronously improved the “soft power” of the company’s services. In May 2021, Dongfeng Fengshen released the “c-position service plan” to improve customer experience around people, cars and life, and put forward the service proposition of “sincerely dare to promise, help each other and create an interesting life”. It is reported that since Dongfeng Fengshen released the “satisfied home” service brand in 2009, it has kept improving and renewed and upgraded the original service brand 2.0.
multiple empowerment of technical strength
“No diamond, no porcelain work.” For Dongfeng Fengshen, the company’s strong technical resources are the “diamond” behind the product’s popularity in the market. In addition to running on the right product track, Dongfeng Fengshen has grasped the development opportunities brought by the technical track.
It is reported that Dongfeng Fengshen’s technical system is led by the new power technology “Dongfeng Mach power”, supplemented by DSMA’s new modular architecture technology, chassis technology, safety technology and artificial intelligence system.
It is well known that the engine and the power system carried by the vehicle are an important part of measuring the technical level of the vehicle. In 2006, Dongfeng Group started the powertrain R & D project. After more than ten years of technical R & D investment, Dongfeng Group’s Mach power has become a vehicle power system that has attracted much attention from the outside world.
In 2020, the new Mach power 1.5T engine was loaded on the new AX7 Mach version of Dongfeng Fengshen, and won the title of “China heart” top ten engines in the same year. In 2021, Mach power launched MHD hybrid system, which is composed of a Mach power 1.5T high-efficiency hybrid special engine and an HD120 hybrid electric drive assembly, and won the title of “China heart” top ten engines again.
It is reported that the Yixuan Max carried by Mach power has refreshed the zero hundred acceleration performance with the professional measured results of 6.81 seconds for the hybrid version and 7.23 seconds for the fuel version in Xiangyang National Automobile Quality Supervision and inspection center. “This power technology is the first to be used in Fengshen. In the future, it will indeed expand to carry more Dongfeng cars and Chinese cars.” Dongfeng Fengshen said.
In addition to the power system, Dongfeng new DSMA advanced modular architecture technology, which has been built for 5 years for the development of medium and high-end models and the integration of global advantageous resources, is also the first to be applied to Dongfeng Fengshen.
Statistics show that Dongfeng’s new DSMA advanced modular architecture technology has three advantages: multidimensional efficiency, fuel engine driving enjoyment and advanced intelligence. The layered architecture design adopted has the leading comfort, safety and reliability of the mainstream architecture.
Dongfeng Fengshen said: “as the main structure of Dongfeng Automobile Co.Ltd(600006) group during the 14th Five Year Plan period, DSMA will give birth to more products, including the heavy strategy medium and large SUV Haoji that Fengshen is brewing and will officially launch in 2022.”
In terms of chassis technology, the Yixuan family, the main model of Dongfeng Fengshen, has gone through “champion training” and integrated into the professional technical training of Huang Fujin, a two-time champion of CTCC; In terms of safety technology, taking Yixuan Max as an example, it has been well-known certified by China automobile safety conference and won the professional award of “top ten body”.
In terms of artificial intelligence, Dongfeng Fengshen, focusing on “modeling, power and intelligence” and tamping the “driving interest” gene, has achieved automatic driving and windlink6 at the quasi L3 level 0 artificial intelligence vehicle technology application, also has many good achievements. Especially in the two world Intelligent Driving Challenge competitions in 2021, Yixuan Max won many gold and silver medals in many challenge projects.
(China business daily)
