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Dongfeng AX4 Launching in Chile


On November 8 (Chile Time), Dongfeng Motor Corporation (DFM) successfully held Dongfeng Brand Night & AX4 Overseas Launch Ceremony in Santiago Chile.

Chile is one of Dongfeng international business “3+3+N” major strategic markets. Since the beginning of the 21st century, Dongfeng brand products have entered the Chile market in succession. Through years of efforts and accumulation, Dongfeng has achieved its rapid development in Chile market. “Dongfeng Andes Plan” has been developed to increase the intensity of market expansion. By the end of 2018, Dongfeng is to build a business representative office in Chile to import more new products, conduct Dongfeng brand promotions and strive to create “Dongfeng” into a famous brand in Chile.

In the evening, more than 300 persons, including representative of Chinese Embassy in Chile ZHAO Binbin, parliamentarian of Chile HUGO LARA, chairman of the Board of Dongfeng Motor Chile Dealer Group Francisco Javier Errazuriz, general manager Gonzalo Landaeta Pereira, representatives from Chile Santiago Municipal Government, Asociación Nacional Automotriz de Chile A.G., Chile’s dealers, and more than 100 media such as People’s Daily, EL Mercurio, EMOL, La Tercera, America Economia, etc., and user representatives, and local famous online celebrities, were invited to attend the Dongfeng Brand Night.

With the light and dance show, Dongfeng AX4, characterized by “Fashion, Quality, Taste”, made debut. Chile fashion programme presenter’s wonderful vehicle model interpretation and online celebrities’ internet broadcast highlighted AX4 launch ceremony, which has attracted extensive attention, and also will promote Dongfeng’s product sale and word of mouth. After its launch in Chile, AX4, together with Dongfeng AX5, AX7, AX3, SX6, SX5, S50, SUCCE, RICH, etc., constitutes a Dongfeng product portfolio matrix covering series products such as sedan, SUV, MPV, pickup, etc., which can meet diversified customer demands.

Head of Overseas Business Unit of DFM LI Junzhi made a speech. He introduced Dongfeng’s overall situation and overseas “3+3+N” business layout, elaborated Dongfeng’s plan in Chile market, involving new product launch, brand building, market marketing, service improvement, etc., thanked all the parties for their constant support to Dongfeng, and expressed his expectation that AX4 will enrich Dongfeng’s product line, and bring Chilean users more wonderful travel experience.

In April, 2018, Dongfeng released its brand core value concept, and then perfected multi-language explanation. On the Dongfeng Brand Night, oriented towards Chile’s automobile and media circles, Dongfeng will republish the brand core value concept of “Quality ·Intelligence · Harmony” and uniform overseas brand logo, and conduct overall interpretation based on the promotion measures of “D139” brand strategy so that local media and customers can know well about Dongfeng brand and perceive Dongfeng spirit.

ongfeng Brand Night & AX4 Overseas Launch Ceremony is a wonderful start for Dongfeng’s brand promotion in Chile. Next, Dongfeng will perform such activities as test ride and test drive, supermarket show, new vehicle experience, etc., and enhance Dongfeng’s brand awareness and international image through releasing brand advertisement in Chile.


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